MALAYSIA plays a strategic role in bridging Chinese and South-East Asian markets in the trade of Chinese alcoholic beverages like baijiu.

Initiatives include the “Taste of China: The 2025 Belt and Road International Wine and Spirits Competition” at the Kuala Lumpur Convention Centre, which was held for the first time outside China since it started in 2015.

MCA secretary-general Datuk Chong Sin Woon said that in terms of bilateral trade, the party had actively built platforms for collaboration between enterprises of both nations.

“We’ve been involved in numerous China-Malaysia trade initiatives, and continue to explore new markets and opportunities.

“In recent years, we have observed a growing interest in baijiu among the Malaysian Chinese community.

“Through our collaboration with the Beijing International Wine Exchange, we aim to co-develop a bridge and platform for Chinese alcoholic beverages to expand into Malaysia and the broader South-East Asian market,” he said in his speech at the awards dinner ceremony at Chuai Heng Banquet Hall in Kuala Lumpur.

While the general awareness of baijiu among Malaysian Chinese remains at a basic level, the acceptance of its taste is surprisingly high, said Chong.

While noting that Malaysia is home to seven million ethnic Chinese; he said, “There is a broader Chinese consumer base of over 30 million across South-East Asia.

“The potential of the baijiu market is evident,” he added.

Beijing Brewing Association director-general Pei Zhenshi said the event not only showcased the craftsmanship of wine- making but was also a timely response to evolving trends.

“The Chinese liquor industry is undergoing a critical transition, from expansion through volume to optimisation through structure,” he said.

“The domestic market is nearing saturation and competition is becoming increasingly intense.

“However, overseas markets, especially emerging consumer regions like South-East Asia, are showing unprecedented vitality and appeal.

“Malaysia has the ideal conditions to become a bridge for Chinese liquor brands to establish a foothold overseas,” Pei added.

Beijing International Wine and Spirit Exchange manager Yao Jian said the decision to organise the competition here could help expand the Chinese wine market globally.

“We invited local distributors and influential market figures to serve as judges, ensuring that the selection results closely aligned with consumer demand and market trends,” he said.