Malaysia Launches Integrated Trade Mission to Expand Jom Beli Produk Malaysia, Direct Selling and Franchise Opportunities in Africa
16 October 2026
Johannesburg - Malaysia launched the Jom Beli Produk Malaysia (JOM MALAYSIA) - Local to Global Retail Programme and Integrated International Trade Mission in Johannesburg, marking a strategic step towards expanding Malaysian retail, franchise and direct selling businesses into the South African and broader African markets.
Organised by Malaysia’s Ministry of Domestic Trade and Cost of Living (KPDN), and in strategic engagement with the High Commission of Malaysia in Pretoria, the launch brought together about 120 potential investors, including 14 Malaysian business representatives, government officials, South African industry organisations and commercial stakeholders to strengthen business connections, develop export opportunities and facilitate cross-border partnerships.
High Commissioner Calls for Stronger Commercial Partnerships
Delivering the opening keynote address, His Excellency Datuk Yubazlan Yusof, High Commissioner of Malaysia to South Africa, highlighted South Africa’s longstanding importance as one of Malaysia’s largest trading partners on the African continent since the establishment of diplomatic relations between the two countries in 1993.
He noted that high-level bilateral engagements have provided fresh momentum for Malaysia - South Africa relations, and emphasised the importance of converting diplomatic goodwill into meaningful business partnerships, commercial agreements and sustainable economic benefits.
The High Commissioner outlined South Africa’s potential as a strategic gateway for Malaysian companies seeking to expand into African markets, while positioning Malaysia as a regional hub for South African businesses pursuing opportunities in ASEAN.
He also encouraged Malaysian businesses to look beyond conventional product exports by leveraging direct selling and franchising to introduce established brands, proven business concepts and entrepreneurial models to international markets.
Emphasising the importance of the JOM MALAYSIA initiative, Datuk Yubazlan underscored that national identity and brand recognition can open doors to new markets, but sustained commercial success depends on product quality, competitive pricing and consistent regulatory compliance.
Advancing Malaysia’s “Local to Global” Strategy
Led by YBhg. Dato’ Rohaizi Bahari, Undersecretary of KPDN’s Distributive Trade and Business Division, the trade mission supports the Ministry’s “Local to Global” strategy to strengthen the international competitiveness of Malaysian businesses and expand their participation in overseas markets beyond traditional buyers.
The initiative focuses on three (3) strategic pillars:
i) JOM MALAYSIA Brand Globalisation - Promoting Malaysian food and beverage products, lifestyle offerings including halal, consumer goods and technology solutions to international retailers, distributors and buyers;
ii) Franchise Internationalisation - Facilitating master franchise arrangements, joint ventures and other strategic partnerships to expand Malaysian franchise brands into South Africa and the wider Southern African region.
iii) Enhanced Direct Selling Development Program (EDSD) - Supporting the development of ethical and sustainable direct selling networks that encourage micro-entrepreneurship, create local economic opportunities and strengthen structured distribution channels.
Through these complementary initiatives, the trade mission seeks to provide Malaysian businesses with practical market access opportunities while encouraging long-term commercial cooperation between Malaysian and South African enterprises.
The Undersecretary emphasised that by bringing together government facilitation, industry expertise and direct commercial engagement, the initiative aims to help Malaysian businesses establish a stronger international presence while creating new opportunities for South African companies to connect with Malaysian brands, products and business models.
Market Insights and Business Matching Take Centre Stage
The official programme featured High Commissioner Datuk Yubazlan Yusof’s keynote address, an official address by Dato’ Rohaizi and the formal launch of the JOM MALAYSIA – "Local to Global” Retail Programme and Integrated International Trade Mission.
To prepare Malaysian delegates for the South African market, Mrs. Bernadette Zeiler, Chief Executive Officer of JCCI, delivered a market insights briefing covering key considerations for market entry, including regulatory compliance, import requirements and local distribution dynamics.
The afternoon programme moved into business-to-business (B2B) matching and networking sessions, providing participating companies with opportunities to engage directly with prospective buyers, distributors, franchise partners and investors.
These sessions are intended to support commercial discussions, identify potential areas of cooperation and advance negotiations towards future distribution arrangements, franchise agreements and other trade partnerships.
High Commission of Malaysia in Pretoria and Ministry of Domestic Trade and Costs of Living, Malaysia