A video detailing how a popular Malaysian restaurant chain prepares and serves U.S. pork patties, bacon, sausage and ribs was the highlight of USMEF’s efforts at the Food and Hotel Malaysia trade show. Funded by the USDA Market Access Program and the National Pork Board, the activity in Kuala Lumpur included expanded booth space where U.S. pork videos were shown and USMEF members were able to meet with importers and traders.
The showcased video, which features managers and chefs at “Three Little Pigs and the Big Bad Wolf” restaurants offering reasons why they prefer U.S. pork over competitors’ pork, can be seen here.
USMEF ASEAN Director Sabrina Yin said the biennial Food and Hotel Malaysia continues to grow, attracting nearly 25,000 visitors. There were 1,500 vendors – a 20% increase from two years ago – from more than 50 countries. Yin noted that competition in the market is heating up, with Belgium, China, Japan, Singapore, South Africa, South Korea, Taiwan, Tunisia and Turkey exhibiting.
“Opportunities in the Malaysian market are being recognized by more and more exporting countries,” said Yin.
USMEF staff set up a giant screen to play the “Three Little Pigs and the Big Bad Wolf” video and a handful of other videos explaining the safety, quality and versatility of U.S. pork. U.S. beef cuts, including ribeye, striploin and top sirloin cap were also displayed at the USMEF booth.
Prior to the show, USMEF worked with four additional restaurants in Malaysia and a processor in Singapore interested in documenting and sharing their own U.S. pork stories on video.
Malaysia’s pork/pork variety meat imports totaled 20,500 metric tons in 2019, valued at $60.5 million. While these totals were lower than the previous year, Malaysia’s pork imports have expanded significantly in recent years, roughly doubling between 2013 and 2018. Germany and Spain are the main suppliers, though Malaysia also imports pork from other EU member states as well as Canada, China, Australia, Singapore and Vietnam.