The Malaysian government should leverage Malaysian-owned companies established overseas as last-mile market connectors to help local SMEs develop international markets, Enescorp International LLC Chief Executive Officer Norizan Sharif said.
He said Budget 2027 provides an opportunity for the government to strengthen this approach by allocating dedicated funding to entrepreneurship development agencies to engage qualified Malaysian-owned companies in strategic overseas markets.
Norizan proposed a Global Market Development Partner Programme through which these companies could serve as market development partners for Malaysian SMEs.
“Many Malaysian-owned companies have spent years building businesses, local networks, market knowledge and relationships with potential buyers. They understand both Malaysian businesses and the markets where they operate,” he said.
Norizan said some government agencies are already working with Malaysian-owned companies overseas, and the proposed programme could expand this approach.
Market development partners, he said, should have an established presence in the target market, strong buyer and industry relationships, first-hand market knowledge, a proven track record and the capability to provide continuous support to Malaysian SMEs.
“Market development should not be confused with event management. Organising trade missions, exhibitions and business-matching sessions can open doors, but developing a market requires continuous follow-up, building trust with buyers, developing distribution channels and turning initial interest into sustainable business,” Norizan said.
He said overseas partners could also provide first-hand market intelligence, identify actual buyer demand and help Malaysian SMEs become retail-ready rather than merely export-ready.
“A market may be worth billions of dollars, but that does not mean there is a market for our products. We need to understand what buyers actually want and then match that demand with the right Malaysian companies and products,” he said.
Norizan cited Enescorp’s experience in the US as an example of how the model can work.
Enescorp, a Malaysian-owned company with an office in Pennsylvania, has registered 51 Malaysian companies with the US Food and Drug Administration and assisted Malaysian companies in entering and developing the US market.
The company is a member of the Speciality Food Association and the Greater Lehigh Valley Chamber of Commerce. Its soft-landing programme provides market immersion, regulatory compliance, retail readiness, logistics, customs clearance, warehousing and marketing support.
Norizan also sought to dispel the perception that the US is particularly difficult for Malaysian companies to enter.
“For many food and consumer products, the US regulatory system is largely compliance based rather than approval-based. Unlike some countries in Asia that require pre-market product approval, companies can generally enter the US market once the applicable regulatory requirements are met. This can make the regulatory market-entry process relatively shorter,” he said.
However, he said regulatory entry is only the beginning, and having a capable partner on the ground can help companies navigate the next stage of market development.
Unlike existing initiatives such as the Market Development Grant and Export Acceleration Programme, which are primarily manufacturer-centric, Norizan said the proposed programme would focus on developing capable partners in overseas markets to connect Malaysian SMEs with local buyers.
He also called for a review of funding and procurement requirements that may restrict government agencies from engaging Malaysian-owned companies incorporated outside Malaysia.
“Some may ask why the government should support Malaysian-owned companies overseas, particularly when they do not pay taxes in Malaysia. But the impact should be measured by what they can generate for Malaysian businesses.
“If Malaysian-owned companies overseas can help our SMEs secure buyers and increase export sales, that can translate into higher production at home, more orders for local suppliers, more jobs and income for Malaysian workers, and greater economic activity in local communities. The ultimate beneficiaries are Malaysian companies and the Malaysian economy,” he said.
Norizan said Malaysian-owned companies overseas currently receive limited capacity building support and are largely expected to develop their market-development capabilities on their own.
“If we expect them to play this role effectively, we should also invest in strengthening their capabilities,” he said.
He said the proposed programme would complement, rather than replace, existing government agencies and export development initiatives.
