BTC Maju Targets China, Saudi Markets With Fried Bitter Gourd Products

From Amanina Mohamad Yusof

SHANGHAI, Nov 9 (Bernama) -- BTC Maju Holding Sdn Bhd, a subsidiary of BTC Bhd, aims to raise its annual sales to RM10 million next year from the current RM2 million as it seeks to expand its export market to China and Saudi Arabia with its innovative bitter gourd–based products.

BTC Maju’s food and beverage director, Syukur Salleh, said the company’s debut participation in the Malaysia International Halal Showcase in Shanghai (MIHAS@Shanghai) has opened significant opportunities to penetrate international markets, particularly China, which has more than 20 million Muslim consumers.

“Through MIHAS@Shanghai, we were able to introduce our products directly to potential buyers, allowing them to sample our fried bitter gourd first-hand.

“Our products are made using retort technology to preserve quality and extend shelf life,” he told Bernama at MIHAS@Shanghai, held in conjunction with the China International Import Expo (CIIE) at the National Exhibition and Convention Centre (NECC) here.

The six-day event began last Wednesday.

The CIIE is a Chinese government initiative providing a platform for importing foreign goods under the Belt and Road Initiative (BRI), offering Malaysian exporters valuable exposure and the opportunity to connect with buyers from across China.

In addition to fried bitter gourd, Syukur said the company plans to introduce other Malaysian condiments such as sambal nasi lemak (spicy chilli paste), sambal belacan (shrimp paste chilli sauce), and sambal tomato penyet (tomato chilli paste) for the Chinese market

He said the company met at least five potential buyers from China during the expo.

“If all goes well, we hope to make our first shipment to China next year, in shaa Allah,” he said, adding that BTC Maju is also eyeing markets in Mauritius and Australia in the near term.

“Beyond China, we are also targeting Saudi Arabia. We have been informed that consumers in the Middle East region enjoy snacks such as crisps and savoury bites, making our fried bitter gourd ideal for that market,” he said.

He described participation in MIHAS@Shanghai as an excellent platform for Malaysian micro, small and medium enterprises (MSMEs) to explore overseas markets.

“Malaysia External Trade Development Corporation (MATRADE) has provided substantial assistance in terms of market insights, business matching and connecting us with premium buyers,” he added.

MIHAS@Shanghai 2025 marks the second international edition of MIHAS organised by MATRADE, following the success of MIHAS@Dubai last year.

-- BERNAMA