SURABAYA: With Indonesians forming a sizeable foreign community in Sabah, there’s a ready market for familiar products to the needs of the diaspora as well as appeal to Sabahans who have embraced Indonesian flavours.
Indonesia’s vast population of almost 300 million provides an abundant labour force. Lower production costs have made goods more affordable and sustainable, while abundant resources and competitive pricing have helped Indonesian products gain stronger visibility and recognition compared to neighboring countries.
The strength of Indonesia’s food and beverage sector was highlighted at the recent EastFood International Exhibition in Surabaya, where it was announced that East Java recorded economic growth of 5.96 percent in the first quarter of 2026, highest among provinces on the island.
The growth was driven largely by the continued strong performance of its food and beverage manufacturing industry, according to Endy Alim Abdi Nusa, Head of the East Java Province Cooperatives and Small and Medium Enterprises Office.
“East Java continues to be Indonesia’s leading producer of several strategic agricultural commodities, further strengthening its role as the nation’s food basket,” Nusa said during the opening of the event at Grand City, Surabaya in June.
More than 300 exhibitors participated, including Malaysia, with representatives from over 15 countries showcasing a diverse range of food products and innovations.
The products are grown locally such as coffee, cashew nuts, tapioca, and sugarcane with other crops that thrive across the islands thanks to fertile volcanic soils.
With government support, farmers have been able to achieve larger harvests through the use of tools, machinery, and other forms of assistance.
As a result, goods are sold at competitive prices, and businesspeople from outside the country have been quick to take advantage, purchasing in bulk to resell in other markets.
Local goods are not only affordable but also better showcased, allowing them to stand out in global markets.
Also present was Indonesia’s Consul General in Kota Kinabalu, Noorman Effendi, and vice consul for Economic Affairs II (Investment and Tourism), Nisrina Nur Aathif.
Many of the island’s products reached global markets long ago, and their visibility is clearly evident. One example from neighbouring Sabah is sweet black soy sauce (ABC Kecap Manis), a product that has long been present there and remains a favourite, enjoyed both by the Indonesian community who have lived and worked in Sabah for many years.
Eateries are also increasingly offering Indonesian food to cater to those living and working in Sabah, and the Indonesian taste has blended seamlessly with the local palate, making it a natural fit.
Krista Exhibition, the organizer of the event with 32 years of experience and extensive networking, has played a pivotal role in promoting local products. Its efforts have elevated the visibility of local industries and boosted community incomes.
Since 1994, Tita Soendoro, its executive director, had been the driving force behind these exhibitions, guided by her farsighted vision of promoting local industries.
She explained that Indonesia’s large population allows the country to produce more end products at lower costs. Combined with abundant raw materials, it has fueled innovation to create value-added products, increasing revenue and improving the livelihoods of ordinary people.
The next food exhibition would be in November 4-7 in Jakarta.