Zhongshan products debut in Malaysia under the ‘Guangdong Goods Go Global’ initiative, showcasing 300 products to boost ASEAN trade ties.
PETALING JAYA: Chinese manufacturers from Zhongshan made their first overseas push under the “Guangdong Goods Go Global” initiative, launching a large-scale exhibition and sales event at Pavilion Bukit Jalil.
Held alongside the China (Zhongshan)–Malaysia (Kuala Lumpur) Investment Promotion and Exchange Conference, the two-day showcase marks the programme’s first physical retail-style activation abroad since its inception, according to Chinese news portal The South.
Carrying the theme “Zhongshan Premium Products, Trade Connecting Southeast Asia”, the event brings together more than 70 companies displaying over 300 products across sectors such as smart home appliances, lighting, hardware, daily essentials and intelligent equipment, including physiotherapy robotics.
Major Chinese brands including TCL, Changhong and Vatti are among the participants, with over 20 firms engaging in direct sales while others focus on brand exposure and partnership building.
Organisers said the hybrid format — combining exhibition and on-site retail — is designed to accelerate both market penetration and brand recognition in Southeast Asia.
Jiang Ji, Party Secretary of the Zhongshan Investment Promotion Bureau, stated that the initiative has already begun drawing attention from international investors.
“More and more businessmen who are optimistic about Zhongshan’s industrial and supply chain advantages are coming to Zhongshan to visit after seeing Zhongshan’s products,” he said.
He added that the city has refined its investment promotion strategy by leveraging support from Chinese diplomatic missions, trade institutions and overseas Chinese business networks through the “Guangdong Goods Go Global” platform.
According to Jiang, the approach has not only enabled Zhongshan products to expand confidently into overseas markets, but has also encouraged Southeast Asian Chinese entrepreneurs to explore investment opportunities back in the city.
The showcase in Malaysia is expected to deepen economic ties between Zhongshan and ASEAN economies, shifting engagement beyond traditional trade into two-way investment, industrial collaboration and longer-term partnerships.
Officials said the initiative aims to create a sustainable cycle in which high-quality Chinese products gain traction in Southeast Asia, while regional businesses increasingly look towards Zhongshan for investment and cooperation opportunities.
