On 26 August 2024, in conjunction with the celebration of the 50th Anniversary of Malaysia-China Diplomatic Relations, the Malaysian Embassy in China through its Agriculture Section launched the Taste of Malaysia 2024 program at BHG Supermarket, SKP Mall, Beijing. His Excellency Dato’ Norman Muhamad, Ambassador of Malaysia to the People’s Republic of China officiated the event. Fresh durian products from Malaysia, which were previously only imported in frozen form and paste, made their debut in Beijing at the program.
H.E. Ambassador Dato’ Norman, in his opening speech, highlighted that the program aims to promote Malaysian products in the Chinese market through collaboration with local supermarkets. Furthermore, the collaboration is important as an effort to showcase Malaysian products directly to customers, providing easy access to the product.
Throughout the 10-day Taste of Malaysia 2024 program, several iconic Malaysian products, namely frozen durian "Musang King" and "Black Thorn", Durian ice cream, and Ipoh Old Town White Coffee were also featured alongside various other culinary pastes such as Curry Chicken, Curry Laksa, as well as various snacks, such as amplang (traditional Sabah fish snack), nutritious fruit snacks and drinks. The event hoped to open up greater opportunities for Malaysian products including palm oil to be introduced to the Chinese markets.
During the event, the Malaysian traditional Joget dance was also performed further attracting the crowd to the event.
