Interview | Original equipment manufacturer (OEM) Alpha Active Industries is convinced that one of the greatest advantages of Malaysia’s membership of ASEAN is how it has paved the way for smoother exports of its food supplement, health supplement and traditional herbal products.

According to its Marketing Manager, Nicholas Lim, platforms such as the ASEAN Free Trade Agreement (AFTA), and the ASEAN Trade in Goods Agreement (ATIGA) have facilitated their business through tools such as the Certificate of Origin and other regulatory harmonisation efforts.

Lim credits the Ministry of Investment, Trade and Industry (MITI) and its agency, the Malaysia External Trade Development Corporation (MATRADE), as key catalysts in accelerating the company’s business growth across ASEAN markets.

“Business growth in ASEAN has been very encouraging. For example, the Philippines is a strong market for our food supplement products, while Vietnam has different demands.

“What works in the Philippines may not necessarily succeed in Vietnam. That is why we need to adapt our formulations and methods using lessons from the Philippines to meet Vietnam’s local needs.

“When Alpha Active exports to Thailand and other ASEAN countries, customers enjoy zero import tariffs. This benefit stems from agreements secured by MITI with ASEAN member states.

“As a result, compared to competitors from Europe, we have a pricing edge because those countries do not enjoy the same tariff exemptions,” he said.

Lim added that support from MATRADE has also accelerated Alpha Active’s entry into regional markets.

He explained that whenever the company sought to penetrate a new market, the first step was always to consult MATRADE, given the agency’s proven role in building customer networks.

“They outline the necessary documentation, and the process turned out to be much easier than I expected. This helps ease the concerns of SMEs, which are often confused about market requirements.

“I also received many emails from overseas companies that got to know us through MATRADE. In sales and marketing, the biggest challenge is usually getting clients to respond. But with MATRADE’s support, customers are the ones approaching us,” he said.

On its proudest achievements, the company highlighted its breakthrough in the Philippines as a turning point, while sales in Vietnam recorded encouraging growth.

Sharing the story, Lim said the company never expected to gain such wide access to the two ASEAN countries.

“The Philippine market is the reason for our success in the region. Our products are widely marketed in Manila, and we were surprised to even see billboards and bus advertisements.

“In Vietnam, despite the highly competitive market, we managed to break through and sales rose by RM1 million to RM2 million,” he said.

He added that the ASEAN Economic Community (AEC) initiative and the rollout of the ASEAN Single Window (ASW) to facilitate customs procedures have also supported trade.

Beyond the Philippines and Vietnam, Alpha Active has successfully expanded into Singapore, Thailand and the United States.

For FG Walet founder and actress Datin Fouziah Gous, years of hard work in promoting the company’s bird’s nest health products have paid off, as the brand continues to gain traction in ASEAN markets - a clear sign that efforts to educate consumers on its health benefits are bearing fruit.

She said the company’s initial strategy was to focus on the Malaysian market by raising awareness of the nutritional value and health advantages of bird’s nests.

“For the first five years, we had no competitors and things looked easy. But the biggest challenge was educating consumers about FG Walet’s bird’s nest products, because many people did not know about it.

“Many assumed bird’s nest products came from China, when in fact China does not produce bird’s nests at all. This is Malaysia’s treasure - our heritage,” she said.

After building a solid presence in Malaysia, Fouziah said FG Walet expanded internationally by exporting to Vietnam around 2019, followed by Singapore and Brunei.

For the Cinta Medik actress, FG Walet’s proudest achievement is measured by its ability to consistently ship containers of products every month to several ASEAN countries.

“After Vietnam, we gradually expanded. Our business in Singapore remains strong through door-to-door delivery services, while in Brunei, our products are widely available in supermarkets.

“Just imagine, it took us nearly 10 years to establish market confidence in Malaysia alone. Expanding overseas is even more challenging, as each ASEAN country has different needs, tastes and budgets,” she said.

She added that the company is now almost fully prepared to launch full-scale operations in Indonesia, complete with its own office and warehouse.

Fouziah added that support from MITI and its agency MATRADE has played a crucial role in accelerating the company’s expansion into international markets.

According to her, MITI’s assistance in particular has helped save both time and costs, while MATRADE has simplified the export process, especially in terms of access to information, market research and documentation requirements.

She said FG Walet has also taken part in various export programmes organised by MITI and MATRADE, including training courses and mentoring sessions on market penetration strategies, cost calculations and export management.

“MITI guided us in upgrading our business processes to be better prepared for global markets. As for MATRADE, it is like a library - whenever we need information on entry requirements, export regulations or new market opportunities, it is our first point of reference,” she said.

FG Walet is now eyeing new markets such as Cambodia and Taiwan, which are now in the final stages before a full launch.

Meanwhile, Minister of Investment, Trade and Industry Tengku Datuk Seri Utama Zafrul Abdul Aziz stressed that ASEAN member states must continue to play their role in upholding free, fair and non-discriminatory trade, while reducing risks arising from dependence on larger economic powers.

“Now, as we enter the final stretch of Malaysia’s Chairmanship year, I urge all of us to rally behind these deliverables and see them to completion.

“Some have been completed and many are nearing completion, thanks to the hard work and dedication of our officials and Sectoral Bodies.

“With continued collective support, we can deliver concrete outcomes by year’s end. Doing so will send a powerful signal that ASEAN not only makes plans but also delivers results for our businesses and citizens,” he said.

As ASEAN Chair for 2025, Malaysia hosted the 57th AEM and related meetings, which brought together more than 500 delegates from ASEAN member states.

He noted that the 57th AEM is not only addressing current issues but also shaping the long-term vision of the ASEAN Economic Community (AEC).

The end of 2025 will mark the conclusion of the AEC Blueprint 2025 and the launch of the AEC Strategic Plan 2026–2030, the first in a series of four AEC Strategic Plans under the ASEAN 2045: Our Shared Vision initiative.