Malaysia is stepping up efforts to expand its export presence in Africa, Latin America and Central Asia as it seeks to reduce reliance on traditional markets and unlock new opportunities for its furniture industry and other export sectors.
The Malaysia External Trade Development Corporation (MATRADE) is prioritising emerging markets as Malaysian exporters face growing uncertainty from global trade developments, including tariff pressures and geopolitical tensions affecting international supply chains.
Raja Badrulnizam Raja Kamalzaman, MATRADE’s Senior Director of Strategic Planning, said the diversification strategy was particularly important given Malaysia’s concentration of exports in a relatively small number of markets.
Approximately 70% of Malaysia’s exports go to just 10 markets, primarily the European Union, the United States, Japan and other Asian economies.
Speaking at a press conference ahead of the Malaysian International Furniture Fair (MIFF) 2027 in Kuala Lumpur, Raja Badrulnizam said Africa, Latin America and Central Asia were among the priority regions for expanding Malaysia’s international trade.
MATRADE, which operates through 47 offices worldwide, plans to use its international network to identify new business opportunities and connect Malaysian exporters with potential buyers.
African markets record strong furniture export growth
Africa is emerging as an important destination for Malaysian furniture manufacturers, with Kenya recording particularly strong growth in purchases.
Between January and September 2026, Malaysian furniture exports to Kenya increased by 41% to RM14.5 million, reflecting growing demand for Malaysian products in the African market.
Other alternative markets also recorded significant growth during the period. Exports to Türkiye increased by 42% to RM83 million, while shipments to New Zealand rose by 68% to RM69.7 million.
Mexico recorded a 56% increase to RM39.4 million, while exports to Chile grew by 37% to RM32.8 million.
Raja Badrulnizam said the growth demonstrated the potential of alternative destinations and highlighted the importance of strengthening engagement between Malaysian manufacturers and international buyers.
MATRADE is working with industry stakeholders to facilitate these connections through international trade events, exhibitions and business engagement platforms.
Geopolitical disruptions create new export opportunities
Malaysia is also seeking to capitalise on supply chain disruptions in West Asia, where reconstruction requirements and logistical challenges could create additional demand for furniture and other manufactured products.
Raja Badrulnizam said MATRADE’s offices in Jeddah, Dubai and Egypt were exploring opportunities to position Malaysian businesses as alternative suppliers to markets experiencing supply constraints.
He noted that disruptions affecting exporters in West Asia could create opportunities for Malaysian manufacturers to supply products that would otherwise have been sourced from the region.
However, higher production costs, expensive logistics and rising raw material prices remain significant challenges for Malaysia’s furniture industry.
US tariff uncertainty accelerates market diversification
The diversification strategy comes as Malaysian furniture exporters face increasing uncertainty in the United States, traditionally one of their most important markets.
Nearly half of Malaysia’s furniture exports are destined for the US, making the market particularly important to the industry’s performance.
Between January and September 2026, Malaysian furniture shipments to the US declined by 19.2% to RM3.77 billion.
Despite the decline, the US remains a major furniture importer, with a trade deficit of US$32.2 billion and global furniture imports exceeding US$38.4 billion between January and August 2026.
Malaysia currently ranks ninth among furniture suppliers to the US, with a 2.3% market share. Vietnam leads with 22.3%, followed by Mexico at 21.3%, while China holds third position with 18.6%.
Raja Badrulnizam said changing international sourcing patterns could create opportunities for Malaysian manufacturers as US buyers seek alternative suppliers amid tariff pressures affecting Chinese products.
He emphasised that reducing dependence on individual markets was essential to strengthening Malaysia’s export resilience.
MIFF to strengthen international trade connections
MATRADE will continue promoting Malaysian products in emerging markets while encouraging more manufacturers to participate in international trade missions, exhibitions and furniture fairs.
The agency expects the global furniture market to grow by 4% to 5% annually over the next five years, creating opportunities for Malaysian exporters to expand their international market share.
The Malaysian International Furniture Fair 2027 will take place from March 1 to 4 at the Malaysia International Trade and Exhibition Centre and the World Trade Centre Kuala Lumpur.
The Malaysian Furniture Council has joined the event as an industry partner, working alongside the Muar Furniture Association and MATRADE to strengthen industry participation and international trade promotion.
For African markets, Malaysia’s renewed export diversification strategy could create additional opportunities for trade partnerships, particularly in furniture and manufactured products, as both regions seek to expand commercial relationships and diversify international supply chains.