EXPANDING Malaysian products internationally, especially in entirely new categories, is rarely straightforward. For FG Walet, a bird’s nest drink brand, strong support from the Ministry of Investment, Trade and Industry (MITI) and ASEAN networks has been crucial in opening markets across the region.
Founder Datin Seri Nor Fouziah Mohd Gous, popularly known as Fouziah Gous, said the first five years of building the brand were especially challenging as bird’s nest drinks were not recognised in national official data when introduced in 2008.
“In the early stages, I had to educate consumers myself. Supermarkets even refused to carry the product because it was categorised as an herbal product rather than a beverage. The first five years were more about raising awareness than making sales. The main focus was how to introduce this new category to the public,” she said in an interview with Sinar Harian on Thursday.
Fouziah highlighted that joining various MITI programmes was a turning point for her business.
“I consider MITI like a library that helps understand export procedures and regulations in every country. From there, I also had the chance to meet international buyers directly and understand differing consumer preferences. This guidance is crucial because doing it alone leads to mistakes and higher costs. With MITI, my journey became more organised and focused,” she explained.
MITI actively assists Malaysian micro, small and medium enterprises (MSMEs) to penetrate international markets through trade missions, digitalisation initiatives and regional trade networks.
Minister Tengku Datuk Seri Zafrul Abdul Aziz said MITI is committed to ensuring Malaysian MSMEs are competitive not just domestically but across the region and globally.
“Through strategic collaboration, reducing trade barriers, and supporting certification and digitalisation, we want more Malaysian products on international shelves recognised as symbols of quality and innovation,” he said. Tengku Zafrul attended discussions with industry representatives in the capital to strengthen strategic cooperation in investment and regional trade.
Initiatives such as Matrade’s Market Development Grant, which provides up to RM300,000 to support MSMEs in promoting products abroad, have acted as a catalyst for companies seeking global expansion.
Fouziah noted that participating in international trade expos like the Malaysia International Halal Showcase (MIHAS) gave FG Walet its first opportunity to enter the Vietnamese market.
“Through MIHAS, I was able to send the first container to Vietnam, even though it did not last long due to buyer factors. However, it laid the foundation for understanding international markets. That experience was invaluable because today we are better prepared in documentation and direct communication with buyers. This is something impossible without MITI’s support,” she said.
She added that MITI also helps reduce operational costs for companies looking to expand overseas.
“Setting up a warehouse in Indonesia requires paying rent upfront for a year, which is costly. MITI’s assistance reduces part of this burden. Although it doesn’t cover everything, it is enough to allow us to plan strategically and accelerate market entry into Indonesia,” Fouziah explained.
FG Walet now operates in several ASEAN markets, including Brunei, Singapore, Indonesia, and Cambodia, leveraging the pathways opened by MITI.
“By joining MITI programmes, we are not just selling products but also meeting suppliers, buyers, and other strategic partners. From this network, we gain new ideas and opportunities to scale the business further. All of this started with small steps alongside MITI,” she said. - October 26, 2025
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