THE Malaysia External Trade Development Corporation (MATRADE) is accelerating its mission to bring Malaysian brands to the global stage, unveiling a comprehensive 2026 roadmap featuring 203 trade promotion programmes designed to support exporters, particularly micro, small and medium enterprises (MSMEs).
Newly appointed CEO Abu Bakar Yusof, who assumed the role on December 20, 2025, emphasised that the initiative is part of MATRADE’s commitment to sustaining export momentum and supporting national economic growth under the 13th Malaysia Plan.
“This initiative is designed to strategically empower 13,400 Malaysian companies, particularly micro, small and medium enterprises, in the export market,” he said, highlighting the agency’s focus on delivering tangible outcomes for exporters while fostering an inclusive and sustainable business ecosystem.
The 2026 roadmap prioritises business continuity and human capital development, equipping the workforce to address emerging global megatrends such as artificial intelligence, evolving trade dynamics, and tariff impacts.
MATRADE also plans to expand strategic public-private partnerships with local and international stakeholders to strengthen trade networks and facilitate global market penetration for Malaysian companies.
A key component of the roadmap is the acceleration of the national sustainability agenda.
MATRADE will broaden the Greening of Export Supply Chain Programme to prepare MSMEs and exporters for stringent global environmental, social and governance (ESG) requirements, enhancing supply chain resilience and international competitiveness.
“These initiatives position MATRADE as a strategic facilitator of sustainable trade, supporting Malaysian companies in meeting global ESG expectations while enhancing market access and long-term competitiveness,” Abu Bakar noted.
The agency will also champion policy-level collaboration through the Government Sustainability Engagement Programme and has adopted green practices internally, including solar energy and sustainable infrastructure, earning the Energy Management Gold Standard from the Malaysian Green Technology and Climate Change Corporation.
In terms of market strategy, MATRADE aims to diversify exports by targeting emerging and high-growth regions including Latin America, Central and South Asia, West Asia, and Africa, while continuing to strengthen relations with traditional partners such as the United States, China, the European Union, and ASEAN.
Abu Bakar stressed the importance of leveraging existing free trade agreements to improve market access and digital trade integration.
“For the period from January to November 2025, exports to FTA markets accounted for approximately 67 per cent of Malaysia’s total exports,” he said.
With its 2026 roadmap, MATRADE positions itself as a pivotal enabler of Malaysian trade, combining strategic market expansion, human capital development, and sustainability initiatives to reinforce the country’s role in the global economy. - January 4, 2025
