Brunei businesses participating at the 22nd China-ASEAN Expo (CAEXPO) are looking to leverage the Sultanate’s growing connectivity with the Guangxi region – the closest touchpoint of China to Brunei – as a strategic entry point to the wider Chinese market.
Twelve businesses from Brunei – comprising of Micro, Small and Medium Enterprises (MSMEs), Foreign Direct Investment Companies (FDIs) and Government-Linked Companies (GLCs) – are showcasing their products and services at the Nanning International Convention and Exhibition Center from September 17 to 21.
The Ministry of Finance and Economy (MOFE) is facilitating Brunei’s participation across three key locations. The Commodity Pavilion – the main platform for ASEAN countries – features eight Brunei businesses.
The ASEAN Hi-Tech Gallery showcases EVYD Technologies and two startups under the Brunei Innovation Lab, while the tourism-focused Cities of Charm (COC) highlights the Royal Regalia Museum with Darussalam Services looking to engage Chinese travel partners and buyers.
Minister at the Prime Minister’s Office and Minister of Finance and Economy II Yang Berhormat Dato Seri Setia Dr Awang Hj Md Amin Liew Abdullah, together with the Minister of Development, Yang Berhormat Dato Seri Setia Awang Hj Md Juanda Hj Abdul Rashid, visited the Brunei booths following the CAEXPO launch.
The Vice Chairman of the Committee of the Chinese People’s Political Consultative Conference for the Guangxi Zhuang Autonomous Region, Wang Naixue, also participated in the visit.
Brunei–China trade has steadily grown over the past decade, reaching a record US$2.809 billion in 2024, fueling optimism among Bruneian businesses to expand exports into China. Connectivity continues to be strengthened, with the Muara–Beibu Gulf container line launched by Muara Port Company in 2023 providing a direct shipping link between Brunei and Guangxi.
“We’re joining this year’s CAEXPO as we are very keen to tap into the sea links opened by Muara Port Company between Brunei and Guangxi,” said Alex Chiam, General Manager of Barramundi, an FDI from Singapore that has centralised its barramundi farming in Brunei.
“Barramundi currently exports to Singapore, Hong Kong and South Korea, and has previously reached Chinese cities such as Shanghai. We recognise the large, affluent Chinese middle-class market as a key growth driver as we continue to scale up production in Brunei. The increased health awareness of this market segment, coupled with the cultural affinity for seafood, aligns perfectly with our goals.”
For MSME Sahamada, best known for its Cinta sauces, the expo offers a chance to gauge the market response to its newer seafood and fish cracker product lines. The company recently unlocked its first export to Singapore with support from the Brunei Economic Development Board (BEDB).
“Our recent export milestone with BEDB has given us the confidence to keep pursuing international markets,” said Md Nur Khalid Hj Alias, whose father founded the business more than 20 years ago. “We are here to look for potential partners and distributors and to see how the market responds to our products.”
At the Commodity Pavilion, BEDB is also promoting the export of local products while highlighting foreign direct investment opportunities – underlining the synergies of facilitating both functions in supporting Brunei’s diversification journey and developing its priority clusters.
“Through platforms like CAEXPO and the Brunei–Guangxi Economic Corridor, we are seeing growing interest from Brunei and Chinese firms,” said Daniel Leong, Acting CEO of BEDB. “These partnerships will invest in Brunei to strengthen industrial value chains, boost exports, create jobs and build linkages with MSMEs.”
This article is a press release by BEDB
