From left: Brett Chua, Leong En Yuan (Market Officer, Consulate General of Malaysia in Guangzhou), Deputy Consul (Commercial Section), Frankie Liew and Ling Hang Tze.

Sabah-China Chamber of Commerce (SCCC) president Datuk Frankie Liew expressed hope that China’s premium wines will use Malaysia as an important gateway to penetrate the broader Southeast Asian market, fostering greater cooperation and mutual opportunities.

Liew recently led a delegation consisting of Deputy President Brett Chua, Deputy Director of Commercial Affairs Ling Hang Tze and members of the Sabah Chinese business delegation on a visit to Guangzhou, China.

Guests touring the exhibition featuring various types of Chinese Baijiu, foreign wines and grape wines.

The group attended the 2025 China Premium Wine Export Exhibition and the 35th China (Guangzhou) International Famous Wine Expo, and was invited to take part in the grand opening ceremony.

In his opening speech, Liew described the Sabah delegation’s visit as a meaningful “journey of discovery” — an opportunity to personally experience the superior quality, rich cultural heritage, and craftsmanship spirit of China’s fine wines.

Frankie Liew (second from right) presenting a souvenir to Chen Xinyu of Zhongjing Group (second from left). Also present were Ling HT (far left) and Song Chunxiang (far right), Chief Representative of the Lao National Chamber of Commerce and Industry Guangzhou Office.

He expressed his wish to bring these high-quality wines and advanced concepts back to Sabah, Malaysia, to share the essence of China wines with the local market and to create new opportunities for collaboration.

Liew emphasized that Malaysia and China have long maintained strong and dynamic trade relations, which continue to generate real business opportunities for enterprises from both nations.

From left: Datuk Frankie Liew, Datuk Chong Sin Woon (Chairman, MCA China Affairs and Belt & Road Committee), Wang Qingzhang (Executive President, Fujian Liquor Circulation Association), and Li Yuqiang (Secretary-General, Fujian Liquor Circulation Association) exchanging views.

“Sabah’s Chinese business community is not only an active participant in the Malaysia-China economic partnership but also one of its major beneficiaries. Our participation in this exhibition reflects the growing closeness of bilateral cooperation between the two countries,” he said.

Liew further pointed out that Southeast Asia is home to a large Chinese community, who are not only the inheritors of Chinese culture but also hold strong recognition and appreciation for Chinese brands.

“This provides a unique cultural bridge and a solid consumer base for Chinese fine wines to expand into the Southeast Asian market. As economic connectivity between China and ASEAN nations deepens, a mutually beneficial regional economic community is emerging — creating vast growth potential for industries related to premium lifestyles.”

He also stressed that the delegation’s mission was not only to explore business opportunities but also to promote in-depth engagement and linkage between the Malaysian business community and the broader Southeast Asian market.

“We hope China’s fine wines can use Malaysia as an important gateway, spreading their aroma across Southeast Asia and enriching communities throughout the region. Great partnerships begin with firm steps, and a glorious future is built upon today’s hard work. The seeds of cooperation sown today in Guangzhou will surely take root in Sabah, blossom in Malaysia, and benefit the entire region. Let us work hand in hand to seize the opportunities of this era and create a prosperous future together,” Liew concluded.

The 2025 China Premium Wine Export Exhibition and the 35th China (Guangzhou) International Famous Wine Expo was jointly organized by the China National Food Industry Association, the Food Industry Committee of the China Council for the Promotion of International Trade (CCPIT), and the World Wine Import and Export Association.

This year’s exhibition, themed “China Fine Wines Going Global”, focuses on the Southeast Asian market and aims to build a high-level platform for China wines to engage with the world — marking a new stage in the internationalization of China’s wine industry.

During the ceremony, Jia Yanping, president of the World Wine Import and Export Association and chairperson of Cotong International Exhibition, reviewed the remarkable achievements of the International Famous Wine Expo over the past 20 years in introducing global wines to China and nurturing the domestic market. She also announced the next 20-year “dual-engine” strategy centered on “China Fine Wines Going Global.”

She outlined a systematic three-step strategy for globalizing Chinese Baijiu:

1. Phase 1: Deepen engagement in “culturally close” markets such as Southeast Asia, Japan and South Korea.

2. Phase 2: Expand into Belt and Road regions including the Middle East, Central Asia, and Eastern Europe.

3. Phase 3: Penetrate mainstream Western markets by targeting Chinese communities and influencing younger consumers.

Jia emphasized that the fusion of Baijiu and wine is an inevitable trend – both will complement each other and together become indispensable categories on the global dining table.