WITH the gala night for the Export Excellence Awards (EEA) 2024 just around the corner, where exporters will be recognised for their achievements, this year’s entries have left a lasting impression on three chief judges – not just for their performance, but for their maturity, depth and sense of purpose.
A common thread among the submissions was clear: Malaysian exporters are evolving beyond transactional growth and embracing long-term, responsible strategies.
“This year’s submissions demonstrated a remarkable blend of innovation, resilience and purpose-driven growth,” said Kuala Lumpur Malay Chamber of Commerce (KLMCC) deputy president Rizal Abdul Rahman.
“One of the things that stood out in this year’s submissions was how many companies are rising to the challenge, integrating ESG principles and aligning their export strategies with global SDG goals.
“It’s encouraging to see businesses not only growing beyond borders, but doing so with a deep sense of responsibility toward people, planet and long-term impact.”
Malaysia Retail Chain Association (MRCA) vice-president Dr Afendi Dahlan observed that companies are moving beyond exporting products and focusing on personalised, market-relevant solutions.
“There is also a growing awareness on incorporating sustainable practice across the value chain to build a competitive advantage.
“Among activities include eco-friendly sourcing, waste reduction and optimising energy use.”
He noted that many companies were actively diversifying beyond traditional markets, adapting both products and marketing strategies to better align with the cultural and economic contexts of new regions.
The chief judges were also keen to identify qualities that signal long-term potential.
For Rizal, that includes strong fundamentals.
“In evaluating submissions, things like a scalable business model, healthy company culture, strong financial fundamentals, resilience during downturns and sustainable practices usually provide insights into the long-term potential of the businesses.”
Afendi added that when assessing long-term viability, he looks for several indicators of business longevity.
These include a sustainable competitive advantage such as intellectual property or strong branding, an adaptable business model, a culture of innovation and continuous improvement, visionary leadership supported by a capable team, clear strategic expansion plans, and a firm commitment to sustainable practices.
“In essence, I am looking for exporters who are building resilient, innovative and responsible businesses with a clear vision for sustained success in the global arena.
“Their submissions should tell a story of strategic thinking, operational excellence and a deep understanding of the global market landscape.”
Malaysian Associated Indian Chambers of Commerce and Industry (MAICCI) council member Datuk Dr AP Sivam identified several common strengths among standout entries, including “constant innovation, customisation and core strength”.
He also mentioned that more companies were expanding into emerging markets such as the Middle East and Africa.
To him, what sets top exporters apart is their consistent focus on maintaining high quality, fostering innovation, and delivering excellent customer service.
Additionally, he emphasised the importance of strong global recognition, long-term contracts, repeat business and the development of talent.
For aspiring exporters aiming to stand out in future editions of the EEA, Afendi offered this advice: “As a start, study the success story of past winners.
“Secondly, commercial success is only a part of the overall evaluation.
“Future EEA participants must be able to provide a compelling narrative that showcases their journey, values, challenges and successes.
“Above all, they must demonstrate their passion for export excellence.”
Other judges involved in this year’s panel included MAICCI council member Arivananthan Tambai@Muniandy, MRCA treasurer-general Aiveen Wong, KLMCC committee member Siti Faradilah Aslah, Malaysian International Chamber of Commerce & Industry co-chairman II Sangar Kandasamy, MRCA secretary-general Michael Liew, and KLMCC committee member Armiza Abdul Razak.
The EEA 2024 Gala will take place on May 20, 2025 at W Hotel Kuala Lumpur.
The awards are organised by Star Media Group in partnership with Standard Chartered Malaysia, with PKT Logistics Group as co-sponsor and the Malaysia External Trade Development Corp or Matrade as patron.
BDO is the official auditor.
For more information, visit exportawards.com.my or email eea@thestar.com.my.
