Belgian frozen potato products beyond their iconic fries will be showcased at FHM 2025 in Kuala Lumpur.
The upcoming Food and Hospitality Malaysia (FHM) 2025 exhibition in Kuala Lumpur will see a showcase of frozen potato products from Belgium, global leader in the industry.
The move comes as Malaysia ranks as the third-largest importer in Asia for Belgian frozen potato products, following a record RM109mil in imports in 2024.
Coordinating the trade showcase is Flanders Agricultural Marketing Board (VLAM), which supports the international promotion of Flemish agricultural food products.
Five leading Belgian potato exporters will be featured at FHM 2025, which will be held from Sept 23 to 26 at Kuala Lumpur Convention Centre.
Despite its modest size, Belgium is one of the world’s top exporters of processed potato products, VLAM said in a media statement.
Nearly half (49%) of Belgian processed potato exports now go beyond Europe, with Asia emerging as a rapidly growing market.
In East and South-East Asia alone, Belgium is already exporting to nearly all key markets, with 3.8% of its global exports in processed potatoes now destined for this region – a figure that continues to grow year on year, the marketing board said.
According to VLAM, Malaysia in 2024 imported over 17,000 tonnes of processed potato products from Belgium worth more than RM109mil, ranking it the third-largest importer in Asia after Japan and South Korea.
The trend has continued upwards in 2025, with 5,800 tonnes imported in just the first four months, valued at over RM41mil, it said.
“As Malaysia’s food service sector grows, there is a clear appetite for premium and reliable ingredients that support operational efficiency,” said VLAM project coordinator Hilde Peeters.
“Belgian frozen potatoes offer consistent quality and a wide variety of cuts and formats that suit the evolving needs of Malaysian chefs and distributors, from high-end restaurants to quick-service kitchens.”
Central to Belgium’s global potato reputation is the iconic Belgian fry – a staple that is both a national treasure and an international favourite.
So deeply ingrained is this culinary icon that Belgium’s Frietkot culture − the tradition of enjoying fries from small, family-run stalls − has been officially recognised as part of the country’s intangible cultural heritage.
Beyond fries are croquettes, mashed potatoes, tater tots, and hash browns, designed to meet diverse menu requirements in Malaysia’s vibrant culinary scene, said VLAM.
The marketing board said the producers’ presence at FHM 2025 was part of a broader Asia-wide campaign to promote European processed potato products through three pillars: high quality, premium taste and sustainability.
The campaign is co-financed by the European Union.
