Local all the way: Malaysia has a history of promoting local products through campaigns to buy local products. — Bernama
“WHY shouldn’t I? It’s flavourful, suited for local taste buds and relatively cheaper,” says 28-year-old Noraina Salam, an engineer from Shah Alam, when asked if she prefers local coffee over an imported brand.
“While I will go for anything good, there are just some local brands I prioritise for things such as food, clothing and appliances. You know that chocolate wafer with the red wrapping? I like that one.
“If imported goods are getting expensive, then buy local,” says Noraina, who is among a growing number of Malaysian consumers appreciating local goods.
For consumers like Noraina, buying local is more than just a preference; it’s becoming a practical response to rising import costs and global economic uncertainty.
With the increasing likelihood of a global trade war driving up the cost of imported goods further – especially with US President Donald Trump’s “reciprocal tariff on every nation of the world” expected to be imposed on April 2 – many Malaysians, like Noraina, are re-evaluating their purchasing decisions. While Malaysia may not face direct tariffs, prices will be affected, and consumer groups are highlighting the opportunity for local industries to step up and meet demand.
Several consumer associations note that Malaysia already has competitive sectors, including food and electronics, both in price and quality.
“But buying Malaysian-made goods can strengthen local industries, create jobs, and cut reliance on imports, especially during global trade uncertainty,” says Tarmizi Anuwar, country associate for Malaysia at the Consumer Choice Centre.
Topping local lists
Cars, plastics, and home appliances. These are just a few Malaysian-made products widely used, even with the proliferation of foreign brands over the years.
“In fact, there are many local products that are thriving, offering great value for money and impressive quality.
“Among them, local plasticware companies and electronic manufacturers that are providing high-quality household appliances and tech products at competitive prices,” says Tarmizi.
Tarmizi says buying Malaysian-made goods can strengthen local industries, create jobs and cut reliance on imports. — Screengrab from consumerchoicecenter.org
Malaysia has a history of promoting local products through the Buy Malaysian Goods Campaign, which marked its 40th anniversary last year. Through carnivals, product showcases and collaborations with retailers and online platforms, the campaigns led by the Domestic Trade and Cost of Living Ministry drive consumer awareness and economic growth.
Meanwhile, a couple of years ago, TikTok Shop Malaysia launched the #JOMLokal campaign, an initiative championing homegrown brands and products. It aims to increase visibility and engagement between Malaysian users and local businesses, fostering pride in domestic offerings through collaborations with government agencies and big-name influencers.
Federation of Malaysian Consumers Associations (Fomca)vice-president Datuk Indrani Thuraisingham says Malaysia produces high-quality goods that compete well with imports in certain sectors.
“Among them is the food and beverage sector. We have our own local coffee brands, while our palm oil products and halal-certified food are internationally recognised.”
Indrani adds that beyond staples, Malaysia is also well known for its wood-based furniture due to its affordability and craftsmanship. And the semiconductor manufacturers in Penang are world-class,” she says.
Longer reach
While campaigns for local products have seen significant success – for instance, the Buy Malaysian Goods Campaign recorded an encouraging sales value of more than RM5.5bil in 2023 – Tarmizi says challenges remain in further boosting local product sales.
One major hurdle is limited visibility in retail and e-com-merce, where foreign brands dominate shelf space and online rankings due to larger marketing budgets, superior search engine optimisation (SEO), search engine marketing (SEM) and higher advertisement spending.
Another challenge is consumer perception, as some still view foreign brands as superior despite the competitiveness of local products.
“We can leverage AI and big data in e-commerce and use SEO and SEM training programmes for local businesses to optimise their digital presence. Also, creating strategic partnerships between local brands and major supermarkets can boost shelf presence.
“Businesses can address perception issues by offering loyalty rewards, cash back offers, or discounts to encourage local brand adoption, driven by market incentives rather than government mandates,” says Tarmizi.
Indrani points out that many consumers also struggle to identify Malaysian-made goods due to a lack of clear labelling and retailers’ preference for highlighting imported products based on perceived demand.
“There should be more substantial ‘Made in Malaysia’ labelling requirements, retail incentives to stock and promote local goods, and ramped-up campaigns to educate consumers on the benefits of buying local products.”
Local purchases boost the economy
On a larger scale, the success of promoting Malaysian-made goods can create a multiplier effect within the economy, says Indrani.
“When consumers prioritise local products, it increases demand, leading to higher production, job creation and stronger local supply chains. This also reduces dependency on volatile international markets.”
She highlights the industries that stand to benefit the most, such as agriculture and food production, which will strengthen domestic farming and the dairy and processed food industries while enhancing food security at both household and national levels.
“The same applies to electronics and semiconductors. Malaysia already plays a major role in the global semiconductor supply chain, and enhancing local demand can shield the industry from international disruptions.”
She notes that countries like Japan and South Korea have successfully implemented local-first policies, boosting national industries while maintaining quality standards.
“Malaysia can adopt similar policies in terms of import substitution strategies in key sectors, investment in local research and development to improve product innovation and stronger trade policies to protect local industries.”
Supporting Malaysian-made goods can drive competition, improve quality and expand consumer choice without relying on protectionism, says Tarmizi.
“Countries like Japan and the United States have shown that fostering innovation and open markets helps local brands succeed.
“Companies like Sony and Panasonic in Japan, and Silicon Valley giants like Apple and Google, thrive by competing on quality and innovation rather than government intervention.”
