One for the album: Leeuwenburgh (fourth from left) and Abu Bakar exchanging the memorandum of understanding on the cooperation between Matrade and MIFF, witnessed by delegates from different organisations. — LEONG WAI YEE/The Star
KUALA LUMPUR: The Malaysian International Furniture Fair (MIFF) 2026 has forged cooperation with the Malaysia External Trade Development Corp (Matrade) to strengthen Malaysia’s position as a global furniture export hub.
Under an Exchange of Cooperation Document strategic partnership, Matrade will work closely with MIFF as its International Trade Partner, combining the trade agency’s international reach and expertise with the fair’s globally recognised platform to further promote quality Malaysian furniture on the world stage.
Matrade chief executive officer Abu Bakar Yusof said the collaboration with Informa Markets for MIFF 2026 would serve as a key driver for expansion into emerging markets.
“Our mission today centres on our strategic partnership with Informa Markets for the MIFF 2026. This collaboration serves as our primary engine for expansion, positioning MIFF as a global export hub to accelerate our entry into emerging markets,” he said during the signing ceremony yesterday at the Malaysia International Trade and Exhibition Centre (Mitec) here.
Abu Bakar said it was timely and strategic for Matrade to partner MIFF as its International Trade Partner, which reflected a shared vision to elevate Malaysia’s furniture industry internationally.
Also present at the signing were Informa Markets Malaysia general manager Gerard Leeuwenburgh, MIFF general manager Kelie Lim, Muar Furniture Association president Steve Ong and Star Media Group Bhd chief operating officer Lydia Wang.
The strategic collaboration builds on MIFF’s proven 31-year track record, which aligns closely with the government’s mission to stimulate Malaysia’s trade and export industries.
Matrade also cited MIFF’s reputation as a leading and trusted trade show as a key factor in forging the partnership.
Abu Bakar said MIFF’s global standing and commercial impact made it a natural partner for Matrade.
“MIFF is not merely a trade exhibition. It is a global benchmark for the industry,” he said, adding that the fair was consistently ranked among the world’s top 10 furniture trade shows and was the largest in South-East Asia.
In 2025, MIFF attracted 54% first-time visitors from around the world and generated a record US$1.31bil in on-site orders, Abu Bakar revealed.
“As we approach the 32nd edition in 2026, Matrade’s role in this partnership is clear, to turn participation into execution, interest into orders and connections into long-term market presence,” he added.
Welcoming Matrade as MIFF’s International Trade Partner would strengthen the fair in a practical and strategic manner, Leeuwenburgh said.
“This is why today’s announcement is significant. Matrade brings deep expertise, global networks and a clear mandate to expand Malaysia’s trade footprint,” he said in his speech.
He added that the partnership sent a clear signal that Malaysia was open for business and ready to support exporters as they scale internationally.
