PETALING JAYA: Malaysia’s tea industry is steadily carving out a larger role in the Asean region and international tea market as growing consumer demand, evolving tea culture and stronger cross-border exchanges position it as a rising regional hub for tea trade, education and tourism.
Asean Tea Organisation (ATO) secretary-general Wong Yee Chen said Malaysia’s multicultural tea-drinking traditions, combined with increasing interest in premium and specialty teas, have created opportunities for the country to strengthen its influence in the regional tea ecosystem.
He said Malaysia’s tea industry has continued to expand steadily over the years, driven by strong domestic consumption and growing appreciation for both Western and Chinese tea cultures.
Wong, who is also Malaysia Tea Association (MyTA) chairman of ATO coordination sub-committee, noted that tea remains a major beverage across all segments of the food and beverage industry, from roadside eateries and kopitiams to trendy cafes and specialty tea houses.
Statistics showed Malaysia recorded a consistent 5% growth in tea imports over the past 26 years, with imports surpassing 30,000 tonnes in 2024, he said when contacted.
Beyond traditional consumption, Wong said Malaysians are becoming increasingly knowledgeable and appreciate Western-style and traditional Chinese tea.
He said the industry today extended far beyond conventional tea merchants and now included modern specialty tea brands, cafe operators, tea importers, wholesalers, tea education providers and tea tourism players.
“The demand continues to be supported by both daily household consumption and the growing cafe and lifestyle market.”
He said Malaysia has consistently evolved alongside global tea trends and, in some areas, has even emerged as a pioneer in innovation.
Among the uniquely Malaysian tea creations gaining attention are teh tarik, aged tea and experimental flavours such as durian tea.
However, Wong said the sector faces several long-term challenges, particularly in developing skilled tea professionals.
The lack of systematic support in nurturing tea professionals could affect the industry’s long-term development, he said.
“Product-wise, Malaysia has good tea products, but if we were to upsize the industry, or look to future development, different areas of tea professionals are needed.”
Wong also explained that black tea remains the most heavily imported variety in Malaysia, largely because it formed the base ingredient for teh tarik.
Tea generally consisted of six major categories – green tea, white tea, yellow tea, oolong tea, black tea and dark tea – all derived from the camellia sinensis tea plant, he said.
Other popular tea-based beverages included flower tea, bubble tea, herbal tea and aged tea.
Chinese tea, he said, is becoming increasingly popular among consumers, particularly younger tea drinkers seeking healthier and more natural beverage options.
He said China’s tea heritage, which features thousands of flavours developed through different tea tree varieties and roasting techniques, has contributed to growing interest in loose leaf tea rather than conventional tea dust products.
For more traditional tea enthusiasts, Wong said aged tea has emerged as one of the strongest trends in the market.
Health-conscious consumers are increasingly turning towards natural, sugar-free and antioxidant-rich teas, particularly Chinese tea varieties.
The association, which marks its 70th anniversary this year, hopes to promote tea education and appreciation among younger generations while encouraging tea drinking as part of a healthy lifestyle.
“We ultimately hope to position Malaysia as a key regional platform for tea culture, tea trade and tea tourism in South-East Asia,” he said.
