Championing sustainability through gifts


(From left) Loo, Abu Bakar and Choong at the opening ceremony of the 14th Malaysia Gifts Fair at KLCC’s banquet hall in Kuala Lumpur.

THE Malaysia Gifts Fair (MGF), recognised by the Malaysia Book of Records as “The Largest Gift Fair” in the country, returns championing sustainability, introducing diversified products and the latest innovations.

Themed "Gifts for a Circular Future”, the 14th edition of the fair is being held at the Kuala Lumpur Convention Centre (KLCC) for three days until June 20.

The fair sees a remarkable 20% growth in exhibitors, featuring local participants and new international exhibitors from Bangladesh, Hong Kong, Korea, Singapore, Taiwan, the United Kingdom and Vietnam.

There are 135 companies occupying 283 booths in MGF 2024, showcasing over 50,000 corporate gifts and new innovations.

The event is expected to attract 16,000 visitors, including representatives from corporations, agencies, government-linked companies (GLCs), embassies and government entities. Additionally, international hosted buyers from six to eight countries, including Singapore, Indonesia, Cambodia, Thailand, India and several countries from Central Asia, will be sourcing products at MGF.

“MGF has achieved a remarkable 20% increase in exhibition booths compared to last year. This substantial growth not only broadens the scope of the fair but also significantly amplifies its influence, gathering an unprecedented variety of products and innovations all in one place.

A cultural performance was held at the opening ceremony of MGF 2024 at KLCC.A cultural performance was held at the opening ceremony of MGF 2024 at KLCC.

“This expansion is a testament to our unwavering commitment to driving progress and vibrancy within the regional gift industry, offering unmatched opportunities for networking, collaboration and business expansion,” said MGF 2024 organising chairman Albert Choong in his welcome speech at the opening ceremony of MGF 2024 held at KLCC’s banquet hall.

In his speech, Malaysian Gifts and Premium Association (MGPA) president Ivan Loo said, “Malaysia Gifts Fair is not just an event; it is the embodiment of our commitment to making Malaysia a central hub for corporate gift sourcing within this region.”

MGPA Connect+, a guiding beacon introduced under Loo’s leadership, aims to chart the course to international recognition by offering a vibrant platform where industry professionals from around the globe can meet, share insights and build impactful partnerships.

“Through MGPA Connect+, we are not merely participating on the global stage—we are actively shaping it.

“This global vision promises not only economic benefits but also a more interconnected and mutually supportive industry ecosystem, creating a more prosperous future for all stakeholders. “As we leverage the power of MGPA Connect+, we are setting new benchmarks in the industry and redefining what it means to be a leader in the world of corporate gifting.”

Malaysia External Trade Development Corporate (Matrade) deputy chief executive officer (export acceleration) Abu Bakar Yusof, who was the guest of honour, officiated the opening ceremony of MGF 2024 at KLCC.

Speaking to reporters later, Abu Bakar said that Matrade has been very supportive of the fair prior to the Covid-19 outbreak because “we feel there are a lot of prospects for the local players to grow, not only locally but also globally.”

He also lauded MGPA for helping its members to explore any possibilities for them to establish their global footprint.

“They have been very steadfast and active in assisting their members and industry to make sure the industry is sustainable.”

He explained that MGPA is on the right track as it has been championing sustainability, innovation and digitalisation.

“We need to work closely together to ensure the aspirations of the association and our government are in sync and aligning with each other.”

He shared that that the Investment, Trade and Industry Ministry (Miti) launched a new industrial master plan last year and MGPA has also launched its blueprint. “We need to align this plan from the industry perspective and support the government’s aspiration.”

He also pointed out that the total trade of gifts and premiums has risen by 17% from January to April this year.

Abu Bakar elaborated that the export of gifts and premiums also registered double digit growth by nearly 16%, for the first four months of this year.

“This reflects the potential of our industry to grow, not only domestically but also internationally.”

“I hope Matrade can continue to be part of the journey to help MGPA grow bigger.”

He also assured that Matrade could help MGPA through its global network, with its 49 overseas trade offices, saying that the platform could be used to support the growth of the industry.

“We want to make the fair much bigger next year. We want to invite more international companies to participate and connect with more local companies.”

The first autistic choir, performing ‘You Raise Me Up,’ took place on the sidelines of the opening ceremony of MGF 2024 at KLCC.The first autistic choir, performing ‘You Raise Me Up,’ took place on the sidelines of the opening ceremony of MGF 2024 at KLCC.

Innovative initiatives

MGF 2024 introduces several innovative initiatives to enhance the experience for both exhibitors and visitors.

For the first time, the fair introduces e-cash vouchers designed to streamline transactions and significantly boost engagement between exhibitors and visitors.

The organiser, MGPA, is subsidising 40% of the RM200,000 worth of e-cash vouchers distributed.

“This initiative is expected to catalyse an impressive surge in sales, potentially generating transactions exceeding RM3mil during the show,” Choong revealed.

“This strategic investment not only underscores our commitment to enhancing the fair's vibrancy but also solidifies our role in stimulating the market and driving a more sustainable, substantial and circular economy.”

In line with the organiser's commitment to corporate social responsibility (CSR), MGF 2024 partnered with the National Autism Society of Malaysia (NASOM), an organisation dedicated to supporting individuals with autism. Through this collaboration, MGF aims to enlighten and educate the community about autism, recognising it as a spectrum of human experience rather than a sickness. A series of workshops will be held to shed light on this important subject, reflecting the fair’s commitment to humanity and depth.

“Despite our achievements, the path ahead demands creativity, persistence and collaboration. We strive not only to maintain our status as the premier corporate gifting show but to elevate MGF to an international caliber, unmatched in diversity and richness,” Choong highlighted.

Loo shared: “As we gather here today, it is crucial to recognise that the MGF has indeed reached its maturity, marking a significant milestone in our journey.

“Yet, it is important to remember that this milestone is not an end, but a stepping stone toward even greater achievements.

“Although we celebrate today's record-breaking success, we view it as a catalyst for future innovations and boundary-pushing initiatives. At MGPA, our vision remains clear and focused—to reinforce Malaysia's status as the definitive hub for gift sourcing within this region.”

For more information, visit www.mgpa.org.my

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