Malaysian culture shows its crowd-drawing appeal

Lu Benbing, a salesperson from a Malaysian durian import and export trading company, brought various products, like durian cake, to the festival.

"In the past few years, our company's durian sales in China have increased, especially this year," Lu says.

"Chinese consumers recognize and are familiar with Southeast Asian food, thanks to the cooperation among ASEAN countries. Our company has signed a lot of orders in recent years," he says.

In recent years, China and Malaysia have steadily advanced their cooperation within the framework of the Belt and Road Initiative, continuously unleashing the dividends of development, says Su Hong, deputy director of Beijing Investment Promotion Service Center.

In 2022, bilateral trade between China and Malaysia reached $203.6 billion, with China remaining Malaysia's largest trading partner for 14 consecutive years, according to Su.

"Economic and trade cooperation between Beijing and Malaysia has also yielded fruitful results. Malaysia's investments in Beijing span various sectors, including leasing and business services, scientific research, and technical services, making a positive contribution to the economic and social development of Beijing," Su says.

In the future, Beijing will actively align itself with international high-standard economic and trade rules, continue to advance high-level opening-up to the outside world, and vigorously promote high-quality development, Su adds.

"This will provide vast investment and development opportunities for a wide range of enterprises, including Malaysian businesses," Su says.

The festival also provided a platform for international talent in Beijing to gain a deeper understanding of different cultures, foster open-mindedness, and broaden their perspectives, according to Yuan Qianming, an official from the Beijing-based Talent Beyond Borders, which played a role in putting together the event.