The 7th WCIFIT | China-Malaysia Agri-Commerce-Tourism Cooperation Showcases New Model at the Fair

On May 21, the Malaysian bird's nest origin brand "Bloom Bird" held its China headquarters inauguration ceremony and strategic partnership licensing event in Nan'an District, Chongqing. As a key investment project under China-Malaysia cooperation, the Bloom Bird brand also made its debut at the "Nan'an District-Economic Development Zone" exhibition hall of the WCIFIT.

"China is the world's largest consumer market for bird's nest, while Malaysia is a leading producer. The two sides have natural complementary advantages in this industry," said Wu Debin, founding president of the Pertubuhan Perkilangan Pemprosesan Sarang Burung Walit Malaysia and founder of Bloom Bird. He noted that the current combined export volume of four Malaysian processing plants has exceeded 40 tons.

The Malaysian bird's nest origin brand "Bloom Bird" exhibited at the WCIFIT's Nan'an District-Economic Development Zone hall. (Photograph courtesy of Commission of Commerce of Nan'an District)

Notably, Bloom Bird has independently developed a full-industry-chain digital SaaS system, covering the entire process "from bird's nest production in Malaysia to Chinese dining tables." At the production end, it integrates with Malaysia's official quality inspection standards to enable raw material traceability. The supply chain leverages smart warehousing and logistics networks to ensure nationwide price consistency, while the retail terminal achieves online-offline data synergy and precision private traffic management to empower partners.

Industry experts believe this system addresses chronic pain points in the traditional bird's nest sector - price chaos and counterfeit products - and its digital transformation may further accelerate market consolidation.

Wu Debin stated that Bloom Bird will establish Chongqing as a strategic hub to build a nationwide deep-processing center for bird's nest. Beyond importing premium Malaysian raw materials, the company plans to invest in R&D to launch value-added products like ready-to-eat bird's nest and functional beverages, filling gaps in China's high-end market.

Significantly, the brand will use bird's nest as an entry point to simultaneously introduce durian, pineapple, palm oil-derived health products, and processed functional wellness goods. This multi-product matrix in the health supplementation sector aims to create a "ripple effect" cross-border industrial ecosystem, ultimately forming a 10,000-store distribution network across China.

Wu emphasized that as the product matrix and sales network mature, they will activate Malaysia's agri-culture-tourism resources. Within two years, this initiative is expected to bring more distinctive Malaysian agricultural and cultural tourism products into China, establishing a bidirectional system integrating "product exchange + cultural-tourism synergy." This model is hailed as a benchmark for cross-border agriculture and health industry collaboration under the Belt and Road Initiative.

YB Datuk Chan Foong Hin, Deputy Minister of Plantation and Commodities of Malaysia, remarked that Bloom Bird serves not only as a bridge for Chinese consumers to access premium Malaysian bird's nest but also as a testing ground for bilateral cooperation in agricultural technology and health food industries.

YB Datuk Chan Foong Hin, Deputy Minister of Plantation and Commodities of Malaysia delivered remarks at the event. (Photograph courtesy of Commission of Commerce of Nan'an District)

During his WCIFIT visit, Chan Foong Hin highlighted palm oil promotion as a key agenda. He explained that palm oil - a versatile vegetable oil already widely used in China's food, cosmetics, feed, and bioenergy sectors - holds vast market potential, offering limitless opportunities for collaboration with Chongqing.

Source: New Chongqing - Chongqing Daily