Malaysia Halal Hub Gains Attention as ASEAN Gateway at Chile Business Summit 2025

In a vibrant showcase of trans-Pacific trade potential, Malaysia took center stage at the inaugural Chile-ASEAN Business Summit 2025, solidifying its position as the region’s leading halal hub and strategic gateway to the 670-million-strong ASEAN market. Held from September 10 to 12 at the luxurious Hyatt Regency Sukhumvit in Bangkok, the event marked a pivotal moment in Chile’s deepening ties with Southeast Asia, coinciding with the 10th anniversary of the Chile-Thailand Free Trade Agreement (FTA).

Organized by Chile’s Ministry of Foreign Affairs through its export promotion agency ProChile, the summit drew over 200 delegates, including high-level government officials, exporters, and business leaders from both sides of the Pacific. Chilean Vice Minister of International Economic Affairs Claudia Sanhueza and ProChile General Director Ignacio Fernández led the proceedings, emphasizing shared commitments to open trade, sustainable development, and innovation. The three-day agenda was packed with dynamic activities designed to forge lasting partnerships: from over 200 targeted business-to-business (B2B) matchmaking sessions to insightful seminars on seafood exports, digital innovation, and halal certification processes.

Spotlight on Malaysia: Bridging Halal Opportunities Across Continents

What set Malaysia apart was its dual role as a halal powerhouse and ASEAN entry point, drawing keen interest from Chilean exporters eager to tap into Muslim-majority markets. As the world’s largest halal certification body through the Department of Islamic Development Malaysia (JAKIM), the country processed and certified Chilean raw materials—such as premium salmon, mussels, and beef—before re-exporting them across ASEAN and beyond. This value-added ecosystem not only ensures compliance with stringent Islamic dietary laws but also enhances product appeal in diverse consumer bases, from Indonesia’s archipelago to Brunei’s urban centers.

Ana Belén Bueno, ProChile’s trade representative in Malaysia, highlighted the post-pandemic surge: “Malaysia has become one of Chile’s fastest-growing partners in ASEAN. Since COVID-19, we have seen a rise in exports of seafood and fresh fruits, while timber continues to play a central role given Malaysia’s strong manufacturing base.” Indeed, bilateral trade figures underscore this momentum. In 2024, Malaysia’s exports to Chile hit US$157.5 million (RM741.8 million), dominated by fertilizers (US$28.4 million), animal and vegetable oils (US$22.6 million), rubber (US$14 million), electrical equipment (US$10.4 million), and machinery (US$7.6 million). In return, Chile supplied Malaysia with copper, forestry products, seafood, fruits, wine, and meat, with seafood and wine leading the charge.

For Chilean businesses, Malaysia’s halal infrastructure offers a competitive edge. Certifications like the Marine Stewardship Council (MSC) for sustainable seafood align seamlessly with JAKIM standards, building consumer trust and opening doors to a global halal economy projected to reach US$3.2 trillion by 2028, according to industry forecasts. Malaysian firms, meanwhile, leverage Chile’s network of 35 FTAs—covering 80% of global GDP—to access Latin American giants like Brazil, Argentina, and Peru. The Malaysian Investment Development Authority (MIDA) played a key role in matchmaking, connecting local SMEs in halal food processing and renewable energy with Chilean counterparts.

Key Sessions and Cultural Exchanges Fuel Collaboration

The summit’s seminars provided practical insights into these synergies. A dedicated halal certification workshop demystified the process for Chilean exporters, covering everything from supply chain audits to labeling requirements—essential knowledge for navigating ASEAN’s diverse regulatory landscape. Parallel sessions on seafood trade explored sustainable sourcing, while digital innovation talks delved into fintech and e-commerce platforms to streamline cross-border logistics.

Beyond boardrooms, cultural activations added flavor to the diplomacy. Attendees savored a “Sabores de Chile” culinary showcase featuring Andes-inspired dishes made with premium Chilean ingredients, paired with a masterclass on the country’s award-winning wines. Retail pop-ups at Bangkok’s Gourmet Market and GO! Wholesale allowed ASEAN buyers to sample products firsthand, fostering immediate interest in halal-compliant imports.

Sanhueza captured the event’s spirit: “This summit marks a significant milestone in the evolution of the relationship between Chile and the ASEAN region… demonstrating how this partnership benefits bilateral trade and strengthens Chile’s long-term relationship with ASEAN as a whole.” Fernández echoed the optimism, noting that while Asia absorbs nearly 40% of Chile’s exports, ASEAN’s share hovers below 2% (US$1.8 billion in 2024)—a figure ripe for exponential growth through diversified, non-commodity trade.

Broader Implications: A Blueprint for Sustainable Trade Growth

The Chile-ASEAN Business Summit 2025 arrives at a timely juncture, as ASEAN’s intra-regional trade surges amid global supply chain shifts. For Malaysia, the event reinforces its “Halal ASEAN Gateway” vision, outlined in recent national strategies to capture 20% of the global halal market by 2030. Businesses eyeing expansion can draw actionable takeaways: prioritize halal audits early in partnerships, explore Chile’s FTAs for tariff-free access to Latin America, and invest in sustainable certifications to meet rising ESG demands.

Looking ahead, momentum builds toward the upcoming ASEAN Summit in October, where Malaysia plans to propose an ASEAN Halal Council to standardize certifications region-wide—a move that could supercharge exports like Chile’s to the bloc. For investors and entrepreneurs, this signals untapped opportunities in halal logistics, agro-processing, and green tech collaborations.

As bridges extend from the Andes to the Malay Peninsula, the summit exemplifies how strategic gateways like Malaysia can unlock mutual prosperity in an interconnected world.