From September 23 to 26, 2026, the 22nd Malaysia International Halal Showcase (MIHAS 2026) was held at the Malaysia International Trade and Exhibition Centre (MITEC) in Kuala Lumpur. Qinhuangdao Dongyang Food Co., Ltd. showcased its “Dongyang Maichang” series of instant noodle blocks, along with knife-shaved noodles, spinach noodles, purple sweet potato noodles, carrot noodles, purple glutinous rice noodles, and vermicelli, at Booth 2F15 in the China Pavilion. The booth drew steady crowds, and the products attracted wide attention from buyers across ASEAN and the Middle East. Since the exhibition concluded, the company has begun advancing the cooperation intentions reached during the event, accelerating its entry into the global halal market.
During the exhibition, Booth 2F15 was busy with inquiries and negotiations. At the center of the booth, a range of instant noodle blocks, colorful noodle cakes, and vermicelli samples were displayed alongside bottled water and tasting cups, attracting many buyers. Several buyers who sampled the products proactively left their contact details to discuss long-term cooperation.
Located within the China Pavilion (CHINA PAVILION), Dongyang Food exhibited alongside many Chinese food companies, showcasing the manufacturing strength of China’s instant noodles and giving overseas buyers a more direct appreciation of the quality of Chinese instant noodle blocks.
On site, the booth backdrop introduced the company and the “Dongyang Maichang” brand in three languages — Chinese, English, and Malay (and Indonesian) — with highlights on featured products such as purple glutinous rice noodles, purple sweet potato noodles, and spinach noodles, along with references to “Our Factory” and “Our Company.” This localized presentation narrowed the distance with buyers from Malaysia, Indonesia, Singapore, and other ASEAN countries, and was an important factor behind the smooth discussions on instant noodle blocks and other products.
Outcomes: Connecting with Buyers and Advancing Deals
According to the company, Dongyang Food established contacts with multiple overseas buyers during the exhibition and reached cooperation intentions on the long-term supply of instant noodle blocks and other instant food products. The company is now accelerating sample confirmation, quotations, and logistics planning based on the needs of interested customers, working to convert these intentions into actual orders.
The exhibition reinforced Dongyang Food’s understanding of the importance of halal certification for international markets. Halal certification issued by the Department of Islamic Development Malaysia (JAKIM) is recognized by multiple countries and is widely seen as a “passport” to the global halal market. Since the exhibition, the company has begun organizing a certification plan for its product lines, aiming to secure international halal certification for more non-fried instant noodle blocks and further expand its export reach.
Next Steps: Deepening the ASEAN Market and Localizing Flavors
Moving forward, Dongyang Food will build on its domestic sales network and continue expanding overseas based on exhibition feedback: first, deepening the ASEAN market by targeting supermarkets, chain restaurants, and cross-border e-commerce channels in Southeast Asia; second, advancing flavor localization for instant noodle blocks and signature noodles to bring “Made in Qinhuangdao” closer to local consumers.
As a 2024 municipal-level leading enterprise in agricultural industrialization, Dongyang Food’s appearance at the China Pavilion of the Malaysia halal exhibition is both a showcase of its strength and a practical step in responding to Chinese food companies’ efforts to expand into the “Belt and Road” and ASEAN markets. Notably, the “Dongyang Maichang” brand has been awarded the Hebei Province Well-known Trademark certificate, and its products have been rated “Hebei Province High-quality Products.” With products such as instant noodle blocks, Dongyang Food is steadily progressing from a regional brand to an international one, bringing healthy and convenient instant noodle flavors from Qinhuangdao to more consumers worldwide.
