The Problem-Limited Access to Global Markets for Local Entrepreneurs
While Sarawak’s agro-based entrepreneurs are producing increasingly competitive and high-quality products, many still struggle to reach wider markets. Despite their passion and innovation, challenges such as limited access to export opportunities, minimal exposure to international networks, and inadequate digital marketing tools hinder their full potential.
This is especially true for small and medium agro-enterprises (SMEs), who often rely solely on local markets and have little knowledge or resources to break into regional or global supply chains. As a result, many promising products never make it beyond state borders, much less to the international stage.
This disconnect between product quality and market access presents a pressing economic challenge. Without targeted strategies that bridge this gap, Sarawak’s rural and agro-entrepreneurs may continue to be excluded from larger development narratives especially those aligned with the state’s Post COVID-19 Development Strategy 2030 (PCDS 2030).
The Solution-Business Matching as a Market Connector
A promising and practical solution has emerged in the form of business matching a platform-based approach that directly connects local entrepreneurs with potential buyers, distributors, investors, and strategic partners. Business matching is more than just a trade activity; it’s a curated experience where entrepreneurs are paired with stakeholders who can facilitate market expansion.
FAMA Fest 2024 Sarawak, to be held from 1–4 March at Bintang Megamall in Miri, showcases how this approach is being implemented at the ground level. Organised by the Federal Agricultural Marketing Authority (FAMA), the event brings together 34 agropreneurs from across Malaysia to showcase locally made food products ranging from processed snacks to traditional delicacies.
But the true innovation lies in its business matching sessions, where five international marketing agents from Hong Kong, China, Thailand, Cambodia, and Brunei will meet with selected entrepreneurs. These sessions provide structured opportunities for local producers to explore export deals, form distribution partnerships, and gain insight into the expectations of foreign markets.
According to Ramli Mat Sani, Sarawak FAMA Director, “FAMA Fest isn’t just about selling products it’s about building business relationships that can grow beyond this event. We want our entrepreneurs to think globally, and we’re giving them the tools to do so.”
To further support this shift, FAMA is also encouraging participants to adopt digital platforms such as Agrobazaar Online, creating hybrid market channels that combine physical interaction with digital reach.
Implementation-A State-Backed Legacy-Driven Strategy
FAMA Fest reflects a broader policy direction driven by Business Events Sarawak (BESarawak) and the Sarawak Government one that emphasizes impact and legacy through strategic business events. The goal is to ensure that events hosted in Sarawak are not only economically beneficial in the short term but also contribute to long-lasting social, environmental, and policy outcomes.
This legacy-driven approach is guided by the Legacy Impact Master Action Plan (Legacy MAP) 2023–2025, launched at IMEX Frankfurt, one of the world’s leading business events expos. The plan seeks to align business events with Sarawak’s strategic development goals, particularly in six key economic sectors (agriculture, manufacturing, tourism, mining, forestry, and services) and seven enabling sectors (digital, education, infrastructure, utilities, innovation, transport, and renewable energy).
In partnership with Universiti Malaysia Sarawak (UNIMAS), BESarawak is also building the AI.LEGACY Intelligent Impact Management System and a legacy dashboard to scientifically track and measure the long-term impact of these events.
As Tourism, Creative Industry, and Performing Arts Minister Dato Sri Abdul Karim Rahman Hamzah noted, “Business events are no longer just about numbers. They are about influence policy change, skill development, community upliftment. That is the legacy Sarawak is building.”
Evidence- Measurable Growth and Opportunities Created
The early results of Sarawak’s business matching and legacy-driven business event strategies are encouraging. From 2024 to 2028, Business Events Sarawak has secured 95 business events with a projected economic impact of RM346.5 million. This includes international conferences such as the Asia Pacific Green Hydrogen and Exhibition 2024, the International Water Association Congress 2028, and the ICOMOS General Assembly 2026.
In 2023 alone, Sarawak hosted 107 business events, generating RM372 million in total economic impact, including RM202.1 million in direct delegate spending. These figures demonstrate the potential of well-managed business events as powerful economic drivers.
FAMA Fest 2024, in particular, expects to attract over 25,000 visitors from across Sarawak, Sabah, and Brunei. This influx of consumers, buyers, and potential investors provides fertile ground for entrepreneurs to scale up their businesses and tap into new markets.
Moreover, a national survey conducted by BESarawak revealed that 93% of business event professionals believe in the value of legacy-focused events, confirming the sector’s readiness to embrace this paradigm shift.
Future Outlook-Expanding Business Matching Across Sectors
The success of business matching in the agro-sector opens the door for its expansion into other industries. With Sarawak currently strengthening ties with the Commonwealth Enterprise and Investment Council (CWEIC), the model could be applied in sectors such as renewable energy, aerospace, education, and digital innovation.
A Sarawakian business delegation is expected to participate in the Commonwealth Trade and Investment Summit in the UK, potentially creating new avenues for strategic partnerships with British and Commonwealth stakeholders.
Furthermore, the upcoming launch of Sarawak’s first Legacy Dashboard in early 2025 will provide event planners with the data and tools they need to ensure every business event is meaningful and measurable not just in economic terms, but also in social value and developmental contribution.
Conclusion-Connecting Ambitions to Global Opportunities
Business matching in Sarawak is no longer an optional feature it is becoming a core strategy for empowering entrepreneurs and building an inclusive, export-ready economy. With government support, academic collaboration, and international partnerships, Sarawak is establishing itself as a regional model for legacy-driven business events.
FAMA Fest 2024 is just one example of how structured, well-planned events can transform lives not just by increasing sales, but by opening doors, building networks, and elevating local industries to the global stage.
As Sarawak continues on this development path, it proves that when business events are designed with legacy in mind, they can become powerful tools for sustainable growth, shared prosperity, and strategic impact.
Reference
Editor AS. (2025, May 19). Sarawak reinforces status as legacy-driven business events destination at IMEX Frankfurt 2025. DayakDaily. https://dayakdaily.com/sarawak-reinforces-status-as-legacy-driven-business-events-destination-at-imex-frankfurt-2025/
LING, S. (2025, February 17). Sarawak strengthening ties with Commonwealth business to woo global investments, new tech. The Star. https://www.thestar.com.my/news/nation/2025/02/17/sarawak-strengthening-ties-with-commonwealth-business-to-woo-global-investments-new-tech
marcommscb. (2023, December 12). Sarawak secures RM346.5M worth of business events – Business Events Sarawak. Business Events Sarawak. https://businesseventssarawak.com/sarawak-secures-rm346-5m-worth-of-business-events/
