Kota Kinabalu: Foshan’s cultural products made a successful debut at the Big Sabah Sale (BSS) 2025, the State’s largest consumer fair held at the Sabah International Convention Centre (SICC).
This is the first time China was invited to participate, fostering friendly economic exchanges between Malaysia and China.
Their presence has effectively driven the “cultural export” initiative that helps enterprises expand into overseas markets, said Exotic Asian Explorer Managing Director Pamela Tseu, who arranged for the exhibitors from Foshan in Guangdong Province, southern China, to participate in the fair from Oct 31 to Nov 3, 2025.
She said the success was due to the strong support and promotion of SICC Chief Executive Officer Datuk Rosmawati Lasuki and the Foshan Chancheng Federation of Returned Overseas Chinese.
The Foshan Pavilion at the convention centre, curated by Foshan Zumiao Cultural Investment, showcased the overseas charm of Lingnan intangible heritage such as xiangyun silk, Shiwan ceramic figurines, and paper cuttings.
“The pavilion presented the essence of Lingnan culture under the model of Culture and Industry, evoking emotional resonance among local residents and Chinese communities abroad,” said Pamela.
She said this cultural presentation not only strengthened cultural identity but also served as a door opener for future business collaborations, laying the foundation for subsequent economic and trade activities.
The spillover effect of the cultural showcase directly led to commercial success as two Foshan companies, involved in fitness equipment and bedding products, sold out their exhibits during their first participation and reached cooperation agreements with local distributors, she said.
By participating in the exhibition at a low cost, enterprises were able to test the potential of the Southeast Asian market, providing valuable insights for future expansion plans, she added.
Besides that, Pamela said the Chancheng Federation of Returned Overseas Chinese played a bridging role by integrating overseas Chinese business resources and organising joint participation between cultural enterprises and overseas Chinese business associations. They also took part in business matching sessions.
Through courtesy visits to local chambers of commerce and Chinese associations, they deepened people-to-people and business exchanges, forming a complete chain of cultural showcase, overseas Chinese linkage, and business cooperation, she said.
As the only Chinese city invited to the exhibition, Foshan has pioneered a light-asset approach to global expansion by building commercial trust through cultural identity, she said.
Looking ahead, Pamela said there are plans to deepen collaboration with overseas Chinese associations and expand cross-border e-commerce channels, further amplifying the multiplier effect of cultural export driving industrial export.
In short, she said the Foshan Pavilion represents a successful integration of culture and commerce.
“By opening markets through cultural resonance and leveraging the resources of overseas Chinese communities to lower entry barriers, it provides a replicable model for other regions and enterprises — one where culture leads and industry follows in the journey of going global,” she said.
