Cocoa in centre stage at SICC

Ariff and Maryna

24 May 2025

KOTA KINABALU: The Malaysian International Cocoa Exhibition 2025 (MICE 2025) commenced today, with 150 booths open to the public. Hosted at the Sabah International Convention Centre (SICC), the exhibition features participation from both local and international chocolate producers, technology providers, and related service providers.

As part of the global cocoa calendar, MICE 2025 aims to attract over 25,000 visitors, including both local and international attendees. With 150 booths representing a diverse range of participants, the event offers an extensive showcase of the latest innovations, sustainable practices, and technological advancements shaping the future of the cocoa industry.

One of the products being showcased is Roshen. Roshen Malaysia’s Operations Manager, Ariff Eizlan, mentioned that this is the first time they are introducing Roshen products to Sabah and Sarawak. Previously, their products were only available in Peninsular Malaysia. They have been operating in Malaysia for nearly three years now. Roshen is a product of Alyousefi Group, a dynamic family-owned business with origins in Yemen and Dubai.

Chocolate pleasure

“The company’s base is in Cheras, Kuala Lumpur, where we operate a single store alongside their warehouse. In the Peninsular region, we distribute to a wide network of stores, including major retailers such as Aeon, Tesco, and various other shopping outlets,” Ariff said, adding that although they have not yet commenced distribution in Sabah and Sarawak, they are eager to enter these markets soon.

Their participation in MICE 2025 is part of their effort to find local establishments and entrepreneurs who can assist with distribution in Sabah. Beyond simply selling their products, they are also looking to build valuable networks and potential collaborations within the local business community.

Roshen offers a range of unique tastes and flavours that can be fully appreciated through sampling. Unlike conventional chocolates, they do not sell their products in the form of standard chocolate bars. Instead, their offerings come in distinctive shapes, forms, and flavours, which set them apart in the marketplace.

Regarding the key differences, the main point to note is that Roshen's products are not sold as bars. For example, their products are marketed as candies, making them convenient to carry and enjoy anywhere. They aim to encourage customers to visit their stand, view the products, and sample them firsthand. They believe this approach will help introduce their unique offerings to a wider audience and establish a strong presence in Sabah and Sarawak.

Maryna Kyrylchuk, trade officer from the Embassy of Ukraine in Malaysia, highlighted that Ukrainian confectionery brands are re-entering the Malaysian market with renewed vigour, thanks to increased trade and strategic efforts from the Embassy. She explained that two popular chocolate brands, Roshen and Millennium, have a history of presence in Malaysia prior to the COVID-19 pandemic.

Roshen has been available in Malaysia for the past three years, while Millennium is making a comeback after a period of absence. The Ukrainian company has secured a distributor to manage imports, and plans are underway to reintroduce Millennium across the country. Currently, Millennium products are available in Singapore, and the Ukrainian team aims to expand their footprint into Malaysia’s vibrant market.

The product lineup features a variety of chocolates, from playful, kid-friendly designs such as Minions, to luxurious gift packaging. Unique packaging options, including seashell-shaped chocolates, are also part of the portfolio. The Ukrainian representatives believe these innovative offerings hold strong potential, especially in regions like Sabah and the broader Malaysian market.

One standout product boasts a melting, airy texture that delivers a sensory experience unlike typical chocolates. These are new products and packaging options that have yet to be widely available in Malaysia, where they are currently sold primarily online and at airports as gift items.

Maryna noted that in Ukraine, both Roshen and Millennium are well-established, being among the country's top chocolate brands. When asked about their reception in Malaysia, she acknowledged that Roshen already enjoys competitive sales, particularly in supermarkets. Millennium chocolates are not yet present in Malaysian supermarkets. Currently, they are sold through online platforms, with some products possibly sourced from Singapore.

“We are seeking local partners to help establish a more permanent retail presence,” she said.

According to the Malaysian Ministry of Trade and Investment (MITI), the import of Ukrainian chocolates into Malaysia has seen a significant increase over the past three years, reflecting growing interest and trade relations, she added.

Meanwhile, the general public and trade professionals are warmly invited to enjoy MICE 2025, an inclusive and vibrant hub for knowledge exchange and networking. The four-day event is infused with a festive atmosphere, featuring local handicrafts reminiscent of the harvest festival, which add colour and cultural charm to the celebrations.

Visitors can explore a variety of engaging activities, including interactive product displays, hands-on workshops, and insightful product sharing led by participants. Additionally, there will be displays showcasing health and beauty products derived from cocoa, highlighting its diverse applications beyond the culinary world.

The festive mood and cultural displays aim to create an inviting environment that celebrates community and tradition, while fostering collaboration and forging partnerships among cocoa producers, traders, researchers, manufacturers, and buyers from around the globe.

By bridging the gap between industry stakeholders and consumers, MICE 2025 seeks to raise awareness of the importance of sustainability in cocoa production, whilst also showcasing the richness and diversity of cocoa-based products. The event will not only underscore Malaysia’s role as a key player in the global cocoa market but also reaffirm its commitment to driving growth, innovation, and excellence within the industry.