CNHFA Leads Delegation on Nutrition and Health Food Industry Visit to Indonesia and Malaysia

Southeast Asia is one of the fastest-growing nutrition and health food markets globally, demonstrating tremendous potential for development. Among Southeast Asian countries, Indonesia, with a population of 281 million (as of October 2024)—making it the fourth most populous nation in the world—and its long-established herbal tradition, has become a key consumer market for nutrition and health foods as well as dietary supplements. Meanwhile, Malaysia, benefiting from its well-developed halal certification system and international supply chains, has established itself as a regional hub for health food manufacturing and exports. The expansion of the middle class, increasing e-commerce penetration, and the modernisation of traditional industries in both countries are positioning Southeast Asia as a critical driver of growth in the global health industry, consistently attracting global investment and supply-chain integration.

To further deepen cooperation between China and Southeast Asian countries in the nutrition and health food sector, and to promote industrial exchanges and market expansion, the China Nutrition and Health Food Association (CNHFA) organised a delegation of enterprise representatives to undertake an industry study and exchange tour in Indonesia and Malaysia from 5 to 12 May 2025. The delegation included representatives from nine prominent enterprises in the nutrition and health food industry: Dongpeng Beverage Group, Heilongjiang Feihe Dairy Co., Ltd., By-Health Co., Ltd., Novaconlife Biotechnology Co., Ltd., Sichuan Funengyuan Biotechnology Co., Ltd., Shaanxi Huike Plant Development Co., Ltd., Dali Food Group, Anhui Wonengliang Health Technology Co., Ltd., and Beijing Jianxun Pharmaceutical Technology Co., Ltd.

The delegation was led by Zhang Zhongpeng, Secretary-General of the CNHFA. During the visit, the delegation engaged in several dialogues and exchange activities with local industry organisations and renowned enterprises. They visited organisations including the Indonesian Health Supplement Association (APSKI), the Hong Kong Trade Development Council (HKTDC) Kuala Lumpur Office, and the Chinese Embassy in Malaysia, and conducted site visits to multiple companies involved in the production, distribution, and sales of nutrition and health foods. Through these visits, delegates gained comprehensive insights into local policies, regulatory frameworks, market entry requirements, and demand trends within the nutrition and health food sector. They also learned from successful global businesses that have established themselves in Southeast Asia and participated in business negotiations and partnership discussions with prominent local brands. This visit has laid a strong foundation for participating enterprises to expand their international business in Southeast Asia, as well as for enhancing high-quality industrial cooperation between China and Indonesia, and between China and Malaysia.

Indonesia

On the morning of 6 May, the delegation visited Herbalife Indonesia. Mr Oktrianto Wahyu Jatmiko, General Manager, warmly welcomed the delegation. Also attending the meeting were Ms Ayu Puspitalena RTR, Senior Regulatory Affairs Manager; Mr Piter, Senior Sales Manager; Mr Aditya Suryatin Sarwono, Senior Legal Affairs Manager; Mr Arif Mustolih, Director of External Affairs; and Ms Aria Novitasari, Marketing Assistant, among others. During the meeting, Herbalife representatives provided a comprehensive overview of Indonesia's nutrition and health food market, along with insights into Herbalife Indonesia's operational practices. The participants then engaged in detailed discussions on topics including ‘the approval process for nutritional and health food product formulations in Indonesia’, ‘post-launch product challenges’, ‘the development of Indonesia’s weight management industry’, and ‘qualification requirements for pharmacists in Indonesia’.

Indonesia, known as the ‘Land of a Thousand Islands’, is geographically dispersed. With the continued growth of e-commerce and widespread adoption of digital technology, logistics and distribution services play an increasingly critical role in supporting the consumer goods sector. On the afternoon of 6 May, the delegation visited Enseval, Indonesia’s largest distributor of healthcare products. Mr Budiyanto Bambang, Director of Business and Operations, and his team introduced Enseval’s development history and business operations. They shared insights into how the company utilises customer data and market intelligence to build flexible supply chains, while also promoting energy efficiency and sustainable development. Following the meeting, the delegation toured Enseval’s cold-chain logistics and warehouse facilities to better understand the specific technologies and innovative practices employed by the company to maintain high inventory quality.

On the morning of 7 May, the CNHFA and the APSKI jointly organised the China-Indonesia Nutrition and Health Food Exchange Meeting. Mr Decky Yao, President of APSKI, delivered the welcome address, while Ms Hanna Subintoro, Vice President of APSKI, chaired the session. Around 30 representatives from both associations attended the meeting. During the exchange, members of the Chinese delegation engaged in lively discussions with APSKI representatives and experts on topics such as ‘pathways for direct investment by Chinese enterprises in Indonesia’, ‘specific requirements for Indonesian products entering the Chinese market via cross-border e-commerce and other channels’, and ‘prospects for cooperation between China and Indonesia in the health industry’.

During the meeting, Zhang Zhongpeng, Secretary-General of the CNHFA, and Decky Yao, President of the APSKI, signed a Memorandum of Understanding (MoU) on cooperation. Moving forward, both parties will work together to address the shared needs of the health food industry in China and Indonesia, actively creating a platform for enhanced exchange and collaboration.

Malaysia

On the morning of 8 May, with support from the Malaysian Dietary Supplement Association (MADSA) and the Hong Kong Trade Development Council (HKTDC) Kuala Lumpur Office, the delegation held an exchange seminar with leading local companies in Malaysia’s nutrition and health food sector, including Fiatec Bioactive, Bio-Science Marketing, and L.Jack (M). Ms Kenix Chua, Project Officer at the HKTDC Kuala Lumpur Office, warmly welcomed the delegation. During the seminar, Dr Loh Kai Kwong, Executive Director of Fiatec Bioactive, provided an overview of Malaysia’s current market landscape, future development trends in nutritional and health foods, and opportunities for collaboration between Malaysian and Chinese enterprises. Mr Kok Beng Ng, General Manager of Bio-Science Marketing, shared his extensive expertise in the Malaysian market, giving a detailed presentation on dietary supplement product categories, regulatory frameworks, and standards. Delegation members remarked that the seminar provided valuable market insights and technical guidance.

On the afternoon of 8 May, the delegation visited the Herbalife Malaysia Global Service Centre. Vice President Mr Balan Ramalingam warmly welcomed the delegation, provided an introduction to the centre’s functions and roles, and guided delegates on a tour of the office facilities. Also participating in the exchange were Ms Hui Pin Ng, Senior Regulatory Manager; Yin Yin Tan, External Affairs Specialist; and Ain Atikah Ali, Legal Manager. As an internationally renowned nutrition brand, Herbalife impressed the delegation with its advanced digital operations model, rigorous quality control systems, comprehensive talent-support policies, and inclusive and diverse organisational culture.

On the morning of 9 May, the delegation visited the Novonesis Malaysia Kuala Lumpur BJ Office. Novonesis is a global leader in biotechnology solutions. Mr Lakshmi Narasimhan S, Head of Earth Health Division and Southeast Asia Regional General Manager at Novonesis, began by presenting an overview of the company's business divisions and its strategic presence in Southeast Asia. Mr Tien Keat Cheah, Human Health Sales Manager, shared insights into Novonesis’s cutting-edge probiotics research. Ms Chandrika Balachandrun, Head of Regulatory Affairs for Human Health in Asia-Pacific, provided detailed information on Malaysia's regulatory requirements for nutrition and health foods and infant formula, as well as Novonesis’s experiences with successful product launches. Mr Ma Lei, Public Affairs Manager for Novonesis China, also participated in the exchange. Through this visit, delegates gained valuable insights into successful market-entry strategies employed by a globally recognised company in Southeast Asia. They further recognised that a strong emphasis on research and development, coupled with a deep commitment to human health and global ecological sustainability, are fundamental drivers of long-term corporate growth.

On the afternoon of the same day, the delegation visited the Chinese Embassy in Malaysia. Ms Wu Lanhang, Second-level Inspector at the Embassy’s Economic and Commercial Section, attended the discussion and warmly welcomed the delegation. She exchanged views with delegates on topics such as the prospects for China–Malaysia economic and trade cooperation, Malaysia’s policy directions and support measures, challenges faced by Chinese enterprises operating internationally in Malaysia, and potential strategies to address these issues. Ms Wu expressed support for deepening cooperation between Chinese and Malaysian enterprises in the health food sector, thereby promoting high-quality bilateral trade development.

The delegation also visited Enest Group Berhad, a prominent Malaysian bird’s nest company, where they met with Executive Director Chen Mingfeng and other senior executives to discuss quality-control standards and marketing strategies within the bird’s nest industry. They also undertook a site visit to observe first-hand the production and processing of bird’s nests and bird’s nest cups. As a distinctive Malaysian health food product, edible bird’s nest has promising prospects in the Chinese market. Both parties held detailed discussions on future collaboration opportunities in supply-chain management and brand promotion.

In addition, the delegation examined the nutrition and health food markets in Indonesia and Malaysia, conducting visits to local supermarkets, pharmacies, and specialised health food stores. They carried out market research on popular dietary supplements, infant formula products, functional beverages, and other nutrition and health products.

This visit attracted significant attention and strong recognition from local governments, industry associations, businesses, and the broader industry, receiving widespread acclaim.  Delegation members unanimously agreed that the visit not only broadened their international perspective and provided in-depth insights into the regulatory frameworks and market dynamics of the nutrition and health food sectors in Indonesia and Malaysia but also successfully facilitated connections with high-quality partners domestically and abroad, and identified new business opportunities. Overall, the study tour substantially enhanced exchanges between the nutrition and health food industries in China, Indonesia, and Malaysia, creating favourable conditions and providing momentum for future diversified cooperation.

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