Thai-ing it all together

Q&A with Worawan Wanwil for Thailand Week in Kuching

Director of the Department of International Trade Promotion (DITP) Malaysia, Worawan Wanwil.

KUCHING, July 21, 2025 - Trade doesn’t have to be all spreadsheets and suits, just ask Director of the Department of International Trade Promotion (DITP) Malaysia, Worawan Wanwil who’s bringing Thai flair to Kuching during Thailand Week from July 31 – Aug 3, 2025 at The Spring Mall here. From sensational snacks to smart tech, Worawan dishes on how Thai products are making waves in Malaysia, why cultural connection matters, and how even serious trade can come with a side of fun.

Q: What inspired the Department of International Trade Promotion (DITP) to bring Thailand Week to Kuching?

Worawan: The decision to organise Thailand Week in Kuching reflects DITP’s long-term strategy of strengthening Thailand’s trade presence across all regions of Malaysia, not just the Peninsula. Sarawak is a vital component of Malaysia’s growing economy – recording high GDP contributions and maintaining its status as a high-income state. More importantly, it serves as a strategic entry point into East Malaysia and the broader BIMP-EAGA subregion, which aligns closely with Thailand’s regional economic goals.

We’ve observed increasing demand in Sarawak for imported products, especially those that combine quality, innovation, and halal compliance. Thailand Week bridges this opportunity by helping Thai exporters better understand Sarawak’s unique market needs and consumer preferences. It also provides a valuable platform to build direct trade relationships that will benefit both Thai businesses and Sarawak’s retail and distribution sectors.

Q: What are the main goals of this event for Thailand and Sarawak?

Worawan: Thailand Week is designed to boost bilateral trade flows and create a mutually beneficial ecosystem for businesses from both Thailand and Sarawak. The event facilitates direct engagement between Thai producers and Sarawak-based importers, retailers, and distributors.

Besides business matching, we aim to identify market gaps where Thai products and services can add value, explore co-branding, white-label manufacturing (OEM), and cross-distribution possibilities, and encourage long-term supply partnerships and joint ventures, especially in halal-certified foods, wellness, and green technology sectors. Ultimately, Thailand Week acts as a gateway for collaboration that also fosters trust, shared knowledge, and long-term trade synergy.

Q: What types of Thai products or services are you most excited to introduce to Sarawak?

Worawan: We’re particularly enthusiastic about introducing halal-certified food and beverages (Thailand is one of the world’s largest halal food exporters), wellness and herbal spa products (These combine traditional Thai wisdom with science-backed formulations, appealing to health-conscious consumers and wellness tourism sectors), as well as smart home and smart farming technology (Thai tech firms offer practical solutions that can enhance Sarawak’s households and agri-businesses alike).

Q: What do you hope visitors will learn or gain from this showcase?

Worawan: We hope that Sarawakian businesses and consumers will walk away with a deeper understanding of Thailand’s capability as a trusted trade partner - Firsthand access for local businesses to a curated selection of Thai products that align with Sarawak’s evolving consumer landscape, particularly in food innovation, wellness, and home living.

Importers and retailers can meet face-to-face with Thai exporters, which helps to build confidence and streamline the path to meaningful trade agreements. For the public, Thailand Week provides insight into the creativity, reliability, and cultural richness behind Thai-made goods.

Q: Do you see this event leading to long-term teamwork with local companies or government offices?

Worawan: Absolutely. One of DITP’s strategic goals is to foster sustainable, long-term trade relations, and that includes working closely with Sarawak’s government agencies, trade chambers, and business councils. By aligning our trade promotion activities with Sarawak’s development goals, we can help build a lasting economic bridge between our countries.

There is also strong potential for collaboration in sectors like smart technology and agriculture. Thai firms specialising in robotics and automation, such as Mui-Robotics, are exploring partnerships to support Sarawak’s move towards digital transformation and sustainable farming. Long-term cooperation could also extend to joint market research, product customisation, and participation in regional trade missions under the BIMP-EAGA framework.

Q: How important is Sarawak in Thailand’s plans for trade in this part of the world?

Worawan: Sarawak is increasingly important in Thailand’s ASEAN trade strategy, both economically and geographically. As Malaysia’s fourth-largest economy contributing 9.3% of national GDP, and with consistent GDP per capita growth – achieving over RM77,000 in 2023 – Sarawak is a high-potential trade partner.

It also serves as a springboard for reaching the BIMP-EAGA economic corridor, giving Thai businesses access to neighbouring regions such as Kalimantan, Mindanao, and Brunei. Expanding into Sarawak allows Thailand to diversify its export destinations beyond traditional hubs like Kuala Lumpur and Penang.

Q: Are there chances for Thai and Sarawak businesses to create products together, maybe in halal beauty care, eco-friendly fashion, or farming technology?

Worawan: Yes, and this is an area of growing interest. Thai manufacturers are increasingly open to adapting formulations, packaging, and branding to meet local preferences. For example, products developed for the Sarawak market could carry co-branded identity and be distributed regionally across ASEAN. This not only strengthens trade but also builds regional brand equity.

Q: How does Thailand Week help people in Sarawak learn about Thai culture?

Worawan: Thailand Week is a cultural exchange in action. Through the showcased products, visitors experience core aspects of Thai culture: craftsmanship, hospitality, innovation, and sustainability. For Sarawakian businesses, understanding Thai culture helps them position and market these products more effectively.

Q: Are there any plans for cultural exchanges or creative collaborations in the future?

Worawan: Yes, DITP believes that culture and commerce go hand in hand. We are exploring opportunities to organise cultural showcases, joint product design workshops, and even themed trade exhibitions that celebrate Thai-Malaysian creativity. Creative partnerships can open new chapters in Thailand-Malaysia relations.

Q: How can local people, especially young creatives and business owners, join or benefit from future Thailand-Malaysia projects?

Worawan: We encourage young Sarawakians – especially entrepreneurs, designers, and SME owners – to get involved by participating in upcoming trade fairs, workshops, and creative collaboration programs. Whether it's co-branding a beauty line or working with Thai designers on sustainable packaging, there are many entry points.

The DITP is also exploring ways to support digital entrepreneurship, so that local talents can co-develop and sell Thai-inspired or Thai-partnered products online across ASEAN. These grassroots connections will be key to building the next generation of Thailand-Malaysia trade partnerships.