11 August 2026 — Malaysian small and medium enterprises (SMEs) were encouraged to look beyond traditional markets, embrace change and build sustainable businesses at Star SOBA Elevate held at Menara Star, Petaling Jaya.

Held under the theme “Elevate Your Business. Expand Your Future.”, the event brought together business leaders and industry players to share practical insights on expanding beyond Malaysia, understanding new markets, and staying competitive amid a rapidly changing global business landscape.

A key message from the discussion was that international expansion does not necessarily begin with deep pockets. It begins with understanding the market and identifying the right opportunities.

For Mega Fortris, a Malaysian company specialising in security seals and solutions used across industries including logistics and transportation, overseas markets became an important growth avenue from its early days. With limited capital when the company first started expanding internationally, market development support and grants helped provide a platform to participate in exhibitions and explore overseas business opportunities.

The company’s experience also highlighted the importance of choosing the right markets. Rather than simply pursuing the biggest or most obvious opportunities, businesses need to understand local market conditions, regulations, customer needs and potential partners.

ASEAN was an increasingly important growth region, with its expanding population and economic potential creating opportunities for Malaysian businesses.

However, entering a new country requires more than simply exporting a product. It was important to recognise the value of localisation, including working with local partners who understand the market and can manage operations on the ground.

For Mega Fortris, market research remains an important part of its expansion strategy. The company currently operates in international markets including Vietnam, Cambodia and Singapore, while recognising that each market has its own dynamics.

The lesson for SMEs is clear: there is no one-size-fits-all strategy for going overseas. Businesses need to assess where their products or services fit, understand the local environment and build relationships with people who know the market.

The growth potential of ASEAN was also viewed from a longer-term perspective. As the region develops and its population grows, demand for security across areas such as food supply chains and logistics is expected to increase.

Another key challenge discussed was competition from China, particularly its ability to manufacture at scale and compete aggressively on price.

For businesses such as Mega Fortris, the answer is not necessarily to compete on cost alone.

The company operates in a specialised industry where products are driven by requirements, standards and reliability, rather than simply price. This creates a degree of resilience and allows businesses to build a competitive advantage around expertise and specialised capabilities.

The discussion also stressed the importance of anticipating disruption rather than waiting for it to happen.

Mega Fortris is already looking ahead to potential disruption from Chinese manufacturers and exploring new areas of opportunity, including the halal supply chain. Its journey towards Shariah compliance has opened up possibilities for the company to apply what it has learnt to new markets and strengthen its capabilities in securing supply chains.

The broader takeaway was that innovation, strategy and accumulated knowledge need to work together. Businesses that continually learn and apply that knowledge can create new opportunities before existing markets become saturated.

There is no single path to internationalisation.

The panel also tackled a common question among Malaysian SMEs: should businesses first dominate the Malaysian market before venturing overseas?

The answer, according to the speakers, depends on the stage and circumstances of each business.

Datuk Adrian also shared that Mega Fortris had historically focused heavily on international markets and had not positioned itself as a local champion in Malaysia. But changing market dynamics have prompted the company to revisit the domestic market and identify opportunities that may have been overlooked over the past three decades.

This reflects an important reality of entrepreneurship: business strategies cannot remain static.

What works at one stage may not work at another. As markets, competition and customer needs change, companies need to be willing to reassess their direction.

For smaller businesses, internationalisation is also becoming more accessible. E-commerce and digital platforms allow SMEs to reach customers outside Malaysia without necessarily establishing a physical presence overseas.

Export development programmes, digital trade platforms and export education can further help businesses understand the requirements and opportunities involved in going global.

Bringing the discussion to a close, the importance of long-term sustainability was emphasised.

Exporting 20 containers today may be a significant achievement, but businesses must also ask whether they can continue doing so five, 10 or 20 years from now.

Sustainable growth requires companies to look beyond immediate sales and consider their competitive position, capabilities, market relevance and ability to adapt.

The discussion also reminded Malaysian businesses of an often-overlooked strength: Malaysia’s reputation overseas.

When Malaysian entrepreneurs enter international markets, they bring with them a reputation for being resourceful and resilient, qualities that can become valuable assets when navigating unfamiliar markets.

Ultimately, elevating a business is not simply about becoming bigger. It is about becoming more resilient, more adaptable and better prepared for the future.

For Malaysian SMEs looking to expand their horizons, the journey may begin with one new market, one strategic partner or one new idea, but the goal should always be to build a business that can continue to grow sustainably in an ever-changing world.

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