Sponsored by WABEL.
Zuhaila Sedek, Malaysia’s Trade Commissioner to Spain.
The 2025 WABEL Summit in Barcelona wasn’t just another industry conference—it was a catalyst for global commerce.
Behind the polished booths and buzzing meeting rooms, a strategic conversation unfolded between Ms. Zuhaila Sedek, Malaysia’s Trade Commissioner to Spain, and Victor Horcasitas, Publisher of Barcelona Metropolitan. In an exclusive interview, Ms. Sedek outlined a compelling proposition: Malaysia isn’t simply open for business—it’s a launchpad into one of the world’s fastest-growing economic regions.
Malaysia: More Than a Market, a Bridge to ASEAN
“Malaysia is more than an entry point,” Ms. Sedek declared. “We are a bridge to a market of over 650 million people. With stability, accessibility and a government that champions foreign investment, we offer the whole package.” At the summit, Malaysia’s delegation zeroed in on building relationships with heavyweight European retailers—El Corte Inglés, Veritas, Carrefour and Hipercor among them.
Sedek leads the trade delegation MATRADE, which creates opportunities for the leading Malaysian exporters seeking to penetrate new markets as well as facilitate introductions for European companies wishing to meet with prospective Malaysian partners.
MATRADE showcased high-growth sectors such as halal-certified food and beverage, health and wellness, and sustainable consumer goods—industries where Malaysian producers are already demonstrating world-class capability and reliability.
Why Spain—and Barcelona—Are Strategic Partners
Spain, Ms. Sedek explained, is more than just a gateway to Europe; it’s a discerning and dynamic market in its own right. “Spanish consumers are curious, conscientious and open,” she noted. “This presents a real opportunity for Malaysian brands that embody authenticity, quality and ethical production.”
Barcelona’s role as the host city wasn’t accidental. Its unique status as both a cultural icon and commercial heavyweight made it the perfect venue for Malaysia’s ambitious outreach.
From Talk to Trade: Malaysia Means Business
This wasn’t your typical meet-and-greet diplomacy. Ms. Sedek emphasized that Malaysia came to WABEL to build real partnerships. “We are not here just to exchange business cards,” she said. “We’re here to roll up our sleeves and get to work. From today’s introductions, we expect tomorrow’s joint ventures.”
The Malaysian Trade Commission has plans already in motion—follow-up trade missions, site visits, and on-the-ground support for European firms ready to plant roots in ASEAN via Malaysia.
Seizing the ASEAN Advantage—Before the Rush
Southeast Asia is on the cusp of an economic boom. Early movers will have the inside track—and Malaysia is offering the onramp.
“Malaysia is open for business,” Ms. Sedek reiterated. “We’re ready to partner with European companies that share our vision for innovation, sustainability, and long-term growth.”
Barcelona Metropolitan: Shining a Light on Global Business Connections
As the summit wrapped up, it was clear that Malaysia had made its mark. For European firms hungry for expansion, the message was loud and clear: the path forward runs through Kuala Lumpur.
Wabel hosted the conference in Barcelona and excels at building valuable connections. They go above and beyond to connect its clients with the right FMCG distributors and mass-market retailers. Wabel’s commitment is to find your perfect partner, no matter where they are, crafting perfect partnerships for every business need.
Zuhaila Sedek represents MATRADE as Malaysia's Trade Commissioner based in Paris connects French, Spanish and Portuguese companies with Malaysian companies.
Barcelona Metropolitan’s mission is to connect our readership to the leaders, opportunities and ideas shaping the future of international business. We strive to be the go-to reference for English speaking expats, artists and entrepreneurs.
Sponsored by WABEL.