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Belgian Ambassador Peter Van Acker gives a speech at the Puratos promo event in Kuala Lumpur (© Puratos).
In Malaysia, Belgian chocolate is a well-known and sought-after product. The Belgian Puratos organises regular trainings and promo events there. The presence of the Belgian ambassador gives such an event an additional touch of prestige.
We hear very little about Malaysia, the South-East Asian country divided between the island of Borneo and the peninsula of Malaysia that borders Thailand. Did you know that it is an upper middle income country? In any case, chocolate is a well-known and sought-after product there, especially Belgian chocolate. Our national pride is by far the best-known Belgian product there, far ahead of beer and diamonds.
Belgian chocolate
Godiva in particular is well known there because the Belgian company has quite a few boutiques there, including at Pavilion and KLCC, two of Kuala Lumpur's more prestigious shopping malls. But Leonidas also has stores there.
Kim's Chocolates – the second-largest exporter of Belgian chocolate – operates in Malaysian Borneo. The company may not ring as much of a bell – even for us – because it often makes chocolate for other brands. But it does have its own chocolate which is called 'Cachet'. Furthermore, you can find Belgian brand chocolate at most supermarkets in Malaysia.

During the promo event, chef Mathias unveiled his latest creation based on Belcolade chocolate (© Puratos).
Belcolade training
Another Belgian player in Malaysia is Puratos. The company caters to bakers and pastry chefs, while also being a major producer of chocolate for professionals, under the Belcolade banner. The Malaysian division employs 80 people and also supplies to neighbouring countries Brunei and Singapore.
Puratos often organises trainings in Malaysia, where interested parties can learn how to turn Puratos products into delicious cakes and chocolates. There is no shortage of target audiences. Just think of Secret Recipe, a popular Malaysian chain of cake bars that has since spread across South-East Asia. Our Belgian ambassador Van Acker sent his chef to such a training course on 7 March 2024, to master how to incorporate Belcolade chocolate into pastries.

Puratos customers are happy to have a chat with the Belgian ambassador (left) (© Puratos).
Ambassador at promo event
On 8 March, Puratos hosted a special event in capital Kuala Lumpur for its buyers and potential new customers, where our Belgian ambassador gave a speech. The presence of an ambassador – especially in Malaysia – lends far more prestige to an event. Puratos customers were only too happy to have their picture taken with the Belgian representative. This is how the Belgian embassy can help highlight Belgian companies. But it also boosts Belgium's image, especially when it involves a highly sought-after and valued product like chocolate.
The pinnacle of such an event, of course, is when the audience gets to taste the chocolates and cakes. Incidentally, Puratos had asked a popular influencer on TikTok and Instagram to be the master of ceremonies, who in turn had invited some younger influencers. As such, the company was hoping for additional promotion on Malaysian social media.

Cacao-Trace is Puratos' own sustainability label (© Puratos).
During the event, Puratos also clearly showcased its own label, Cacao-Trace, through which it strives for sustainable chocolate. To help cocoa farmers get a higher income, Cacao-Trace teaches them how to ferment cocoa beans at a high quality. The resulting higher quality yields better prices. The label also builds schools where the children of cocoa farmers can be taught.
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