By Salim Abu Haniffa

When we talk about Malaysia’s engagement with Africa, the spotlight usually falls on trade figures, palm oil exports, or diplomatic visits, which is not common.

Yet beneath the surface lies a quieter, equally powerful story – Malaysia’s softer exports, steadily reshaping retail, infrastructure, education, and even governance across the continent.

Retail and consumer brands

This year, MR.DIY opened two of its planned six stores in South Africa. It’s a soft landing in a competitive market, but the potential is clear: a retail model proven in Asia may soon stretch across the region.

At the same time, Proton returned to South Africa in 2022 after a decade away, partnering with CMH to re-enter a market now crowded with Chinese and Indian brands. It’s a bold play that underscores Malaysia’s resilience.

Beyond the headlines, Malaysian products have long been on the continent. Multi-level marketing firms have built large networks across Southern Africa.

These stories show how Malaysian brands can integrate into African households without fanfare.

Infrastructure and technology

In infrastructure, Probase has delivered road-building projects in Uganda and Eswatini, and is now connecting communities in Madagascar. It’s a case of Malaysian engineering improving access where it matters most.

Technology tells a similar tale. Aerodyne, a leading global drone solutions provider, has extended its reach into Zambia and Mozambique with the support of the Islamic Development Bank.

Using drones and AI, the company is enabling farmers to monitor crops and boost productivity. Malaysian innovation is being applied directly to Africa’s food security.

Ideas and consultancy

Malaysia also exports ideas. PEMANDU Associates, once the driver of Malaysia’s economic transformation, has executed projects in South Africa and continues to advise governments in Botswana, Rwanda, Tanzania and Somalia.

Years earlier, MSCTC, a subsidiary of Malaysia’s digital economy agency, worked in Rwanda to transfer its Malaysian experience in smart-card systems and other know-how.

These firms prove that Malaysia’s know-how in policy execution and digital transformation is valuable far beyond Southeast Asia.

Education and people

Perhaps the deepest connections are forged through education. Limkokwing University of Creative Technology has campuses across Africa, and in Botswana, it’s common to meet professionals who studied in Malaysia and carry a fondness for its culture.

Somalia offers another example. Today, half of its cabinet ministers are alumni of Malaysian universities such as UKM and USM.

Through its Technical Cooperation Programme, Malaysia has deliberately built an educational pipeline to African leadership circles. These ties go beyond skills – they shape personal bonds and shared experiences.

Humanitarian and defence footprint

Malaysia’s humanitarian presence is equally strong. MERCY Malaysia has delivered aid in Sudan, Syria and Somalia, while Malaysian troops, engineers, and medical staff have served under UN peacekeeping missions in Sudan, South Sudan, Namibia, and the Congo.

In Somalia, during the 1993 Mogadishu conflict, Malaysian soldiers played a critical role in rescue operations that are remembered to this day.

The Malaysian Peacekeeping Centre in Port Dickson continues to train African officers, with participants from Nigeria, Ghana and Kenya.

Defence MoUs with South Africa cover training, industry partnerships, and joint exercises – an important but often under-appreciated layer of bilateral cooperation.

Faith ties

On the faith front, Malaysia’s JAKIM recognises halal certification bodies in South Africa, Morocco, Egypt, Tunisia and Kenya.

This recognition enables halal trade across borders while reinforcing trust in shared standards.

Muslim scholars also travel regularly between Africa and Malaysia’s ISTAC, further deepening intellectual and spiritual exchange.

A triad of connections

Together, these threads form a triad of Malaysia’s African presence: diplomatic, business, and humanitarian. Malaysia maintains 10 official missions and over 20 honorary consuls in Africa, giving businesses, nonprofits and universities a ready platform to build on.

For those paying attention, Malaysia’s role in Africa is clear: not loud, not headline-grabbing, but enduring.

From chilli sauce to drones, from scholarships to soldiers, Malaysia’s soft exports are building bridges of trust, influence, and opportunity.

Africa itself remains a hidden jewel to many outsiders – a continent of untapped potential and quiet surprises.

Malaysia, it seems, has found a way to belong here, weaving itself into communities, classrooms, and cabinets. The story isn’t one of conquest or competition; it’s one of connection.

-- BERNAMA

Salim Abu Haniffa is an Executive Director of the Malaysian Chamber of Commerce – Southern Africa.