During the 5th Global Digital Trade Expo, the Roundtable Meeting with the Captains of Industry in China was held in Shanghai. The meeting was hosted by Malaysia's Ministry of Investment, Trade and Industry (MITI). Malaysia's Prime Minister, Dato' Seri Anwar bin Ibrahim, attended the meeting and delivered a speech. As the only consumer goods company invited to attend the event, Proya Cosmetics was represented by Deputy General Manager Jin Yanhua. Jin engaged in in-depth discussions with Malaysian government and business representatives, as well as representatives of leading Chinese enterprises from various industries, covering topics such as bilateral economic and trade relations and coordinated industrial development.
During the meeting, Prime Minister Anwar highlighted the long-standing foundation of friendly cooperation between China and Malaysia, as well as the broad prospects for bilateral trade and industrial connectivity. Drawing on Proya Cosmetics' years of experience in overseas markets, Jin Yanhua shared the company's achievements and future plans in Malaysia.
Malaysia is a key market in Proya Cosmetics' development of an integrated, multi-brand, multi-category, and multi-channel business presence. Since entering the Malaysian market, the company's three major product categories—skincare, makeup, and body & hair—have established an extensive presence across online and offline channels, supported by a well-developed product portfolio and localized operating strategies. Online, the company has entered major e-commerce platforms such as Shopee, Lazada, and TikTok. Offline, it has expanded into core retail channels including Watsons and Guardian.
In April this year, PROYA, the flagship brand of Proya Cosmetics, established a strategic partnership with Guardian Malaysia. It subsequently held its first offline event at Guardian's largest flagship store in Asia, setting a single-day sales record for a Chinese beauty brand at the store. The brand has continued to gain recognition from local consumers, demonstrating its product excellence and brand strength. In September, PROYA was invited to enter selected Watsons stores and online platforms in Malaysia, further expanding its local market coverage and consumer reach.
Proya Cosmetics' participation in the roundtable underscores its active response to the Belt and Road Initiative's economic and trade cooperation agenda and its deeper integration into the international development landscape. It also creates broader opportunities for the company to expand its presence in Southeast Asia and deepen cross-border industrial collaboration. Looking ahead, Proya Cosmetics will steadily advance its global expansion, strengthen its presence in key Southeast Asian markets, continue to optimize its localized products and channel operations, and deepen mutually beneficial cooperation with overseas partners. Through these efforts, Proya Cosmetics will showcase the innovation and vitality of China's beauty industry to the world.
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