The golden crunch of a perfectly fried potato has a universal appeal. For Belgium, it is more than just food. It is a culture, heritage and a point of national pride.
That pride travelled to Kuala Lumpur, where Belgium showcased its finest frozen potato products at Food and Hospitality Malaysia (FHM) 2025, bringing European craftsmanship to Malaysia’s growing foodservice scene.
From Sept 23 to Sept 26, visitors at the Kuala Lumpur Convention Centre (KLCC) stepped into Stand 7415 to experience Belgian potatoes at their best.
Chefs, hoteliers, and food industry leaders sampled everything from crispy fries and creamy mash to croquettes, hash browns and tater tots, each reflecting Belgium’s dedication to taste and consistency.
Malaysia’s kitchens have been embracing Belgian potato products at an impressive pace. In 2024 alone, over 17,000 tonnes were imported, worth more than RM109 million, placing Malaysia as the third-largest importer in Asia after Japan and South Korea.
The trend has only grown stronger in 2025, with 5,800 tonnes brought in during the first four months, valued at RM41 million. For Belgian producers, Malaysia is no longer just a promising market, it is fast becoming one of Asia’s most dynamic destinations for premium frozen potato products.
Speaking at the event, Hilde Peters from Flanders’ Agricultural Marketing Board (VLAM) shared the excitement about Malaysia’s reception.
"Our participation at FHM 2025 has been very encouraging, with strong interest from chefs, distributors and industry leaders. It reaffirms Malaysia’s position as one of our fastest growing markets in Asia, where the demand for quality, consistency and innovation continues to grow.
"We are committed to building on this momentum and strengthening long-term partnerships with Malaysia’s vibrant F&B sector," she said.
She added that Belgian products are designed to support the country’s foodservice industry across the board
As Malaysia’s food service sector grows, Peeters said there is a clear appetite for premium and reliable ingredients that support operational efficiency.
"Belgian frozen potatoes offer consistent quality and a wide variety of cuts and formats that suit the evolving needs of Malaysian chefs and distributors, from high-end restaurants to quick-service kitchens," she added.
While the Belgian fry — crispy on the outside, fluffy on the inside — remains an undisputed star, the story goes far deeper. Belgium’s famous Frietkot culture, which celebrates fries as part of the country’s way of life, has even been recognised as intangible cultural heritage.
But Belgium’s potato innovation extends far beyond fries. Processors are now exporting a wide selection of products tailored to global tastes — croquettes for fine dining, hash browns for breakfast spreads and potato bites perfect for fast-paced quick-service outlets.
For Malaysian chefs, this versatility means fewer compromises in the kitchen and more reliable flavour on the plate.
Behind the products are companies like Agristo, Clarebout Potatoes, Ecofrost, Global Fries and Pomuni, many of them family-run businesses that blend traditional values of trust and service with cutting-edge processing technology.
This mix of heritage and innovation has made Belgian potato exporters trusted partners for buyers worldwide, including Malaysia.
The showcase at FHM 2025 was also part of a wider Asia-wide campaign co-financed by the European Union, built on three pillars: high quality, premium taste and sustainability. Together, these values highlight Belgium’s ongoing commitment to building strong international connections and meeting the needs of diverse food cultures.