Indonesian Snack, Confectionery Deals Reach USD 2 Million in Dubai

KBRN, Jakarta: Indonesian snack and confectionery products recorded a potential transaction value of USD 2.13 million (IDR 35.30 billion) during its first participation in the Internationale Süßwarenmesse Middle East (ISM Middle East) 2025 exhibition held on September 15-17, 2025, at the Dubai World Trade Center, UAE.

Director General of National Export Development at the Ministry of Trade, Fajarini Puntodewi, said that Indonesia's presence was a strategic step to strengthen Indonesian snack and confectionery products' position in the international market.

“The large UAE market is very promisable because it is supported by a multicultural population, young consumers’ demand for product and flavor innovation, healthy lifestyle trends, rapid growth in the tourism sector, and the existence of offline and online retail,” said Puntodewi in her statement in Jakarta on Tuesday, September 23, 2025, as quoted by kemendag.go.id.

Dubai's strength as a global trade center makes it a gateway for the Middle East and Africa distribution. The Ministry, through the Indonesian Trade Promotion Center (ITPC) in Dubai, facilitates Indonesian businesses to participate in the region's largest exhibition for snacks and confectionery.

Indonesian Consul General in Dubai, Denny Lesmana, said that easy regulations, trade access, and infrastructure facilities make Dubai one of the world's trade centers.

The 100 percent foreign ownership policy without local partners accelerates the economy and increases competitiveness. The 60 m² Indonesian pavilion featured six businesses, four large companies, and two MSMEs participating in the MSME Dare to Innovate, Ready to Adapt to Export (MSME BISA Ekspor) program.

The products on display range from candy and chocolate to innovative healthy snacks, such as tempeh chips and granola, which are ready to compete globally.

During the exhibition, the Indonesian Pavilion was one of the most visited spots with more than a thousand visitors from various countries, including the UAE, Saudi Arabia, Egypt, South Africa, Japan, China, and Australia. The positive response from visitors proves the solid interest in Indonesian product quality.

Several participants have established partnerships with buyers from the UAE, South Africa, and Palestine, which will be finalized at the 2025 Trade Expo Indonesia (TEI) in Tangerang.

Head of Information at PT United Family Food, Yulius, said visitor traffic was excellent during the exhibition, with particular interest shown in snack foods and confectionery. “We received many requests from potential clients to be followed up from the UAE, Arab countries, and African countries,” said Yulius.

The Ministry also facilitated MSMEs through business matching sessions to strengthen brand awareness and penetration of Indonesian products in the international market. The Indonesia-UAE agreement, which imposes a zero percent tariff since September 2023, also supports the export increase.

From January to July 2025, Indonesia-UAE trade reached USD 3.43 billion, with exports valued at USD 2.10 billion, dominated by snacks, confectionery, palm oil, and textiles. Imports from the UAE include petroleum oil, gas, gold, and aluminum. ***