SHAH ALAM - Malaysia's chocolate makers are shifting their focus from production to perception, as they seek to convince consumers that locally made chocolate can compete with established European brands.
Despite Malaysia's established cocoa industry and the success of homegrown brands such as Beryl's, local producers say convincing consumers to choose Malaysian chocolate over imported brands remains an uphill battle.
Chocolate Concierge founder Ong Ning-Geng said Malaysian-made chocolate continues to struggle for recognition despite significant improvements in quality and craftsmanship.
"Malaysian-made chocolate is not very well known. I think most consumers have the mindset that local chocolate is not of the same quality as imported chocolate," he told Sinar Daily.
He said shifting consumer attitudes would require sustained effort.
"The industry has its work cut out to convince chocolate consumers in Asia to give chocolate made in Asia a chance.
"That work is not easy and we're still continuing this effort," he said.
Although Malaysia has a long-established cocoa industry, with cultivation across Sabah, Sarawak and several states in Peninsular Malaysia including Perak, Pahang, Kelantan and Johor, chocolate makers say consumer perceptions have yet to catch up with improvements in quality and processing capabilities.
To highlight the diversity of Malaysian cocoa, Chocolate Concierge sources beans from farmers across Peninsular Malaysia, Sabah and Sarawak, producing chocolates based on single-origin cocoa rather than blending beans from different regions.
Ong said this allows consumers to experience the distinct flavour profiles of cocoa grown in different parts of the country.
"Through Chocolate Concierge, we invite people who are passionate about chocolate to taste chocolate made from cocoa grown in different states such as Kelantan, Johor, Perak and Pahang.
"We don't blend the origins, so people can taste what chocolate from each location really tastes like," he said.
Meanwhile, Harriston Chocolate chief executive officer Teng Wei Tzyy said the company has taken a different approach by incorporating distinctly Malaysian flavours into its products.
She said the aim is to introduce local culture to both domestic consumers and international tourists through chocolate.
"We want tourists to experience Malaysia's hospitality. That's why many of our products feature Malaysian flavours such as durian, curry and chilli infused into chocolate," she said.
Teng said innovation remains essential, with the company continuously developing new products to cater to different markets while maintaining its Malaysian identity.
While Beryl's has demonstrated that a Malaysian chocolate brand can achieve nationwide success, chocolate makers say the next challenge is helping consumers recognise that premium chocolate does not have to come from Europe.
They believe the industry's future lies in positioning Malaysian chocolate not as an alternative to imported brands, but as a premium product in its own right.