Teh tarik, onde-onde and sirap bandung go global as Malaysian chocolate brand eyes world stage

SHAH ALAM – A Malaysian confectionery brand is turning some of the nation’s most iconic flavours -  teh tarik, onde-onde and sirap bandung - into chocolate, with ambitions to take the distinctly local creations to supermarket shelves worldwide.

NIMS International Group Sdn Bhd has launched its latest collection, NIMS Chocotub Taste of Malaysia: Malaysia’s Favourite Flavours, featuring three variants , the Teh Tarik Crunch, Onde Onde Crunch and Sirap Bandung Laici Crunch, inspired by the familiar tastes and nostalgia of everyday Malaysian life.

NIMS chief executive officer (CEO) Tengku Norhanim Tengku Othman said the collection was developed as a tribute to flavours that had long held a place in the hearts of Malaysians, while carrying genuine potential to compete on the global stage.

NIMS Adeliciousz Sdn Bhd chief executive officer Tengku Norhanim Tengku Othman. – SINAR HARIAN / MOHD HALIM ABDUL WAHID

"Through NIMS Chocotub, Taste of Malaysia, we want to bring the uniqueness of Malaysian taste to global consumers.

"Each flavour lifts the culture and nostalgia close to the hearts of Malaysians, while showing the potential of local products to compete internationally," she said.

The launch was officiated by Malaysia External Trade Development Corporation (Matrade) deputy chief executive officer (Entrepreneur Development) Mansor Shah Wahid at the Ideal Convention Centre (IDCC) here on Saturday.

The launch of NIMS Crispy Chocotub Taste of Malaysia: Malaysia’s Favourite Flavours, featuring new teh tarik, onde-onde and sirap bandung lychee flavours, takes place at IDCC Shah Alam on Saturday. – SINAR HARIAN / MOHD HALIM ABDUL WAHID

Tengku Norhanim said NIMS wanted food to serve as a medium for carrying Malaysia's story and identity to the international community.

"We are not merely introducing a new product, but also bringing Malaysia's story to international consumers through value-added food innovation.

"We hope that when the world enjoys these products, they will come to know and experience the uniqueness of Malaysia through everything we produce," she said.

She added that NIMS already exported its products to 27 countries, including Thailand, Vietnam and Indonesia, with the Asean market remaining among its primary focuses.

Tengku Norhanim (right) joins Mansor Shah (second from right) in watching a teh tarik-making demonstration, a drink synonymous with Malaysian flavours. – SINAR HARIAN / MOHD HALIM ABDUL WAHID

Matrade chairman Datuk Seri Reezal Merican Naina Merican said NIMS had proven itself to be a larger Malaysian success story in the making.

"When NIMS elevates the taste of teh tarik, onde-onde and sirap bandung into premium chocolate products, they are not merely selling chocolate, they are exporting Malaysian culture.

"This is the form of Malaysian branding that we must continue to champion, by owning our own brand and ultimately securing our own place on supermarket shelves around the world," he said in a written address read by Mansor Shah.

The launch coincided with the NIMS Beli & Menang 2026 national campaign, offering prizes worth more than RM150,000 in total.

The Proton eMAS is among the prizes offered to winners of the NIMS Beli & Menang 2026 campaign. – SINAR HARIAN / MOHD HALIM ABDUL WAHID

The campaign's top prize is a Proton eMAS, alongside various other prizes to be announced throughout the three-month campaign running until Nov 8.