PENANG has returned to the 50th Pekan Raya Sumatera Utara (PRSU) with renewed vigour, transforming its pavilion into a month-long showcase of the state’s best products, cuisine, tourism, healthcare, education and investment opportunities in a strategic push to deepen bilateral ties with North Sumatra.
Organised by the Penang State Secretariat Office with the support of the Penang State Economic Planning Unit (BPEN), the Penang Pavilion is expected to serve as a gateway for local entrepreneurs to penetrate the Indonesian market while strengthening people-to-people, business and tourism links between the two neighbouring regions.
Running from July 3 to Aug 2, this year’s PRSU is expected to attract some 300,000 visitors, offering Penang an ideal platform to promote its strengths to one of Indonesia’s largest regional markets.
State Trade and National Unity Committee chairman Goh Choon Aik, who led the state’s delegation, visited the Penang Pavilion at about 4.30pm yesterday before attending the official opening ceremony.
Welcomed by the Penang team, Goh toured the pavilion, where visitors were introduced to an array of replica displays of Penang’s iconic delicacies, including pasembor, mee Jawa, nasi kandar, mee sotong, mee udang, roti Benggali and the ever-popular flying roti canai.
The pavilion also featured locally-made products such as Ar Rayyan’s murukku, dodol by Anns Edibles Ventures, beverages from Perniagaan Fajar Menyinsing, as well as products by New Leverage Malindo Jaya, reflecting Penang’s commitment to promoting export-ready homegrown brands in Indonesia.
Besides the Penang Pavilion, Goh also visited the pavilions of Kabupaten Nias and Pemerintah Kabupaten Tapanuli Utara.
Speaking to Buletin Mutiara, Goh said Penang’s participation in PRSU marked the continuation of a long-standing relationship between the state and North Sumatra, which dates back to 1983.
After a two-year absence from the annual exposition, Penang’s return for the fair’s golden jubilee reflects its commitment to strengthening regional cooperation and creating new economic opportunities.
“This year’s participation is much more comprehensive. Besides showcasing Penang’s famous food, we are also highlighting tourism, medical tourism, education, property and sports throughout the month-long programme.
“We also want to create more business opportunities for Penang companies while attracting more visitors from North Sumatra to Penang,” he said.
Goh said the delegation’s itinerary extends beyond the exhibition itself, with meetings lined up with government agencies, industry representatives and companies from Aceh and other parts of Indonesia.
Among the highlights will be a business matching session at the Consulate General of Malaysia in Medan on July 6, bringing together Penang and Indonesian companies to explore potential collaborations through corporate presentations and networking sessions.
He said although Penang remains globally recognised for its electrical and electronics sector, the state sees greater immediate opportunities in North Sumatra through food and beverage products, medical tourism and other service-based industries.
Medical tourism will receive dedicated attention later this month, while different state agencies will take turns leading weekly promotional activities throughout the duration of the fair.
According to the organising team, about 20 Penang entrepreneurs have been selected to participate, rotating in four groups over four weeks.
Although more than 60 businesses registered their interest, only export-ready companies with the necessary certifications, including halal certification, were chosen to ensure they are well-prepared to enter the Indonesian market.
The pavilion’s offerings have also been expanded this year to include property, tourism, education and sports-related products and services, presenting a more holistic image of Penang as a destination for business, investment, healthcare and higher education.
Organisers said the participation goes beyond promoting products, as Penang is also seeking to attract more Indonesian students to study in the state while encouraging greater interest in medical tourism and long-term investment opportunities, including the Malaysia My Second Home programme (MM2H).
For the first time, the upper floor of the Penang Pavilion has also been fully utilised following upgrading works carried out ahead of the fair.
Another highlight will be the Penang Cultural Showcase on July 26, featuring Peranakan cultural performances, Nyonya kebaya presentations and traditional dance performances that will bring the state’s multicultural heritage to the PRSU stage.
The delegation has also proposed for Penang to participate in more exhibitions organised by the North Sumatra administration throughout the year, allowing better utilisation of the Penang Pavilion instead of limiting its use to the annual PRSU.
Meanwhile, North Sumatra vice-governor H. Surya described the 50th edition of PRSU as more than just an entertainment festival, calling it a showcase of the province’s economic strength and development aspirations.
With the theme “Golden Harmony, Tradition in Collaboration, Inspiring Revival”, he said the exposition symbolises unity amid diversity while promoting investment, tourism, trade, culture, creative industries and innovation.
Surya said the provincial government hopes this year’s PRSU will generate new investment opportunities, expand market access for local products, strengthen tourism promotion and reinforce North Sumatra’s position as one of Indonesia’s key economic growth centres.
The colourful opening ceremony concluded on a high note with a spectacular drone show that illuminated the Medan skyline.
Despite rain falling towards the end of the event, thousands of visitors remained at the venue, reflecting the excitement surrounding the return of PRSU after its hiatus and setting the stage for what organisers hope will be another successful edition of North Sumatra’s largest annual exposition.
Story by Kevin Vimal
Pix by Siew Chia En