KUALA LUMPUR: DXN Holdings Bhd (DXN), a leading health and wellness direct-selling company in Malaysia, is taking a strategic step into Latin America by planning to open a coffee processing factory in the state of Minas Gerais, Brazil.
Founder and Executive Chairman Datuk Lim Siow Jin said the move marks the group’s expansion into the largest market in the Latin America region, which is now becoming a major contributor to the group’s overall revenue.
“Brazil is the next logical step in Latin America. That region is now leading the group’s growth, and we see the economies of scale, demographic profile and health-lifestyle awareness in Brazil as complementary to our strong position already in Peru and Bolivia,” he said at a media conference after the Malaysia-Brazil Business Summit in Kuala Lumpur today.
Also present was the Mayor of Ibia, Minas Gerais, Gillianno Mamão.
Lim said the Latin America region currently contributes approximately 60 per cent or more than RM1 billion to the group’s total revenue for the 2025 financial year, and that composition is expected to remain stable in the near term.
He said the new investment plan in Brazil will not only involve the construction of the coffee-processing factory but also the transfer of technology from Malaysia — including coffee made with civet-style coffee (fermented), and technology to produce tea from coffee leaves, an innovation considered new in Brazil.
“We plan to bring this technology to Brazil to introduce a new concept in the Brazilian coffee industry. Malaysia also has its own expertise in developing value-added coffee products,” he said.
He added that DXN opened its first registered office in São Paulo in April 2024 to support market entry, regulatory affairs and early distributor preparation in that country.
“Since operations started, we have more than 11,000 members in Brazil, and the number continues to increase with positive reception to Malaysian products,” he said.
Lim said Brazil was selected because the climate and soil conditions are very similar to Malaysia’s, thereby facilitating the cultivation as well as production of raw materials using local technology.
“What we plant and produce in Malaysia can be implemented there without many adjustments. This is a great opportunity for Malaysian entrepreneurs who want to expand business into that region,” he said.
He also revealed that the local government is offering attractive incentives including 10 hectares of free land for the project, as well as simpler investment procedures and land costs far lower compared to Malaysia.
“They offer many supports to foreign investors. Affordable land, large areas and simple licensing processes. This is a big advantage for Malaysian investors,” he said.
He added that the formal signing of a memorandum of understanding (MoU) between DXN and the local government is expected in mid-November in Brazil.
DXN currently has a strong presence in the Latin America region including Mexico, Peru and Bolivia, with more than 10 million active members globally, of which 60 per cent are in Latin America.
Meanwhile, Mamão expressed full support for DXN’s plan to build the new factory in the city and the commitment to open doors to Malaysian companies.
“As Mayor of Ibia, I welcome the plan for DXN to build a large factory in our city. As our President [Luiz Inácio Lula da Silva] stated, Brazil and Malaysia will become strategic partners in investment and joint development,” he said.
