A BRUNEIAN company is hoping to market its agarwood products to the Chinese market by participating in the inaugural China-South Asia Expo (CSAEXPO) after already penetrating some Middle Eastern and Asian countries.

Aswad Aroma Plantation, one of two Bruneian companies that have set up booths at the CASEXPO and 21st China Kunming Import & Export Fair, is in China for the first time to promote its agar (gaharu) products, which are highly in demand by Chinese consumers.

Managing Director Hj Mohd Raduan Hj Lamudin said that besides marketing agarwood products, his company also aims to promote the sultanate.

"The aim of joining this expo is to show our quality product which is part of Brunei's treasure and is not easily found. It's very rare, and we want to promote our country as part of the process," he said.

After Kunming, he added, the the company would also be participating in other expositions in Shanghai, Guangzhou and Beijing over the coming two to three months.

The official told The Brunei Times at the Aswad Aroma booth at the expo that agarwood is an endangered species and highly sought after.

"The Ministry of Industry and Primary Resources (MIPR), particularly the Forestry Department has helped us obtain certification and approval to bring all our products here to China. It is a treasure of Brunei and is something we are very proud of," he explained.

Because agarwood is listed as an endangered species, Hj Mohd Raduan said that the proper approval and licences were needed to be sell and market agar products.

He also said that they were many instances of poaching and stealing of agarwood in Brunei because of its value and quality.

"So without MIPR, we would not have been able to come here to display our two species of agarwood from Brunei," he said.