In this exclusive interview, we sit down with Mr. Alex Liew, Managing Director of Global Pacific Victory (GPV), a leading distributor of Italian fine foods in Malaysia.
With over 25 years of experience in the industry, Mr. Liew shares the story behind GPV’s establishment, its key milestones, and the growing demand for Italian products in Malaysia. He also offers valuable insights into the company’s long-term vision, the challenges they’ve faced, and their efforts to promote “Made in Italy” products.
Furthermore, Mr. Liew discusses the importance of B2B events for fostering stronger connections with Italian suppliers.
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Mr Alex Liew (center) and the team at Global Pacific Victory (GPV)
1. Can you tell us about the founding of Global Pacific Victory Sdn Bhd and the vision behind its establishment?
I’ve always been passionate about Italian cuisine. During a visit to Italy many years ago, I realized that authentic Italian products were quite limited in Malaysia at the time. I thought, surely, there must be others like me who would enjoy these unique flavors. That was the inspiration behind starting GPV.
Our vision is to continually expand our business, strengthening our market position, and ultimately becoming a leader in fine food distribution, especially in the Italian food segment.
2. What are some of the key achievements that Global Pacific Victory is most proud of?
We’ve been in the industry for over 25 years, and there are many things I’m proud of. One of our greatest achievements is becoming a leading distributor of Italian products in Malaysia. From starting with just over 20 clients, we now serve more than 2,000. I’m most proud of the growth we’ve experienced. When we first started, we operated out of a 2,000 sq ft office and warehouse in Kuala Lumpur. Over the years, we’ve had to move to larger spaces almost every 1-2 years, and today, even our current warehouse is becoming too small for us.
Another key achievement is the long-term partnerships we’ve built with our brands. We’ve worked with companies like Granoro, Olitalia, Ciao, Scotti, Boni, Loison, Granarolo, Caputo, and Amica since the beginning, and these relationships have grown into something like family. They often invite me to their hometowns and encourage me to explore Italy with them, which is a true testament to the strength of our collaboration.
From left to right: Mr Alex Liew (Managing Director, GPV), Ms Erika Angelozzi (Secretary General, Italcham Malaysia)
Among some of the Italian brands that GPV have worked with over the years, including Olitalia, Granorolo, Ciao, Scotti, Boni, Loison, Granarolo, Caputo, and Amica
3. How does Global Pacific Victory contribute to promoting “Made in Italy” products in Malaysia? How do you educate Malaysian consumers about the quality and heritage of Italian products?
We’re heavily involved in promoting Italian products and work closely with organizations like Italcham Malaysia. For example, last year, we partnered with Italcham and Village Grocer for an Italian Fair, which was a great success and beneficial for both us and the supermarkets. We hope to see more events like this in the future.
In addition to fairs, our food service team collaborates with restaurants, hotels, and cafés to promote Italian ingredients. Our retail team also puts in significant effort to organize Italian fairs in supermarkets, which is an effective way for us to introduce high-quality Italian products to Malaysian consumers.
4. How has the demand for Italian products in Malaysia evolved over the years?
The demand for Italian products has grown tremendously. For instance, when we first started in 1999, very few restaurants knew that mascarpone was essential for an authentic tiramisu. Today, almost any restaurant serving Western cuisine would use 100% mascarpone in their recipe.
This evolution extends beyond tiramisu. Products like truffle oil, olive oil, balsamic vinegar, pizza flour, and panettone are now recognized by most consumers in Malaysia as high-quality ingredients, and their demand continues to rise.
5. What are your future goals for Global Pacific Victory, especially in relation to expanding your portfolio of Italian products and gourmet fine foods?
My goal is straightforward: I want GPV to be the first name that comes to mind for any HORECA or retail outlet looking for Italian raw materials or ingredients. We aim to solidify our position as the go-to supplier for all things Italian in Malaysia.
6. What are some of the significant challenges Global Pacific Victory has faced in the Malaysian market, and how did you overcome them?
One of our biggest challenges has been the disruption of raw material supply and the rising cost of freight due to global conflicts. Freight costs have increased significantly, and in many cases, raw materials are not available to meet market demand. To overcome this, we’ve had to focus on strategic sourcing, advance planning for our orders, and careful selection of freight forwarding partners to ensure we maintain a steady supply for our clients.
7. Can you share a memorable experience from your visits to Italy that has influenced your appreciation for Italian products and culture?
Every visit to Italy deepens my appreciation for the authenticity of their products. Visiting factories and farms, I’ve seen how Italian producers maintain traditions passed down through generations. It’s truly remarkable. The word “authentic” is what comes to mind every time I leave Italy, and it’s why Italian products are so widely appreciated around the world.
8. Where can interested individuals purchase the Italian products imported by GPV?
Our Italian products are available at major supermarkets across Malaysia, including Village Grocer, Jaya Grocer, B.I.G., Mercato, QRA, and The Food Merchant. In the Klang Valley, you’ll find them at BSC Fine Foods, Isetan KLCC, and select AEON outlets. We also have upcoming Italian Fairs in Johor at Village Grocer and B.I.G. this October, where we’ll be highlighting some of our finest Italian products.
9. How has your experience been with B2B events in Singapore, and would you like to see similar events held in Malaysia?
Our experience with B2B events in Singapore has been very positive. We’ve had the opportunity to meet new suppliers and explore new products, which is always beneficial for the business. Given our more than 25 years of experience sourcing in Italy, we believe there’s great potential to replicate this success in Malaysia. B2B events here could help bring more Italian suppliers into the local market while giving businesses in Malaysia a chance to connect with high-quality Italian producers.
Global Pacific Victory specializes in the distribution and supply of high-quality dairy products, chilled meats, frozen seafood, gourmet fine foods, dried goods, and snacks to both the Food Services (HORECA) and Retail segments. With distribution to over 2,000 outlets across Malaysia and imports from more than 72 countries worldwide, GPV continues to expand its international network. The company is committed to sourcing innovative, premium products that meet market demands while remaining cost-effective.
Learn more about Global Pacific Victory HERE.
