UMK Uses Smart Packaging and Digital Marketing to Commercialise Traditional Ikan Bekok
Universiti Malaysia Kelantan (UMK) is supporting the commercialisation of ikan bekok, a traditional fermented fish product from Tumpat, by introducing modern packaging and digital marketing practices. The initiative aims to improve product quality, reduce spoilage, and expand market access for local entrepreneurs. Led by UMK’s Innovation Park (InnoPark), the project combines food processing innovation with e-commerce promotion to strengthen community livelihoods while preserving a regional food heritage.
According to reporting by Bernama, researchers identified that despite its popularity in Kampung Geting, the product remained largely unknown beyond the local area. UMK therefore initiated a structured programme to improve packaging, branding, and online promotion, helping small producers reach broader domestic and international markets.
Addressing Traditional Packaging Limitations
UMK Innovation Park director Dr Tengku Fauzan Tengku Anuar explained that the product previously relied on traditional packaging methods such as newspapers and non-airtight plastic bags. These approaches shortened shelf life and often caused the fish to become slimy or develop strong odours during storage and transport.
“UMK introduced packaging using vacuum sealing machines, while also providing exposure to the community on branding and digital marketing to improve the product’s competitiveness in the market,” — Dr Tengku Fauzan Tengku Anuar, Director, UMK Innovation Park
The project was approved on 13 December 2019 and implemented between 2020 and 2021. It involved 14 UMK researchers from multiple disciplines and was coordinated by the Institute for Poverty Research and Management (INSPEK). A total of 24 local food and seafood entrepreneurs in Tumpat participated.
Understanding the Ikan Bekok Preservation Method
The term ikan bekok refers not to a specific fish species but to a preservation technique. The method involves lightly fermenting dried salted fish for a short period. Producers typically use locally available species including gelama (croaker), cencaru (torpedo scad), kekek (ponyfish), layur (ribbonfish), stingray, and talang (queenfish).
The research team selected the product because of its commercial potential and the opportunity to reduce food spoilage through modern packaging technologies. Such initiatives reflect broader efforts within Malaysia’s higher education sector to connect research with community economic development, similar to programmes advancing innovation in universities highlighted in Malaysia’s evolving digital higher education ecosystem.
Expanding Market Access Through Digital Platforms
The improved product is marketed under the brand Ikey Bekok Tumpat. Producers now promote and sell the product through digital channels including TikTok, WhatsApp, Shopee, Facebook, and Instagram. These platforms allow small-scale producers to connect with a wider customer base beyond Kelantan.
Digital commerce initiatives for small producers align with wider national efforts to support community enterprises and cooperative businesses through online tools and platforms, as seen in programmes supporting the digital transformation of cooperatives in Malaysia.
Income Growth and Community Benefits
Project monitoring indicates that participating entrepreneurs experienced income increases of up to 100 per cent per month. Combined sales are estimated to reach around RM400,000 monthly.
Beyond financial gains, the initiative has generated new employment opportunities within the community. Women and single mothers in particular have benefited through roles in fish processing, packaging, and online marketing.
Future Plans for Sustainable Product Development
UMK plans to expand the programme by incorporating green technology, exploring additional packaging formats, and strengthening social impact monitoring. These steps aim to ensure the long-term sustainability of the initiative while continuing to support economic development in coastal communities.
