MagicPower, an Indonesian health product innovation, also participated in the World Health Exhibition (WHX) Dubai 2026. This exhibition is one of the largest health industry events in the Middle East and Africa region which brings together industry players, health equipment manufacturers, distributors, and stakeholders from various countries to expand business networks and open opportunities for cooperation in the global market.
MagicPower's participation in the international exhibition is part of the company's efforts to introduce Indonesian health product innovations to the global market. During the exhibition, MagicPower also held a number of business meetings with prospective distributors from various countries as an initial step in exploring international distribution cooperation.
The MagicPower product itself falls into the category of medical devices along with a number of other medical devices such as condoms, lubricants, medical masks, wound plasters, and latex gloves. This classification confirms that this product is included in the category of health tools that follow standards and regulations in the healthcare sector, so it has the opportunity to be marketed more widely in various countries.
General Manager of MagicPower, Terence Bouman, said that the company's participation in WHX Dubai was a strategic momentum to expand its business network as well as open up expansion opportunities in new markets. According to him, the Middle East and Africa region has great potential for the growth of the medical device industry, including for product innovations originating from Indonesia.
"Our participation in WHX Dubai is a strategic momentum to expand our international network and open distribution opportunities in new markets. The support from the Indonesian Trade Promotion Center (ITPC) Dubai and the Indonesian Embassy is very meaningful for our global expansion steps. We see great potential in this region and are committed to increasing our contribution to the country's foreign exchange through the export growth of MagicPower products from Indonesia," said Terence, quoted Sunday, March 15.
The support of the Indonesian government is also present through the Indonesian Trade Promotion Center (ITPC) Dubai and the Embassy of the Republic of Indonesia in the United Arab Emirates which also encourages the promotion of Indonesian products in the international market. Head of ITPC Dubai, Widy Haryono, assessed that international exhibitions are a strategic means for business actors to expand business networks as well as increase export opportunities for national products.
"International exhibitions are a means to expand business networks and increase exports. The presence of MagicPower shows the potential of Indonesian health equipment products to compete in the global market. In 2025, exports of MagicPower-like product categories to the United Arab Emirates were recorded at US $ 74,400 or increased by 48.73 percent compared to the previous year," explained Widy.
Meanwhile, the Ambassador of the Republic of Indonesia to the United Arab Emirates, Judha Nugraha, added that the presence of Indonesian companies in various international exhibitions in the Middle East region is part of strengthening economic diplomacy as well as efforts to expand trade cooperation between Indonesia and the United Arab Emirates.
"The presence of Indonesian companies in Dubai is part of strengthening economic diplomacy. The Indonesian Embassy in Abu Dhabi continues to support Indonesian business actors to expand market access and strengthen economic cooperation between Indonesia and the United Arab Emirates," said Judha.
MagicPower itself is known as a pioneer of Magic Tissue products in Indonesia and is now starting to target the global market as part of the company's long-term growth strategy. Participation in WHX Dubai 2026 is one of the important steps in introducing Indonesian health product innovations to the international market while strengthening the readiness of national brands to compete in the global medical devices industry.
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