Simplistic analysis.
Malaysia is overall very similar to China in terms of average incomes, and clearly the market for a product like goat formula is in the wealthier inner city areas which are above the average.
There is also a larger market for goat formula, which is A2 protein and contains lower levels of lactose, in South Asia where 90+% of people have symptoms of lactose intolerance.
All the majors, Nestle, Meead Johnson, Abbott, etc are in these markets. Why not enter as well especially if there is a potential competitive advantage.
Ann: Bubs Q3 FY24 Quarterly Activity and Cashflow Statement, page-62
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