DXN’s Executive Chairman: “Egypt Is Our Gateway to Africa and Europe – A Local Factory Is in Our Plans”
wellness brand DXN, headquartered in Malaysia, has set its sights on Egypt as a strategic launchpad for regional expansion into Africa and Europe. With operations spanning more than 180 countries and a loyal global customer base, DXN is now preparing for a major push into the Egyptian market.
In this exclusive interview during his first visit to Cairo, Dr Lim Siow Jin, Executive Chairman, DXN Holdings BHD, Malaysia shares insights into the company’s distinctive business model, its science-backed products, and why Egypt is key to the brand’s next growth phase.
“We Create Loyal Consumers Before Seeking Customers”
"Unlike most brands, we don’t invest in traditional advertising," says Dr Lim. "We invest in people. DXN’s marketing model is built on a simple principle: offer high-quality, affordable wellness products that genuinely improve people's lives — and they will naturally become ambassadors of the brand."
He explains: "Our consumers are our marketers. When someone uses our products and sees the benefits, they instinctively recommend them to family and friends. This kind of trust is more powerful than any TV commercial."
Natural, Functional Products — Without Medical Claims
DXN’s product line includes functional mushrooms such as Ganoderma (Reishi), Cordyceps, Lion’s Mane, Spirulina, as well as healthy beverages and personal care items — all manufactured in GMP- and ISO-certified facilities.
"We’re not a pharmaceutical company and don’t make medical claims," Dr Lim clarifies. "What we offer are high-quality dietary supplements that support overall wellness and immunity, especially in today’s post-pandemic world where people are more health-conscious than ever."
Egypt: A High-Demand Market, Years in the Making
DXN’s entry into Egypt was prompted by years of demand from local customers, even before an official branch was established.
"For years, Egyptians have sourced our products through relatives abroad — in Saudi Arabia, Turkey, Malaysia or the UAE. Now we are officially here, and soon we’ll be expanding distribution centers to Alexandria and Upper Egypt," he says.
"We’re also exploring the potential to build a factory in Egypt to serve both the local market and neighbouring countries such as Libya, Sudan, and Chad — and eventually Europe," adds Jijith N.K, DXN’s International Marketing Director, highlighting the company’s long-term commitment to Egypt and its regional importance.
Regarding pricing, Dr Lim emphasizes accessibility:
"Even with high-grade ingredients, our pricing remains reasonable. For example, one pack of our black coffee makes 80 servings — that’s just 13 to 15 EGP per cup. We’re focused on building long-term relationships, not just profit margins."
Digital-First Strategy: No Need for Retail Stores
Unlike traditional wellness brands, DXN relies on a digital-first, direct-selling model rather than physical retail stores.
"In the age of e-commerce, people can place orders from their phone and receive the product within a day or two. It’s flexible, scalable, and ideal for reaching wider audiences at lower costs," Dr Lim explains.
Empowering Women Through Wellness Entrepreneurship
DXN’s model also has a strong social impact, especially in empowering women economically.
"In Morocco, our most successful networkers are women. We’ve seen how a housewife can build a stable income simply by sharing the product with her social circle — no storefront, no major capital," he says.
"We’re seeing the same trend begin in Egypt. It's a sustainable and empowering model."
Royal Endorsements: When Quality Speaks for Itself
DXN products have reached the tables of royalty — quite literally.
"We produce a premium coffee blend — known as 'Zabeel Coffee' — that’s served to members of the Dubai royal family. HH Sheikh Hamdan himself is using our products, and we even had the rare chance to take a photo with him while presenting our coffee," Dr Lim shares.
"Such moments highlight the trust we’ve earned without flashy advertising. Quality builds quiet credibility."
A Local Factory in the Pipeline
DXN's next major milestone in Egypt is establishing a manufacturing base.
"We followed this same roadmap in India, Indonesia, China, Mexico, then Dubai, then Morocco. Egypt is clearly next. Its strategic location, industrial capacity, and regional demand make it ideal for a production hub," says Dr Lim.
In the meantime, DXN is partnering with certified local factories for packaging and logistics — a transitional step until its full-scale factory is up and running.