This study was carried out to assess the opportunities and challenges in exporting Malaysian sweet potatoes. This study utilized a qualitative approach through case study method using purposive sampling on Malaysian exporters. Huge opportunities revealed for the Malaysian sweet potatoes exported which are increasing 62 percent in export quantity from the previous years, increasing in per capita consumption, and perceived health benefits were the underpinning factors leading to the increasing trend in Malaysian sweet potato export. However, results indicate that insufficient domestic supply, inconsistencies in qualities, and fulfilling the importers' country's sweet potato preference were the main challenges in exporting Malaysian sweet potatoes. Nevertheless, the Malaysian sweet potato industry will be excellent in the long term due to the great opportunities and potential expansion arising.
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