Malaysia South-South Association (MASSA) is a non-profit business association, comprising members who are from the Malaysian business sector. The main purpose of MASSA is to promote trade and investment with developing South-South countries. It espouses the dynamic vision of the Malaysian business community and aims to enhance the global reach of its members.   MASSA was set up in 1992 on the advice of Tun Dr. Mahathir Mohamad (Former Prime Minister of Malaysia), following his official visit to Chile, Brazil and Argentina with the Malaysian business community in 1991.

The idea of MASSA was conceived in response to the concern that Malaysia's export-driven economic growth should not be solely dependent on the traditional markets of the United States, Japan and Europe. It was a timely springboard for Malaysian industrialists, manufacturers and the services sector to explore the relatively untapped potential of the South-South countries.
The Malaysian Government, in line with the concept of 'Malaysia Incorporated', has been fully supportive of the association's many initiatives, and continues to support MASSA's activities to link the Malaysian business community with their counterparts from the developing countries.
   
In a knowledge-driven global economy, MASSA's experience and expertise in business diplomacy, intellectual capital and bilateral cooperation are key to helping its members avail trade and investment opportunities in South-South countries. MASSA acts as a dynamic link between the Malaysian business community and these countries. But more specifically, the main objectives of MASSA are:  
i) To promote and enhance members' knowledge and understanding on economic, trade and investment policies and conditions of South-South countries.
ii) To act as an informal liaison body between the private sector and the government pertaining to economic matters in the promotion of trade and investment.
iii) To provide a forum for the dissemination of ideas, discussions and dialogues in relation to trade, economy and culture.
iv)   To enhance trade and investment relations and to foster friendship and cooperation among the members.