SUNGAI PETANI: The scene is surprisingly quiet for a bustling fish market.
Fresh catches are unloaded from boats. Traders weave through the crowd inspecting baskets of fish, prawns and crabs. Buyers gather around the day’s haul, hoping to secure the best seafood at the best price.
Yet, instead of shouting offers or haggling loudly, they lean in and whisper.
This unusual ritual has become the defining feature of the Kuala Muda Whisper Market Complex, about 25km from Sungai Petani, where a decades-old trading tradition continues despite modern commerce.
There are no electronic boards displaying prices and no public bidding sessions. Instead, buyers quietly approach fishermen who have just landed their catch and whisper their offers directly into their ears before stepping aside to await the outcome.
The highest bid wins.
For many visitors, it is a fascinating glimpse into a way of trading that has changed little over the years.
Market supervisor Izwan Abd Majid said the unique system allows traders, buyers and visitors to deal directly with fishermen without the involvement of middlemen.
“Here, the system is open. Traders and members of the public can buy directly from fishermen,” he told Bernama.
“Many people come here to obtain fresh seafood supplies and witness firsthand how this unique system operates.”
The complex was established after the 2004 tsunami and operates daily except on the first day of Hari Raya Aidilfitri and Aidiladha.
Beyond its role as a marketplace, it serves as an economic lifeline for hundreds of fishermen in the area, most of whom are aged 40 and below, as well as traders.
More than 100 tonnes of seafood are landed here daily before being distributed to various destinations, making Kuala Muda one of northern peninsular Malaysia’s key seafood hubs.
In recent years, the market has become known for more than just its seafood. Located within the Jerai Geopark area, it has also emerged as a popular community-based tourism attraction.
Izwan hopes that uniqueness will continue to attract visitors despite challenges faced by the fishing industry, including declining catches.
For trader Zainudin Abdul Majid, who has earned a living at the market for the past 13 years, the whisper-based bidding system helps create fair competition among buyers.
“Whoever offers the highest price gets the goods, and then we resell them according to market prices and conditions in our respective areas,” said the 52-year-old, who markets about 200kg of seafood daily.
Regular customer Rokiah Hamad, 58, drives nearly an hour from Permatang Pauh in Penang at least once every two weeks to shop at the market.
She appreciates the freedom the system gives buyers. “If we feel the price matches the size and freshness of the fish, we buy it. If it is too expensive, we leave it,” she said.
“This system is very fair because buyers can decide for themselves what price they consider reasonable before making a voluntary purchase without any pressure.”
For homemaker Umi Kalsum Darus, 60, the attraction is simpler: value for money. “Today, I bought crabs and almost 2kg of fish for only RM25,” she said.
“At a regular market, 1kg of crabs alone can cost nearly RM38. As a homemaker, this price difference is substantial and helps reduce my family’s daily expenses.”
