In the 17th century with Malacca ceasing to be an important port, Johor became the dominant regional power. The policy of the Dutch in Malacca drove traders to Riau, a port controlled by Johor. The trade there far surpassed that of Malacca. The VOC was unhappy with that but continued to maintain the alliance because the stability of Johor was important to trade in the region.

The Sultan provided all the facility required by the traders. Under the patronage of the Johor elites, traders were protected and prospered.^[66] With a wide range of goods available and favourable prices, Riau boomed. Ships from various places such as Cambodia, Siam, Vietnam and all over the Malay Archipelago came to trade. The Bugis ships made Riau the centre for spices. Items found in China or example, cloth and opium were traded with locally sourced ocean and forest products, tin, pepper and locally grown gambier. Duties were low, and cargoes could be discharged or stored easily. Traders found they do not need to extend credit, for the business was good.^[67]

Like Malacca before it, Riau was also the centre of Islamic studies and teaching. Many orthodox scholars from the Muslim heartlands like the Indian Subcontinent and Arabia were housed in special religious hostels, while devotees of Sufism could seek initiation into one of the many Tariqah (Sufi Brotherhood) which flourished in Riau.^[68] In many ways, Riau managed to recapture some of the old Malacca glory. Both became prosperous due to trade but there was a major difference; Malacca was also great due to its territorial conquest.