THE 20th Malaysian International Halal Showcase (MIHAS 2024) is set to transpire in two intervals.
The first leg is at the Malaysia International Trade and Exhibition Centre (MITEC) from Sep 17-20. The event will move to Dubai for its first international showcase (MIHAS-Dubai) at the Dubai World Trade Centre from Nov 18-20.
“Since its inception in 2004, MIHAS has spearheaded Malaysia’s halal agenda and has collectively generated RM25 billion in total sales. The organisation of MIHAS in the past 19 years has benefited over 12,000 Malaysian exporters and foreign buyers and attracted half a million trade visitors, said MATRADE Chairman Dato’ Seri Reezal Merican Naina Merican.
This year, MIHAS is embracing the theme ‘Globalising Halal Innovations’. The focus will be on embracing digitalisation and sustainability. This approach is critical in enabling MIHAS to adapt to the constantly evolving global halal market.
In response to rising demands for product traceability, MIHAS will stress ESG compliance technologies.
“The traceability element is one of the requirements in developing countries’ markets, that we have a large market. That’s why we say globalising halal innovation is one of the agendas we want to push. And to do that, one of the elements is being compliant with ESG,” explained Reezal.
He remarked about MIHAS’ upcoming debut in Dubai: “MIHAS has had such a strong branding for over 19 years. We feel strongly that MIHAS must be brought outside the boundary of Kuala Lumpur.”
Dubai has been chosen as the first international destination due to its strategic location and extensive airport connectivity. This enhances MIHAS’ accessibility from major cities worldwide, particularly from regions such as the Middle East and North Africa (MENA), South America, South Asia, and emerging markets.
The goal is to leverage Dubai’s position to attract trade visitors and boost exports, thereby promoting Malaysia’s halal industry and services.
MATRADE is also strategising expansion plans beyond Dubai to introduce MIHAS to pivotal markets such as China, Europe, and Central Asia. This reflects its vision of establishing international partnerships and promoting Malaysian products to a broader audience.
