MIHAS to maintain its global relevance and competitiveness with this year’s showcase
Themed ‘Globalising Halal Innovations’, the 20th Malaysia International Halal Showcase (MIHAS) aims to propel the halal industry towards sustainable growth and foster international partnerships.
Instead of solely focusing on benefitting the industry economically, MIHAS seeks to ensure that it remains relevant and competitive.
MIHAS 2023 surpassed its initial target of RM2.5 billion by 24 per cent, with sales of RM3.2 billion, thus setting a new record.
“This included RM1.89 billion in sales recorded by exhibitors and RM1.31 billion from the International Sourcing Programmes (INSP), establishing a new standard for excellence as we approach MIHAS’ 20th edition,” emphasised Malaysia External Trade Development Corporation (MATRADE) Chairman Dato’ Seri Reezal Merican Naina Merican.
By 2030, the halal market is expected to reach US$5 trillion. It presents vast opportunities for both Malaysia and the international halal business communities.
The Halal Industry Master Plan 2030 (HIMP 2030) outlines Malaysia’s strategic plan to expand the halal industry across various sectors. This comprises attracting investments, boosting exports, and driving economic growth.
In fact, Malaysia’s position as a production hub for halal goods has attracted foreign investments from multinational companies like Coca-Cola, F&N, Nestle, Kellogg’s, and Hershey’s.
This has opened doors for small and medium-sized enterprises (SMEs) to penetrate the global halal market.
“This not only improves their income and livelihood opportunities but also promotes economic prosperity across Malaysia,” said Reezal.
Reezal also addressed concerns about the potential burden of halal certification on local businesses due to associated costs.
He assured that the Department of Islamic Development Malaysia (JAKIM) has implemented a cost-effective process to minimise the financial strain on businesses.
This year, MIHAS is expected to gather over 40,000 attendees and 2,000 exhibitors and welcome participants from over 45 nations. In addition to this, MIHAS 2024 will also be hosting 27 media representatives from 16 countries.
That being said, MIHAS 2024 is a strategic platform for businesses to connect with international buyers, foster new partnerships, and present their offerings to a global audience. The showcase, hosted by the Ministry of Investment, Trade, and Industry (MITI) and organised by MATRADE, will be held on Sept 17-20, 2024.
“On Sept 19, we will have four ‘Meet the Experts’ sessions moderated by experts from international trade associations, industry chambers, and key organisations in the industrial and consumer sectors.
“Countries participating this year are Hong Kong SAR, Taiwan, India, Kazakhstan, the USA, Turkey, Ireland, Indonesia, and New Zealand,” informed Reezal.
In addition to showcasing domestically, MATRADE will also launch an initiative to internationalise MIHAS’ reach, starting with MIHAS@Dubai.
INTERNATIONALISING MIHAS
The Dubai World Trade Centre will host MIHAS@Dubai on Nov 18-20, 2024. It has also been scheduled to occur in conjunction with the Middle East Organic & Natural Products Expo, the largest trade exhibition in the Middle East dedicated to organic and natural products.
“This city was chosen for its strategic location, being centrally positioned and a short flight from many major cities worldwide, explained Reezal.
Dubai serves as a convenient and accessible destination for international trade events. It facilitates easier participation for attendees and exhibitors from all over the world, which in turn increases the event’s reach and impact.
The primary focus of the showcase is to introduce a wide range of Malaysian halal products to over 10,000 customers in the Middle East region. With that said, MIHAS@Dubai will feature 200 exhibitors, including export-ready and Bumiputera businesses.
Relevant ministries and agencies involved include MITI, Minister of Entrepreneur Development and Cooperatives of Malaysia (KUSKOP), Teraju, Halal Development Corporation (HDC), JAKIM and SMEBank.
MIHAS@Dubai will serve as a significant forum for facilitating business matching between Malaysian SMEs and importers from the Gulf Cooperation Council (GCC) countries. This collaborative approach attempts to forge new alliances and unlock commercial opportunities for Malaysian businesses in the Middle East.
The organisers’ confidence in the economic prospects of MIHAS’ debut in Dubai is reflected in their target of RM50 million in potential sales for participating Malaysian businesses.
Additionally, MATRADE envisions the expansion of MIHAS to cities across the globe:
“MATRADE wants to see MIHAS expand to international cities such as Paris, Cologne, New York, Tokyo, Seoul, Shanghai, and Hong Kong.
“The aim is to position the MIHAS platform to be on par with other iconic world trade exhibitions like Gulfood, FOODEX, ANUGA, SIAL, and Fine Food Australia.”
HALAL INGREDIENTS CLUSTER IN MIHAS 2024
Halal ingredients are key components of the whole halal ecosystem, spanning sectors such as food and beverages (F&B), cosmetics, and pharmaceuticals. Therefore, MIHAS 2024 is incorporating the halal ingredients cluster by establishing a platform dedicated to halal raw material suppliers.
This will attract more international buyers seeking certified halal ingredients, enabling buyers to source high-quality halal materials directly from trusted suppliers. It will also showcase Malaysia’s expertise in upholding stringent halal standards across sectors.
According to Reezal: “Exhibitors will have the chance to present their innovative products and processes, showcasing the technological and quality improvements that set Malaysian halal ingredients apart from competitors.”
Ultimately, the halal ingredients cluster is expected to strengthen Malaysia’s role as a central hub for halal ingredient sourcing and trading. This strategic initiative will boost Malaysia’s export potential while attracting foreign investment and collaboration.
INNOVATION AND ADAPTABILITY
Through his extensive background, Reezal, together with the senior management Team, has guided the organisation in seizing opportunities in the global halal market. “We have focused on fostering a culture of innovation and adaptability, ensuring that MATRADE remains agile,” said Reezal.
One significant initiative MATRADE executed under the current leadership was strengthening partnerships with government agencies, industry associations, and foreign trade promotion bodies. This is evident in the variety of exhibitors interested in the MIHAS brand. For instance, Doluvo Sdn Bhd and DSR Taiko Berhad.
MATRADE is also adopting digital technologies to improve its trade facilitation services. This will make processes more efficient and streamlined for all stakeholders. Through technological advancements, businesses can easily navigate the complexities of international halal trade.
“With MATRADE’s strategic organisation of high-impact trade promotion events like MIHAS, we have successfully promoted Malaysia’s halal brand on a global scale, showcasing the country’s expertise and capabilities in the halal industry,” added Reezal.
By leveraging its established brand reputation, MIHAS effectively promotes Malaysian halal products and services. This, in turn, bolsters Malaysia’s overall brand presence and reinforces its leadership in the international halal market. – 
@Halal
