MATRADE strengthens international engagement to position Malaysia as a world leader in the halal economy
The 21st Malaysia International Halal Showcase (MIHAS) is gearing up to welcome its largest ever international turnout, with projections of over 2,300 booths from 45 countries, surpassing last year’s record of 2,028. Organised by the Malaysia External Trade Development Corporation (MATRADE), the event will be held under the theme “Pinnacle of Halal Excellence”, further cementing Malaysia’s role as a global leader in halal trade.
Speaking at a briefing with foreign missions and industry players, YB Dato’ Seri Reezal Merican Naina Merican, Chairman of MATRADE, emphasised that MIHAS is not just a trade fair, but a platform for trust-based economic partnerships.
“When we combine Malaysia’s halal leadership with the unique strengths of other regions—from Europe’s innovation to Latin America’s agriculture—we create trade relationships that deliver shared prosperity,” he said.
Since its inception in 2004, MIHAS has grown from hosting just over 17,000 visitors to setting a Guinness World Record in 2023 with 43,000 trade visitors. This year, organisers expect over 45,000 trade visitors from more than 45 countries, creating unparalleled opportunities for business-to-business and business-to-consumer engagement.
Driving Growth in the Global Halal Economy
MIHAS has expanded far beyond halal food to encompass pharmaceuticals, cosmetics, modest fashion, Islamic finance, medical devices, and Muslim-friendly tourism, reflecting the maturity and diversity of the global halal market. In 2024, the showcase generated RM4.3 billion in sales, demonstrating its significant economic impact.
The 2025 edition will spotlight innovation, sustainability, and digitalisation as key growth drivers. The MIHAS Knowledge Hub will facilitate policy alignment and halal investment discussions, while the International Sourcing Programme (INSP), powered by the MADANI Digital Trade (MDT) Platform, will provide Malaysian exporters with real-time matching and analytics for more efficient business connections.
Strengthening ASEAN Leadership
As ASEAN Chair in 2025, Malaysia is leveraging MIHAS as a flagship initiative to boost regional cooperation through halal trade, investment, and innovation. The event will also serve as a diplomatic platform to advance halal diplomacy, promoting inclusive and sustainable economic growth.
Concluding the briefing, YB Dato’ Seri Reezal Merican expressed confidence in the event’s trajectory:
“With the continued support of our global partners, we will elevate the halal industry to new heights of excellence.”
The 21st MIHAS will take place in Kuala Lumpur, attracting trade commissions, government agencies, industry leaders, and international pavilions from across the world. With its blend of global reach, sector diversity, and forward-looking initiatives, MIHAS 2025 is poised to be the most influential halal trade showcase to date.
