Malaysia brings its vision for the halal industry to the forefront in Dubai
THE Malaysia External Trade Development Corporation (MATRADE) has successfully concluded the first edition of the Malaysia International Halal Showcase (MIHAS) in Dubai.
MIHAS@Dubai was officiated by Malaysia’s Deputy Prime Minister, Dato’ Seri Dr Ahmad Zahid Hamidi, alongside MATRADE Chairman Dato’ Seri Reezal Merican Naina Merican and Chief Executive Officer (CEO) Datuk Mohd Mustafa Abdul Aziz.
Held on Nov 18–20, 2024, at the Dubai World Trade Center, MIHAS@Dubai placed Malaysia at the forefront of halal trade in the Middle East and North Africa (MENA) region.
The showcase featured 215 Malaysian companies specialising in halal products and services. This comprises food and beverages (F&B), pharmaceuticals, cosmetics, logistics, and franchising.
“As a strategic platform, MIHAS@Dubai has opened up a wide space for 215 Malaysian companies to introduce our halal products and services to the global market, especially in the MENA region, which has over 490 million users,” said Zahid.
“Through these efforts, Malaysian companies are able to strengthen their presence in the international halal market.”
RECORD-BREAKING SALES
With an initial target of RM1 billion, MIHAS@Dubai not only met but exceeded expectations, generating RM2.2 billion in sales, 120 per cent above the target. The first day alone saw export sales soar to RM500 million, setting a high bar for the event’s success.
Reflecting on this achievement, Zahid expressed his pride: “I was greeted with excellent news on the second day of my visit to MIHAS@Dubai, as the first day’s export sales reached RM500 million.
“This extraordinary achievement clearly shows the strong interest and demand for Malaysian halal products.”
Reezal pointed out that the organisation of MIHAS@Dubai was significant for MATRADE as it reflected Malaysia’s commitment to strengthen its position in the global halal industry.
“MIHAS@Dubai is poised to capitalise on the vast potential of the halal market in the Middle East, further solidifying its status as a globally recognised trade show,” said Reezal.
“Additionally, the event plays a key role in positioning Malaysia as a leading figure in the international halal landscape.”
With a population of 500 million and a combined GDP of over US$4 trillion, the MENA region offers immense opportunities for businesses seeking profitable ventures. Dubai’s position as a global trade hub and a gateway to the entire MENA region makes it an ideal host city for MIHAS’ first international edition.
This milestone reinforces MIHAS’ role in promoting halal trade on the global stage. The success of the showcase was further magnified by the International Sourcing Programme (INSP).
The programme saw the participation of 120 international buyers from 20 countries, including premium buyers, playing a pivotal role in securing the impressive sales results.
“The success of our INSP emphasises the global appeal of Malaysian halal products and services. This event will undoubtedly contribute to the growth of our exports and strengthen Malaysia’s position as a global halal hub,” noted Mustafa.
PARTNERSHIPS & TRADE RELATIONS
MIHAS@Dubai witnessed the signing of four Memorandums of Understanding (MOUs) and one Memorandum of Agreement (MOA). Key agreements included:
• MATRADE and EXIM Bank: Collaboration to enhance financial support for Malaysian exporters.
• Hijrah Nature Herbs (M) Sdn Bhd and Canter & Company (Hong Kong): Partnership aimed at expanding Malaysia’s herbal products internationally.
• Agym Nutrition Sdn Bhd and Stamina AE LLC (UAE): Agreement to strengthen the halal nutrition market in the UAE.
• ANH Smart Venture Sdn Bhd and Ralex Services L.L.C-FC (UAE): Joint effort technological innovations in halal ventures.
• Bubbles O2 Marketing Sdn Bhd and Richiamo Coffee Sdn Bhd: To promote Malaysia’s vibrant beverage industry globally.
These agreements not only strengthen trade relations but also open doors for long-term growth and cooperation between Malaysian companies and international partners.
The United Arab Emirates (UAE) stands as Malaysia’s second-largest trading partner within the MENA region. From Jan to Oct 2024, bilateral trade between the two nations reached US$7.98 billion. This impressive figure highlights the strong economic ties and the significant increase in trade volume.
In terms of exports, Malaysia exported US$2.61 billion worth of goods to the UAE, with key export categories including jewellery, electrical and electronic (E&E) products, petroleum products, processed food, palm oil and palm oil-based agricultural products.
The halal industry plays a vital role in the Malaysia-UAE trade relations, with the UAE positioning itself as a key hub for Malaysian halal products and services.
Through MATRADE’s global network and the INSP, Malaysian exporters were able to connect with international buyers. While it has led to significant sales agreements, it also laid the groundwork for long-term partnerships.
The participation of UAE companies, alongside a global audience, at MIHAS@Dubai reflects the shared commitment to expanding halal trade across international markets.
GLOBAL EXPANSION
The success of MIHAS@Dubai not only proved the growing global demand for halal products, but it has also set a new benchmark for future showcases. With that, MATRADE hopes to bring MIHAS to other key global cities to achieve even greater success.
This initiative aligns with Malaysia’s strategy to reinforce its presence in international halal markets and unlock new opportunities for exporters.
“Hosting MIHAS in other cities will be a game-changer, promoting Malaysia’s halal expertise further and connecting our businesses with untapped markets,” said Reezal.
This expansion reflects MATRADE’s broader vision of empowering Malaysian businesses to succeed on the global stage while enhancing the global halal ecosystem.
As MIHAS@Dubai concludes, the event stands as a testament to Malaysia’s resilience, innovation, and commitment to the global halal economy. Beyond the record-breaking numbers, the showcase symbolised the power of halal trade to bridge cultures, foster mutual understanding, and drive sustainable growth.
“This showcase is not just about numbers; it’s about relationships and trust. The MENA region offers immense potential for our halal industry, and MIHAS@Dubai has paved the way for sustainable partnerships that will benefit all stakeholders,” said Mustafa.
Added Zahid: “Moving forward, I am confident that Malaysia, through the diligent efforts of Agencies such as MATRADE, will continue to take advantage of opportunities like MIHAS to strengthen the country’s position in the global halal market.
“May we continue to forge ahead in our efforts to achieve sustainable economic growth and strategic cooperation that brings mutual benefits.”
The success of MIHAS@Dubai was made possible with the support of its partners. Serving as the strategic partner was DXN Holdings Berhad, while Bubbles O2 Marketing Sdn Bhd was the preferred beverage partner, and Westports Holdings Berhad was the logistics partner.
Reezal also highlighted the collaboration of various parties, acknowledging the collective effort that contributed to the success: “It is the result of the hard work of the entire MATRADE team with the support of various parties including ministries, agencies, State governments, representative offices in Dubai, and of course the trust of 215 entrepreneurs who see the great potential of MIHAS beyond national borders.”
