• MIHAS 2025 is gearing up to reach its RM4.5 billion target in global halal sales
• Integrating next-generation AI technology into the INSP
• Strategically expanding MIHAS to Shanghai with MIHAS@Shanghai
BY ZAFIRAH ZAFRUDDIN
REFLECTING on its previous successes, the Malaysia International Halal Showcase (MIHAS) has bigger plans for its 21st instalment.
The 2024 edition of MIHAS drew over 43,000 visitors from 90 countries and generated RM4.3 billion in sales, justifying the bold RM4.5 billion global halal sales target for MIHAS 2025.
The theme ‘Pinnacle of Halal Excellence’ for MIHAS 2025 conveys Malaysia’s ambition to lead and set global standards for the halal industry.
With regard to the theme, MATRADE Chairman Datuk Seri Reezal Merican Naina Merican remarked: “This theme highlights Malaysia’s unwavering commitment to showcasing the most cutting-edge advancements in halal and celebrating global excellence within this thriving sector.”
This focus aligns with the growth of the global halal economy, which is currently valued at over US$3 trillion and is projected to reach US$5 trillion by 2030.
Plus, with anticipated increased worldwide participation and a more in-depth industry focus, MIHAS 2025 is poised to achieve greater scale and reach.
The event will feature the latest halal offerings across 14 different clusters, spanning food and beverages (F&B), pharmaceuticals, Islamic arts and crafts, Islamic finance, modest fashion, and more.
The showcase will be held from Sep 17 to 20, 2025, at the Malaysia International Trade & Exhibition Centre (MITEC).
The event is a joint undertaking, with the Ministry of Investment, Trade and Industry (MITI) as host and the Malaysia External Trade Development Corporation (MATRADE) as the organiser.
AI-DRIVEN TRADE
“The halal industry makes up a significant portion of Malaysia’s Gross Domestic Product (GDP), with projections estimating that it will reach 10.8 per cent contribution by 2030 or RM231 billion,” stated MITI Deputy Secretary General (Industry) Datuk Hanafi Sakri.
Malaysia has maintained its top position in the Global Islamic Economy Indicator (GIEI) ranking over the past decade. This achievement is further underscored by a 15 per cent rise in the nation’s halal products export in 2024, reaching RM61.79 billion from RM53.72 billion in 2023.
The International Sourcing Programme (INSP) within MIHAS is the principal platform for connecting Malaysia’s halal industry to the world stage.
Last year, MIHAS achieved RM2.5 billion through INSP alone. This figure proves the programme’s effectiveness in connecting Malaysian sellers with worldwide buyers.
MIHAS 2025 is leaping forward in innovation with its AI-driven INSP. This advanced system, powered by the newly launched MADANI Digital Trade platform (MDT), ensures efficient and effective business matching.
Through advanced digital features and comprehensive trade support services, MDT simplifies global market access and cross-border digital trade for small and medium-sized enterprises (SMEs).
Highlighting the platform’s potential, Reezal affirmed: “This year, we are redefining how businesses connect, collaborate, and thrive with the MADANI Digital Trade Platform.
“Our AI-powered business matching system for the INSP is aimed at empowering micro, small, and medium enterprises (MSMEs) to access international markets seamlessly and more efficiently.”
The AI-driven system draws on real-time data, emerging market trends, and buyer preferences to match Malaysian exporters with high-potential international buyers.
Notably, Malaysia’s current strong trade performance makes this technological advancement timely. In the first quarter (Q1) of 2025, total trade reached RM715.73 billion.
Exports increased by 4.4 per cent, and the trade surplus expanded by 20.1 per cent to RM41 billion.
Propelled by global demand for manufactured goods, primarily electrical and electronic (E&E) products, palm oil and related goods, exports reached RM137.31 billion in March 2025.
Key export destinations included the Association of Southeast Asian Nations (ASEAN), the United States (U.S), the European Union (EU) member states, and Taiwan.
Trade with free trade agreement (FTA) partners such as Canada, Chile, Hong Kong, and Türkiye further supported the overall export figures.
According to Bank Negara Malaysia’s (BNM) recent projections, the nation’s GDP is expected to grow by 4.5 per cent to 5.5 per cent.
Malaysia’s trade performance and digital-forward approach are well-aligned with national strategies like the New Industrial Master Plan 2030 (NIMP 2030) and the National Trade Blueprint (NTBp).
These frameworks are particularly designed to transform Malaysia into a tech-enabled trading nation.
In accordance with this, MATRADE actively advocates for the Halal Industry Master Plan 2030. Its objectives include achieving RM75.2 billion in halal exports and an 11 per cent contribution to the national GDP.
MIHAS SHANGHAI
With MIHAS recognised as one of the leading platforms for connecting halal businesses worldwide, promotional efforts in the sector have also expanded.
MITI and MATRADE are actively working with halal agencies, namely the Department of Islamic Development Malaysia (JAKIM) and Halal Development Corporation Berhad (HDC), to organise joint promotional activities.
“These two agencies are the key stakeholders who support the development of MIHAS in Malaysia and now the internationalisation effort of MIHAS, which debuted in Dubai last year,” commented MITI Deputy Secretary General (Industry) Datuk Hanafi Sakri.
MIHAS will continue its global expansion with its next international edition, MIHAS Shanghai, on Nov 5-10, 2025.
“MIHAS Shanghai will be through strategic participation in the China International Import Expo (CIIE), one of Asia’s premier trade exhibitions.
“This approach will further leverage our position to cater to the increasing Chinese and East Asia consumer demand for halal products,” said Reezal.
The Shanghai showcase will feature an extensive range of halal products and services. MIHAS Shanghai is designed to connect global halal suppliers with distributors and retailers in the Chinese market, thereby expanding international trade.
The strong bilateral trade relationship between Malaysia and China drives this strategic focus on the Chinese market. In fact, in the first Q1 of 2025, overall trade between the two nations saw a 4.9 per cent year-over-year(YOY) increase, reaching RM117.82 billion. – 
