@ Halal | January-February . 2025

Malaysia ’ s Deputy Prime Minister Dato ’ Seri Dr Ahmad Zahid Hamidi and MATRADE CEO Datuk Mohd Mustafa Abdul Aziz touring the showcase .

Malaysia brings its vision for the halal industry to the forefront in Dubai

Ahmad Zahid Hamidi

BY ZAFIRAH ZAFRUDDIN

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 )