@ Halal | September-October . 2024

MIHAS to maintain its global relevance and competitiveness with this year ’ s showcase

BY ZAFIRAH ZAFRUDDIN

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 ,

Dato ’ Seri Reezal Merican Naina Merican

Networking session during INSP MIHAS 2023 .

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 . –