BY ADELINE ANTHONY ALPHONSO

According to the State of the Global Islamic Economy Report 2023 / 24 , the Global Islamic Economy is valued at US $ 6.19 trillion and is expected to reach US $ 9.05 trillion by 2027 .

This burgeoning market is not just limited to traditional consumer goods . In 2022 , Malaysia ’ s halal export value reached RM59.46 billion , with significant contributions from sectors such as food & beverage , halal ingredients , cosmetics and personal care .

The following year , in 2023 , the export value was slightly lower at RM53.72 billion but saw growth in the food & beverage sector , indicating a shift in consumer preferences .

As the demand for halal products and services continues to grow , so does the need for platforms that connect producers with global markets .

Enter the Malaysia International Halal Showcase ( MIHAS ).

SPOTLIGHT ON MIHAS

The Malaysia International Halal Showcase ( MIHAS ) has long been synonymous with excellence in the halal industry , drawing exhibitors and buyers from across the globe to Malaysia each year .

But now , as the world ’ s largest halal trade fair gears up for its 20th edition , MATRADE is taking a bold step forward by expanding MIHAS beyond Malaysian shores , with its first international showcase planned for Dubai in November 2024 .

This move signals a new chapter not just for MIHAS but for Malaysia ’ s entire halal industry as it seeks to cement its status as a global leader in the halal economy .

The decision to take MIHAS International is rooted in both ambition and necessity . Over the years , MIHAS has garnered international acclaim , being recognised as a UFI trade event and the World Trade Promotion Organisation Award for its innovative virtual event during the Covid-19 pandemic .

These accomplishments have positioned MIHAS on par with other renowned food and beverage exhibitions like ANUGA , SIAL , and Gulfood .

Director of the Halal , Food & Beverages , and Agro-based Section at MATRADE Yusram Yusup emphasised the importance of this expansion .

“ MIHAS has always been about more than just an exhibition . It ’ s a platform that tells the story of Malaysia ’ s halal journey . Now , by taking MIHAS to Dubai , we are not only expanding our reach but also bringing the Malaysian halal narrative to a wider audience .”

The decision to choose Dubai as the inaugural international destination is not arbitrary . The Middle East and North Africa ( MENA ) regions represent a significant portion of the global halal market . Dubai serves as a crucial gateway to these burgeoning markets .

EXPANDING MIHAS

This year ’ s MIHAS , set to take place in Kuala Lumpur , will serve as a precursor to the Dubai event , offering a glimpse into the innovations

and strategies that MATRADE is implementing to keep MIHAS at the forefront of the halal industry .

The 2024 edition will feature a record number of 2,000 booths from 45 countries , nearly double the previous year ’ s count , and will introduce a new cluster dedicated to halal ingredients .

According to Yusram : “ This new cluster will showcase ingredients that enhance the flavour , texture , appearance , and nutritional value of food products .

“ The addition of this cluster reflects the growing demand for halal-compliant ingredients in the global market and MATRADE ’ s commitment to staying ahead of industry trends .”

These additions are part of MATRADE ’ s broader strategy to enhance the value proposition of MIHAS for both exhibitors and buyers .

NEW PROGRAMMES AND INNOVATIONS

One of the critical innovations at MIHAS this year is the Hosted Buyers Programme , which aims to facilitate more meaningful business engagements between foreign exhibitors and local importers .

Yusram , highlighting the importance of this initiative , said : “ We recognise that exhibitors , particularly those from overseas , are not just looking for foot traffic . They want to leave MIHAS with concrete business leads and partnerships .

“ The Hosted Buyers Program is designed to meet that need by organising targeted business-to-business meetings that maximise the potential for successful deals .”

Within the halal sector , the emphasis on innovation and strategic growth is indicative of a broader pattern in which technical progress and changing customer tastes are transforming the market .

The halal sector goes beyond food and beverages . It now encompasses pharmaceuticals , cosmetics , fashion , and even tourism . MIHAS has adapted to these changes by offering a platform that showcases the full spectrum of halal products and services while also providing exhibitors with insights into the latest market trends and regulatory developments .

AWARENESS OF TRENDS

The global halal trade market ’ s rapid growth is driven not only by the increasing population of Muslims worldwide but also by a growing awareness among non-Muslim consumers of the ethical , health , and quality standards associated with halal products .

This expanding consumer base presents both opportunities and challenges for

Yusram Yusup

“ The addition of this cluster reflects the growing demand for halalcompliant ingredients in the global market and MATRADE ’ s commitment to staying ahead of industry trends .”

– Yusram Yusup

Malaysian businesses , which MATRADE is keen to address through MIHAS .

“ Our goal is to position Malaysia as the leading global halal hub , and MIHAS is a critical part of that strategy ,

“ By expanding MIHAS to new markets , we are enabling Malaysian companies to tap into the enormous potential of the global halal trade ,” Yusram explained .

MATRADE is already looking ahead to further international expansions . Markets in China and Europe are on the radar , with plans to bring MIHAS to these regions in the coming years .

In addition to its international expansion , MIHAS 2024 will also see new collaborations and partnerships that will further elevate its profile on the global stage . The event will host the World Islamic Tourism Conference , organised by the Islamic Tourism Centre ( ITC ), which will explore the intersections between halal products and services and the burgeoning Islamic tourism sector .

Other notable collaborations include the Philippines Investment Forum , Kreasi Mode International from Indonesia , and a gourmet get-together programme led by Big Onion Caterer , all of which will contribute to a richer , more diverse MIHAS experience .

EXCITING OPPORTUNITIES

The upcoming MIHAS @ Dubai marks a significant milestone in MATRADE ’ s journey to elevate Malaysia ’ s Halal industry on the world stage . But the ambition doesn ’ t stop there .

By continuously innovating , expanding , and adapting to the evolving needs of the global Halal market , MIHAS is set to not only maintain its position as the world ’ s leading Halal trade fair but also redefine it .

As Yusram aptly concluded : “ MIHAS has always been a showcase of the best that Malaysia ’ s halal industry has to offer .

Now , with our expansion into Dubai and beyond , we are taking that showcase to the world , opening up new opportunities for Malaysian businesses and forging new paths in the global halal economy .”

This strategic expansion of MIHAS is more than just a logistical move ; it is a testament to Malaysia ’ s commitment to the halal industry and a bold statement of intent to the global market .

As MIHAS embarks on this new journey , it carries with it the hopes and ambitions of a nation determined to lead in the ever-growing halal sector . With Dubai as the first step , the world will soon witness the full potential of MIHAS and , by extension , the Malaysian halal industry . –