COVER STORY

@ Halal | September-October. 2025

• MIHAS redefines international trade by expanding its reach across borders

• The success of MIHAS @ Dubai 2024 solidifies Malaysia’ s leadership in the halal industry

• MIHAS @ Shanghai strengthens Malaysia’ s foothold in China’ s halal market

With successful international spin-offs such as MIHAS @ Dubai in 2024 and the upcoming MIHAS @ Shanghai this year, MIHAS is set to enhance Malaysia ' s presence in key global markets, fostering innovation, collaboration, and trade opportunities across borders.

EVOLUTION OF MIHAS

From its humble beginnings as a focused halal food and beverage exhibition, MIHAS has transformed into a comprehensive platform that encompasses a wide array of halal-related sectors.

Today, it includes pharmaceuticals, cosmetics, healthcare, packaging, Islamic finance, and digital halal services. This deliberate expansion reflects MIHAS ' s vision to represent the full spectrum of the halal industry’ s potential.

The 2024 edition of MIHAS saw an impressive turnout, with over 43,000 attendees from more than 90 countries and 2,000 exhibits from 66 nations. This diversity underscores MIHAS ' s commitment to driving business innovation and collaboration on a global scale.

The event also recorded a remarkable 34 per cent year-on-year increase in sales, reaching RM4.3 billion, signalling its growing influence in the global halal trade.

Notably, over 3,000 business meetings were facilitated, resulting in 24 major memoranda of understanding( MOUs) worth RM111 million, demonstrating tangible business outcomes and milestones.

A SUCCESSFUL LAUNCHPAD

The inaugural MIHAS @ Dubai in 2024 was a landmark event, setting the stage for MIHAS’ s international expansion. Held from Nov 18 to 20, 2024, at the prestigious Dubai World Trade Centre, the event generated a staggering USD510 million in sales, further entrenching Malaysia’ s status as a global halal hub.

MIHAS @ Dubai showcased 215 Malaysian companies, offering a diverse range of halal-certified products and services across various sectors, including food and beverages, cosmetics, pharmaceuticals, logistics, franchises, and finance.

MIHAS @ Dubai was not merely about

EMPOWERING TRADE: Deputy Prime Minister Datuk Seri Dr Ahmad Zahid Hamidi at MIHAS @ Dubai, highlighting Malaysia’ s commitment to global halal excellence.

The 2024 edition of MIHAS saw an impressive turnout, with over 43,000 attendees from more than 90 countries and 2,000 exhibits from 66 nations. sales; it also provided a dynamic platform for fostering partnerships and driving innovation within the global halal sector. The event brought together industry leaders, entrepreneurs, and innovators, creating an environment rich in collaboration and knowledge exchange.

The success of this event paved the way for further innovations and collaborations, highlighting the importance of hybrid and digital formats that allow global stakeholders to engage remotely.

ENTERING THE CHINESE MARKET

5-10 NOV 2025

TARGETS

MIHAS @ SHANGHAI

This year, MATRADE( Malaysia External Trade Development Corporation) has launched MIHAS @ Shanghai, marking a significant milestone in its global expansion strategy. Scheduled to take place from Nov 5 to 10, 2025, MIHAS @ Shanghai will be organised in conjunction with the China International Import Expo( CIIE).

The decision to bring MIHAS to China is driven by the country ' s rapidly growing halal consumer market, which boasts an estimated Muslim population of around 28 million and a burgeoning middle class eager for premium halal products. This unique opportunity enables Malaysian exporters to expand their market presence in East Asia.

The introduction of MIHAS in Shanghai aims to reposition Malaysia as a premier halal supplier and knowledge hub within China ' s sophisticated market.

This initiative builds on the success of MIHAS @ Dubai. It leverages formal agreements, such as the MoU signed with the China International Import Expo( CIIE) Bureau, to open new avenues for trade collaboration and digital integration.

MIHAS @ Shanghai is designed to host over 250 Malaysian companies, providing them with a highly curated platform to connect with Chinese importers, distributors, and government officials.

Beyond commercial objectives, the event aims to raise awareness of Malaysia ' s trusted halal certification and high-quality standards, thereby fostering trust in Malaysian halal brands among Chinese businesses and regulators.

Furthermore, MIHAS @ Shanghai aims to stimulate cross-border digital trade and foster innovation collaborations, solidifying long-term strategic partnerships.

Ultimately, this event embodies MATRADE’ s visionary strategy to globalise the Malaysian halal brand, tapping into one of the world’ s most dynamic consumption centres to propel Malaysia’ s halal exports to new heights.

With the successful launch of MIHAS @ Dubai and the anticipated impact of MIHAS @ Shanghai, the future looks bright for the Malaysian halal industry as it seeks to expand its influence and reach across the globe.-

NATIONAL EXHIBITION AND CONVENTION CENTER( SHANGHAI), CHINA

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