FEATURE

@ Halal | September-October. 2026

� Shapers Malaysia is broadening its role beyond staging exhibitions, focusing instead on connecting businesses with international markets, trade partners and opportunities.

� His wider vision is for Malaysia to connect Southeast Asia ' s different strengths and serve the regional market, rather than simply declaring itself the leader.

� Shukri believes the job is no longer to bring exhibitors and visitors together, but to open doors between businesses, markets and countries.

Having been involved in the sector since its earlier stages, the Chief Executive Officer of Shapers Malaysia Sdn Bhd( Shapers) now sees halal as a wider economic and trade ecosystem- one where businesses need not only certification, but access to markets, international connections and opportunities to scale.

That thinking has shaped Shapers ' evolution from an exhibition organiser into what Shukri describes as a " halal activist ", with a role in connecting businesses and markets beyond Malaysia.

" Today, halal is in the economy," he said, pointing to Malaysia ' s established position in the global halal industry and the growing interest from international players seeking collaboration.

One outcome of that approach is Mega Halal Bangkok, where Shapers is developing a platform for halal trade in Thailand and the wider Asian market.

For Shukri, Thailand ' s strength as a major food production base makes it a market Malaysia should work with rather

BORNEO

POTENTIAL: BIHAS forms part of a wider effort to connect Borneo’ s businesses, resources and markets, while helping local SMEs pursue opportunities beyond the region.

MARKET CONNECTIONS: Shukri sees Mega Halal Bangkok as another platform for Malaysian businesses to connect with buyers and opportunities in the wider Asian market.

than view solely through a competitive lens.

He mentioned that: " Thailand is the kitchen of the world ".

The opportunity, he added, is to build complementary strengths across the region while creating more avenues for Malaysian businesses to reach international markets.

THE BIGGER PLAY

That regional outlook is also behind Shapers ' involvement in the Borneo International Halal Showcase( BIHAS) in Sarawak, which Shukri sees as a platform to help unlock Borneo ' s potential in halal trade.

Borneo, comprising Brunei, Sabah, Sarawak and Kalimantan, has access to significant raw materials, but Shukri believes the region needs to develop stronger ways to process and commercialise those resources locally.

" The idea is what? We arrived at the original premise that this area has a lot of raw material ".

The strategy is therefore not simply to bring businesses together at an exhibition, but to strengthen SMEs while opening export markets for their products.

Shukri said Shapers is working with agencies in Sarawak to integrate modern manufacturing practices that can prepare SMEs for export, while market development remains a parallel priority.

He sees premium markets such as Singapore and China as potential destinations for Borneo products, with trade missions forming part of efforts to identify new opportunities.

“ I like Malaysia to play a role in serving the market, not leading. Because there are simply too many leaders, but nobody to serve.”

– Datuk Mohd Shukri Abdullah

For Shukri, helping businesses scale internationally also means changing the mindset that government support alone can drive export growth.

" You cannot expect the government to do everything for you. You must move through your chambers," he said, urging businesses to explore non-traditional markets and take greater initiative in international trade.

SOUTHEAST ASIA CONNECTIONS

That same philosophy informs his wider vision for Malaysia ' s role in the halal economy.

Rather than trying to position Malaysia as a hub in isolation, Shukri believes the country can bring together the strengths of Southeast Asia- from Indonesia ' s raw materials and Thailand ' s manufacturing capabilities to the wider region ' s products and markets, while using Malaysia ' s halal expertise and trade networks to connect them to the world.

" I like Malaysia to play a role in serving the market, not leading.

" Because there are simply too many leaders, but nobody to serve."

For Shukri, that service-driven approach could be the next step in Malaysia ' s halal journey: moving beyond its reputation f o r standards and certification to become a connector of businesses, markets and regional capabilities.-