The INSP MIHAS 2021 generated deals worth RM694 million ( US $ 116.4 million ) for Malaysian exporters , representing an increase of 12.96 per cent compared to sales recorded during the INSP programme for MIHAS 2019 .

The INSP was organised over five months as a run-up to MIHAS 2021 . INSP is a demand-driven programme in which MATRADE identifies and matches international buyers with Malaysian exporters through its 46 offices worldwide .

Sales generated from INSP MIHAS 2021 are distinct from sales expected from the 549 exhibitors participating in MIHAS 2021 , which ends on Dec 31 , 2021 .

In his keynote address at the MIHAS 2021 opening ceremony , Dato ’ Seri Mohamed Azmin Ali , Senior Minister and Minister of International Trade and Industry ( MITI ), noted that such positive results indicated that despite lockdowns and restricted movements , there were ample opportunities for halal industry players from all over the world to connect .

“ Malaysia is committed to advancing the halal industry ’ s solid and comprehensive ecosystem , which enables halal brands to flourish regionally and globally .

“ MITI has spearheaded the Halal Industry Master Plan 2030 to catalyse the country ’ s halal industry holistically by strengthening and globalising its Halal ecosystem ,’ he said .

Mohamed Azmin added that he was confident the virtual edition of MIHAS would serve as the ultimate launchpad for digitally powered halal brands in the new normal . It benefit-

Mohd Mustafa noted the unwavering commitment to assist SME exporters was further reflected with signing a Memorandum of Understanding ( MoU ) between MATRADE and Bank Islam Malaysia Berhad ( BIMB ).

ted not only Malaysian exporters but also anyone interested in the burgeoning global halal market the world over .

This is reflected in the spread of buyers involved in the businessmatching programme . INSP MIHAS 2021 has thus far connected 333 foreign buyers from 61 countries with 385 Malaysian sellers through 610 pre-arranged one-to-one business meetings .

The most considerable contribution in terms of exports came from Southeast Asian and Oceania regions ( RM237.7m ), Europe and Americas regions ( RM142.6m ), Central , West , South Asia and Africa regions ( RM34.3m ), and China and Northeast Asia regions ( RM278.9m ).

In addition to the commencement of virtual exhibitions and trade activities , the first day of MIHAS 2021 also witnessed MATRADE inking a tripartite Memorandum of Cooperation ( MoC ) with CIMB Islamic Banking Berhad ( CIMB ) and Malaysian Green Technology And Climate Change Centre ( MGTC ).

The MoC aims to drive SMEs ’ sustainability agenda by nurturing and growing Malaysian green exporters , reflecting Malaysia ’ s continuous com-

mitment to streamlining with global trends that demand more sustainable products and services .

Mohd Mustafa Abdul Aziz , MATRADE CEO , said : “ This tripartite collaboration between MATRADE , MGTC and CIMB is timely . In addition to capacity building for Malaysian companies transitioning to green products and services for export , it positions Malaysia as a sustainable trading nation .

“ Aligned to MATRADE ’ s Sustainability Action Values for Exporters ( SAVE ), this collaboration will ensure MATRADE can play a leading role in supporting the sustainable development agenda in tandem with the National Trade Blueprint in pursuing sustainability and innovation .”

Mohd Mustafa noted the unwavering commitment to assist SME exporters was further reflected with signing a Memorandum of Understanding ( MoU ) between MATRADE and Bank Islam Malaysia Berhad ( BIMB ). It will help accelerate exports by SMEs through a customised export-financing package , thus tackling an important gap in the export ecosystem .

According to him , MATRADE deemed these strategic partnerships between the public and private sector would further strengthen and support SME participation in the global market , which is still experiencing disruption in the worldwide supply chain resulting from Covid-19 .

The MIHAS 2021 trade exhibition runs from Sept 9-Dec 31 , 2021 , offering a borderless halal market made accessible to trade visitors 24 hours a day , seven days a week . It expects over 15,000 visitors comprising exhibitors , trade buyers , trade associations and international agencies . – Xtra

MIHAS and aims to showcase MYNIC ’ s commitment and efforts in the digitalisation of the halal segment .

“ The halal industry has always been one of the key contributors to Malaysia ’ s economic growth . In this event , the involvement of MYNIC at MIHAS serves as a fitted platform that provides the needed knowledge and opportunities to connect the community with the latest halal industry trends .

“ Through digitalisation , halal certification evolves to be more efficient and transparent . It resonates strongly with halal consumers . Today , MYNIC aims to help businesses thrive through digital transformation by bringing their businesses offline to online , critical for halal entrepreneurs , particularly during these trying times .

“ We have always been conducting programmes to enable entrepreneurs for more than a decade now , and we decided last year to focus and build a name and brand that people can relate to .

“ Therefore , in November last year , MYNIC launched PRIME ( Program Realisasi Impian Ekonomi Digital ), with the sole purpose of empowering Malaysian entrepreneurs to drive digital adoption .

“ As part of PRIME , we would encourage them to create an online presence and set up their e-commerce platform to grow their business ,” said Hasnul Fadhly .

Beyond Muslim consumers , the importance of halal certification is reflected in the growing demand for halal products and services .

A broader understanding of the halal ecosystem dynamics is essential for market penetration , and crucial components like halal financial services and tourism are becoming increasingly important .

“ It is not only to assist and guide MSMEs in digitalising their business . It also increases their market competitiveness by engaging in the digital economy through key components such as digital branding , digital platforms , and tools given under the PRIME programme , halal enterprises will be able to develop a distinctive brand proposition that helps the industry ,” added Hasnul Fadhly .

As a result of its commitment towards a brighter future for Malaysians , MYNIC would continue to work with MIHAS to better connect

Hasnul Fadhly Hasan

Malaysia ’ s halal industry players to the availability of digital technologies and strategies to tap into the global halal potential . – Xtra