MATRADE aims to introduce MIHAS to rapidly developing markets

KUALA LUMPUR: The Malaysia External Trade Development Corporation (MATRADE) is drafting plans to expand its business opportunities by introducing the Malaysia International Halal Showcase (MIHAS) to rapidly developing markets.

Its Chairman, Datuk Seri Reezal Merican Naina Merican, said this is in line with MATRADE’s vision to foster international partnerships and promote Malaysian products to a wider audience.

“We are formulating our development plan beyond Dubai to explore opportunities to introduce MIHAS to markets such as China, Europe, and Central Asia.

“By expanding into these regions, we aim to create new opportunities for trade and cooperation, which will elevate MIHAS to unprecedented levels,” he said in his welcoming remarks at the pre-launch event of MIHAS, on Thursday.

MATRADE will host MIHAS@Dubai on Nov 18-20, 2024, targeting sales of RM1 billion.

He said MIHAS@Dubai is evidence of the agency’s commitment to branding Malaysia and hopes the exhibition will serve as a channel to enhance the country’s reputation as a leader in the global halal industry.

Meanwhile, Reezal Merican said the 20th edition of MIHAS (MIHAS 2024), featuring 2,000 exhibition booths from 45 countries including Malaysia, aims to attract over 40,000 trade visitors.

Themed “Globalising Halal Innovations,” the exhibition showcases the most innovative halal products, services, and technologies through 14 selected clusters, including the latest halal ingredients as a cluster.

He said innovation and sustainability elements will be highlighted in the products and services promoted during MIHAS 2024.

“These product segments include pharmaceuticals, Islamic finance, financial technology, lifestyle, modest fashion, food ingredients, and related services,” he said.

In addition to the exhibition, 500 international buyers are expected to participate in the International Sourcing Program, including 20 premium buyers in meetings that will be held virtually or physically, with Malaysian exporters.

Meanwhile, Minister of Investment, Trade and Industry (MITI) Tengku Datuk Seri Zafrul Abdul Aziz said the halal industry is a priority for MITI and MIHAS is one of the most effective platforms to connect halal businesses worldwide.

“Last year was a record achievement for MITI and MATRADE, with exhibition participants achieving sales worth RM3.20 billion, thus highlighting MIHAS as a leader in global halal trade,” he said in his virtual address at the event.

– Agency