17th MIHAS Tradeshow to Be Held In Hybrid Format

On a mission to engage and inspire the local and global halal community, the Malaysia External Trade Development Corporation (MATRADE) today announced that the 17th Malaysia International Halal Showcase (MIHAS), scheduled from 9^th to 12^th September 2021, will for the first time be presented in a hybrid format.

Announcing the new format, MATRADE Chief Executive Officer, Mohd Mustafa Abdul Aziz, said, “Over the past 17 years, MIHAS has grown into a premier international marketplace for the global halal community to explore business opportunities and grow their network. In keeping up with the current trend, the team has carefully crafted a versatile hybrid showcase with digital capabilities to bring patrons, investors, and trade partners the best of both worlds. MIHAS has historically been the marquee halal sourcing platform, with over RM1.6 billion in potential sales recorded in 2019 alone. We look forward to fortifying Malaysia as the heart of the global halal hub with another successful showcase this year.”

The new showcase format, taking into consideration health and safety concerns, will feature a controlled on-ground exhibition presence at the MATRADE Exhibition and Conference Centre (MECC), with all the relevant protocols in place, integrated with virtual components including a virtual exhibition, Artificial Intelligence (AI) assisted business matching sessions, virtual network lounge, industry-specific sessions, and live conferences.

To widen perspectives about the halal industry, the event will focus on showcasing 12 key pillars representing growing halal markets across the globe. These include long-established sectors such as food and beverage, education, pharmaceuticals, services and enablers, and franchise. While the more contemporary sectors comprise modest fashion, Islamic finance, cosmetics, and personal care, media and recreation, Muslim-friendly travel, e-commerce, and food technology.

Commenting on the global trend of consumers opting for brands that practice ethical, cruelty-free, and responsible business practices, Mustafa shared, “The promotion of responsible and sustainable businesses globally is very much in line with the Halal value system. Bearing this in mind, the 17th MIHAS showcase will place special emphasis on helping local and international players look to innovation and sustainable initiatives to spearhead steady growth for the Halal economy.”

MIHAS is the place for local and international Halal players to obtain critical global exposure for their products or services to elevate market share. This year, MIHAS has allocated more than 750 booths comprising both, physical and virtual at the MATRADE Exhibition and Conference Centre (MECC). Exhibitors also have the option of securing virtual booths that are accessible by online visitors at any time, a helpful feature for international visitors from different time zones. Each virtual booth will be equipped with info points to showcase key products and services.

Organized by MATRADE under the patronage of the Ministry of International Trade and Industry Malaysia, MIHAS is a world-class Halal showcase that harnesses and amplifies Malaysia’s strengths as the global halal hub. This year, the 17^th MIHAS Showcase, themed “Empowering Halal, Tomorrow, Together”, aims to position Malaysian businesses to be the world’s Halal champions by embracing Industry Revolution 4.0 and serving as the ultimate launchpad for digitally-powered Halal brands and innovators.

Since its inception in 2004, MIHAS has hosted more than 8,200 exhibitors from 44 countries and attracted over 400,000 visitors from 88 countries. The event has generated over RM17.2 billion in business leads in the past 16 years of its organization.