200+ Malaysian Companies to Attend MIHAS Dubai 2024

The Malaysia External Trade Development Corporation (MATRADE) has set a bold target of RM1 billion ($250 million) in export sales for MIHAS Dubai 2024, an inaugural overseas expansion of the Malaysia International Halal Showcase (MIHAS). Scheduled for November 18-20, 2024, at the Dubai World Trade Centre, MIHAS Dubai is poised to open doors for over 200 Malaysian companies across food, cosmetics, and logistics sectors, among others. This groundbreaking event is MATRADE’s most extensive international effort yet, positioning Malaysia as a major player in the halal economy and offering unparalleled access to buyers in the Middle East, North Africa, and South Asia.

MATRADE Chairman Reezal Merican Naina Merican notes the significance of this event, stating, “MIHAS Dubai 2024 is more than a trade show—it’s a strategic move to cement Malaysia’s leadership in the global halal industry.” The timing aligns with the Middle East Organic and Natural Product Expo, further expanding the reach of Malaysia’s halal products to an audience keen on both organic and halal-certified offerings.

Expanding Malaysia’s Role

Malaysia’s leadership in halal certification, product development, and research has made it a central player in the global halal industry. With government support through policies like the Halal Industry Master Plan, the country has invested in research and development to meet global halal standards and consumer expectations.

The halal economy is valued at over $2 trillion worldwide, and demand for halal-certified products is expanding in non-Muslim majority countries. MIHAS Dubai 2024 is MATRADE’s answer to these trends, providing a platform for Malaysian businesses to showcase their innovations in the UAE—a country that stands at the crossroads of East and West.

MATRADE’s Commitment

MATRADE’s Chief Executive Officer, Mohd Mustafa Abdul Aziz, sees MIHAS Dubai 2024 as a pivotal moment for the agency’s internationalization agenda. He emphasizes, “This is a milestone in our long-term mission to build MIHAS into a global event.” By expanding MIHAS to Dubai, MATRADE is taking a cue from other major trade shows that have successfully gone international, signaling its commitment to showcasing Malaysian products on a global stage.

Dubai’s Role

Dubai’s location as a nexus between Asia, Europe, and Africa makes it an ideal venue for MIHAS. The UAE is a key market for halal products, with demand for halal goods encompassing food, personal care, and logistics. The Emirates is home to a diverse population, including a high proportion of Muslim residents, making halal products a part of everyday consumer life. For Malaysian businesses, Dubai offers access not only to the UAE but also to the broader Middle East and North Africa (MENA) region.

Moreover, Dubai’s robust logistics and infrastructure capabilities enable seamless supply chain management for halal products. As the UAE positions itself as a global logistics hub, events like MIHAS Dubai 2024 enhance Malaysia’s ability to reach markets that may otherwise be challenging due to logistical hurdles.

MIHAS Dubai 2024

The companies participating in MIHAS Dubai 2024 represent a diverse range of industries essential to the halal economy. This section will dive into the primary sectors and the unique value Malaysian businesses bring to each.

Food and Beverage

The food and beverage sector is the backbone of Malaysia’s halal exports. Malaysian food companies are known for high-quality, halal-certified products that meet stringent safety and quality standards. In Dubai, these companies will showcase a variety of offerings, from halal-certified frozen foods to gourmet ingredients. The global halal food market alone is expected to surpass $1.9 trillion by 2027, driven by an increasing preference for halal products even among non-Muslim consumers who equate halal with quality and ethical sourcing.

Beauty and Personal Care

Halal beauty products have gained traction in recent years as consumers become more conscious of ingredients and ethical sourcing. Malaysia has become a hub for halal-certified cosmetics, and MIHAS Dubai 2024 will feature an array of skincare, hair care, and cosmetic products that are free from alcohol and animal-derived ingredients. The halal cosmetics market is projected to grow by over 12% annually, making it one of the fastest-growing segments in the beauty industry.

Agriculture and Environment

Malaysia’s focus on sustainable agricultural practices and eco-friendly products aligns with global trends toward organic and environmentally conscious goods. At MIHAS Dubai 2024, companies will introduce products that cater to a growing demand for halal-certified organic products. These include environmentally friendly packaging, sustainable farming practices, and products sourced with minimal environmental impact, appealing to buyers from countries prioritizing environmental sustainability.

Muslim-Friendly Travel

The halal travel sector, valued at nearly $300 billion, presents significant growth potential. Malaysia is well-known as a Muslim-friendly travel destination, and MIHAS Dubai 2024 will feature Malaysian companies offering services tailored for Muslim travelers, including halal food options, prayer facilities, and Shariah-compliant hotels. As the Muslim travel market expands, especially among millennial and Gen Z travelers, the demand for such services is expected to rise.

Islamic Finance

Malaysia is a leader in Islamic finance, a sector expected to reach a global value of $3.8 trillion by 2026. MIHAS Dubai 2024 will showcase Malaysia’s innovative Shariah-compliant financial services, including Islamic banking, takaful (Islamic insurance), and investment products. For international buyers, Malaysia’s robust Islamic finance sector provides not only financial solutions but also a framework for ethical and responsible investment.

Halal Logistics

Halal logistics is critical for maintaining halal standards from production to delivery. Malaysia has developed logistics solutions that ensure products remain halal-compliant through every step of the supply chain. This capability appeals to international markets that require transparency and traceability, especially for food and pharmaceutical products. As consumer demand grows for halal products with verified supply chains, Malaysian companies are well-positioned to meet these needs.

International Sourcing Program (INSP)

A key feature of MIHAS Dubai 2024 is the International Sourcing Program (INSP), which will connect Malaysian companies with 120 international buyers, carefully selected by MATRADE offices in Dubai, Doha, and Jeddah. The program offers Malaysian businesses a direct line to premium buyers, fostering cross-border business relationships and ensuring that companies maximize their presence at the event.

The INSP will play a crucial role in driving immediate and future sales, providing a platform for Malaysian companies to meet high-profile clients and establish long-term partnerships. This curated list of buyers includes major retailers, distributors, and importers from the Middle East and North Africa, giving Malaysian exporters unprecedented access to markets that are hungry for halal-certified products.

The recently concluded 20th edition of MIHAS in Kuala Lumpur attracted over 43,000 trade visitors from around the world, culminating in $1 billion worth of immediate and negotiated trade. This success reflects the growing global demand for halal products and demonstrates the value MIHAS brings to Malaysian companies.

Building on the momentum of MIHAS 2023, MATRADE aims to replicate and exceed these results at MIHAS Dubai 2024. The Kuala Lumpur event has set a high bar, but Dubai’s international appeal and strategic location promise to make this overseas edition even more impactful.

Malaysia’s Global Role

The demand for halal-certified products is on the rise globally. From the increasing availability of halal food options in Western countries to the surge in halal cosmetics, the halal industry’s footprint is expanding. By organizing MIHAS Dubai 2024, MATRADE is not only positioning Malaysia as a leader in halal trade but also setting an example for other countries looking to enter this lucrative market.

MATRADE’s broader strategy to internationalize MIHAS reflects a vision of Malaysia as the go-to source for halal expertise, innovation, and quality. For Malaysian companies, participating in MIHAS Dubai 2024 represents a vital opportunity to expand their global reach and establish a presence in markets with significant halal demand.

Here’s a quick overview of the key information related to MIHAS Dubai 2024:

• Event Date: November 18-20, 2024
• Location: Dubai World Trade Centre
• Targeted Export Sales: RM1 billion ($250 million)
• Malaysian Companies Participating: 215, covering food, cosmetics, logistics, and more
• International Buyers: 120, from diverse markets including the Middle East and North Africa
• Previous MIHAS Impact (2023): 43,000 trade visitors, $1 billion trade value

The Halal Market in the Middle East

The Middle East represents one of the largest markets for halal products. The region’s high Muslim population drives demand for halal-certified food, beauty products, and financial services, making it a primary destination for Malaysian exports. According to industry reports, the halal food market alone in the Middle East is valued at over $300 billion. MIHAS Dubai 2024 presents an excellent opportunity for Malaysian companies to tap into this market and leverage the demand for high-quality, certified halal products.

Malaysia’s approach to halal certification is among the most respected in the world, with the Department of Islamic Development Malaysia (JAKIM) setting rigorous standards. This gives Malaysian companies a competitive edge, as international buyers often view Malaysian halal certification as a mark of quality and authenticity.

Moreover, Malaysia’s focus on innovation within the halal sector—such as traceability in halal logistics and sustainable halal practices—further enhances its global appeal. By positioning MIHAS Dubai 2024 as an international trade show, MATRADE is capitalizing on Malaysia’s reputation and expanding its influence across the halal economy.

MIHAS Dubai 2024

As global demand for halal products continues to surge, MIHAS Dubai 2024 stands as a milestone in Malaysia’s journey toward becoming a global leader in halal trade. For participating companies, the event offers unparalleled opportunities for international partnerships, market expansion, and increased brand recognition. For MATRADE, this event exemplifies its commitment to fostering Malaysian exports and expanding the reach of halal-certified products worldwide.

By hosting MIHAS outside of Malaysia for the first time, MATRADE is not only showcasing the strength of Malaysia’s halal industry but also paving the way for other countries to follow its example. MIHAS Dubai 2024 will undoubtedly serve as a catalyst for future events and partnerships, propelling Malaysia—and the global halal economy—toward a promising future.

For more information, visit the official MIHAS Dubai 2024