Malaysia Halal Expo Eyes Global Expansion To Tap Mena Market

Kuala Lumpur: The Malaysia International Halal Showcase (MIHAS) is poised to make a historic leap onto the global stage with a particular focus on tapping into the Middle East and North Africa (Mena) market. This marks a significant milestone in Malaysia’s journey as a global leader in the halal industry. Tengku Zafrul Aziz, Malaysia’s Minister of Investment, Trade, and Industry, made this major announcement during the opening ceremony of MIHAS 2024, positioning Malaysia for even greater success in the burgeoning halal economy.

The halal market, particularly in the Mena region, continues to grow rapidly, offering immense potential for businesses. According to the Global Islamic Economy Report 2023, the halal market is projected to exceed $2.4 trillion by 2024, with the Mena region accounting for a large portion of this growth. This growing demand for halal products represents a crucial opportunity for Malaysia, and MIHAS is set to be the gateway through which Malaysian companies expand their global reach.

MIHAS Expands to the Mena Market with Dubai Debut

In its 20th edition, MIHAS has established itself as a premier global event for the halal industry. Officially inaugurated by Malaysian Prime Minister Anwar Ibrahim, MIHAS 2024 is being held at the Malaysia International Trade and Exhibition Centre (MITEC) and will run until September 20. While Malaysia has successfully hosted MIHAS for two decades, this year marks a turning point as the event makes its first international foray, debuting under the name “MIHAS@Dubai.”

“After 20 successful editions of MIHAS in Malaysia, we are excited to announce our international debut with MIHAS@Dubai,” said Tengku Zafrul during his speech. Dubai, with its strategic location as a trade hub and its thriving halal economy, offers a prime platform for Malaysian businesses to tap into the lucrative Mena market. This move aligns with Malaysia’s broader strategy of leveraging global trade routes and partnerships to cement its position as a key player in the global halal ecosystem.

The Mena market, with its high demand for halal products across various sectors, presents a wealth of opportunities for Malaysian exporters. The region, particularly the Gulf Cooperation Council (GCC) countries, has seen a surge in demand for halal food, cosmetics, and lifestyle products. Halal food consumption in the Mena region is expected to reach $150 billion by 2026, according to a report by DinarStandard. This makes the region a critical target for countries like Malaysia, which already has a strong foothold in the global halal market.

Dubai, as the gateway to the Mena market, plays an integral role in Malaysia’s plans for expansion. Its status as a global trade hub makes it the perfect launchpad for MIHAS@Dubai. The city’s connectivity with the rest of the Mena region means that Malaysian companies can access not only local buyers but also those from neighboring markets like Saudi Arabia, Egypt, and Morocco, where demand for halal-certified goods is rapidly growing.

Ambitious Targets for MIHAS@Dubai

Tengku Zafrul shared the ambitious goals for MIHAS@Dubai, setting an export sales target of RM1 billion. “I am confident that the participating Malaysian companies will reach this goal,” he stated. This high expectation underscores Malaysia’s commitment to expanding its halal footprint and establishing itself as a leader in the global halal economy.

The Mena region offers a particularly attractive market for halal-certified products, not only in the food and beverage industry but also in other sectors such as pharmaceuticals, cosmetics, and fashion. The global halal cosmetics market alone is projected to reach $54.16 billion by 2027, driven by demand in Mena and Southeast Asian countries, according to a report by Allied Market Research. For Malaysian businesses, this presents a golden opportunity to diversify their offerings and cater to a broader range of consumer needs in the Mena market.

In addition to the food and cosmetics sectors, there is growing interest in halal-certified pharmaceuticals and wellness products in the Mena region. Consumers are increasingly seeking products that adhere to Islamic principles, from supplements to skincare and personal care items. Malaysian companies, with their expertise in halal certification and production, are well-positioned to meet this demand and establish a strong presence in these emerging sectors.

MIHAS Beyond Dubai: Expanding Global Reach

While MIHAS@Dubai is the headline international debut for the event, Tengku Zafrul also highlighted plans for further expansion. The minister announced that MIHAS will be making its way to other global markets, including China and Europe, over the coming years. This move is part of a broader strategy to elevate Malaysia’s halal industry to new heights and explore untapped markets beyond the Mena region.

China, with its growing Muslim population and rising interest in halal products, presents a vast opportunity for Malaysian exporters. In recent years, Chinese consumers have become increasingly interested in the quality and ethical standards associated with halal products, even among non-Muslim consumers. As the world’s second-largest economy, China is a crucial market for Malaysia to penetrate, particularly in sectors like halal food, cosmetics, and pharmaceuticals.

In Europe, countries like France, the United Kingdom, and Germany are seeing a rise in demand for halal-certified products. This is not only driven by the growing Muslim population but also by a broader consumer trend toward cleaner, ethically produced goods. European consumers are increasingly turning to halal products for their perceived higher quality and adherence to strict production standards. MIHAS’ expansion into these regions will allow Malaysian businesses to cater to this demand, helping to further solidify the country’s role as a leader in the global halal industry.

Opportunities at the World Expo Osaka 2025

Looking beyond MIHAS, Tengku Zafrul emphasized Malaysia’s participation in other significant global events, including the World Expo in Osaka, Japan, slated for April to October 2025. Malaysia’s involvement in the World Expo coincides with its chairmanship of ASEAN, offering a unique opportunity for the country to showcase its halal offerings on a global stage.

The World Expo in Osaka is expected to attract millions of visitors from around the world, providing a platform for Malaysian companies to engage in business matching and explore new trade opportunities. Japan has been increasingly receptive to halal products, particularly in the lead-up to major global events like the 2025 Expo and the Tokyo 2020 Olympics. As more Japanese consumers and businesses become familiar with halal standards, Malaysian companies can capitalize on this growing demand by offering a range of halal-certified food, cosmetics, and lifestyle products.

“This is an excellent chance for halal industry players to broaden their global presence through MATRADE’s business matching programs,” the minister said. By participating in events like the World Expo and ASEAN-related programs, Malaysian companies will have the opportunity to forge new partnerships, expand their market reach, and establish their brands as leaders in the global halal economy.

The Future of Malaysia’s Halal Industry in the Global Market

Malaysia’s efforts to expand MIHAS and tap into the Mena market, as well as other international markets, are part of a broader strategy to position the country as a global leader in the halal economy. With its well-established halal certification system and a diverse range of halal-certified products, Malaysia has a competitive edge that sets it apart in the global marketplace.

The global halal market is no longer confined to Muslim-majority countries. Consumers from various cultural backgrounds are increasingly drawn to halal products due to their quality, ethical production standards, and alignment with modern wellness trends. This opens up new opportunities for Malaysian businesses to diversify their product offerings and cater to a wider range of consumers, both in the Mena market and beyond.

As Malaysia continues to expand its presence through MIHAS and other global initiatives, the country is set to play an even bigger role in shaping the future of the halal industry. By focusing on sustainability, innovation, and ethical production practices, Malaysia is well-positioned to meet the growing demand for halal-certified products around the world.

Malaysia’s global expansion through MIHAS and its focus on the Mena market underscore the country’s commitment to maintaining its leadership in the halal sector. With the rising global demand for halal products, particularly in food, cosmetics, and wellness, Malaysia’s halal industry is poised for long-term success. The future is bright for Malaysian businesses as they continue to tap into new markets, form strategic partnerships, and showcase their halal offerings on the world stage.