Mega Event Sparks Growth in Malaysia’s Halal Trade Ambitions

The Malaysia International Halal Showcase (MIHAS) achieved a historic milestone with its 2024 event in Dubai, held from November 18-20 at the iconic Dubai World Trade Centre. Organized by the Malaysia External Trade Development Corporation (MATRADE), this mega event cemented Malaysia’s role as a global leader in the halal economy. With sales exceeding $510 million, MIHAS@Dubai showcased the growing global demand for halal products and Malaysia’s pivotal role in this dynamic market.

As the halal economy expands, events like MIHAS serve as critical platforms for connecting businesses, fostering innovation, and driving economic growth. The Dubai edition of MIHAS not only underscored Malaysia’s export potential but also highlighted the country’s commitment to promoting halal principles worldwide.

The Halal Economy

The halal economy has evolved from a niche market into a global phenomenon. According to the State of the Global Islamic Economy Report 2024, the halal industry is projected to surpass $2.4 trillion by 2025. This growth is fueled by increasing awareness of halal principles, the rising Muslim population (expected to reach 2.2 billion by 2030), and the growing demand for ethical and sustainable products.

Malaysia has emerged as a pioneer in this space, setting global benchmarks for halal certification, innovation, and trade. The country’s Halal Development Corporation (HDC) and MATRADE have been instrumental in positioning Malaysia as the go-to destination for halal goods and services.

Since its inception in 2004, MIHAS has become the world’s largest halal trade event, attracting exhibitors and visitors from over 50 countries annually. The event’s success lies in its ability to adapt to changing market dynamics while maintaining its core mission: promoting halal trade as a bridge between cultures and economies.

The decision to host MIHAS in Dubai for the first time was strategic. Dubai, a global trade hub and a gateway to the Middle East and North Africa (MENA) region, provided unparalleled access to key markets. The Middle East alone accounts for nearly 20% of the global halal food market, making it an ideal venue for expanding Malaysia’s halal footprint.

The 2024 edition of MIHAS in Dubai featured 215 Malaysian companies showcasing an impressive array of halal-certified products and services. Key highlights included:

1. Product Offerings

Malaysian exhibitors presented products spanning multiple sectors:

• Food: From ready-to-eat meals to gourmet snacks, Malaysian companies showcased their culinary innovation while adhering to halal standards.
• Pharmaceuticals: Halal-certified beauty and healthcare products gained significant attention, reflecting the growing demand for ethical personal care items.
• Logistics: Advanced supply chain solutions demonstrated Malaysia’s commitment to ensuring the integrity of halal products from production to consumption.

2. Technology-Driven Solutions

Innovation was a recurring theme at MIHAS@Dubai. Companies unveiled cutting-edge technologies, including:

• Blockchain for Halal Certification: Ensuring transparency and traceability in halal supply chains.
• Sustainable Packaging: Eco-friendly materials aligned with global efforts to reduce waste.
• Artificial Intelligence (AI): Optimizing delivery routes and reducing operational costs while maintaining halal compliance.

3. Strategic Partnerships

Key players like DXN Holdings Berhad, Bubbles O2 Marketing Sdn Bhd, and Westports Holdings Berhad played pivotal roles in enhancing the event’s impact.

• DXN Holdings Berhad: A global leader in health and wellness products, DXN leveraged MIHAS to expand its reach in the Middle East.
• Bubbles O2 Marketing Sdn Bhd: Showcased Malaysia’s only naturally oxygenated mineral water, appealing to health-conscious consumers.
• Westports Holdings Berhad: Highlighted its capabilities as a logistics hub, facilitating the global distribution of halal goods.

Bridging Cultures Through Trade

MIHAS@Dubai went beyond commerce; it fostered cultural exchange and mutual understanding. By bringing together businesses from diverse backgrounds, the event demonstrated how halal trade can serve as a unifying force.

MATRADE CEO Mohd Mustafa Abdul Aziz highlighted this aspect:
“Halal trade is more than just an economic activity; it’s a platform for building bridges between cultures and promoting shared values.”

The $510 million in sales generated at MIHAS@Dubai is a testament to the growing appetite for halal products. This success not only benefits Malaysian exporters but also contributes to the broader halal economy by creating jobs, encouraging innovation, and promoting sustainable practices.

MATRADE’s plans to expand MIHAS to other global cities, including London, Jakarta, and New York, signal a bold vision for the future. By reaching untapped markets, MIHAS aims to further strengthen Malaysia’s leadership in the halal sector.

Innovation in Halal Trade

Innovation is at the heart of Malaysia’s halal strategy. Key trends shaping the future of halal trade include:

• Digital Halal Certification

Malaysia is leading the way in digitizing halal certification processes, making it easier for businesses to obtain and maintain compliance.

• Sustainable Practices

From eco-friendly packaging to renewable energy in production facilities, Malaysian companies are adopting green practices to meet global sustainability goals.

• New Market Segments

Halal products are increasingly appealing to non-Muslim consumers, particularly those seeking ethical and high-quality goods. This shift opens new opportunities for Malaysian exporters.

Malaysia’s Competitive Edge

What sets Malaysia apart in the global halal market?

1. Certification System

Malaysia’s halal certification, managed by the Department of Islamic Development Malaysia (JAKIM), is recognized worldwide for its rigor and credibility.

2. Government Support

Initiatives like the Halal Industry Master Plan (HIMP) 2030 provide a strategic roadmap for growing the sector.

3. Global Partnerships

Through events like MIHAS, Malaysia has forged strong ties with international stakeholders, enhancing its influence in the halal economy.

Voices from the Industry

Industry leaders and participants at MIHAS@Dubai shared their perspectives on the event’s significance:

• Reezal Merican Naina Merican, Chairman of MATRADE:
  “The success of MIHAS@Dubai demonstrates the untapped potential of halal trade. We are committed to exploring new markets and creating opportunities for our exporters.”

• Aisha Abdullah, CEO of Halal Foods International:
  “MIHAS provides a platform for us to showcase our products to a global audience. The connections we’ve made here are invaluable.”

While the outlook for Malaysia’s halal economy is bright, challenges remain. These include:

1. Diverse Regulations: Different countries have varying standards for halal certification, requiring businesses to adapt.
2. Supply Chain Disruptions: Global events like the COVID-19 pandemic have highlighted vulnerabilities in supply chains.
3. Sustainability Goals: As consumers demand more eco-friendly products, companies must innovate to stay competitive.

However, these challenges also present opportunities for growth and differentiation. By investing in technology and sustainability, Malaysia can maintain its competitive edge.

The Halal Economy in 2025 and Beyond

The halal economy will play an increasingly important role in global trade as it grows. Key trends to watch include:

• Integration of AI and Blockchain: Enhancing transparency and efficiency in halal supply chains.
• Expansion into Non-Muslim Markets: Ethical and sustainable products are gaining traction among non-Muslim consumers.
• Rise of Halal Tourism: Countries like Malaysia are positioning themselves as destinations for Muslim-friendly travel experiences.

MIHAS@Dubai was not just an event—it was a statement of intent. Malaysia is positioning itself as a leader in the halal economy, driven by innovation, collaboration, and a commitment to excellence.

With plans to expand MIHAS to new markets, the future of Malaysia’s halal trade is brighter than ever. As the halal economy continues to grow, Malaysia’s role as a global ambassador for halal principles will only strengthen, creating opportunities for businesses and promoting shared values worldwide.