KUALA LUMPUR, – The Malaysia International Halal Showcase (MIHAS) is set to make its highly anticipated Dubai Global Debut from Nov 18-20, marking a significant milestone in the event’s 20-year history. With an ambitious export sales target of RM1 billion, MIHAS@Dubai aims to strengthen Malaysia’s role in the rapidly growing global halal market, reinforcing its position as a key player in the international halal economy.
Dubai Global Debut: The Ideal Launchpad for MIHAS
Dubai’s strategic location as a global entrepot and its role as the primary gateway to the Middle East and North Africa (MENA) region makes it the perfect setting for MIHAS’ international debut. The event is expected to attract a diverse range of businesses and investors from across the region, providing Malaysian companies with unparalleled opportunities to expand their reach and tap into new markets.
Tengku Datuk Seri Zafrul Abdul Aziz, Malaysia’s Minister of Investment, Trade, and Industry, underscored the importance of leveraging Dubai’s status as a hub for international trade during the 20th MIHAS 2024 opening ceremony, which was officiated by Prime Minister Datuk Seri Anwar Ibrahim.
“Dubai’s position as a major economic hub and its connectivity with the broader MENA region provides an invaluable platform for Malaysian companies to showcase their products and services,” said Tengku Zafrul. “We are confident that participating Malaysian companies will achieve the RM1 billion sales target set for MIHAS@Dubai, as this event offers them access to one of the most lucrative markets in the world.”
Dubai has long been recognized for its role as a central trading hub, connecting businesses in Europe, Africa, and Asia. Its world-class infrastructure, tax-free zones, and favorable business environment have attracted global investors, making it a natural fit for MIHAS to make its international debut. This strategic move allows Malaysian businesses to tap into the demand for halal products and services in the MENA region, where the halal market is projected to grow exponentially in the coming years.
MIHAS Expands Global Reach Beyond Dubai
The international debut of MIHAS in Dubai marks the beginning of Malaysia’s broader efforts to expand its halal footprint globally. Tengku Zafrul announced that Malaysia is planning to bring MIHAS to other key global markets, including China and Europe, further strengthening Malaysia’s position as a global leader in the halal economy.
“MIHAS is not just a showcase; it’s a platform for Malaysian companies to grow and expand globally,” Tengku Zafrul stated. “In addition to our plans for MIHAS@Dubai, we are looking to organize similar events in other regions, such as China and Europe, to promote Malaysian halal products and services on an international scale.”
This expansion is being led by the Malaysia External Trade Development Corporation (MATRADE), which has been instrumental in promoting Malaysia’s halal exports. By organizing MIHAS in various international markets, MATRADE aims to enhance Malaysia’s visibility in the global halal industry and create new opportunities for Malaysian businesses to engage with international buyers and distributors.
Moreover, Malaysia will be participating in the Osaka World Expo from April to October 2025, where Malaysian companies will be invited to showcase their products and services. This participation is seen as a major step forward in Malaysia’s journey as the ASEAN chair next year, offering businesses opportunities to penetrate the Japanese market and further expand their international presence.
Aligning with Malaysia’s National Trade Blueprint
MIHAS@Dubai aligns closely with Malaysia’s National Trade Blueprint (NTBp), which is aimed at driving economic growth and positioning Malaysia as a global leader in the halal industry. The NTBp, which is led by MATRADE, is part of a broader strategy outlined in the 12th Malaysia Plan (12MP) and the New Industrial Master Plan (NIMP) 2030, both of which emphasize the importance of creating an export-oriented economy.
According to Tengku Zafrul, these plans are critical for supporting the growth of Malaysia’s halal industry and enabling the country to become a leading global halal hub. He highlighted the need to create an export cluster that will attract global companies to source halal products and services from Malaysia, including those produced by micro, small, and medium enterprises (MSMEs).
“We want to build a robust halal ecosystem that empowers local businesses, especially MSMEs, to compete on the global stage,” said Tengku Zafrul. “This includes encouraging our exporters to take full advantage of the various free trade agreements (FTAs) that Malaysia has signed, such as the Regional Comprehensive Economic Partnership (RCEP) and the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP). These agreements provide Malaysian companies with preferential access to key markets, making it easier for them to expand their exports.”
Rising Demand for Halal Products Globally
The global demand for halal products and services has surged in recent years, driven by the increasing number of Muslims worldwide, as well as the growing awareness and demand for halal-certified products among non-Muslim consumers. The halal economy is no longer limited to food and beverages; it now spans various sectors, including pharmaceuticals, cosmetics, fashion, tourism, and finance.
In 2023, Malaysia recorded RM55 billion in halal-related exports, positioning itself as a global leader in the halal food sector, according to the Global Islamic Economic Indicators (GIEI). The Malaysian government is optimistic that halal exports will continue to grow, with global demand for halal products and services projected to reach US$5 trillion by 2030.
Tengku Zafrul expressed confidence that Malaysia’s halal exports will see substantial growth in the coming years, driven by strong demand from key markets such as the MENA region, Europe, and Asia. He highlighted that the recently launched Halal Industry Master Plan (HIMP) 2030 sets ambitious targets for the country, with the aim of achieving RM75.2 billion in halal exports, or 11 percent of Malaysia’s gross domestic product (GDP), by 2030.
“The halal industry presents a significant growth opportunity for Malaysia,” said Tengku Zafrul. “We are well-positioned to meet the growing global demand for halal products and services, and we are committed to supporting our businesses as they expand into new markets.”
MIHAS’ Global Impact and Recognition
Since its inception in 2004, MIHAS has been instrumental in promoting Malaysia as a global halal hub and facilitating trade between Malaysian businesses and international buyers. Over the years, MIHAS has generated RM25 billion in total sales, benefiting nearly 17,000 Malaysian exporters and foreign buyers. The event has also attracted more than 500,000 trade visitors from around the world.
At the 20th edition of MIHAS, the event achieved a significant milestone by winning the Guinness World Record for the largest halal trade show attendance, further solidifying its status as the world’s leading halal trade event. Themed “Globalising Halal Innovation,” MIHAS 2024 aims to set new standards for innovation and growth in the halal industry.
As MIHAS prepares for its Dubai Global Debut, the event is expected to attract even more international attention, positioning Malaysia as a key player in the global halal economy. The Dubai event will showcase the latest halal innovations and provide a platform for Malaysian businesses to forge new partnerships and secure deals that will drive future growth.
Malaysia’s Role in the Global Halal Economy
With the global halal market projected to grow to US$5 trillion by 2030, Malaysia’s role as a leader in the halal economy is more important than ever. Through initiatives such as MIHAS, the country is positioning itself as a key player in this rapidly growing sector, providing businesses with the tools and support they need to succeed on the global stage.
As MIHAS expands its global reach with its Dubai Global Debut, the future looks bright for Malaysian businesses seeking to capitalize on the growing demand for halal products and services. With strong government support, robust trade agreements, and a thriving halal ecosystem, Malaysia is well on its way to becoming a global halal hub, driving innovation, growth, and prosperity for years to come.
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