KUALA LUMPUR, WEDNESDAY, 30 APRIL 2025 – The 21st edition of the Malaysia International Halal Showcase (MIHAS) scheduled for 17 to 20 September 2025 is harnessing its groundbreaking AI-powered MADANI Digital Trade (MDT) platform to target RM4.5 billion of global Halal sales for 2025. MIHAS 2025 will be held at the Malaysia International Trade & Exhibition Centre (MITEC).

Under the theme "Pinnacle of Halal Excellence", MIHAS 2025’s MDT platform will seamlessly connect businesses, optimise trade matchmaking and enhance global Halal trade opportunities.

Hosted by the Ministry of Investment, Trade and Industry (MITI) and organised by the Malaysia External Trade Development Corporation (MATRADE), MIHAS 2025 builds on a legacy of excellence, with MIHAS 2024 recording RM4.3 billion in sales and attracting more than 43,000 visitors from 90 countries.

AI-Driven Trade Empowerment Through MADANI Digital Trade Platform and INSP

At the heart of this innovation is the integration of the MADANI Digital Trade Platform into MIHAS' flagship International Sourcing Programme (INSP) — a business matching programme that last year alone generated RM2.53 billion in sales. Leveraging AI algorithms, the platform will intelligently match Malaysian exporters with targeted international buyers, based on real-time data, market trends and business preferences.

This pioneering move aligns with Malaysia’s broader national digitalisation efforts and its vision under the New Industrial Master Plan 2030 (NIMP 2030) and the National Trade Blueprint (NTBp). It also supports MATRADE’s commitment to empowering micro, small, and medium enterprises (MSMEs) with cutting-edge digital tools to expand their global reach.

A Stronger Regional and Global Nexus

As Malaysia takes on the ASEAN Chairmanship in 2025, MIHAS will also serve as a regional platform for collaboration, with a dedicated ASEAN and its dialogue partners as well as Gulf Cooperation Council (GCC) pavilions, further amplifying intra-ASEAN trade and Halal partnerships with the Gulf region.

Strategic Outlook from Malaysian Leaders

According to the Minister of Investment, Trade and Industry, YB Senator Tengku Datuk Seri Utama Zafrul Tengku Abdul Aziz, “Despite ongoing global economic uncertainties, the global halal market is still expected to grow to USD5.0 trillion by 2030. With Malaysia holding the world’s gold standard for Halal-certified goods and services, this presents a significant opportunity for our exporters to expand their international footprint. To that end, we look forward to harnessing the AI-powered MDT platform to help us achieve MIHAS’s target of RM4.5 billion sales of high-quality, certified halal products and services for 2025.”

This year we are redefining how businesses connect, collaborate, and thrive, with the MADANI Digital Trade Platform - our AI-powered business matching system for the International Sourcing Programme (INSP) is aimed to empower micro, small, and medium enterprises to access international markets seamlessly and more efficiently. Despite the challenges posed by global trade tensions, MATRADE remains steadfast in enhancing Malaysia’s export initiatives, focusing on high growth emerging and fast growing markets such as Africa, Middle East and Latin America,” said Chairman of MATRADE, YB Dato’ Seri Reezal Merican Naina Merican.

MIHAS 2025 aims to attract over 45,000 trade visitors, feature 2,380 booths across nine halls, and represent 45 countries. It will showcase 14 Halal industry clusters, from Food and Beverages to Islamic Finance, Modest Fashion, and beyond.

Additionally, MIHAS will continue its global expansion through MIHAS@Shanghai, which is to be held in conjunction with the China International Import Expo (CIIE) from 5 to 10 November 2025, reaching deeper into East Asia’s booming Halal market. The inaugural internationalisation of MIHAS was held last year in Dubai.

For further details on MIHAS 2025, visit MIHAS · Malaysia International Halal Showcase.

Issued by MNAIR PR Consultancy Sdn Bhd on behalf Malaysia External Trade Development Corporation (MATRADE)

Malaysia External Trade Development Corporation (MATRADE)

About Malaysia International Halal Showcase (MIHAS) 2025

Since its inception in 2004, the Malaysia International Halal Showcase (MIHAS) has evolved into a pivotal event for both local and international businesses to flourish within the Halal trade, significantly contributing to the global Halal economy’s expansion. In 2024, MIHAS set a new benchmark by recording sales of RM4.3 billion. This achievement not only underscores MIHAS's stature as a premier global trade platform for the Halal industry but also highlights its role in driving the sector's growth and innovation.

MIHAS has established itself as a dynamic marketplace, offering a broad spectrum of opportunities that extend beyond Halal food. It encompasses sectors such as Halal pharmaceuticals, medical devices, finance, modest fashion, personal care and cosmetics, and even Muslim-friendly tourism. This diversity reflects the evolving nature of the Halal market and MIHAS's commitment to catering to its multifaceted demands.

The 21st edition of MIHAS, under the theme “Pinnacle of Halal Excellence,” will place a special emphasis on fostering innovation and sustainable initiatives. These key focus areas are designed to spearhead steady growth for the Halal economy, ensuring that it remains vibrant and resilient in the face of global challenges. By encouraging local and international players to embrace innovative solutions and sustainable practices, MIHAS aims to not only enhance the competitiveness of the Halal industry but also to contribute to a more sustainable and inclusive global economy.

MIHAS’s global reach is not confined to the ASEAN region alone; it enjoys robust international support, evidenced by the enthusiastic participation of International Pavilions from countries across the globe. This includes trade commissions, various government agencies, industry players, and market leaders, all coming together to explore and seize the vast opportunities within the Halal market. This international collaboration underscores MIHAS’s role as a global nexus for the Halal industry, facilitating cross-border trade, knowledge exchange, and fostering partnerships that span continents.

As MIHAS continues to evolve, it remains committed to its mission of galvanising the global Halal industry, promoting innovation, and supporting sustainable growth. Through its comprehensive platform, MIHAS not only showcases the latest trends and innovations in the Halal sector but also catalyses forging business connections and dialogue that drive the industry forward. With each edition, MIHAS reaffirms its position as a key player in shaping the future of the global Halal economy.

About the Malaysia External Trade Development Corporation (MATRADE)

The Malaysia External Trade Development Corporation (MATRADE) has been at the forefront of promoting Malaysia's exports, playing a pivotal role in enabling many local companies to establish and expand their presence in global markets. As we continue to spotlight capable Malaysian companies on the international stage, our efforts are aimed at making the ‘Made-In-Malaysia’ brand synonymous with excellence, reliability, and trustworthiness. This commitment is reflected in our strategic initiatives and comprehensive support programmes designed to empower Malaysian exporters to navigate and succeed in the competitive global marketplace.

Underpinning MATRADE’s mission is a deep-seated belief in the quality, innovation, and diversity of Malaysian products and services. By fostering a conducive environment for export growth, MATRADE has been instrumental in helping Malaysian businesses not only enter but also thrive in new and existing markets worldwide. Our approach is holistic, encompassing market intelligence, trade advisory services, and capacity-building programs, all tailored to the nuanced needs of Malaysian exporters.

MATRADE’s efforts extend beyond traditional trade facilitation. We are committed to championing the Halal industry, as evidenced by our pivotal role in organising the Malaysia International Halal Showcase (MIHAS).

Furthermore, MATRADE’s dedication to sustainability and digitalisation reflects our forward-thinking approach to trade promotion. By integrating these elements into our initiatives, we aim to ensure that Malaysian exporters are well-equipped to meet the evolving demands of the global market, thereby securing Malaysia's economic future and reinforcing our position as a trusted trading partner.

As we look to the future, MATRADE remains steadfast in its mission to elevate Malaysia’s export landscape. Through strategic partnerships, innovative programs, and a relentless focus on quality and excellence, we are helping to shape a resilient and dynamic Malaysian export sector that is capable of achieving sustainable growth on the global stage.