KUALA LUMPUR, 13 AUGUST 2025 – The 21st edition of the Malaysia International Halal Showcase (MIHAS) in 2025, is poised to attract one of the highest ever participation. This was disclosed by the Malaysia External Trade Development Corporation (MATRADE) in a briefing session with Foreign Missions and industry players today. MIHAS 2025 is gaining remarkable traction, with projections pointing to more than 2,300 booths from 45 countries, an impressive leap beyond the 2,028 booths featured in the last edition. This surge signals unprecedented interest and sets the stage for MIHAS’ most impactful showcase yet.

In his address, YB Dato’ Seri Reezal Merican Naina Merican, Chairman of MATRADE described the session as a strategic step towards building trust-based economic partnerships:

“In an era of global uncertainties and trade tensions, the way forward lies not in zero-sum competition, but in leveraging on each other’s strengths to create shared value. When we combine Malaysia's Halal leadership with your regions' unique capabilities - whether it's Europe's innovation, the Middle East's capital, Africa's resources, or Latin America's agricultural prowess - we create trade relationships that generate surpluses for all parties involved.”

YB Dato’ Seri Reezal Merican added, “Since its inception in 2004, MIHAS has grown from a visionary idea by our late former Prime Minister, Allahyarham Tun Abdullah Ahmad Badawi, into the world’s leading halal trade showcase. From welcoming just over 17,000 visitors in our first year to breaking the Guinness World Record in 2023 with 43,000 trade visitors, our journey reflects the unwavering support of our global partners. This year, under the theme Pinnacle of Halal Excellence, we are poised to welcome over 45,000 trade visitors from more than 45 countries.”

This surge in global participation reinforces Malaysia's role in accelerating the global halal economy and its strategic vision as the ASEAN Chair. This engagement specifically aims to strengthen Malaysia's position as a trusted halal trade partner and build momentum for its ASEAN Chairmanship, emphasising halal diplomacy as a catalyst for inclusive growth and sustainable economic collaboration.

Since its inception in 2004, MIHAS has evolved into the world’s largest halal trade event. In 2024, it achieved recorded sales of RM4.3 billion, solidifying its reputation as a global catalyst for halal commerce. Its portfolio has expanded beyond food to include sectors such as halal pharmaceuticals, cosmetics, modest fashion, Islamic finance, medical devices, and Muslim friendly tourism, reflecting the diversification and maturity of the global halal economy.

Themed “Pinnacle of Halal Excellence”, MIHAS 2025 will highlight innovation, sustainability, and digitalisation as key drivers of growth. Its enhanced Knowledge Hub will advance knowledge exchange, halal investment and policy alignment where else their targeted International Sourcing Programme (INSP) will empower Malaysian exporters with access to curated international buyers, powered by the MADANI Digital Trade (MDT) Platform for real time matching and analytics, ensuring greater efficiency and resilience in business matching.

This engagement also reflects Malaysia’s forward-looking agenda as ASEAN Chair in 2025, focusing on sustainable, innovative, and inclusive trade. By leveraging MIHAS as a flagship initiative, Malaysia aims to advance regional cooperation through halal trade, investment, and policy alignment.

The session included strategic briefings by Mr. Abu Bakar Yusof, Deputy Chief Executive Officer (Export Acceleration) MATRADE, who shared updates on Malaysia’s trade performance and strategies to future-proof exporters, and Mr. Yusram Yusup, Director of the Halal, F&B and Agro-Based Section of MATRADE, who provided insights into global halal market dynamics and MIHAS’ role as a catalyst for cross-border partnerships. Attendees also gained insights into MIHAS’ global impact and were invited to explore avenues for greater collaboration through trade missions, country pavilions, and sector-specific forums.

Concluding the session, YB Dato’ Seri Reezal Merican remarked:

“I am proud of the remarkable growth we have achieved. I am equally humbled by the tremendous support from our international partners. This continued growth and international recognition will drive further participation. We expect increased involvement from both business-to-business and business-to-consumer segments. More people will witness what MIHAS offers to the global Halal ecosystem.

Thank you once again for your continued partnership and support. InsyaAllah, together, we will continue to elevate the global Halal industry to new heights of excellence.”

(ENDS)

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.

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

Malaysia External Trade Development Corporation (MATRADE)