Matrade chairman Datuk Seri Reezal Merican Naina Merican.
PETALING JAYA: The Malaysia External Trade Development Corp (Matrade) is setting its sights on RM4.5bil in halal trade sales for its upcoming 21st Malaysia International Halal Showcase (Mihas 2025), with the event expected to draw 45,000 visitors.
The event, which includes the International Sourcing Programme (INSP) Mihas, will return in a hybrid format.
The physical session will make its debut at the Malaysia International Trade and Exhibition Centre (Mitec) on Sept 17, 2025, while the virtual sessions will run from April 1 to Nov 5, 2025.
Matrade aims to attract a total of 450 buyers for INSP Mihas, including 250 physical participants, 150 virtual buyers and 50 premium buyers. This compares to 330 buyers from 53 countries recorded in the previous edition, which generated RM2.53bil in sales.
“Building on the strong momentum of Mihas 2024 which generated RM4.3bil in sales and drew over 43,000 visitors from 90 countries, Mihas 2025 is poised to reach new heights,” said Matrade chairman Datuk Seri Reezal Merican Naina Merican in a statement.
“With an ambitious target of RM4.5bil in halal trade and 45,000 international visitors, we are amplifying our global impact through smarter, tech-driven connections,” he said, noting the role of the agency’s artificial intelligence-powered Madani Digital Trade Platform in facilitating business matching.
Matrade chief executive officer Datuk Mohd Mustafa Abdul Aziz.
Matrade chief executive officer Datuk Mohd Mustafa Abdul Aziz said the decision to host INSP Mihas at Mitec reflects Malaysia’s growing presence in the halal sector.
“Bringing the physical INSP Mihas to Mitec marks an important milestone for us. It offers Malaysian businesses a central platform to engage with a wider pool of global buyers and expand their reach in the international marketplace,” he said.
“As we scale up, we remain committed to forging meaningful global partnerships and creating greater market access for halal businesses around the world,” he added.
INSP Mihas 2025 will involve exporters from 19 sectors such as halal food, fashion, pharmaceuticals, cosmetics, logistics, Islamic finance, information and communications technology and education.
The showcase is also expected to host 1,700 exhibitors across 2,380 booths and include 45 country pavilions. Registration for the physical and virtual sessions closes on July 15 and Nov 5, respectively.
