The inaugural Mihas@Dubai in 2024 exceeded its sales target by 120%, generating RM2.2bil. — Filepic.
Halal showcase to draw in participation from 80 countries.
RECOGNISED as a global nexus for the halal industry, the 21st Malaysia International Halal Showcase (Mihas 2025) is set to take place from Sept 17-20 at the Malaysia International Trade and Exhibition Centre (Mitec) in Kuala Lumpur.
Hosted by the Investment, Trade and Industry Ministry (Miti) and organised by Malaysia External Trade Development Corporation (Matrade), in association with Halal Development Corporation Bhd (HDC) and Department of Islamic Development Malaysia (Jakim), the event has evolved into the world’s largest halal trade exhibition, bringing buyers, sellers and industry leaders from over 90 countries.
Themed “Pinnacle of Halal Excellence”, Mihas 2025 will emphasise helping local and international players to foster innovation and spearhead sustainable initiatives.
The four-day trade showcase is expected to host 45,000 visitors, with a total of 2,400 booths from 80 participating countries and a target to generate RM4.5bil in trade sales.
Representatives from Malaysian companies engaging with overseas buyers at last year’s INSP Mihas, which generated deals worth RM2.53bil for Malaysian exporters. — Filepic
AI integration
Mihas 2025 will also feature cutting-edge artificial intelligence (AI) tools via the Madani Digital Trade (MDT) platform to enhance real-time sourcing, matchmaking and connections.
A key highlight will be the deeper integration of these advanced technologies, as AI-powered business matching, virtual exhibitions and digital trading platforms enhance accessibility for global buyers and exhibitors.
Matrade chief executive officer Datuk Seri Mohd Mustafa Abdul Aziz said Mihas helps businesses expand into new halal markets and strengthen their position in the global halal value chain by providing direct access to international buyers, premium importers and high-growth markets.
He noted that through its flagship International Sourcing Programme (INSP) – which generated RM2.53bil in sales in 2024 – local exporters are connected with 300 global buyers this year, including 50 premium buyers with a combined annual turnover of RM1.5 trillion from key markets such as China, India, Qatar and Argentina.
For small and medium enterprises (SMEs), this visibility could mean breaking into new export markets that were previously out of reach.
'By strengthening the ‘Halal Malaysia’ brand globally, Mihas reinforces perceptions of quality, trust and compliance with international standards, helping SMEs compete not just on price but value and integrity,' said Mohd Mustafa.
“This year, we have introduced the AI-powered MDT platform for INSP, which matches buyers and sellers based on real market demand,” said Mohd Mustafa, adding that this integration enables businesses to establish more focused and effective trade partnerships.
Mohd Mustafa emphasised that Mihas supports halal SMEs by providing a world-class platform to gain exposure to thousands of international buyers, facilitating connections between buyers and sellers while building sustainable supply chain relationships.
“To date, 3,366 companies from sectors including F&B, cosmetics, pharmaceuticals and halal logistics have started using MDT,” he said.
International sourcing
Mohd Mustafa shared that INSP Mihas, which will be held at Mitec on Sept 17, reflects the growing global recognition of halal certification as a mark of quality, traceability and ethical assurance for consumers worldwide, regardless of faith.
This year, it will include exporters from 19 various sectors as Mihas’ portfolio has expanded beyond F&B to include other sectors.
This includes halal pharmaceuticals, personal care and cosmetics, modest fashion, Islamic finance, medical devices, green technologies and Muslim-friendly tourism.
The showcase will also feature products that emphasise organic, vegan and sustainable practices, making it a catalyst for global halal commerce.
While the physical session will be held at Mitec, INSP Mihas 2025 virtual sessions will continue to be held until Nov 5.
Fostering connections
Mohd Mustafa mentioned that other initiatives, like Mihas Knowledge Hub and the Mihas Awards, strengthen credibility for SMEs.
The Knowledge Hub has transformed Mihas from an annual showcase into a year-round, always-on trade ecosystem, providing real-time, on-demand market intelligence, actionable analytics, regulatory briefings and direct access to premium global buyers.
Additionally, the Hosted Buyer Programme brings pre-selected international buyers and investors, allowing exhibitors to explore potential partnerships and secure investment opportunities.
“By strengthening the ‘Halal Malaysia’ brand globally, Mihas reinforces perceptions of quality, trust and compliance with international standards, helping SMEs compete not just on price but value and integrity,” he said.
“Exhibitors can connect with premium buyers and distributors in key markets including China, Japan, the Middle East, Africa and Latin America, facilitating faster market entry and sustainable supply chain partnerships through Mihas.”
Looking ahead, Mohd Mustafa said the showcase will increasingly function as a knowledge and investment platform, making the country a key exporter and global reference point for halal certification, innovation and sustainability.
“Mihas has evolved from a conventional trade exhibition into a holistic and strategic trade support platform, driving digitalisation, innovation and globalisation of halal trade,” he said.
“With international editions such as Mihas@Dubai and Mihas@Shanghai, the showcase is expanding beyond Malaysia, strategically positioning the Halal Malaysia brand in key global markets.”
The inaugural Mihas@Dubai in 2024 exceeded its sales target by 120%, generating RM2.2bil in sales, opening new avenues for Malaysian exporters in South Asia, Africa and the Middle East.
Following this momentum, the upcoming Mihas@Shanghai will be held in conjunction with the China International Import Expo from Nov 5-10, providing direct access to China’s growing halal market.
Mohd Mustafa added that Mihas aims to continue its expansion into emerging halal markets in nations such as Algeria, Congo, Mali, Ghana, Norway, Costa Rica and Panama, alongside traditional halal markets.
Since its inception in 2004, Mihas has generated nearly RM30bil in export sales, representing a trusted system of quality control, traceability and ethical assurance for all consumers.
It facilitates cross-border trade, knowledge exchange and fosters collaboration and partnerships that span continents.
For more information, visit https://mihas.com.my.
