Malaysia External Trade Development Corporation (Matrade) chairman Datuk Seri Reezal Merican Naina Merican (right) and CEO Datuk Seri Mohd Mustafa Abdul Aziz (left) at MIHAS on Sept 17. The MIHAS runs till Sept 20 in Kuala Lumpur. [Photo provided to chinadaily.com.cn]
China is emerging as a key player in the global halal market as the country offers a huge consumer market for Muslim-friendly products, a senior Malaysian trade official said.
Demand for halal products is growing in Asia's largest economy, according to Reezal Merican Naina Merican, chairman of the Malaysia External Trade Development Corporation, or MATRADE.
In a briefing held at the opening of the Malaysia International Halal Showcase (MIHAS) on Sept 17, Reezal Merican said Chinese buyers have the "largest participation" in this year's MIHAS trade fair.
"China plays a huge role (in the global halal market)," Reezal Merican said at the event in Kuala Lumpur, the capital of Malaysia.
A total of 300 international physical buyers and 150 virtual buyers from 50 countries are participating in this year's MIHAS. The buyers, including 50 premium buyers (major importers and leading hypermarket chains), were helped connect with 600 Malaysian exporters.
China has the biggest group of buyers, with 39 companies participating in the halal trade expo.
Reezal Merican said this is why MIHAS, which debuted in the Middle East market by holding a showcase in Dubai in November 2024, will do the same in China later this year. MIHAS will be launched in the Chinese market by participating in the China International Import Expo that will be held in Shanghai in November.
MIHAS 2025, which runs until Sept 20, is organized by MATRADE, with the annual expo used to showcase products and services that are halal (Arabic for permissible) or aligned with the Islamic faith.
Malaysia, a Muslim-majority country in Southeast Asia, is one of the world's biggest halal product exporters, and counts China, the United States and Singapore as its top markets.
One of the key features of MIHAS is the International Sourcing Program (INSP), a business matching program for buyers and sellers that is facilitated by MATRADE. According to MATRADE, the event has facilitated more than 4,000 one-to-one business meetings, with sales targeted at 2.5 billion ringgit ($596 million).
MATRADE Chief Executive Officer Mohd Mustafa Abdul Aziz said the INSP is about building long-term business links. He said the 4,000 meetings are not just transactions, but opportunities for Malaysian exporters to forge lasting partnerships in high-value markets.
"This is how we position Malaysian halal products and services as trusted global brands," Mohd Mustafa said in a statement.
Mao Xiongyi, CEO of Guangzhou Retian Food Co, is participating in INSP to look for halal foods and drinks that he can sell not only in China but for the export market as well.
Cheng Wendong, representative of Beijing Kenong Trading Co, said his trading company is participating in INSP as they are looking for a halal-certified cacao processor in Malaysia. He said the company, which sources from Africa, is keen to sell halal cocoa powder not only in China but in other export markets like Japan, South Korea, Europe and the United States.
"China is always a huge market for every kind of product," Cheng told China Daily, noting that halal is also in demand in China as it has a Muslim community as well.
China is home to more than 20 million Muslims, with the country among the world's biggest consumers of halal products.
But halal is not just about products aligned with the Islamic faith. Reezal Merican of MATRADE said halal is also about best manufacturing practices, food safety and sustainability.
"So, in other words, if you opt to buy halal product and services, you are actually opting into a very safe one, and this is what consumer wants," he said.
Indeed, a Hong Kong-based buyer has participated in MIHAS not because she is catering specifically to Muslim clients.
Wong Ming, managing director of Unique Beauty, operator of beauty salons, said she joined MIHAS because she is interested in sourcing supplements and beauty products from Malaysia as they are more suited to Asian skin. - China Daily/ANN
