KUALA LUMPUR: The Malaysia External Trade Development Corporation (MATRADE) has raised its sales target for the 22nd Malaysia International Halal Showcase (MIHAS 2026) to RM5 billion from RM4.5 billion, following strong interest from international buyers.
MATRADE chief executive officer Datuk Indera Abu Bakar Yusof said the agency had initially set a RM4.5 billion target, slightly above last year’s RM4.3 billion, but was now confident of achieving a higher figure.
"For this year, we revised upward from RM4.5 billion to RM5 billion. So now our target for MIHAS is RM5 billion.
"Another reason is because, as I also shared earlier, we received an overwhelming response from international buyers,” he told a joint press conference by MATRADE and the Department of Islamic Development Malaysia (JAKIM) on the Global Halal Summit (GHaS) 2026 here today.
Among the new features at MIHAS 2026 is a Women in Export component aimed at empowering more women-owned businesses to participate in the halal industry and expand their products and services into international markets.
Abu Bakar said this was the first time the women-focused component would be introduced at MIHAS.
The showcase will also feature a Modest Fashion Show to promote the modest fashion segment.
MIHAS 2026 will also leverage artificial intelligence (AI) through an application designed to connect buyers, sellers, suppliers and potential business partners throughout the event.
Abu Bakar said the platform would complement MATRADE’s physical business matching programme and generate additional business-to-business opportunities.
"Buyers can communicate with potential sellers and suppliers, while international companies can connect with potential partners through this AI application,” he said.
MATRADE has received more than 500 applications from international buyers and importers for this year’s event, exceeding its target of 300 buyers.
MIHAS 2026 is targeting 2,400 booths involving participants from at least 45 countries, with Malaysian exhibitors accounting for about 70 per cent and international exhibitors 30 per cent.
MATRADE will also facilitate meetings between 600 Malaysian companies and 300 international buyers through its International Sourcing Programme, with about 4,000 business matching meetings expected.
Of the international buyers, 50 are premium buyers from markets including Canada, Chile and Brazil, with a combined annual revenue of about RM500 billion.
Eighteen, or about 36 per cent, are repeat buyers, while the remainder are new premium buyers.
Abu Bakar said market and product diversification would remain important amid the current global economic environment, with MIHAS featuring 14 product and service clusters this year.
Besides food and beverages, the showcase will cover sectors including Islamic finance, halal logistics, equipment and machinery, consumer goods, pharmaceuticals, cosmetics and skincare.
Meanwhile, JAKIM director-general Datuk Dr Sirajuddin Suhaimee said halal certification remained fundamental to the development and commercialisation of the halal industry.
He said Malaysia’s halal certification system was distinguished by government oversight and enforcement, with regular audits conducted to safeguard the integrity of halal-certified businesses.
Sirajuddin said Malaysia also continuously reviews its halal standards to keep pace with technological developments and changing industry requirements.
"The standard is not static. Technologies change every single day.
"That’s why every five years, we upgrade our standard. We update it to the latest technology used by the industry,” he said.
He said confidence in Malaysia’s halal certification extended beyond Muslim consumers, with halal increasingly associated with attributes such as hygiene, quality and integrity.
"The understanding and trust are already there. So we need to maintain this and upgrade it,” he added.- Bernama
