The Malaysia International Halal Showcase (MIHAS) launches its inaugural overseas venture today in Dubai, known as MIHAS@Dubai, marking a significant milestone for Malaysia’s halal industry and its aspirations to expand into the Middle Eastern market. This landmark event celebrates the strength of Malaysia’s halal sector while enhancing its global reach and competitiveness in an increasingly interconnected world.
MIHAS@Dubai is strategically coincided with the Middle East Organic and Natural Products Expo taking place from 18 to 20 November 2024 at the Dubai World Trade Centre. This unique setting provides an immersive experience highlighting Malaysia’s diverse halal offerings across sectors such as food and beverage, cosmetics and pharmaceuticals, alongside halal services such as finance, franchise and logistics.
With the presence of Malaysia’s Deputy Prime Minister, The Honourable Dr. Ahmad Zahid Hamidi, Chairman of MATRADE, The Honourable Reezal Merican Naina Merican and The Honourable Mohd Mustafa Abdul Aziz, the opening ceremony reflects Malaysia’s commitment to expanding its influence in the halal sector.
MIHAS@Dubai’s debut in the UAE aligns with Malaysia’s vision of strengthening its presence in global markets, particularly the Middle East, where demand for halal products continues to rise. Dr. Ahmad Zahid Hamidi, during his inaugural speech, emphasised the significance of hosting MIHAS in Dubai, stating, “This is a strategic decision to leverage Dubai’s role as a trading hub in the Middle East and North Africa (MENA) region. After 20 successful editions in Malaysia, this expansion reflects our vision to globalise the halal industry and introduce it to new markets.”
This will be the first international event overseas with significant participation from Malaysian companies led by MATRADE. This initiative not only capitalises on the vast potential of the halal market in the Middle East but also solidifies Malaysia’s status as a globally recognised trade show destination.
The potential economic impact of MIHAS@Dubai is substantial. With global interest in halal products on the rise, projected to reach a staggering US5 trillion by 2030, Malaysia aims to leverage this momentum to boost its export sales significantly. The event is expected to facilitate connections between Malaysian exporters and international buyers, thereby enhancing trade relations.
In recent years, Malaysia has seen a rebound in its trade performance. From January to September 2024, trade reported a double-digit growth rate of 10.2% compared to the same period in 2023. As MIHAS@Dubai unfolds, it is expected to further boost these figures, reinforcing Malaysia’s position as a top halal exporter.
The event brings together over 200 Malaysian exhibitors, each presenting their finest products and services offerings. The aim is to foster business opportunities and drive investment in halal industries while showcasing Malaysia’s commitment to quality and innovation in the halal industry.
In addition to the exhibitions, the event includes business matching sessions, more commonly known as the International Sourcing Programme (INSP). This initiative is a strategic platform that connects Malaysian exporters with international buyers fostering valuable networking opportunities and trade discussions.
In closing, Dr. Hamidi reiterated Malaysia’s commitment to the global halal economy, expressing his hopes for the event’s impact: “As we open MIHAS@Dubai today, I encourage all attendees to seize all opportunities present as a platform to forge lasting relationships. Together, we can strengthen the global halal community, benefiting our businesses, societies and future generations.”
Form his side, Reezal Merican Naina Merican, Chairman of MATRADE, noted, “The Malaysian halal industry reflects our commitment to quality, innovation and integrity. MIHAS@Dubai is a platform where we can share that commitment with the world, engaging partners who value halal products and are seeking reliable sources for ethically produced goods.” Naina Merican added that MATRADE aims to boost the visibility of small and medium-sized Malaysian enterprises (SMEs) by offering them a prominent platform at MIHAS@Dubai. These SMEs represent the backbone of Malaysia’s economy and play a crucial role in diversifying its export base.
