MATRADE Designs World’s Largest Halal Showcase With Innovative Digital Tools To Capture Cross-border Trade Growth

Kuala Lumpur, 17 June 2022

The upcoming 18th Malaysia International Halal Showcase (MIHAS 2022) is set to further stimulate cross-border trade. Organised by the Malaysia External Trade Development Corporation (MATRADE), under the patronage of the Ministry of International Trade and Industry (MITI), MIHAS 2022 is designed with digital tools to facilitate global buyers and exhibitors in marketing their Halal products and services.

This MATRADE’s flagship event will be held at the Malaysia International Trade and Exhibition Centre (MITEC), Kuala Lumpur, from 7 to 10 September 2022 with a simultaneous global digital presence. Coming off the back of a successful year, MATRADE won its first World Trade Promotion Organizations (WTPO) Award under the “Best Use of Information Technology” category for its initiative in organising the virtual edition of the 17th Malaysia International Halal Showcase (MIHAS) in 2021.

MIHAS was one of the key contributors to Malaysia’s positive trade performance in 2021, which triumphantly reached a record high of RM2.2 trillion. Of this total, exports valued at RM1.2 trillion, while imports made up RM987 billion. This resulted in a trade surplus of RM252.6 billion in 2021, a new high for Malaysia. In this vein, MIHAS 2022 is expected to continue as a catalyst for Malaysia’s trade performance this year which is currently on an upward momentum. This is in tandem with the 12th Malaysia Plan which projects that Malaysia’s Halal industry will contribute 8.1% of the Gross Domestic Product (GDP) and generate export revenue totalling RM56 billion by 2025, compared to 6.6% and RM30.5 billion respectively in 2020.

Datuk Mohd Mustafa Abdul Aziz, MATRADE’s Chief Executive Officer explained, "Greater interest and participation of burgeoning Halal markets is a critical bright spot we look forward to at this year’s showcase. We are excited to connect established brands and newcomers to explore the potential of the vast global Halal market. MIHAS 2022, themed, ‘Diversifying Halal Possibilities’, is the gateway into the global Halal ecosystem and I would like to take this opportunity to invite the business community to participate in this iconic event.”

MATRADE has designed mutually complementing digital tools to integrate three major components of MIHAS. It is aimed at assisting exporters’ in expanding their network and bolstering export presence. Firstly, is the showcase itself. The second component is the iconic International Sourcing Programme (INSP), which facilitates pre-arranged, one-to-one business meetings between Malaysian exporters and foreign buyers. Similarly, the networking opportunities continue with the MIHAS Connect feature, an artificial intelligence-assisted business-matching suite, that matches relevant MIHAS exhibitors to trade visitors. Finally, MIHAS also features Knowledge Hub sessions, offering opportunities for Malaysian exporters to gain insights and engage with premium buyers who will be the speakers at the event.

Adding further value, the MIHAS Awards are making a comeback and poised to recognise innovative and sustainable excellence showcased by local and foreign Halal brands. The awards are open to participating exhibitors and submissions are being accepted from 1 June till 1 August 2022 for evaluation by accomplished Halal industry captains.

Known as a networking powerhouse, MIHAS 2022 is breaking new ground beyond traditional Halal segments.Malaysia’s Halal exports in 2021 were mainly driven by the Food and Beverage (RM17.6 billion), Halal Ingredients (RM13.5 billion), Cosmetics and Personal Care (RM2.4 billion), Palm Oil Derivatives (RM1.7 billion), Industrial Chemicals (RM0.7 billion) and Pharmaceutical (RM0.3 billion) segments.

Charging forward, MATRADE has added Islamic Arts and Culture as MIHAS 2022’s 13th cluster, complementing existing clusters comprising Pharmaceuticals, Islamic Finance, Modest Fashion, Media and Recreation, Cosmetics and Personal Care, Food Technology, Franchise, Muslim-friendly Travel, Services and Enablers, Education, and e-Commerce.

For more information on the MIHAS 2022 showcase, visit www.mihas.com.my.