KUALA LUMPUR, 17 September 2025 – The International Sourcing Programme (INSP) in conjunction with the 21st Malaysia International Halal Showcase (MIHAS) 2025 concluded today on a strong note, reinforcing Malaysia’s leadership in the global halal economy.

Held at the Malaysia International Trade & Exhibition Centre (MITEC), INSP MIHAS 2025 convened 300 physical international buyers from 50 countries covering all regions, including 50 premium buyers (premium importers and leading hypermarket chains), alongside 150 virtual buyers, connecting them with 600 Malaysian exporters. The event facilitated more than 4,000 one-to-one business meetings, with sales targeted at RM2.5 billion.

Bigger Global Buyer Participation
This year’s physical edition featured a highly diverse and regionally balanced buyer contingent:
China & North East Asia: 86 buyers (29%)
South Asia: 75 buyers (25%)
ASEAN: 60 buyers (20%)
Africa: 36 buyers (12%)
Americas & Europe: 25 buyers (8%)
Central & West Asia: 18 buyers (6%)

It also welcomed buyers from new markets including Algeria, Congo, Costa Rica, Ghana, Mali, Norway, and Panama, significantly expanding MIHAS’s global reach. The top buying nations were China (39 companies), Bangladesh (39), and Nepal (16).

MATRADE Chairman Dato’ Seri Reezal Merican Naina Merican said the results reaffirm the continued role of MIHAS and INSP in advancing Malaysia’s global trade agenda:

“INSP MIHAS 2025 has drawn one of the most regionally diverse contingents ever, connecting Malaysian exporters with buyers from both established and new markets. By opening doors to countries such as Algeria, Costa Rica and Norway, Malaysia is strengthening its position as ASEAN’s bridge to the global Halal economy. This is a testament to Malaysia’s position as a global leader in the Halal economic space, supported by the credibility of our Halal ecosystem; our world-class certification standards, competitive supply chains, and the ability of our exporters to deliver high-quality, Halal compliant goods and services.”

Echoing this, MATRADE Chief Executive Officer Dato’ Sri Mohd Mustafa Abdul Aziz emphasised that INSP MIHAS is about building long-term business linkages:

“The 4,000 meetings conducted today 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. One of the key strengths of INSP MIHAS is MATRADE’s ability to leverage our network of 48 overseas trade offices to carefully curate and pre-qualify buyers, which ensures that the business meetings are highly targeted, connecting Malaysian companies with buyers who have genuine demand. This, in turn, leads to successful business deals and long-lasting partnerships.”

It is evident that international buyers increasingly see MIHAS as the ideal platform to source various Halal products such as pharmaceuticals, cosmetics, palm oil products, prepared food as well as beverages, as well as services in areas such as distribution & logistics, Islamic financial services, and education.

Digital Empowerment through MADANI Digital Trade Platform

INSP MIHAS 2025 also saw the inaugural integration of the AI-powered MADANI Digital Trade (MDT) platform, a groundbreaking innovation designed to seamlessly connect businesses, optimise trade matchmaking and enhance global halal trade opportunities. Leveraging AI algorithms, the platform intelligently matches Malaysian exporters with targeted international buyers, based on real time data, market trends and business preferences.

This innovative move aligns with Malaysia’s broader national digitalisation efforts and its vision under the New Industrial Master Plan 2030 (NIMP 2030) and the National Trade Blueprint (NTBp). It also supports MATRADE’s commitment to empowering micro, small, and medium enterprises (MSMEs) with cutting-edge digital tools to expand their global reach.

The business-matching between local exporters and international buyers through flagship programme’s virtual component is open until 5 November 2025, facilitating seamless connections anytime, anywhere.

For registration and more information exporters and buyers can register for the virtual sessions at INSP MIHAS 2025 or visit MIHAS 2025 for further details.

For enquiries, contact the INSP MIHAS Secretariat at [email protected].
(ENDS)

About Malaysia International Halal Showcase (MIHAS) 2025

Since its inception in 2004, the Malaysia International Halal Showcase (MIHAS) has evolved into a pivotal event for both local and international businesses to flourish within the Halal trade, significantly contributing to the global Halal economy’s expansion. In 2024, MIHAS set a new benchmark by recording sales of RM4.3 billion. This achievement not only underscores MIHAS's stature as a premier global trade platform for the Halal industry but also highlights its role in driving the sector's growth and innovation.

MIHAS has established itself as a dynamic marketplace, offering a broad spectrum of opportunities that extend beyond Halal food. It encompasses sectors such as Halal pharmaceuticals, medical devices, finance, modest fashion, personal care and cosmetics, and even Muslim-friendly tourism. This diversity reflects the evolving nature of the Halal market and MIHAS's commitment to catering to its multifaceted demands.

The 21st edition of MIHAS, under the theme “Pinnacle of Halal Excellence,” will place a special emphasis on fostering innovation and sustainable initiatives. These key focus areas are designed to spearhead steady growth for the Halal economy, ensuring that it remains vibrant and resilient in the face of global challenges. By encouraging local and international players to embrace innovative solutions and sustainable practices, MIHAS aims to not only enhance the competitiveness of the Halal industry but also to contribute to a more sustainable and inclusive global economy.

MIHAS’s global reach is not confined to the ASEAN region alone; it enjoys robust international support, evidenced by the enthusiastic participation of International Pavilions from countries across the globe. This includes trade commissions, various government agencies, industry players, and market leaders, all coming together to explore and seize the vast opportunities within the Halal market. This international collaboration underscores MIHAS’s role as a global nexus for the Halal industry, facilitating cross-border trade, knowledge exchange, and fostering partnerships that span continents.

As MIHAS continues to evolve, it remains committed to its mission of galvanising the global Halal industry, promoting innovation, and supporting sustainable growth. Through its comprehensive platform, MIHAS not only showcases the latest trends and innovations in the Halal sector but also catalyses forging business connections and dialogue that drive the industry forward. With each edition, MIHAS reaffirms its position as a key player in shaping the future of the global Halal economy.

About the Malaysia External Trade Development Corporation (MATRADE)

The Malaysia External Trade Development Corporation (MATRADE) has been at the forefront of promoting Malaysia's exports, playing a pivotal role in enabling many local companies to establish and expand their presence in global markets. As we continue to spotlight capable Malaysian companies on the international stage, our efforts are aimed at making the ‘Made-In-Malaysia’ brand synonymous with excellence, reliability, and trustworthiness. This commitment is reflected in our strategic initiatives and comprehensive support programmes designed to empower Malaysian exporters to navigate and succeed in the competitive global marketplace.

Underpinning MATRADE’s mission is a deep-seated belief in the quality, innovation, and diversity of Malaysian products and services. By fostering a conducive environment for export growth, MATRADE has been instrumental in helping Malaysian businesses not only enter but also thrive in new and existing markets worldwide. Our approach is holistic, encompassing market intelligence, trade advisory services, and capacity-building programs, all tailored to the nuanced needs of Malaysian exporters.

MATRADE’s efforts extend beyond traditional trade facilitation. We are committed to championing the Halal industry, as evidenced by our pivotal role in organising the Malaysia International Halal Showcase (MIHAS).

Furthermore, MATRADE’s dedication to sustainability and digitalisation reflects our forward-thinking approach to trade promotion. By integrating these elements into our initiatives, we aim to ensure that Malaysian exporters are well-equipped to meet the evolving demands of the global market, thereby securing Malaysia's economic future and reinforcing our position as a trusted trading partner.

As we look to the future, MATRADE remains steadfast in its mission to elevate Malaysia’s export landscape. Through strategic partnerships, innovative programs, and a relentless focus on quality and excellence, we are helping to shape a resilient and dynamic Malaysian export sector that is capable of achieving sustainable growth on the global stage.

Issued by MNAIR PR Consultancy Sdn Bhd
on behalf
Malaysia External Trade Development Corporation (MATRADE)

Malaysia External Trade Development Corporation (MATRADE)