KUALA LUMPUR, 18 September 2025 – Malaysia is spearheading its Halal trade agenda through the MIHAS Knowledge Hub 2025, a flagship initiative by the Malaysia External Trade Development Corporation (MATRADE) that positions the Malaysia International Halal Showcase (MIHAS) as a 365-day trade ecosystem. MIHAS 2025 Knowledge Hub is a platform comprising 23 strategically curated sessions with 76 global industry experts, and two webinars on supply chain traceability and e-Commerce equipping businesses with digital solutions for global market expansion.

Accessible via the MIHAS Portal and MADANI Digital Trade (MDT), the Knowledge Hub which consists of prelude sessions by strategic partners, webinars by industry experts and a panel session – provides round-the-clock market intelligence, regulatory briefings, actionable analytics and direct access to premium buyers.

A PERMANENT TRADE PLATFORM, NOT JUST A SHOWCASE

Since 25 August, the Knowledge Hub has featured a series of livestreamed and on-demand sessions, beginning with the Prelude sessions supported by the Halal Development Corporation (HDC), MBSB Bank, FedEx and Nazsoft Tech. More than 1,000 participants joined to explore export competitiveness themes including digitalisation, cross-border e-commerce, logistics optimisation and trade financing.

In September, the Knowledge Hub started with 16 ‘Meet the Experts’ webinars, featuring leading commercial figures and market leaders from: Indonesia, Vietnam, Thailand, India, Bangladesh, China, Hong Kong, Taipei, Republic of Korea, Canada, Brazil, Chile, France, Egypt, the United Arab Emirates (UAE) and Qatar. The sessions, also available as pre-recorded content and livestreams, will run until December this year.

“The Knowledge Hub translates market insights into tangible action. It connects nearly 10,000 Halal-certified producers with vital intelligence and buyer networks. This initiative helps propel SME exports beyond RM61.7 billion last year towards the RM63.1 billion milestone for 2025,” said MATRADE Chairman YB Dato’ Seri Reezal Merican Naina Merican.

“Brand strength and digital agility are now non-negotiable for Halal exporters who want to compete globally. MIHAS is more than just creating networks or connections. It is about driving measurable growth and building long-term market presence,” said MATRADE Chief Executive Officer YBhg. Dato’ Sri Mohd Mustafa Abdul Aziz.

KNOWLEDGE HUB AS A BRIDGE TO TRADE DEALS

A unique feature of the Knowledge Hub is its role as a bridge to MATRADE’s flagship International Sourcing Programme (INSP), which was hosted on 17 September in conjunction with MIHAS. By equipping exporters with market insights, regulatory updates and digital readiness, the Knowledge Hub ensures that Malaysian businesses are well-prepared to engage with international buyers during the INSP. This alignment transforms knowledge into tangible trade opportunities, positioning MIHAS not only as a four-day showcase but as a catalyst for year-round Halal trade growth.

POWER TALK: BUILDING RESILIENT, DIGITAL-READY BRANDS

Another highlight of the day was the Power Talk session, themed “Building Resilient Business Growth through Branding and Digital Platforms”. The session featured a panel of homegrown household names and digital innovators that are exemplary in leveraging digital tools for business growth:

• Mr. Sinan Ismail, Founder & Chief Executive Officer, Durioo+
• Mr. Sid Murshid, Founder, Grey Café
• Mr. Venon Tian, Co-Founder & Chief Operating Officer, Zus Coffee

The discussions focused on best practices in digital marketing, data-driven branding and cross border e-Commerce. Speakers discussed how Halal exporters can strengthen brand resilience, embrace digital platforms and build sustainable growth in the face of shifting consumer trends and supply chain pressures.

For more information about MIHAS 2025 and the Knowledge Hub, please visit its website or contact the MIHAS Secretariat: MIHAS · Malaysia International Halal Showcase.
(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)