SME Export PerformanceFuels Malaysia’s Economic Recovery

Kuala Lumpur, Malaysia, 31 January 2022

In an unprecedented first, the Malaysia International Halal Showcase (MIHAS) 2021 was successfully conducted in a fully virtual format from 9th September until 31st December 2021 proving that the Malaysia External Trade Development Corporation (MATRADE)’s iconic event is the leading platform in the world’s halal community. According to MATRADE’s Chief Executive Officer, Mohd Mustafa Abdul Aziz, MIHAS 2021 generated a total of RM2.13 billion in export sales, comprising RM1.38 billion sales recorded byexhibitors and RM749.1 million from Malaysian companies who participated in the International Sourcing Programmes (INSP).The virtual INSP is a business-matching programme where MATRADE’s 46 overseas-based offices match-make Malaysian exporters with potential international buyers.

Malaysian exhibitors accounted for RM562 million of total sales whereas foreign exhibitors also reported encouraging sales which further highlighted MIHAS’s robustness as the global avenue to the ever-growing Halal economy. For foreign exhibitors, Indonesia led with the highest sales totalling RM403.4 million, followed by the Philippines (RM199.3 million), Vietnam (RM103.8 million), Pakistan (RM36.0 million) and Brazil (RM13.2 million). Islamic Financial Services (RM380.9 million, 27.6 per cent) recorded the highest total sales among the 12 key clusters that MIHAS 2021 focussed on,followed by Beverages (RM329.6 million, 23.9per cent), Processed Food (RM150.6 million, 10.9 per cent), Pharmaceutical, Toiletries & Cosmetics (RM138.0 million, 10.0 per cent) and Agricultural Produce (RM106.7 million, 7.7per cent).

Year 2021 witnessed MATRADE’s impactful digital transformation where the 17th MIHAS edition featured the virtual participation of 549 exhibitors comprising 246 local exhibitors and 303 foreign exhibitors from 42 countries including new entrants from countries such as Mexico, Guatemala,Trinidad & Tobagoand Colombia. The top five foreign exhibiting countries are Indonesia (45 exhibitors), China (23 exhibitors), the Philippines (20 exhibitors), South Korea (18 exhibitors) and Thailand (16 exhibitors).Besides attracting 16,152 trade visitors and delegates, MIHAS 2021 created opportunities for small and medium enterprises (SMEs) to strengthen their export capabilities.

Moving forward, Mustafa added “Weencourage Malaysian companies to leverage MATRADE’s286 exporter development and export promotion programmes planned in 2021. MATRADE will continue to establish strategic collaboration with various public and private sectors in implementing export-based programmes in order to create more export opportunities.”

MIHAS 2021 Knowledge Hub

The forward-looking market insight discussions were part of the networking and business matching sessions organised during MIHAS 2021. The Knowledge Hub expounded insights on future-trending topics such as Women and Economy, Islamic Intellectual Property, Halal Considerations in Cloud Kitchens, The Pandemic Challenges & Opportunities to Modest Fashion Industry and Market Access Insights.

MIHAS Public Relations Award

A testament to its success as the leading halal showcase in the region, MIHAS 2021 received the Gold Award in the Best “Pandemic Pivot” or “COVID-19 Communications” campaign category at the Malaysia Public Relations Awards (MPRA) on 17 December 2021. Themed 'Empowering Halal, Tomorrow, Together', various PR strategies were implemented with greater emphasis on digitalisationincluding social media channels to optimise the brand impact and position MIHAS on the world stage.