Mihas 2022 to reconnect traders, buyers in the halal market

by NURUL SUHAIDI / pic source: Mihas Malaysia FB

THE Malaysian International Halal Showcase (Mihas) is making a comeback for its 18th edition to further stimulate cross-border trade with the theme “Diversifying Halal Possibilities”.

Malaysia External Trade Development Corp (Matrade) CEO Datuk Mohd Mustafa Abdul Aziz said Mihas 2022’s mission is to bring back and reconnect all the supporters, traders and consumers of the previous showcases.

“We also want to highlight that Matrade is ready to bring in visitors, facilitate buyers and exhibitors, as well as to market their halal products and services and expand export presence,” he said at the Mihas Reconnect event today.

Mihas 2022 is expected to continue as a catalyst for Malaysia’s trade performance this year which is currently on an upward momentum.

“This year, we target approximately RM1.9 billion in sales. Last year, despite going fully virtual, Mihas 2021 resulted in an impressive RM2.13 billion sales from both exhibition and the business meeting.

“Therefore, we are confident that Mihas 2022 can surpass it,” he added.

This is in tandem with the 12th Malaysia Plan which projects that Malaysia’s halal industry will contribute 8.1% of the GDP and generate export revenue totalling RM56 billion by 2025, compared to 6.6% or RM30.5 billion in 2020.

Malaysia’s halal exports in 2021 were mainly driven by 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 (RM700 million) and pharmaceutical (RM300 million).

Mohd Mustafa further stated that the halal segment has not only expanded in size but is also being accepted by non-Muslims around the world.

“What was originally confined to food and beverages, has now extended to include other products such as cosmetics, personal care, medical and pharmaceuticals,” he noted.

In exploring the vast halal market for Mihas this time, Matrade also added Islamic arts and culture as a new cluster.

“We want to attract the art and craft segment which has Islamic elements and most of them are small and medium enterprises,” he said.  

Matrade also rebranded its web platform, which now has a new look which is suitable for most devices and includes new content such as exporters’ success stories and a directory hub.

“With technology being the best leverage in the new normal, Matrade is thrilled to explore further adoption of digitalisation in trade promotion, as well,” Mustafa said.

Mihas 2022 will be held at the Malaysia International Trade and Exhibition Centre, Kuala Lumpur, from Sept 7 to 10, 2022, in hybrid mode with a simultaneous global digital presence.

Since its inception in 2014, Mihas has benefitted over 12,000 exporters and buyers and has cumulatively contributed almost RM20 billion to Matrade’s export valuation.