KUALA LUMPUR: The Malaysia External Trade Development Corporation (Matrade) is ready to expand the organisation of the Malaysia International Halal Showcase (Mihas) to foreign countries, targeting Dubai as the first destination.
Matrade chairman Datuk Seri Reezal Merican Naina Merican said that it also has plans for Mihas to be held in China and Europe in the coming years.
He said that after 20 years of Mihas being organised domestically, the time has come for the exhibition to be expanded internationally.
"We are contemplating our expansion plans beyond Dubai. Our focus is to explore opportunities to introduce Mihas to key markets such as China and Europe.
"This is in line with our broader vision to foster international partnerships and promote Malaysian products to a wider audience.
"By expanding into these regions, we aim to create new opportunities for trade and cooperation, elevating Mihas to levels of achievement never seen before," he said at the soft launch of Mihas 2024 here today.
Also present were Matrade chief executive officer Datuk Mohd Mustafa Abdul Aziz and the Ministry of International Trade and Industry (MITI) secretary general Datuk Hairil Yahri Yaacob.
According to Reezal Merican, this year's showcase aims to attract over 40,000 trade visitors and feature 2,000 exhibition booths from 45 countries, including Malaysia.
He added that, with a focus on fostering collaborations and facilitating access to global supply chains, Matrade will continue to drive growth and sustainability in the halal market.
He said the International Sourcing Programme (INSP), held in conjunction with Mihas, generated RM1.31 billion in sales last year and will continue to facilitate one-on-one business meetings between foreign buyers and Malaysian exporters.
"This initiative underscores the importance of a resilient supply chain and innovation in meeting the evolving demands of the global Halal market.
"Mihas has continuously attracted numerous buyers, distributors, and investors worldwide.
"Serving as a comprehensive hub, it offers businesses a platform to showcase the latest trends and technologies in the Halal industry, facilitating market expansion opportunities.
"By providing insights into market developments and consumer preferences, I think Mihas is proven to be an enabler for businesses to stay abreast of industry advancements and maintain competitiveness in the global Halal market," he noted.
Reezal Merican also said Malaysia's commitment to innovation and sustainability in the halal industry will be strongly reflected in Mihas this year.
Themed "Globalising Halal Innovations," he said the event will be positioned as the leading platform for global Halal companies to showcase their most innovative Halal products, services, and technologies through 14 curated clusters.
Mihas 2024, which is hosted by the MITI and organised by Matrade, will run from September 17 to September 20, 2024, at the Malaysia International Trade and Exhibition Centre (MITEC).
This year's edition of Mihas, which pushes for greater innovation within the global Halal ecosystem, will not only solidify Malaysia's position as the global hub for Halal industry.
The Mihas Knowledge Hub will also return this year, offering a series of conferences, forums, and seminars.
The hub focuses on providing insights into trends, market access, and sourcing requirements with leading keynote speakers, industry experts, and thought leaders.
Additionally, the elements of innovation and sustainability will also be showcased in the products and services promoted during Mihas 2024.
These product segments include pharmaceuticals, Islamic finance, fintech, lifestyle, modest fashion, food ingredients, and related services.
Since its inception in 2004, Mihas has spearheaded Malaysia's Halal agenda and collectively generated RM25 billion in total sales.
The organisation of Mihas in the past 19 years has benefited over 12,000 Malaysian exporters and foreign buyers and attracted half a million trade visitors.
In 2023, Mihas achieved impressive sales of RM3.11 billion, exceeding its target by 24 per cent.