MIHAS 2025 Surpasses Target, Drives RM6.05 Billion in Trade

The Malaysia International Halal Showcase (MIHAS) 2025 concluded its landmark 21st edition with record-breaking sales of RM6.05 billion, surpassing last year’s RM4.3 billion by 40.7%.

The showcase attracted over 50,000 trade visitors from 107 countries, reinforcing its status as a global leader in the Halal economy.

Organised by the Malaysia External Trade Development Corporation (MATRADE) and hosted by the Ministry of Investment, Trade and Industry (MITI), MIHAS 2025 was held from 17 to 20 September 2025 at the Malaysia International Trade and Exhibition Centre (MITEC).

The trade fair featured 2,400 booths, showcasing products and services across 14 halal clusters, under the theme “Pinnacle of Halal Excellence”.

Reflecting on the outcome, Minister of Investment, Trade and Industry (MITI) YB Senator Tengku Datuk Seri Utama Zafrul Tengku Abdul Aziz said: “MIHAS 2025’s RM6-billion success stands as a powerful testament to Malaysia’s global leadership in the halal economy, where innovation meets integrity, and scale meets sustainability.

“Guided by the New Industrial Master Plan 2030 and the Halal Industry Master Plan 2030, Malaysia is not just growing the halal economy, we’re shaping a halal ecosystem that is inclusive, competitive, and future-ready, while effectively positioning Malaysia as a trusted leader in the global halal value chain. MIHAS’s year-after-year success also reflects our ability to empower exporters (particularly SMEs), connect markets, catalyse innovation, and champion Malaysia’s Halal economy across borders, in alignment with Malaysia’s role as ASEAN Chair in 2025.”

MATRADE’s Chairman YB Dato’ Seri Reezal Merican Naina Merican said: “MIHAS 2025 reaffirms Malaysia’s position as the heartbeat of the global halal industry.

“Surpassing the RM4.5 billion target with record-breaking sales of RM6.05 billion and attracting trade visitors and buyers from every continent, the showcase positions Malaysia as the gateway to the global halal market while driving partnerships, innovation, and trade diplomacy for Malaysian companies to thrive worldwide.”

MATRADE’s Chief Executive Officer YBhg. Dato’ Sri Mohd Mustafa Abdul Aziz added: “MIHAS is more than a trade fair; it is a living blueprint of how Malaysia is shaping the future of the halal economy.

“By integrating digital innovation, real-time market intelligence and targeted buyer engagement, MIHAS is empowering Malaysian exporters, especially SMEs, to compete with confidence on the global stage. The results this year show that Malaysia is setting the pace for the global halal economy, shaping its evolution in the decades ahead.”

Expanding Trade Opportunities

The International Sourcing Programme (INSP) also saw the inaugural integration of the AIpowered 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 physical INSP programme connected 600 Malaysian exporters with 300 international buyers including 50 Premium Buyers, such as major importers and leading hypermarket chains, alongside 150 virtual buyers representing a combined annual revenue of over RM1.5 trillion.

Over 4,000 one-to-one business meetings were facilitated, generating RM3.63 billion in potential sourcing value. This year’s INSP witnessed the participation of new markets including Algeria, Congo, Costa Rica, Ghana, Mali, and Panama.

With the virtual INSP running until 5 November 2025, this figure is expected to grow further, strengthening Malaysia’s trade ties across ASEAN, the GCC, Europe, Africa and the Americas.

Hosted Buyers’ Programme

The Hosted Buyers’ Programme returned on a larger scale this year. Held from 17 to 20 September 2025, it facilitated over 370 business meetings, bringing together 50 local buyers with foreign exhibitors at MIHAS 2025.

With a strong focus on halal food and beverages, machinery, ingredients, packaging and cosmetics, the programme successfully generated RM530 million in sales.

Knowledge and Recognition

MIHAS 2025 stood out as a platform for thought leadership through its Knowledge Hub, which hosted webinars, Power Talks, and dialogues on halal certification, compliance, digitalisation, and sustainability, featuring global brands such as FedEx, Zus Coffee, and Durioo.

Beyond the exhibition floor, the Knowledge Hub extended its reach by offering continuous Halal industry insights through 24/7 access on the MIHAS Portal and the Madani Digital Trade Platform (MDT), enabling exporters and participants to stay updated on market trends and opportunities year-round.

The MIHAS Awards 2025 honoured 14 trailblazing companies that demonstrated leadership in innovation, sustainability, exports, and digitalisation. The awards featured two main categories: the MIHAS Products and Services Excellence Award, which recognise strong export performance, product and service quality, digitalisation, brand strength, and CSR impact, with the newly introduced Emerging Star Award highlighting promising newcomers; and the MIHAS Products and Services Innovation & Sustainability Award, which celebrates businesses embedding ESG values and the UN Sustainable Development Goals (SDGs) into their operations.

MIHAS Award winners gain global recognition, enhanced credibility, and access to key trade networks, reinforcing their brand, ESG commitment, and leadership in the halal industry.

MIHAS Beyond Borders

Building on the success of its first internationalisation initiative, MIHAS@Dubai – which debuted at the Middle East Organic and Natural Product Expo 2024 – the Malaysia International Halal Showcase (MIHAS) is set to expand its global footprint.

This expansion culminates in MIHAS@Shanghai, an official extension of the renowned showcase. Scheduled for 5 to 10 November 2025, MIHAS@Shanghai will be held in conjunction with the influential China International Import Expo (CIIE), cementing MIHAS’s reputation as a vital platform for global Halal industry players to showcase offerings, forge networks, and unlock new business opportunities.

Media and Sponsors

MIHAS 2025 attracted extensive local as well as international media coverage across Asia, Europe, the Middle East and Africa, with agencies reporting on the INSP, the Opening Ceremony, the Knowledge Hub, the MIHAS Awards and various other side events.

MATRADE also acknowledged the contribution of MIHAS’s sponsors, including Total Swiss, Nestlé Malaysia, The Halal Approval Global, Matrix Flavours & Fragrances, CIMB Islamic Bank Berhad and BubblesO2, whose support was instrumental in delivering a successful 21st edition. – BACALAHMALAYSIA.MY