Malaysia External Trade Development Corporation

KUALA LUMPUR, 13 AUGUST 2025 – The 21st edition of the Malaysia International Halal Showcase (MIHAS) in 2025, is poised to attract one of the highest ever participation. This was disclosed by the Malaysia External Trade Development Corporation (MATRADE) in a briefing session with Foreign Missions and industry players today. MIHAS 2025 is gaining remarkable traction, with projections pointing to more than 2,300 booths from 45 countries, an impressive leap beyond the 2,028 booths featured in the last edition. This surge signals unprecedented interest and sets the stage for MIHAS’ most impactful showcase yet.

In his address, YB Dato’ Seri Reezal Merican Naina Merican, Chairman of MATRADE described the session as a strategic step towards building trust-based economic partnerships:

“In an era of global uncertainties and trade tensions, the way forward lies not in zero-sum competition, but in leveraging on each other’s strengths to create shared value. When we combine Malaysia's Halal leadership with your regions' unique capabilities - whether it's Europe's innovation, the Middle East's capital, Africa's resources, or Latin America's agricultural prowess - we create trade relationships that generate surpluses for all parties involved.”

YB Dato’ Seri Reezal Merican added, “Since its inception in 2004, MIHAS has grown from a visionary idea by our late former Prime Minister, Allahyarham Tun Abdullah Ahmad Badawi, into the world’s leading halal trade showcase. From welcoming just over 17,000 visitors in our first year to breaking the Guinness World Record in 2023 with 43,000 trade visitors, our journey reflects the unwavering support of our global partners. This year, under the theme Pinnacle of Halal Excellence, we are poised to welcome over 45,000 trade visitors from more than 45 countries.”

This surge in global participation reinforces Malaysia's role in accelerating the global halal economy and its strategic vision as the ASEAN Chair. This engagement specifically aims to strengthen Malaysia's position as a trusted halal trade partner and build momentum for its ASEAN Chairmanship, emphasising halal diplomacy as a catalyst for inclusive growth and sustainable economic collaboration. 

Since its inception in 2004, MIHAS has evolved into the world’s largest halal trade event. In 2024, it achieved recorded sales of RM4.3 billion, solidifying its reputation as a global catalyst for halal commerce. Its portfolio has expanded beyond food to include sectors such as halal pharmaceuticals, cosmetics, modest fashion, Islamic finance, medical devices, and Muslim friendly tourism, reflecting the diversification and maturity of the global halal economy.

Themed “Pinnacle of Halal Excellence”, MIHAS 2025 will highlight innovation, sustainability, and digitalisation as key drivers of growth. Its enhanced Knowledge Hub will advance knowledge exchange, halal investment and policy alignment where else their targeted International Sourcing Programme (INSP) will empower Malaysian exporters with access to 

curated international buyers, powered by the MADANI Digital Trade (MDT) Platform for real time matching and analytics, ensuring greater efficiency and resilience in business matching. 

This engagement also reflects Malaysia’s forward-looking agenda as ASEAN Chair in 2025, focusing on sustainable, innovative, and inclusive trade. By leveraging MIHAS as a flagship initiative, Malaysia aims to advance regional cooperation through halal trade, investment, and policy alignment. 

The session included strategic briefings by Mr. Abu Bakar Yusof, Deputy Chief Executive Officer (Export Acceleration) MATRADE, who shared updates on Malaysia’s trade performance and strategies to future-proof exporters, and Mr. Yusram Yusup, Director of the Halal, F&B and Agro-Based Section of MATRADE, who provided insights into global halal market dynamics and MIHAS’ role as a catalyst for cross-border partnerships. Attendees also gained insights into MIHAS’ global impact and were invited to explore avenues for greater collaboration through trade missions, country pavilions, and sector-specific forums. 

Concluding the session, YB Dato’ Seri Reezal Merican remarked: 

“I am proud of the remarkable growth we have achieved. I am equally humbled by the tremendous support from our international partners. This continued growth and international recognition will drive further participation. We expect increased involvement from both business-to-business and business-to-consumer segments. More people will witness what MIHAS offers to the global Halal ecosystem. 

Thank you once again for your continued partnership and support. InsyaAllah, together, we will continue to elevate the global Halal industry to new heights of excellence.”