Malaysia Spearheads Year-Round Halal Trade Ecosystem with MIHAS Knowledge Hub 2025
KUALA LUMPUR, 09 September 2025 - Malaysia is redefining global trade engagement through the MIHAS Knowledge Hub 2025, a flagship initiative by the Malaysia External Trade Development Corporation (MATRADE) that has transformed the Malaysia International Halal Showcase (MIHAS) from a once-a-year event into a 365-day, always-on trade ecosystem.
Accessible via the MIHAS Portal and MADANI Digital Trade (MDT), the MIHAS Knowledge Hubdelivers 24/7 real-time on demand market intelligence, actionable analytics, regulatory briefings, and direct access to premium global buyers - empowering exporters to capture opportunities and stay ahead year-round.
A PERMANENT TRADE PLATFORM, NOT JUST A SHOWCASE
Beginning 25 August, the Hub hosted four livestreamed and on-demand sessions with support from the Halal Development Corporation Berhad (HDC), MBSB Bank, FedEx, and Nazsoft Tech, drawing over 1,000 participants. Pertinent elements driving export competitiveness were discussed in these sessions, including digitalisation, cross-border e-Commerce, logistics optimisation, and trade financing - offering practical, market-ready updates ahead of MIHAS 2025 to exporters.
In September, 16 ‘Meet the Experts’ webinars will bring key commercial figures and global market leaders from ASEAN, East Asia, South Asia, MENA, and the Americas, unlocking insights for exporters eyeing for Halal sourcing opportunities. The 16 sessions, also available as pre-recorded content and livestreams via the MIHAS Portal and MADANI Digital Trade, will run until December this year."The Knowledge Hub translates market insights into tangible action, connecting nearly 10,000 Halal-certified producers with vital intelligence and direct buyer networks. This strategic initiative is designed to propel SME exports beyond RM61 billion toward the RM63.1 billion milestone for 2025,cementing Malaysia's leadership further into the global Halal economy", said YB Dato’ Seri Reezal Merican Naina Merican, Chairman of MATRADE.
HIGH-IMPACT BUSINESS DEALS TO FOLLOW
On 18 September, MATRADE will once again host its flagship International Sourcing Programme (INSP) in conjunction with MIHAS, continuing its mission to connect global buyers with Malaysian exporters. In 2024, the INSP facilitated more than 2,500 business-matching sessions, attracted 250 international buyers, and generated over RM1 billion in business deals. On top of that, 24 MOUs worth RM111 million were signed, further underscoring MIHAS’ impact as a catalyst for partnerships and trade growth.
“This track record of success has shaped the development of the MIHAS Knowledge Hub. With real-time market intelligence and 24/7 on-demand buyer insights, the Knowledge Hub builds on proven formula to help exporters move from connections to actionable opportunities,” said Dato’ Sri Mohd Mustafa Abdul Aziz, CEO of MATRADE.
POWER TALK: ENGINEERING RESILIENT, DIGITAL-READY BRANDS
A session highlight, the Power Talk themed “Building Resilient Business Growth through Branding and Digital Platforms,” will take place on 18 September 2025. Industry thought leaders - including leading voices from top Malaysian brands and digital innovators - will explore actionable strategies for navigating ongoing market uncertainties, such as global supply chain pressures, rapid technological shifts, and evolving consumer preferences. The session will spotlight best practices in digital marketing, data-driven branding, and the successful execution of cross-border e-Commerce, offering participants proven tools to drive export growth and strengthen resilience in the Halal sector.
“Brand strength and digital agility have become non-negotiable for Halal exporters seeking to gain and sustain a foothold in new markets,”. “MIHAS is more than just about making connections; it’s about driving measurable growth. Our role is to help exporters turn intelligence into deals and deals into long lasting market presence,” concluded Dato’ Sri Mohd Mustafa.
For more information about MIHAS 2025 and the Knowledge Hub, please visit its website or contact the MIHAS Secretariat: MIHAS · Malaysia International Halal Showcase.
ABOUT MALAYSIA INTERNATIONAL HALAL SHOWCASE (MIHAS) 2025
Since its inception in 2004, the Malaysia International Halal Showcase (MIHAS) has evolved into a pivotal event for both local and international businesses to flourish within the Halal trade, significantly contributing to the global Halal economy’s expansion. In 2024, MIHAS set a new benchmark by recording sales of RM4.3 billion. This achievement not only underscores MIHAS’s stature as a premier global trade platform for the Halal industry but also highlights its role in driving the sector's growth and innovation.
MIHAS has established itself as a dynamic marketplace, offering a broad spectrum of opportunities that extend beyond Halal food. It encompasses sectors such as Halal pharmaceuticals, medical devices, finance, modest fashion, personal care and cosmetics, and even Muslim-friendly tourism. This diversity reflects the evolving nature of the Halal market and MIHAS’ commitment to catering to its multifaceted demands.
The 21st edition of MIHAS, under the theme “Pinnacle of Halal Excellence”, will place a special emphasis on fostering innovation and sustainable initiatives. These key focus areas are designed to spearhead steady growth for the Halal economy, ensuring that it remains vibrant and resilient in the face of global challenges. By encouraging local and international players to embrace innovative solutions and sustainable practices, MIHAS aims to not only enhance the competitiveness of the Halal industry but also to contribute to a more sustainable and inclusive global economy.
MIHAS’s global reach is not confined to the ASEAN region alone; it enjoys robust international support, evidenced by the enthusiastic participation of International Pavilions from countries across the globe. This includes trade commissions, various government agencies, industry players, and market leaders, all coming together to explore and seize the vast opportunities within the Halal market. This international collaboration underscores MIHAS’s role as a global nexus for the Halal industry, facilitating cross-border trade, knowledge exchange, and fostering partnerships that span continents.
As MIHAS continues to evolve, it remains committed to its mission of galvanising the global Halal industry, promoting innovation, and supporting sustainable growth. Through its comprehensive platform, MIHAS not only showcases the latest trends and innovations in the Halal sector but also catalyses forging business connections and dialogue that drive the industry forward. With each edition, MIHAS reaffirms its position as a key player in shaping the future of the global Halal economy.
About the Malaysia External Trade Development Corporation (MATRADE)
The Malaysia External Trade Development Corporation (MATRADE) has been at the forefront of promoting Malaysia’s exports, playing a pivotal role in enabling many local companies to establish and expand their presence in global markets. As we continue to spotlight capable Malaysian companies on the international stage, our efforts are aimed at making the ‘Made-In-Malaysia’ brand synonymous with excellence, reliability, and trustworthiness. This commitment is reflected in our strategic initiatives and comprehensive support programmes designed to empower Malaysian exporters to navigate and succeed in the competitive global marketplace.
Underpinning MATRADE’s mission is a deep-seated belief in the quality, innovation, and diversity of Malaysian products and services. By fostering a conducive environment for export growth, MATRADE has been instrumental in helping Malaysian businesses not only enter but also thrive in new and existing markets worldwide. Our approach is holistic, encompassing market intelligence, trade advisory services, and capacity-building programs, all tailored to the nuanced needs of Malaysian exporters.
MATRADE’s efforts extend beyond traditional trade facilitation. We are committed to championing the Halal industry, as evidenced by our pivotal role in organising the Malaysia International Halal Showcase (MIHAS).
Furthermore, MATRADE’s dedication to sustainability and digitalisation reflects our forward-thinking approach to trade promotion. By integrating these elements into our initiatives, we aim to ensure that Malaysian exporters are well-equipped to meet the evolving demands of the global market, thereby securing Malaysia's economic future and reinforcing our position as a trusted trading partner.
As we look to the future, MATRADE remains steadfast in its mission to elevate Malaysia’s export landscape. Through strategic partnerships, innovative programs, and a relentless focus on quality and excellence, we are helping to shape a resilient and dynamic Malaysian export sector that is capable of achieving sustainable growth on the global stage.
