Malaysia brings world-renowned Halal showcase to China, marking a new chapter in Malaysia-China trade relations
SHANGHAI, 6 NOVEMBER 2025 (THURSDAY) - The Malaysia External Trade Development Corporation (MATRADE) is spearheading Malaysia’s largest-ever trade promotion mission in China with the official opening of the Malaysia International Halal Showcase (MIHAS) Shanghai. The event is being held in conjunction with the 8th China International Import Expo (CIIE) at the National Exhibition and Convention Center in Shanghai.
The opening ceremony was officiated by YAB Dato’ Seri Dr Ahmad Zahid Hamidi, Deputy Prime Minister of Malaysia, accompanied by Dato’ Seri Reezal Merican Naina Merican, Chairman of the Malaysia External Trade Development Corporation (MATRADE), and Dato’ Sri Mohd Mustafa Abdul Aziz, Chief Executive Officer of MATRADE.
The prestigious event, which runs from 5 to 10 November 2025, marks the second global edition of MIHAS, following its successful international debut in Dubai last year, and underscores Malaysia’s continued commitment to strengthening Malaysia–China economic ties while expanding the global reach of Malaysia’s halal ecosystem.
In his opening remarks, the Deputy Prime Minister emphasised that Malaysia’s partnership with China goes beyond trade, rooted instead in mutual trust, shared prosperity, and strong people-to-people connections.
“Our relationship with China is not just measured in trade figures. It is built on trust, shared prosperity and people-to-people connection. This is why MATRADE has chosen to bring MIHAS, Malaysia's premier Halal showcase, to Shanghai for the very first time,” he said.
"By hosting MIHAS here, we are providing Malaysian companies, particularly our small medium enterprises (SMEs), with a strategic opportunity to meet this demand as they gain direct access to buyers and partners who are looking to accommodate this high-quality consumer niche across China and the broader East Asia region," said the Deputy Prime Minister.
“MIHAS@Shanghai marks a strategic leap in globalising Malaysia’s halal economy. With China as our top trading partner for 16 years, this initiative strengthens Malaysia’s leadership in halal and deepens our economic ties. Shanghai is not just a venue ̶ it’s a gateway to a vast consumer base and a milestone in our halal export mission," said MITI Minister YB Senator Tengku Datuk Seri Utama Zafrul Aziz.
The showcase aims to generate a total trade target of RM2.5 billion, building on the momentum of MIHAS@Dubai 2024, which generated RM2.2 billion in sales.
The Malaysian delegation comprises more than 250 companies and organisations, representing diverse sectors within the halal ecosystem. Participating organisations include federal agencies such as the Ministry of Rural and Regional Development (including its agency MARA), SME Corp, EXIM Bank, Federal Agricultural Marketing Authority (FAMA), Malaysian Technology Development Corporation (MTDC) and the Malaysian Pepper Board.
They are joined by state governments from Selangor, Perak, Sabah, Pahang, Penang, Malacca, Sarawak, and Perlis, reflecting a whole-of-nation approach in promoting halal exports and expanding the reach of local enterprises into international markets.
MIHAS@Shanghai further reinforces the 50-year friendship between Malaysia and China, reaffirming China’s position as Malaysia’s largest trading partner and second-largest market for halal exports.
The event is a key driver for Malaysia's national trade agenda. It supports the goals outlined under the Halal Industry Master Plan (HIMP) 2030 and contributes to the 13th Malaysia Plan target to achieve RM80 billion in Halal exports.
A key feature of MIHAS@Shanghai is the International Sourcing Programme (INSP), which facilitates targeted business matching with 100 international buyers, including 20 premium buyers from China. This initiative is reinforced by the Memorandum of Understanding (MoU) signed earlier this year between MATRADE and the CIIE Bureau, aimed at improving market access and enhancing visibility for Malaysian exporters.