Global Halal Trade: MIHAS, Remarkable Efficiency

The Malaysian International Halal Showcase (MIHAS) held at the Matrade Exhibition and Convention Centre in Kuala Lumpur attracts key players from around the world. MIHAS has strengthened its status as a global must-attend event with ever more efficient organisation and increasing attendance. The 2024 edition has successfully built on the successes of previous years, including 2023 where MIHAS had already demonstrated its global reputation by winning the Guinness World Record with a total of 38,566 visitors. In 2024, the show broke its own records again with an influx of visitors exceeding 40,000. This year, the show not only attracted even more visitors and exhibitors, but also confirmed its leading role in promoting halal products through strategic meetings between international buyers and local producers.

Strategic Meetings: A Model of Effectiveness

At the heart of MIHAS’s effectiveness is the careful organization of business meetings. These exchanges between buyers and local producers are a real lever to boost commercial transactions. MATRADE, the Malaysian export promotion agency, ensures that buyers are categorized and placed according to their geographical area. This strategy maximizes opportunities for local producers by facilitating their access to specific markets, while allowing buyers to discover offers that match their expectations.

The geographical areas are carefully defined: Africa, Asia, Europe, China, Middle East and other strategic regions.

Premium Buyers: A Premier Experience

The presence of premium buyers is a key aspect of MIHAS’s success. These strategic buyers, who are leaders in their industry, receive special attention from the organizers. They benefit from a tailor-made experience, with personalized services that allow them to meet directly with local producers in a privileged setting.
This exclusive attention helps attract top-tier buyers from around the world, further boosting sales and partnership opportunities. As a result, business transactions concluded by these premium buyers represent a significant portion of the show’s overall sales.

A Diplomatic Network in Support of MIHAS

A key element of MIHAS’s success is the global network of MATRADE Malaysian agencies, which act as forward bases to identify potential buyers around the world. These agencies play a vital role in acting locally, facilitating the connection between international markets and Malaysian producers. The Malaysian Export Promotion Agency works closely with Malaysian embassies to identify and encourage strategic buyers to MIHAS.
Matrade agencies do not just attract buyers, they also intervene upstream, by organizing local campaigns to promote the show and inform economic players of the opportunities it offers. Thanks to this proactive approach, international buyers benefit from personalized support, facilitating their access to MIHAS and optimizing their experience on site.

MATRADE is investing significantly in these strategic geographies where embassies are present, with the aim of promoting not only Malaysian products but also the country’s expertise in the halal sector. This investment is reflected in local initiatives such as business meetings, seminars and conferences to raise awareness among foreign stakeholders on the benefits of investing in Malaysian halal products. Targeted areas include key markets such as Africa, Europe, Asia, the Middle East and China.

Impressive Results

The 2024 figures confirm the growing importance of MIHAS. This year, the show saw a significant increase in sales generated. In 2024, potential sales are expected to exceed the symbolic threshold of US$1 billion, marking a significant increase from 2023, when they already stood at an impressive US$750 million. This growth is a testament to the major role that MIHAS plays in the halal trade ecosystem.

MIHAS 2024: International Participation on the Rise

One of MIHAS’s strengths is its ability to attract participants from all over the world. In 2023, the show brought together exhibitors from 50 countries and around 1,100 companies exhibiting their halal products and services. For 2024, these numbers have increased further, with over 1,200 exhibitors from 54 different countries. This diversity makes MIHAS an ideal platform to explore innovations, discover trends and build lasting partnerships.
Participants include companies from sectors as diverse as food, cosmetics, fashion, and even halal technology. This diversity reflects the rapid expansion of the halal market, which extends well beyond food to encompass a wide range of certified products and services.

A Growth Catalyst for the Halal Industry

MIHAS 2024 has once again established itself as a must-attend event for the global halal industry. With impeccable organization, exclusive services for premium buyers and an efficient trading platform, the show has driven record sales, exceeding $1 billion. With ever-increasing international participation and an ability to attract high-level buyers, MIHAS continues to grow in influence and importance.

For companies in the sector, participating in MIHAS has become a necessity to access global markets and remain competitive in this growing industry. With its scale, innovations and efficiency, MIHAS is truly the ideal platform to build fruitful partnerships and explore the countless opportunities in the international halal market.