Zuhaila Sedek, director of MATRADE, assures: “Malaysia aspires to become the world’s leading halal hub”

A visionary and driven by strong convictions, Zuhaila Sedek presides over the destiny of MATRADE, the Malaysian National Trade Promotion Agency, in Paris.

With her wealth of expertise in international trade and economic affairs, after having proven herself in Frankfurt, Germany, this remarkable communications strategist, who has no equal in developing campaigns aimed at promoting the industrial jewels of her country, Malaysia, which is full of them, was naturally entrusted with the reins of the Malaysia External Trade Development Corporation (MATRADE) in France.

At the helm of the agency under the supervision of the Malaysian Ministry of International Trade and Industry (MITI), within the Malaysian embassy in Paris, Zuhaila Sedek leaves her mark. She oversees economic and commercial relations with France, Spain, Portugal and Monaco, while working more broadly to build links with all French-speaking countries.

With more than one string to her bow, this wise and passionate leader is also a highly sought-after speaker, in Malaysia and beyond its borders, and a committed woman, particularly in favor of two essential causes, dear to her heart: the empowerment of women and social development.

In 2024, MATRADE, as the event organizer, celebrates the 20th anniversary of the MIHAS (Malaysia International Halal Showcase) in Kuala Lumpur, the world’s largest halal trade fair. This This year has a special significance, as it also marks the very first international edition of MIHAS, in Dubai in November. In addition, MATRADE will participate in several international trade fairs in Europe, including the SIAL (Salon International de l’Agroalimentaire) which will open its doors in Paris, from October 19 to 23.

On the eve of the prestigious MIHAS in Kuala Lumpur, Malaysia’s flagship city, from September 17 to 20, and at a time when her country, a true precursor of halal in Southeast Asia for forty years, legitimately has great ambitions, Zuhaila Sedek agreed to answer Oumma’s questions.

As the unmissable halal event MIHAS approaches, can you explain to us the main missions of MATRADE, the Malaysian National Trade Promotion Agency that you head?

MATRADE, the Malaysian National Trade Promotion Agency, has a core mission to boost Malaysia’s global trade ambitions by promoting Malaysian exports, enhancing the competitiveness of Malaysian businesses and establishing Malaysia as a leading trading nation.

Our core objectives are to provide Malaysian businesses with the tools, knowledge and opportunities they need to access international markets, and to facilitate trade and investment through a strong network of international trade offices in 49 locations worldwide.

One of our key missions is to promote sectors where Malaysia has a competitive advantage, such as the halal industry, which is attracting increasing interest globally.

MATRADE plays a vital role in positioning Malaysia as a leading halal hub by organising trade events such as the world’s largest halal trade fair, MIHAS, in Kuala Lumpur. Through such initiatives, we aim to connect Malaysian businesses with global buyers, showcase the diversity and quality of Malaysian halal products and services, and underline the credibility of Malaysian halal certification, which is recognised and respected worldwide.

Furthermore, MATRADE’s role extends to capacity building for Malaysian SMEs, providing them with market intelligence, export training, as well as advisory services to help them navigate the complexities of international trade.

We also work closely with other government agencies and industry stakeholders to promote sustainable and inclusive economic growth through trade. Ultimately, MATRADE’s mission is to ensure that Malaysian businesses are not just participants but leaders in the global market, leveraging Malaysia’s strategic advantages and innovation capabilities.

Among all Malaysia’s industrial flagships, is the flourishing halal business a trump card and why?

The halal industry is undoubtedly a cornerstone of the Malaysian industrial landscape and a major asset for several reasons. Firstly, Malaysia is recognised as a global leader in the halal sector due to its comprehensive and well-regulated halal certification system, which is widely respected internationally.

This industry spans various sectors including food and beverages, cosmetics, pharmaceuticals and Islamic finance, reflecting its diverse economic impact.

Furthermore, the halal industry aligns with Malaysia’s strategic direction towards sustainable and inclusive economic growth, providing opportunities for SMEs and contributing significantly to job creation and exports. As global demand for halal products continues to grow, Malaysia’s established halal infrastructure positions it as a preferred source of halal-certified goods and services.

Does the halal industry cover all sectors of activity in Malaysia and how much weight does it have in your country’s economy?

The halal industry in Malaysia extends beyond the food and beverage sector to encompass a wide range of activities including pharmaceuticals, cosmetics, logistics, tourism and Islamic finance.

This extensive coverage highlights the versatility and integration of halal principles in various economic sectors. Currently, the halal industry contributes significantly to Malaysia’s GDP, with halal exports worth billions of dollars annually. It is not just a sector, but an overall economic driver that strengthens Malaysia’s position as a global player in the halal market.

As the industry grows, its impact on the economy will only increase, supporting Malaysia’s aspirations to become a leading halal hub by 2030.

Malaysia, which has been a pioneer of halal in Southeast Asia for 40 years, aspires to become the world’s largest centre for halal-certified products and services by 2030. Do you think this very ambitious development plan is achievable?

Yes, Malaysia’s aspiration to become the world’s largest hub for halal-certified products and services by 2030 is ambitious, but very achievable, especially with the strategic direction of the Halal Industrial Master Plan 2030.

The plan outlines a comprehensive roadmap to improve the halal ecosystem through innovation, sustainability and capacity building. Key pillars of the plan include boosting the halal value chain, strengthening the halal certification framework and leveraging digital technologies to improve traceability and transparency.

The plan also focuses on international collaborations and trade facilitation to expand Malaysia’s reach in global markets. With Malaysia’s strong foundation as a pioneer in the halal sector, the country is well-positioned to achieve these goals.

The government’s commitment, coupled with the active participation of the private sector, ensures that Malaysia can play a leading role in setting global standards for halal products and services, making the 2030 target a realistic and achievable goal. By prioritising investments in research and development, capacity building and market access, Malaysia is well on its way to achieving its vision of becoming the world’s leading halal hub by 2030.

Are halal trade fairs the best showcases to achieve this? What are the next unmissable events that MATRADE supports and promotes, in France and abroad in 2024?

Halal fairs are, in fact, among the most effective platforms to showcase Malaysia’s strengths in the halal sector.

They provide invaluable opportunities for Malaysian businesses to connect with international buyers, investors and partners, expanding their market reach. These events also help establish the Malaysian brand as a leading Halal Hub.

In 2024, MATRADE will continue to support and promote key events, such as MIHAS (Malaysia International Halal Showcase) in Kuala Lumpur, which is one of the largest halal trade events in the world.

In addition, we will be participating in several international trade fairs in Europe, including SIAL in Paris and Gulfood in Dubai, which are essential to engage in global markets. We also look forward to participating in dedicated halal trade fairs in France and other strategic markets, which share our goal of driving the global growth of the Malaysian halal sector.

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