Malaysia Drives Halal Trade Growth with Year-Round MIHAS Knowledge Hub

18 September 2025

KUALA LUMPUR: Malaysia is leading the way in its Halal trade strategy through the MIHAS Knowledge Hub 2025, a flagship initiative by the Malaysia External Trade Development Corporation (MATRADE). This initiative positions the Malaysia International Halal Showcase (MIHAS) as a comprehensive, year-round trade ecosystem. The MIHAS 2025 Knowledge Hub features 23 strategically curated sessions with 76 global industry experts, alongside two webinars focusing on supply chain traceability and e-commerce—equipping businesses with digital solutions to expand into international markets.

Accessible via the MIHAS Portal and MADANI Digital Trade (MDT), the Knowledge Hub offers a programme that includes preliminary sessions hosted by strategic partners, webinars led by industry specialists, and panel discussions. It provides continuous market intelligence, regulatory updates, actionable analytics, and direct access to premium buyers.

Since 25 August, the Knowledge Hub has presented a series of livestreamed and on-demand sessions, beginning with the Prelude sessions supported by the Halal Development Corporation (HDC), MBSB Bank, FedEx, and Nazsoft Tech. Over 1,000 participants have engaged to explore themes related to export competitiveness, including digitalisation, cross-border e-commerce, logistics optimisation, and trade financing.

In September, the Knowledge Hub launched 16 ‘Meet the Experts’ webinars featuring prominent commercial figures and market leaders from countries including Indonesia, Vietnam, Thailand, India, Bangladesh, China, Hong Kong, Taipei, South Korea, Canada, Brazil, Chile, France, Egypt, the United Arab Emirates (UAE), and Qatar. These sessions, also available as pre-recorded content and livestreams, will continue until December.

“The Knowledge Hub translates market insights into tangible actions. It connects nearly 10,000 Halal-certified producers with vital intelligence and buyer networks. This initiative aims to propel SME exports, which last year reached RM61.7 billion, towards the RM63.1 billion target set for 2025,” said MATRADE Chairman Dato’ Seri Reezal Merican Naina Merican.

“Brand strength and digital agility are now essential for Halal exporters seeking global competitiveness. MIHAS is more than just facilitating networks; it is about driving measurable growth and establishing a long-term presence in international markets,” stated MATRADE Chief Executive Officer Dato’ Sri Mohd Mustafa Abdul Aziz.

A distinctive feature of the Knowledge Hub is its role as a bridge to MATRADE’s flagship International Sourcing Programme (INSP), which was held on 17 September alongside MIHAS. By providing exporters with market insights, regulatory updates, and digital readiness tools, the Knowledge Hub ensures Malaysian businesses are well-prepared to engage with international buyers during INSP. This alignment transforms knowledge into tangible trade opportunities, positioning MIHAS not merely as a four-day event but as a catalyst for continuous Halal trade growth.

Another notable highlight was the Power Talk session themed “Building Resilient Business Growth through Branding and Digital Platforms.” The session featured a panel of well-known local brands and digital innovators exemplifying the use of digital tools for business development, Sinan Ismail, Founder & CEO, Durioo, Sid Murshid, Founder, Grey Café and Venon Tian, Co-Founder & COO, Zus Coffee.

Discussions centred on best practices in digital marketing, data-driven branding, and cross-border e-commerce. The speakers explored how Halal exporters can strengthen brand resilience, embrace digital platforms, and foster sustainable growth amid shifting consumer trends and supply chain challenges.