MIHAS 2025 Achieves Record-Breaking Success with RM6.05 Billion in Trade

24 October 2025

KOTA KINABALU: The 21st edition of the Malaysia International Halal Showcase (MIHAS) has surpassed all expectations, generating a remarkable RM6.05 billion in trade, a 40.7% increase from last year’s RM4.3 billion. This outstanding achievement underscores Malaysia’s leadership in the global halal economy, attracting over 50,000 trade visitors from 107 countries.

Held from 17 to 20 September 2025 at the Malaysia International Trade and Exhibition Centre (MITEC), MIHAS 2025 featured 2,400 booths across 14 halal clusters, under the theme “Pinnacle of Halal Excellence”. Organised by the Malaysia External Trade Development Corporation (MATRADE) and hosted by the Ministry of Investment, Trade and Industry (MITI), the event reaffirmed Malaysia’s position as a key player in shaping the future of the halal industry.

Minister of Investment, Trade and Industry (MITI) Senator Tengku Datuk Seri Utama Zafrul Tengku Abdul Aziz highlighted that MIHAS 2025’s success is a testament to Malaysia’s strategic vision. “This achievement reflects our commitment to innovation, sustainability, and inclusive growth within the halal economy,” he stated. Guided by the New Industrial Master Plan 2030 and the Halal Industry Master Plan 2030, Malaysia is not merely growing its halal sector but is actively shaping a future-ready ecosystem that positions the country as a trusted leader in the global halal value chain. The event’s continuous success embodies Malaysia’s ability to empower exporters, foster market connectivity, and champion innovation, especially as ASEAN Chair in 2025.

MATRADE’s Chairman, Dato’ Seri Reezal Merican Naina Merican, emphasised that MIHAS 2025 reaffirms Malaysia’s role as the heartbeat of the global halal industry. “Surpassing the RM4.5 billion target with RM6.05 billion in sales, the event attracted trade visitors from every continent, establishing Malaysia as the gateway to the world’s halal market and driving international partnerships,” he remarked.

Meanwhile, MATRADE’s CEO, Dato’ Sri Mohd Mustafa Abdul Aziz, described MIHAS as more than just a trade fair. “It is a blueprint for Malaysia’s vision of the halal economy’s future. Through digital innovation, real-time market intelligence, and targeted buyer engagement, we are equipping Malaysian exporters, particularly SMEs, to compete confidently on the global stage,” he explained. “This year’s results demonstrate Malaysia’s leading role in shaping the evolution of the global halal economy.”

A key highlight was the inaugural integration of the AI-powered MADANI Digital Trade (MDT) platform within the International Sourcing Programme (INSP). This revolutionary platform seeks to connect businesses seamlessly, optimise trade matchmaking, and explore new halal trade opportunities worldwide. Using advanced AI algorithms, it matches Malaysian exporters with international buyers based on real-time data and market trends.

This initiative aligns with Malaysia’s broader digitalisation ambitions under the NIMP 2030 and the National Trade Blueprint. During the event, 600 Malaysian exporters engaged with 300 international buyers, including 50 premium buyers from major importers and hypermarket chains. Over 4,000 one-to-one meetings facilitated potential sourcing valued at RM3.63 billion, with new markets such as Algeria, Congo, Costa Rica, Ghana, Mali, and Panama opening up for Malaysian businesses.

The virtual INSP will continue until 5 November 2025, further strengthening Malaysia’s trade ties across ASEAN, the Gulf Cooperation Council, Europe, Africa, and the Americas.

The return of the Hosted Buyers’ Programme saw over 370 meetings between 50 local buyers and international exhibitors, primarily focusing on halal food, beverages, machinery, ingredients, packaging, and cosmetics. This initiative alone generated RM530 million in sales, providing a significant boost to participating businesses.

MIHAS 2025 also served as a platform for industry thought leadership through its Knowledge Hub, which hosted webinars, Power Talks, and dialogues on halal certification, compliance, digitalisation, and sustainability. Featuring global brands such as FedEx, Zus Coffee, and Durioo, the Knowledge Hub extended its insights via the MIHAS Portal and the Madani Digital Trade Platform, ensuring continuous access to industry updates throughout the year.

The MIHAS Awards 2025 recognised 14 pioneering companies for excellence in innovation, sustainability, exports, and digitalisation. New categories, including the Emerging Star Award, celebrated promising newcomers, while the ESG-focused Awards highlighted businesses embedding sustainable development goals into their operations. Winners gained international recognition, bolstering their credibility and market presence.

Building on its success, MIHAS plans to expand its international footprint. Following the debut of MIHAS@Dubai at the Middle East Organic and Natural Product Expo 2024, the event will now extend to MIHAS@Shanghai, scheduled for 5 to 10 November 2025. Held alongside the China International Import Expo (CIIE), this extension aims to strengthen Malaysia’s position in the global halal industry and provide new avenues for business growth.

MIHAS 2025 garnered extensive media coverage across Asia, Europe, the Middle East, and Africa. The event’s success was made possible through the support of sponsors including Total Swiss, Nestlé Malaysia, The Halal Approval Global, Matrix Flavours & Fragrances, CIMB Islamic Bank Berhad, and BubblesO2.

This year’s achievements affirm Malaysia’s ongoing commitment to leading the halal industry into a sustainable, innovative, and inclusive future.