By Rafiq Vayani
KUALA LUMPUR/DUBAI: MIHAS 2024, is heading towards becoming the largest ever edition. As the world’s largest Halal trade fair, this year’s event is expected to attract over 40,000 visitors and will feature a record of over 2,000 booths as well as international buyers and exhibitors from 66 countries who will participate in the showcase and International Sourcing Programme (INSP). Hosted by the Ministry of Investment, Trade and Industry of Malaysia (MITI) and organised by the Malaysia External Trade Development Corporation (MATRADE), MIHAS 2024 is being held from 17 to 20 September 2024 at MITEC Kuala Lumpur.
At the Opening Ceremony, Yang Berhormat Senator Tengku Datuk Seri Utama Zafrul Bin Tengku Abdul Aziz, Minister of Investment, Trade and Industry of Malaysia (MITI), said that as the world’s largest international trade fair for Halal products and services, MIHAS has benefited nearly 17,000 Malaysian exporters and foreign buyers since its inception in 2004. ‘’It has generated almost RM25 billion in total sales, attracted 500,000 trade visitors and significantly elevated Malaysia’s profile on the global stage,” he added. MIHAS 2024 targets RM3.5 billion in sales.
China, Indonesia, Saudi Arabia, South Korea and Thailand are leading the way in international participation at MIHAS 2024, showcasing the event’s impressive global reach. With exhibitors from nearly every continent namely Asia, Africa, Europe, North America, South America and Oceania, it demonstrates MIHAS’ status as a leading international event, drawing a diverse range of participants from across the globe.
One notable achievement this year is the fact that MIHAS won the Guinness World Records Award for The Largest Attendance for Halal Trade Show as it attracted 38,566 visitors during MIHAS 2023. ‘’MIHAS 2024 aims even higher as this exciting growth further cements MIHAS as the premier global Halal showcase, making it a not-to-bemissed event for industry professionals worldwide,” said Yang Berhormat Dato’ Seri Reezal Merican Naina Merican, the Chairman of MATRADE.
Furthermore, he added that this year’s showcase will not only focus on business networking but also on innovation and sustainability. MATRADE’s commitment to technology is evident from its past achievements and ongoing efforts. This includes receiving the 2022 WTPO award for “Best Use of Information Technology” for successfully hosting the virtual MIHAS 2021. In 2023, MIHAS further cemented its position as a premier international event by earning approval from UFI, the Global Association of the Exhibition Industry.
Another notable highlight of MIHAS 2024 is the presentation of the Anugerah Khas Tokoh Pembangunan Halal Negara to Yang Amat Berbahagia Tun Abdullah Ahmad Badawi. This award recognises Tun Abdullah Ahmad Badawi’s significant contribution to the Halal industry, as well as celebrating his impact in inspiring future leaders.
MIHAS 2024, which includes its 13 existing clusters plus a new category – Halal Food Ingredients, will offer a diverse experience with not only the exhibition but also several key programs designed to enhance its impact. One such programme is the International Sourcing Programme (INSP) which will facilitate business meetings, connecting 330 international buyers with 800 Malaysian sellers. It targets a potential sourcing value of RM1.7 billion.
In addition, there is the MIHAS 2024 Hosted Buyers Programme which aims to foster strategic connections between 50 local buyers and international exhibitors, driving business transactions and enhancing networking opportunities.
According to Yang Berbahagia Datuk Mohd Mustafa Abdul Aziz, Chief Executive Officer of MATRADE, carefully selected and pre-qualified buyers will undergo a vetting process before being matched with exhibitors based on their specific industry needs, facilitated through online platforms and dedicated programme coordinators. “Around 250 business meetings have been pre-arranged for this programme which will take place from 17 to 19 September 2024,’’ he noted.
MIHAS will also be hosting the Knowledge Hub session on 19 September 2024. The “Meet the Experts” sessions aim at providing attendees with valuable insights from industry leaders and promoting innovation in the Halal economy.
On the final day MATRADE will be hosting the MIHAS Awards to celebrate excellence within the industry, featuring categories such as the Excellence Products & Services Awards, the Innovative Products & Services Awards, and the new Sustainability Award, which recognises companies committed to integrating sustainability into their operations. Together, these elements will elevate MIHAS 2024 as a premier event for business, knowledge and industry recognition.
Moving forward, MATRADE will debut MIHAS@Dubai at the Middle East Organic and Natural Product Expo from 18 to 20 November 2024, marking the international expansion of its flagship Halal showcase. With a sales target of RM1.0 billion, this initiative will feature over 200 booths consisting ministries, agencies, state governments and SMEs, in a 2,000 sqm pavilion. This strategic move underscores MIHAS’s growing global prominence and reinforces its position as a leading international platform.
MIHAS 2024 will continue to drive growth in the Halal sector by showcasing the latest innovations in Halal products and services, from food technology to sustainable practices, providing a platform for industry players to exchange ideas and explore new developments. The showcase also broadens the global Halal footprint for international exhibitors and attendees, while serving as a gateway for local companies to enter new markets. This year’s expanded focus on non-traditional markets, including Latin America and Africa, will further extend Malaysia’s influence in the Halal industry.
