MALAYSIA PROPELLING DIGITALLY ENABLED HALAL TRADE AT MIHAS 2021

Kuala Lumpur, 6 September 2021 – The Malaysia External Trade Development Corporation (MATRADE) aims to facilitate high-value, cross-border halal trade digitally at the upcoming Malaysia International Halal Showcase (MIHAS) in September. MIHAS is a world-class Halal showcase that harnesses and amplifies Malaysia’s strengths as the global halal hub.

The 17th edition of MIHAS will be held from 9 September until 31 December 2021, with the theme “Empowering Halal, Tomorrow, Together. Fitted with digital capabilities, MIHAS has neutralised disruptions from the pandemic by enabling exhibitors, visitors and participants with the freedom to network with AI assisted business matching sessions, connect across time zones with live chats available 24 hours a day, seven days a week, view showcases of products and services, and participate in webinars from the safety and comfort of their home countries. Exhibiting brands will also benefit from real-time data access crucial for analysis and brand development to remain competitive in today’s highly digitalised environment.

MIHAS this year will spearhead the digitalisation agenda for the Halal industry in bringing patrons, investors and trade partners under one virtual platform. Since its inception in 2004, the event has progressively profiled as the marquee halal sourcing platform, attracted over 1,000 exhibitors from 44 countries participated in the last edition of MIHAS in 2019.

According to Emeliana Zainol, Trade Commissioner in MATRADE The Hague,  “In an effort to widen perspectives about the halal industry, MIHAS will focus on showcasing 12 key pillars representing growing halal markets across the globe, such as food and beverage, education, pharmaceuticals, services and enablers, and franchise. While the more contemporary sectors comprise modest fashion, Islamic finance, cosmetics and personal care, media and recreation, Muslim friendly travel, e-commerce and food technology.”

Emeliana  also highlighted that the promotion of responsible and sustainable businesses globally is very much in line with the Halal value system. Bearing this in mind, the 17th MIHAS showcase will place special emphasis on helping local and international players look to innovation and sustainable initiatives to spearhead steady growth for the Halal economy.

Building on the momentum, MIHAS 2021 virtual Knowledge Hub will continue from 10th to 12th September 2021, beginning with sessions for Malaysian exporters to get up-close with MATRADE Trade Commissioners from markets such as South Asia, MENA, West Africa, Central Asia and Europe for the opportunity to explore potential Halal export opportunities, with MIHAS 2021 as a catalyst.

In addition to that, line-up of thought-provoking dialogue on Halal related topics of interest are well outlined, covering Islamic financing, innovation and business sustainability, digital technologies and the role of women entrepreneurs in Halal economy, among others. Prominent policy makers, strategic thinkers, renowned academicians as well as industry leaders and influencers are eager to offer their perspectives and thoughts, which will be streamed live over three days.

MIHAS aims to virtually host a bevy of Halal exhibitors, and over 15,000 international buyers and trade visitors across the Halal ecosystem, making it the world’s largest Halal event. The showcase has attracted industry giants leading conversations about enabling the Islamic economy and sustainable supply chains respectively.

MATRADE invites brands and the European business community to register for the upcoming knowledge sharing sessions in August and learn more about accessing export markets with MIHAS 2021 by visiting www.mihas.com.my