Halal digital event showcases trade

Starting in September and lasting until December 31, the Malaysia International Halal Showcase (MIHAS) is the halal industry’s number one business platform. It brings with it international visitors and traders to the same forum, and delivers opportunities across the global halal markets, including Vietnam.

Themed, Empowering Halal, Tomorrow, Together, MIHAS 2021 is focusing on showcasing 12 key pillars including education, pharmaceuticals, modest fashion, cosmetics and personal care, e-commerce and more. MIHAS is a premier event that is not limited to the ASEAN region alone but is also supported internationally, and this year’s event has welcomed seven Vietnamese companies to join the virtual exhibition.

“Digitally enabled trade is the way forward and key in rebuilding economic resilience. In keeping up with the current trend and due to the current pandemic situation, MIHAS this year spearheads the digitalisation agenda for the halal industry in bringing patrons, investors and trade partners under one virtual platform,” said Mohd Mustafa Abdul Aziz, CEO of the Malaysia External Trade Development Corporation (MATRADE).

“Since its inception in 2004, the event has progressively profiled as the joint-house halal sourcing platform, attracting over 1,000 exhibitors from 44 countries who participated in the last edition of MIHAS in 2019. We are enjoying fortifying Malaysia’s position as the global halal hub with another successful showcase this year amid the challenging environment,” he added.

MIHAS is virtually hosting numerous halal exhibitors, and over 15,000 global buyers and trade visitors across the halal ecosystem, making it the world’s largest halal event. The showcase has attracted various industry giants leading conversations about enabling the Islamic economy and sustainable supply chains respectively.

With major events pushed to pivot digitally in light of movement restrictions, global event organisers Reed Exhibitions found that 65 per cent of visitors and 57 per cent of exhibitors surveyed expect digital event technology will remain relevant even after the pandemic. MIHAS has quickly adapted to these changes, going fully digital for the first time.

The halal industry has shown no signs of slowing down with the cumulative annual growth rate of 3.1 per cent, forecasted to reach $2.4 trillion by 2024. The halal ASEAN markets are now worth $900 billion.

“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,” said the trade commissioner of Malaysia to Vietnam Raphy Md Radzi. “Participants can view showcases of products and services and take part 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.”

The event is part of MATRADE’s efforts to promote Malaysian exports and pave the way for Malaysian companies to carve new frontiers in global markets. Today, as MATRADE continues to put the spotlight on capable Malaysian companies on the international stage, the association is helping Malaysian-made products to become synonymous with excellence, reliability, and also trustworthiness.