DUBAI: Majlis Amanah Rakyat (MARA) is targeting a sales potential of up to RM100 million at the Malaysia International Halal Showcase (MIHAS), which will take place on November 18 at the World Trade Centre (WTC) Dubai. MARA chairman, Datuk Dr Asyraf Wajdi Dusuki, stated that the participation of 17 entrepreneurs under the Gate to Global (GTG) programme by MARA at MIHAS@Dubai 2024 is expected to boost the annual sales by up to 30 percent this year.

According to BERNAMA News Agency, Asyraf mentioned at a press conference that entering an international stage like MIHAS@Dubai 2024 provides not only exposure but also aims to generate sales potential. He emphasized that these companies are not new to the market, having already established their products domestically and, in some cases, internationally. The 17 MARA entrepreneurs involved represent sectors such as food and beverages, as well as health and wellness products.

Meanwhile, the Malaysia External Trade Development Corporation (MATRADE) announced in a stat
ement that the inaugural event is expected to attract about 250 Malaysian companies. The event coincides with the Middle East Organic and Natural Products Expo from November 18-20, 2024. MATRADE noted that MIHAS@Dubai aims to capitalize on the huge potential of the halal market in the Middle East, thereby strengthening its status as a globally recognized trade exhibition.

Additionally, MATRADE highlighted the event’s role in positioning Malaysia as a leading country in the international halal landscape. The companies participating in MIHAS@Dubai are involved in various sectors, including food and beverages, beauty, agriculture and environment, Muslim-friendly tourism, franchising, Islamic finance, and halal logistics. MATRADE will also host the International Sourcing Programme (INSP) during MIHAS@Dubai, involving 120 buyers from around the world, including premium buyers identified by MATRADE offices in Dubai, Doha, and Jeddah.