Shanghai: The Malaysia External Trade Development Corporation (MATRADE) is fully confident that the RM3 billion sales target at the Malaysia International Halal Showcase in Shanghai (MIHAS@Shanghai) 2025 can be achieved, based on the performance during the expo’s first and second days.
According to BERNAMA News Agency, MATRADE chairman Datuk Seri Reezal Merican Naina Merican stated that although the revised figure exceeds the initial RM2.5 billion target, he is confident it can be achieved, supported by the matching of premium buyers with Malaysian exhibitors. He elaborated that the high-quality business matching is achieved via MATRADE’s International Sourcing Programme (INSP).
Reezal Merican explained that MATRADE has successfully identified buyers with strong reputations and purchasing capacities. Of the 100 international buyers, 20 are premium buyers with a combined turnover of RM993 billion, suggesting that about 90 percent of discussions have led to promising business matches. The meticulous approach taken by MATRADE ensures rewarding interactions for micro, small, and medium enterprises (MSMEs).
The INSP involves pre-vetting and online meetings conducted through MATRADE’s 47 trade offices worldwide, ensuring initial discussions occur before physical meetings are held. Among the premium buyers identified by MATRADE are companies from China, Australia, Brazil, Hong Kong, India, Mauritius, Qatar, the UAE, and Saudi Arabia.
Additionally, Reezal Merican noted MATRADE’s collaboration with international expo organizers to elevate the MIHAS brand globally. While MIHAS has a strong domestic presence, international partnerships are crucial for leveraging broader customer bases.
The MATRADE chairman highlighted that 15 memoranda of understanding (MoUs) involving Malaysian companies had been signed as of the third day of MIHAS@Shanghai. Regarding halal exports, MATRADE consistently works with government agencies to ensure smooth entry of Malaysian products into foreign markets, including China.
Reezal Merican emphasized the comprehensive nature of halal standards, which include aspects of safety, cleanliness, hygiene, traceability, and sustainability. This broad understanding of halal standards is seen as an opportunity for SMEs to penetrate foreign markets.
Furthermore, MATRADE is ready to assist Malaysian companies facing challenges such as complying with Chinese regulations on packaging and obtaining certifications. MATRADE’s trade offices in Beijing, Shanghai, Chengdu, Guangzhou, and Hong Kong are strategically positioned to provide support.
MIHAS@Shanghai 2025 is being held from Nov 5 to Nov 10, 2025, in conjunction with the China International Import Expo (CIIE) 2025. A total of 250 Malaysian companies from various sectors, including food and beverage, agricultural products, fast-moving consumer goods, medical equipment, and healthcare, participated in the expo.
MIHAS@Shanghai marks the second global edition of MIHAS, following the success of the first edition in Dubai last year, which generated RM2.2 billion in sales.