Kuala lumpur: The Malaysia External Trade Development Corporation (MATRADE) has announced an increase in its sales target for the 22nd Malaysia International Halal Showcase (MIHAS 2026), aiming for RM5 billion in sales, up from the previous RM4.5 billion target, driven by high interest from international buyers.
According to BERNAMA News Agency, MATRADE's Chief Executive Officer, Datuk Indera Abu Bakar Yusof, revealed the revised target at a joint press conference with the Department of Islamic Development Malaysia (JAKIM) during the Global Halal Summit (GHaS) 2026. Initially set at RM4.5 billion, slightly above last year's RM4.3 billion, the target was raised due to the overwhelming response from international buyers.
MIHAS 2026 will introduce several new features, including a Women in Export component aimed at empowering women-owned businesses to penetrate international markets. This is the first time MIHAS will host a women-focused component. Additionally, a Modest Fashion Show will be held to promote the modest fashion segment.
The showcase will also incorporate artificial intelligence (AI) technology through an app designed to facilitate connections among buyers, sellers, suppliers, and potential business partners, complementing MATRADE's physical business matching program.
Abu Bakar noted that the AI platform will enable communication between buyers and potential sellers, while international companies can connect with potential partners. MATRADE has received over 500 applications from international buyers and importers, surpassing its target of 300 buyers.
MIHAS 2026 aims to feature 2,400 booths with participants from at least 45 countries, with Malaysian exhibitors making up about 70% and international exhibitors 30%. MATRADE will organize meetings between 600 Malaysian companies and 300 international buyers, expecting about 4,000 business matching meetings.
The international buyers include 50 premium buyers from markets such as Canada, Chile, and Brazil, with a combined annual revenue of around RM500 billion. Eighteen of these, or about 36%, are repeat buyers, while the rest are new premium buyers.
Abu Bakar emphasized the importance of market and product diversification amid the global economic environment, with MIHAS showcasing 14 product and service clusters, including sectors like Islamic finance, halal logistics, and pharmaceuticals.
JAKIM director-general Datuk Dr. Sirajuddin Suhaimee highlighted the significance of halal certification in the halal industry's development and commercialization. Malaysia's halal certification system stands out for its government oversight and enforcement, with regular audits ensuring the integrity of halal-certified businesses.
Sirajuddin also noted Malaysia's continuous review of halal standards to align with technological advancements and industry needs, stating that the standards are updated every five years to incorporate the latest technologies.
He added that confidence in Malaysia's halal certification extends beyond Muslim consumers, with halal being increasingly associated with hygiene, quality, and integrity, underscoring the importance of maintaining and upgrading these standards.