DUBAI (Nov 20): The Malaysia External Trade Development Corporation (Matrade) has concluded the Malaysia International Halal Showcase (Mihas) in Dubai with resounding success, exceeding the sales target by 120% to RM2.2 billion.

Its chairman Datuk Seri Reezal Merican Naina Merican said the target was achieved through its exhibition and the International Sourcing Programme (INSP) over the span of three days.

He said these results accentuate the strategic role of Malaysia in promoting halal trade and the effectiveness of its halal diplomacy initiatives.

"Mihas @ Dubai has not only showcased Malaysia's leadership in the halal industry but has also paved the way for deeper economic ties with the Middle East and North Africa (MENA) region.

"The overwhelming response and sales figures demonstrate the high demand for Malaysian halal products and services, reinforcing our position as a global halal hub," he said in a statement Wednesday.

A key feature of Mihas @ Dubai was the INSP, which connected Malaysian companies with international buyers carefully selected by Matrade offices around the world.

This programme played a crucial role in driving actual and potential sales, providing a platform for Malaysian companies to meet high-profile clients and establish long-term partnerships.

Meanwhile, Matrade chief executive officer Datuk Mohd Mustafa Abdul Aziz said Mihas @ Dubai has opened new avenues for Malaysian businesses in the United Arab Emirates and the wider MENA market.

"The success of our INSP emphasises the global appeal of Malaysian halal products and services. This event will undoubtedly contribute to the growth of our exports and strengthen Malaysia's position as a global halal hub," he said.

Mihas @ Dubai was officially inaugurated by Malaysia's Deputy Prime Minister Datuk Seri Dr Ahmad Zahid Hamidi.

Held from Nov 18-20, 2024 at the Dubai World Trade Center, the event highlighted Malaysia’s growing influence in the global halal market and its commitment to fostering trade partnerships across the Mena region.

The event, which drew participation from 215 Malaysian companies, showcased a wide range of halal products and services, reflecting Malaysia’s leadership in the global halal economy.

During the event, Matrade said four Memoranda of Understanding (MOUs) and one Memorandum of Agreement (MOA) were signed, signifying key advancements in halal trade.

Matrade partnered with Exim Bank to enhance financial support for Malaysian exporters, strengthening their global competitiveness while Hijrah Nature Herbs (M) Sdn Bhd collaborated with Canter & Company (Hong Kong) to expand the international reach of Malaysia’s herbal products.

On the other hand, Agym Nutrition Sdn Bhd joined forces with Stamina AE LLC (UAE) to bolster halal nutrition markets in the UAE, while ANH Smart Venture Sdn Bhd and Ralex Services LLC-FC (UAE) partnered to drive technological innovations in halal ventures.

"Additionally, Bubbles O2 Marketing Sdn Bhd and Richiamo Coffee Sdn Bhd signed an agreement to globally promote Malaysia’s vibrant beverage industry. These strategic collaborations highlight Malaysia's commitment to advancing its halal ecosystem worldwide," Matrade said.

Emphasising the importance of MIHAS @ Dubai in advancing Malaysia’s halal diplomacy, Reezal Merican said this event demonstrates Malaysia’s commitment to building bridges through halal trade.

"The record-breaking sales and the MOUs signed highlight our role as a global halal leader. We thank our partners and exhibitors for their dedication to making this event a success,” he said.

Mihas @ Dubai was made possible through strategic partnerships with industry leaders, where DXN Holdings Bhd served as the strategic partner, while Bubbles O2 Marketing Sdn Bhd was the preferred beverage partner and Westports acted as the preferred logistics partner.

According to Matrade, the success of Mihas @ Dubai marks a significant step forward in Malaysia’s aspirations to lead the global halal economy.

"As trade between Malaysia and the MENA region continues to grow, Matrade’s initiatives will remain vital in strengthening bilateral relations and opening new opportunities for Malaysian businesses.

"With its record-breaking achievements and vision for the future, Mihas @ Dubai 2024 has set a high benchmark, reflecting Malaysia’s unyielding commitment to halal excellence on the world stage," it said.

Uploaded by Lam Seng Fatt