By TENGKU NOOR SHAMSIAH & PHUBIEYAS AHMAD
KUALA LUMPUR, Sept 23 — Malaysian companies began one-on-one meetings with about 450 buyers from 58 economies today as the Malaysia International Halal Showcase (MIHAS) opened at the Malaysia International Trade and Exhibition Centre (MITEC).
MATRADE chairman Datuk Seri Reezal Merican Naina Merican described the International Sourcing Programme (INSP) as the “core engine and ‘soul’ of MIHAS”.
More than 4,000 meetings are scheduled under the programme, which includes 50 premium buyers.
Reezal said the programme gives Malaysian small and medium enterprises access to international buyers seeking products and services beyond food and beverages, including specialised ingredients, biotechnology, Islamic finance, logistics and education.
He launched the business-matching session with Ministry of Investment, Trade and Industry (MITI) secretary-general Dato’ Hairil Yaacob. Also present were MATRADE deputy chief executive officers Mansor Shah Wahid, who oversees exporter development, and S. Jai Shankar, who oversees export acceleration.
For Malaysian exporters, the sessions provide direct access to prospective customers in international markets. Their commercial value will depend on how many of those conversations develop into orders and continuing business relationships.
MATRADE chairman Datuk Seri Reezal Merican Naina Merican (centre) visits a business-matching table during the International Sourcing Programme at MIHAS 2026
Reezal said connecting local companies with overseas buyers was a central strength of MIHAS. He also described “Made by Malaysia” as a symbol of the quality, confidence and competitiveness the country seeks to bring to global markets.
The 22nd edition of MIHAS is targeting more than RM5 billion in potential business and is expected to bring together 1,700 participating companies. The RM5 billion figure is a target for business generated through the event, not completed export sales.
Malaysia recorded RM68 billion in halal product exports in 2025, according to figures cited by MATRADE, and is targeting more than RM80 billion by 2030.
The Pakistan pavilion at MIHAS 2026 in Kuala Lumpur showcases the international participation at this year’s halal trade exhibition. Picture credit: Phubieyas Ahmad
First held in 2004, MIHAS has grown into a platform covering 14 sectors of the halal economy. Alongside food and beverages, they include pharmaceuticals, personal care, modest fashion, Islamic finance, technology, services and Muslim-friendly tourism.
This year’s programme also includes a Women in Export pavilion and an AI system designed to help participants identify relevant businesses, arrange meetings and navigate the exhibition.
Visitors explore spices, baking ingredients and other food products at the Meriah and Wonders booth during MIHAS 2026 at MITEC, Kuala Lumpur. Picture credit – Phubieyas Ahmad
Trade days run from Sept 23 to 25, followed by a public day on Sept 26. The event is hosted by MITI and organised by the Malaysia External Trade Development Corporation (MATRADE).
Under the theme “Shaping Trust, Driving Resilience,” MIHAS 2026 has opened with a substantial number of buyer meetings. The outcome for Malaysian exporters will be determined by the business that follows them.
Himalayan Wellness Co. displays its pink salt and honey products at MIHAS 2026 in Kuala Lumpur. Picture credit: Phubieyas Ahmad.
- TNS NEWS