BERNAMA – Malaysia Targets RM3 Bln Sales At Mihas@Shanghai

From Mohd Hisham Abdul Rafar

SHANGHAI, Nov 6 (Bernama) — Malaysia is setting a higher sales target of RM3 billion for the Malaysia International Halal Showcase (MIHAS)@Shanghai, said Deputy Prime Minister Datuk Seri Dr Ahmad Zahid Hamidi.

He said the new target surpassed the earlier projection of RM2.5 billion, adding that the positive response from premium buyers and exhibitors reflected strong confidence in Malaysia’s halal ecosystem.

“Through 20 premium buyers, who are not just wholesalers but also key purchasers of Malaysian products, we expect sales to exceed RM3 billion.

“I believe with Malaysia External Trade Development Corporation’s (MATRADE) committed efforts, this goal is achievable,” he told the media after launching MIHAS@Shanghai, held in conjunction with the China International Import Expo (CIIE) here today.

Also present were MATRADE chairman Datuk Seri Reezal Merican Naina Merican, MATRADE chief executive officer Datuk Seri Mohd Mustafa Abdul Aziz, Majlis Amanah Rakyat (MARA) chairman Datuk Dr Asyraf Wajdi Dusuki, Malaysian Ambassador to China Datuk Norman Muhamad and Malaysian Consul-General in Shanghai Mohd Shahafeez Shaharis.

Ahmad Zahid said the initiative underscores Malaysia’s growing role as a trusted partner in halal trade and innovation.

“This event demonstrates Malaysia’s position as a global leader in the halal industry through platforms such as the International Sourcing Programme. We are committed to transforming business missions into long-term collaborations,” he said.

He added that the new target was set because Malaysia is looking beyond food and beverage (F&B) products, noting that other participating countries have successfully showcased non-F&B innovations, including electrical and electronic products as well as advanced technology solutions.

“I believe Malaysia can achieve the same. In the next two years, I hope MATRADE will bring together more business exhibitors with products developed through university research and industrial partnerships, turning prototypes into commercialised products,” he added.

Ahmad Zahid also highlighted Malaysia’s strength in green financial instruments, such as Islamic-based banking and insurance, which have gained traction not only in Europe and North America but also in China.

“China has shown growing interest in Islamic finance instruments like sukuk. Malaysia has pioneered this globally, with Hong Kong emerging as one of the regional hubs,” he said.

He noted that Malaysia’s halal industry is supported by 14 halal industrial parks across three states, producing a range of products including halal gelatine, and added that the government is taking further steps to strengthen the sector’s governance.

“The Cabinet has agreed in principle to elevate the Halal Development Corporation to the Halal Development Commission. This commission will not only handle certification but also spearhead the overall development of the halal industry,” he said.

Earlier in his speech, Ahmad Zahid, who is the Malaysian Halal Industry Development Council chairman, said MIHAS@Shanghai is a significant milestone in Malaysia’s ongoing efforts to promote halal products and services, while deepening economic and cultural ties with China and the wider East Asia region.

“China has long transformed into a nation that embraces global trade, as seen through the continued opening of its market to foreign traders and investors, and a parallel shift in consumer focus toward healthy lifestyles and food safety.

“By hosting MIHAS here, we are providing Malaysian companies, particularly small and medium enterprises, a strategic opportunity to meet this demand as they gain direct access to buyers and partners who cater to this high-quality consumer niche across China and the broader East Asia region,” he said.

Ahmad Zahid said Shanghai’s position as a gateway to innovation and global trade offers Malaysian businesses a strategic advantage in accessing the wider East Asian market.

The Deputy Prime Minister is on a four-day working visit to Shanghai at the invitation of the Government of the People’s Republic of China to attend the China International Import Expo, held at the National Exhibition and Convention Centre.

— BERNAMA

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