The Malaysia External Trade Development Corporation (MATRADE) is fully confident that the RM3 billion sales target at the MIHAS@Shanghai 2025 can be achieved.
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.
MATRADE chairman Datuk Seri Reezal Merican Naina Merican said 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).
“We see that this is not difficult because 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.
“That means when meetings take place today, about 90 per cent have already indicated that matters have been discussed, so the business matching won’t be a mismatch.
“Because MATRADE takes a meticulous approach and refines every aspect, when meetings occur between buyers and Malaysian companies, they become very rewarding for micro, small and medium enterprises (MSMEs),” he told Bernama today.
Reezal Merican elaborated that 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 said MATRADE has been collaborating with international expo organisers to bring the MIHAS brand to global attention.
“Domestically, MIHAS can stand on its own, but when we go overseas, we have to look at other world trade expos where we can piggyback on each other.
“We’re not the only ones wanting to leverage their customer or client base — they want the same,” he said.
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, Reezal Merican said MATRADE constantly works with government agencies to ensure that Malaysian products enter foreign markets, including China, smoothly.
“We collaborate with various government agencies to ensure the halal ecosystem is followed. We know China‘s purchasing power is large, and I aim to educate people that halal is not limited to aspects tied to Islam; it also encompasses safety, cleanliness, hygiene, traceability and sustainability.
“Eventually, the world will start to see that the halal process is very stringent, and Malaysia’s halal standards are regarded as the gold standard.
“That definitely creates an opportunity for SMEs to penetrate foreign markets,” he said.
Meanwhile, Reezal Merican said MATRADE is ready to assist Malaysian companies facing challenges such as complying with Chinese regulations on packaging and obtaining certifications through its five trade offices located in Beijing, Shanghai, Chengdu, Guangzhou and Hong Kong.
“MATRADE will assist because we have good relationships with the local authorities, so when help is needed — especially for our entrepreneurs who face difficulties with compliance — MATRADE and other relevant agencies will certainly provide assistance,” he said.
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, spanning the food and beverage, agricultural products, fast-moving consumer goods, medical equipment, and healthcare sectors, also participated in the expo.
MIHAS@Shanghai is the second global edition of MIHAS, following the success of the first edition in Dubai last year, which generated RM2.2 billion in sales. – Bernama
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