KUALA LUMPUR: The Malaysia External Trade Development Corporation (MATRADE) today unveiled the 22nd edition of the Malaysia International Halal Showcase (MIHAS 2026), positioning the event as a strategic global platform that will help businesses navigate uncertainty, strengthen partnerships and accelerate recovery in the evolving Halal economy.
Commenting on the strategic direction of the event, Datuk Bahria Mohd Tamil, Deputy Secretary General (Investment & Management) of MITI, stated “The theme of MIHAS 2026 resonates strongly with the aspirations of the National Industrial Master Plan (NIMP) 2030. As we embark on the RMK13 chapter, the Halal sector is no longer just a contributor to growth but a strategic enabler of economic transformation. By aligning with NIMP 2030 priorities, we aim to establish Malaysia as a global Halal leader, driving Halal exports to RM80 billion and increasing the sector’s GDP contribution to 11% through innovation and resilience.”
Highlighting the role of technology, Encik Abu Bakar Yusof, Chief Executive Officer of MATRADE, added “Trust is now a competitive advantage. Buyers want assurance not only that a product is Halal, but also that the claim is governed, verified and sustained over time. Through MIHAS 2026, AI will bridge trust and innovation, giving MSMEs and multinationals equal access to precision-driven opportunities across ASEAN and our FTA partner markets.”
Held under the theme “Shaping Trust, Driving Resilience”, MIHAS 2026 reflects the growing importance of trusted trade ecosystems in today’s challenging geopolitical environment, where supply chain disruptions, market fragmentation and rising business costs continue to affect companies worldwide.
As one of the world’s most established Halal trade platforms, MIHAS 2026 will take place from 23 to 26 September 2026 at the Malaysia International Trade and Exhibition Centre (MITEC), Kuala Lumpur. The showcase will combine physical and digital engagement with AI-powered trade facilitation tools to help buyers, exhibitors and investors identify opportunities and convert engagements into measurable commercial outcomes.
AI-Powered Trade Facilitation: From Connectivity to Conversion
Hosted by the Ministry of Investment, Trade and Industry (MITI) and organised by MATRADE, MIHAS has solidified its position as a trusted platform for the global Halal economy. This year, MIHAS has evolved through the integration of AI. At the core of this transformation is a regulated-by-design AI framework, which enhances how businesses connect, engage and convert opportunities into real trade outcomes. This evolution aligns with MATRADE’s digitalisation efforts, following the launch of the MADANI Digital Trade Platform (MDTP) in March 2025.
For buyers, AI-powered registration and profiling interrogate sourcing needs and Request for Proposals (RFPs), delivering curated exhibitor matches across all 14 Halal clusters. AI-CRM (Customer Relationship Management) integration ensures instant notifications via email, WhatsApp, and push alerts, reducing “matching lag” and securing high-value meetings faster.
For exhibitors, AI-enabled onboarding processes catalogues product data and generates predictive lead insights, enabling targeted business-to-business (B2B) matching. Through real-time dashboards, exhibitors can prioritise high-value leads, monitor engagement quality, and track return on investment (ROI) more effectively.
For visitors, AI enhances crowd management with heatmaps, multi-language translation for accessibility, and personalised knowledge concierge services, ensuring a frictionless and inclusive experience across conferences, forums, and exhibitions.
These capabilities are embedded across MIHAS’ key programmes, including the AI-powered International Sourcing Programme (INSP MIHAS), which leverages predictive matchmaking to connect exporters with verified international buyers; the AI-enhanced Hosted Buyer Programme, which streamlines meeting arrangements through automated scheduling and CRM triggers; and the AI Knowledge Hub, which delivers curated insights on Halal standards, governance, and emerging innovations.
In addition, the MIHAS Awards will feature a AI-assisted jurying process that ensures transparent, efficient, and fair evaluation of exhibitors and partners that demonstrate excellence in product quality, innovation, and sustainable, Shariah-compliant business practices. Initiatives such as Women in Export (WiEX) will benefit from AI-enabled profiling and matchmaking, expanding access for women-led enterprises and strengthening inclusivity within the global Halal trade ecosystem.
By embedding AI across the entire trade journey – from discovery and matching to engagement and follow-through – MIHAS 2026 moves beyond facilitating connections to increasing the probability of real transactions.
This approach aligns with Malaysia’s National AI Action Plan 2026–2030, the National Industry Master Plan (NIMP) 2030, and the Halal Industry Master Plan (HIMP) 2030, reinforcing the country’s commitment to digitalisation, ESG compliance, and sustainable trade.
Malaysia’s Halal Economy Continues to Grow
Malaysia’s Halal sector continues to record strong momentum. In 2025, Malaysia’s Halal exports rose to RM68.52 billion, a 10.9% year-on-year increase, reflecting sustained global demand and the sector’s resilience amid changing geopolitical and economic conditions. Halal exports accounted for 4.3% of Malaysia’s total exports.
The performance was led by the food and beverages segment, which contributed RM36.86 billion (53.8%), followed by Halal ingredients at RM21.39 billion (31.2%). Exports of palm oil and derivatives reached RM4.57 billion, recording a significant 55% growth.
Malaysia’s Halal products continue to gain traction across diversified markets, with top destinations including China, Singapore, the United States, Japan, and Indonesia. This broad market distribution reinforces Malaysia’s strategy of diversification and strengthens resilience against regional disruptions.
MIHAS 2026 Targets Strong Global Participation
MIHAS 2026 is set to deliver strong commercial impact and international participation, with targets of RM4.5 billion in trade value, alongside 2,380 booths and an expected 45,000 visitors from 45 countries.
The event will also facilitate high-value business engagements through the participation of 200 international buyers under the International Sourcing Programme (INSP) and 50 premium buyers under the Hosted Buyer Programme, while showcasing the strength of local industry with 600 Malaysian exporters featured through MIHAS Showcase initiatives.
Collectively, these targets reflect MIHAS’ growing scale and strategic importance as a leading global Halal business platform.
