Malaysia's Mihas 2026 targets $1.23 billion in trade as halal showcase opens in Kuala Lumpur
Malaysia's annual halal trade fair opened on Wednesday under the theme "Shaping Trust, Driving Resilience," with 1,700 companies, 50,000 expected visitors and a target of $1.23 billion in transactions over four days, as the sector positions itself to capture a larger share of a global halal market projected to reach $10 trillion by 2030.
The 22nd Malaysia International Halal Showcase (Mihas 2026) began at the Malaysia International Trade and Exhibition Centre (MITEC) in Kuala Lumpur on September 23, drawing exhibitors from 58 countries and visitors from 45 across 2,000 booths. The event, organised by Malaysia External Trade Development Corporation (Matrade) under the Ministry of Investment, Trade and Industry, runs through Saturday.
"I'm targeting to keep the sales to be generated from this event totalling around 5 billion ringgit," said Datuk Seri Reezal Merican Naina Merican, Matrade chairman, at the opening ceremony. "We need a bit of time because we've got to segregate it — we have 58 countries participating."
The RM5 billion target is anchored by Mihas' International Sourcing Programme, which will host more than 4,000 pre-arranged business-matching sessions between around 600 Malaysian exporters and 450 international buyers, including 50 classified as high-value premium purchasers. That group collectively represents nearly RM700 billion in combined annual revenue, with procurement spanning food and beverage, specialised ingredients, biotechnology, Islamic finance, logistics and education.
The 2026 edition covers 14 sectors across the halal economy, ranging from food and beverages, pharmaceuticals, cosmetics and personal care, and modest fashion to halal logistics, Islamic finance, technology, services and Muslim-friendly tourism. For the first time, an AI-powered system is being deployed to help delegates with business discovery, venue navigation and meeting management.
First-time participating economies include Comoros and Rwanda. Northeast Asia and ASEAN make up the largest buyer contingents, with Africa growing as a non-traditional market. A virtual sourcing component runs from April to November 2026, with up to 150 international buyers participating remotely.
Reezal highlighted the expanding scope of halal standards beyond individual products to cover entire supply chains — including ingredients, packaging, logistics and transportation — and pointed to New Zealand's livestock and meat industry as evidence of halal adoption in countries without large Muslim populations. He also flagged Türkiye as a country with significant potential in the sector, citing its geopolitical position, industrial capacity and technological advancement.
"Türkiye has got an enormous opportunity to play one of the leading roles in the halal industry because of the capacity they have and the goodwill they enjoy in the eyes and hearts of the world population, especially the Muslim population," he said.
The showcase features several thematic zones, including a 'Women in Export Pavilion' with 80 exhibitors — 60 Malaysian and 20 international — a Knowledge Hub, MIHAS Awards, daily modest fashion runway presentations, and live culinary demonstrations with 32 chefs participating in the Mihas Kitchen over the four days.
Reezal said discussions are under way to take a future Mihas edition to South Asia. The event was held in Dubai in 2024 and Shanghai in 2025. "I'm thinking of bringing it to what you could call the Indian subcontinent — India, Pakistan and Bangladesh — to expand the horizon of the halal industry in that region," he said.
On the broader trade environment, Reezal said Malaysia's policy of active neutrality positions it well amid ongoing shifts in global supply chains. "We are ranked 23rd as the largest trading and exporting nation. The largest FDI to our country is still the United States. So while we are doing business with the two big superpowers, we are embracing the philosophy of active neutrality," he said.
First launched in 2004, Mihas has grown into an international platform connecting businesses across the halal economy.