First Fully Virtual Mihas 2021 Generates A Record-Breaking Rm2.13 Billion In Trade

(MENAFN- Centriq PR) Kuala Lumpur, Malaysia, 31 January 2022 – In an unprecedented first, the Malaysia
International Halal Showcase (MIHAS) 2021 was successfully conducted in a fully virtual
format from 9th September until 31st December 2021 proving that the Malaysia External Trade
Development Corporation (MATRADE)’s iconic event is the leading platform in the world’s
halal community. According to MATRADE’s Chief Executive Officer, Mohd Mustafa Abdul
Aziz, MIHAS 2021 generated a total of RM2.13 billion in export sales, comprising RM1.38
billion sales recorded by exhibitors and RM749.1 million from Malaysian companies who
participated in the International Sourcing Programmes (INSP). The virtual INSP is a businessmatching
programme in which MATRADE’s 46 overseas-based offices match-make
Malaysian exporters with potential international buyers.
Malaysian exhibitors accounted for RM562 million in total sales while foreign exhibitors also
reported encouraging sales which further highlighted MIHAS’s robustness as the global
avenue to the ever-growing Halal economy. For foreign exhibitors, Indonesia led with the
highest sales totalling RM403.4 million, followed by the Philippines (RM199.3 million),
Vietnam (RM103.8 million), Pakistan (RM36.0 million) and Brazil (RM13.2 million). Islamic
Financial Services (RM380.9 million, 27.6 per cent) recorded the highest total sales among
the 12 key clusters that MIHAS 2021 focussed on, followed by Beverages (RM329.6 million,
23.9 per cent), Processed Food (RM150.6 million, 10.9 per cent), Pharmaceutical,
Toiletries & Cosmetics (RM138.0 million, 10.0 per cent), and Agricultural Produce
(RM106.7 million, 7.7 per cent).
Year 2021 witnessed MATRADE’s impactful digital transformation in which the 17th MIHAS
edition featured the virtual participation of 549 exhibitors comprising 246 local exhibitors and
303 foreign exhibitors from 42 countries including new entrants from countries such as Mexico,
Guatemala, Trinidad & Tobago and Colombia. The top five foreign exhibiting countries are
Indonesia (45 exhibitors), China (23 exhibitors), the Philippines (20 exhibitors), South Korea
(18 exhibitors) and Thailand (16 exhibitors). Besides attracting 16,152 trade visitors and
delegates, MIHAS 2021 created opportunities for small and medium enterprises (SMEs) to
strengthen their export capabilities.
Moving forward, Mustafa added “We encourage Malaysian companies to leverage
MATRADE’s 286 exporter development and export promotion programmes planned in 2022.
MATRADE will continue to establish strategic collaborations with various public and private
sectors in implementing export-based programmes in order to create more export
opportunities.”
MIHAS 2021 Knowledge Hub
The forward-looking market insight discussions were part of the networking and business
matching sessions organised during MIHAS 2021. The Knowledge Hub expounded insights
on future-trending topics such as Women and Economy, Islamic Intellectual Property, Halal
Considerations in Cloud Kitchens, The Pandemic Challenges & Opportunities to Modest
Fashion Industry and Market Access Insights.
MIHAS Public Relations Award
A testament to its success as the leading halal showcase in the region, MIHAS 2021 received
the Gold Award in the Best “Pandemic Pivot” or “COVID-19 Communications” campaign
category at the Malaysia Public Relations Awards (MPRA) on 17 December 2021. Themed
'Empowering Halal, Tomorrow, Together', various PR strategies were implemented with
greater emphasis on digitalisation including social media channels to optimise the brand
impact and position MIHAS on the world stage.

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