JAKARTA – At the 21st edition of the Malaysia International Halal Showcase (MIHAS), South Korea emerged as a notable participant among non-Muslim-majority nations, showcasing its growing commitment to the global halal economy. The world’s largest halal trade event opened its doors with unprecedented international diversity, highlighting the expanding reach of halal commerce beyond traditional markets.

Record-Breaking Business Engagement

The exhibition’s flagship business-matching initiative, the International Sourcing Program, facilitated more than 4,000 individual business consultations on opening day. These meetings connected 600 Malaysian exporters with 450 international buyers—300 attending physically and 150 participating virtually—demonstrating the event’s hybrid approach to global trade facilitation.

Korean Business Participation on the Rise

Among non-Muslim-majority countries, South Korea distinguished itself with 13 small and medium-sized enterprises attending as buyers. Although China and Bangladesh led numerically with 39 companies each, Korean businesses demonstrated serious intent in pursuing halal-certified products, with participation increasing from nine companies in 2024.

The CEO of Chips Seoul, attending MIHAS to expand their product range, explained their strategic approach: “We’re engaging with Malaysian snack manufacturers to explore broadening our offerings. Our company currently exports to Taiwan, Singapore, and Malaysia with existing halal certification. Initial test sales in these regions have proven encouraging, prompting us to consider local manufacturing to accommodate increasing demand.”

Halal as a Trust Symbol in Korean Markets

Kim No-jin, a senior procurement specialist at local supplier Radix Globiz, emphasized the evolving perception of halal products in Korea: “We’re seeking healthier halal-certified options. This represents the market’s direction, and we aim to transition toward better-for-you food products beginning next year.”

Kim acknowledged that adapting Malaysian halal products to meet Korean consumer preferences and regulatory requirements requires patience, involving continuous dialogue with importers to achieve the appropriate balance.

Building Brands Around Halal Ingredients

Lim Seob-I, CEO of Liyul Corporation, which focuses on coffee and tea products, views halal-certified ingredients as a cornerstone for brand development. “These represent trusted, verified products. We encountered a supplier offering coconut powder, and we’re now contemplating developing a new beverage brand based on it for export markets.”

Expanding Halal Beyond Food Products

Dato’ Seri Reezal Merican Naina Merican, chairman of the Malaysia External Trade Development Corporation (Matrade), emphasized the broadening scope of halal commerce: “Halal today attracts demand even from non-Muslim consumers, extending beyond food to encompass ingredients, packaging, and logistics. It signifies hygiene, security, and sustainability.”

Malaysia has established itself as a global leader in halal certification, having centralized its system under federal supervision beginning in 2011.

Korean Exhibitors Showcase Halal-Ready Products

On the exhibition floor, Korean companies actively presented halal-ready products, with eight exhibitors from the Korea Rice Foodstuffs Association and 15 additional participants represented by the Korea Trade-Investment Promotion Agency (KOTRA).

Moon Jin-wook, director general of KOTRA Kuala Lumpur, noted that many Korean exhibitors already possess halal certification: “Without halal certification, market access remains restricted.”

Hayanhaessal, representing the rice association, has been exporting halal-certified tteokbokki for six years. “We’ve successfully entered CU convenience stores in Malaysia and now target major retail chains throughout Malaysia and Indonesia.”

K-Beauty Services Enter Halal Markets

With growing demand for halal beauty products, Korean beauty service companies are establishing footholds in the market. An official from Image Plus, a Seoul-based beauty consulting firm, described their comprehensive approach: “We provide complete solutions in personal color consultation, from franchise-ready tools to training academies. Malaysia represents just the starting point. There’s substantial interest in K-beauty, and we’re searching for partners who recognize beauty’s value as a service, not merely a product.”

Event Scale and Economic Impact

Operating under the theme “Pinnacle of Halal Excellence,” MIHAS 2025 runs through Saturday at the Malaysia International Trade and Exhibition Center, attracting 45,000 visitors, 2,400 exhibition booths, and participants from 80 countries.

Last year’s event established a new record with total sales reaching 4.3 billion Malaysian ringgit (approximately $1 billion). This year, the sourcing program alone targets 2.5 billion ringgit in sales.

“We envision MIHAS not merely as a measurement tool, but as a platform bringing everyone together to elevate the halal industry to global prominence,” stated Matrade Chairman Reezal Merican.

Strategic Implications

South Korea’s increased engagement at MIHAS reflects the nation’s strategic recognition of the halal economy’s growth potential. As Korean companies seek to diversify their export portfolios and tap into new consumer segments, halal certification is increasingly viewed as essential for market access and brand credibility, particularly across Southeast Asia and other regions with significant Muslim populations.

The participation demonstrates how halal standards are transcending religious boundaries to become markers of quality, safety, and ethical production that appeal to diverse consumer bases worldwide.