World’s Premier Halal Trade Event Opens with Record Participation

The Malaysia International Halal Showcase launched its 21st edition with unprecedented global representation, establishing itself once again as the premier halal trade platform. Operating from Wednesday through Saturday at the Malaysia International Trade and Exhibition Center, MIHAS 2025 draws 45,000 visitors, features 2,400 exhibition booths, attracts participants from 80 countries worldwide.

International Sourcing Program Breaks Connection Records

The showcase’s flagship business-matching initiative, the International Sourcing Program, orchestrated over 4,000 one-on-one meetings between 600 Malaysian exporters with 450 international buyers on opening day alone. The program accommodated 300 in-person participants alongside 150 online attendees, demonstrating the event’s hybrid approach to global commerce.

Korean Enterprises Lead Non-Muslim Market Penetration

South Korean companies distinguished themselves among non-Muslim-majority nations with 13 small to medium-sized enterprises participating as active buyers. While China plus Bangladesh each brought 39 companies, Korean firms demonstrated exceptional commitment to halal-certified imports, increasing their presence from nine participants in 2024.

Strategic Market Diversification Through Halal Certification

Chips Seoul’s CEO exemplified Korean business strategy, attending MIHAS to explore partnerships with Malaysian snack manufacturers for product lineup expansion. The company already maintains halal certification for exports to Taiwan, Singapore, Malaysia, with test sales showing promising results prompting consideration of local production facilities.

Health-Conscious Consumers Drive Halal Demand

Kim No-jin, senior buyer at local supplier Radix Globiz, emphasized the growing trust factor associated with halal-certified products in Korea. The company seeks healthier halal-certified alternatives as Korean consumers pivot toward better-for-you food options, marking a significant market shift planned for implementation next year.

Brand Innovation Through Verified Ingredients

Liyu Corporation CEO Lim Seob-I highlighted how halal-certified ingredients serve as foundations for brand development. The coffee-tea specialist company discovered coconut powder suppliers at the expo, now considering creation of new beverage brands specifically designed for export markets using these trusted, verified ingredients.

Halal Standards Expand Beyond Traditional Food Categories

Dato’ Seri Reezal Merican Naina Merican, chair of the Malaysia External Trade Development Corporation, emphasized halal’s evolution beyond food products. The standards now encompass ingredients, packaging, logistics, representing broader concepts of hygiene, security, sustainability that appeal to non-Muslim consumers globally.

Malaysia’s Pioneering Certification Leadership

Malaysia maintains its position as a global halal certification pioneer, having centralized its system under federal oversight since 2011. This comprehensive approach has established the country as the international benchmark for halal standards implementation.

Korean Exhibitors Showcase Halal-Ready Products

Korean companies demonstrated strong presence on the exhibition floor with eight exhibitors under the Korea Rice Foodstuffs Association plus 15 additional representatives through the Korea Trade-Investment Promotion Agency. Many Korean exhibitors already possess halal certification, recognizing market limitations without proper certification.

Traditional Korean Foods Find Global Halal Markets

Hayanhaessal, representing the rice association, operates as a six-year exporter specializing in halal-certified tteokbokki. The company has successfully entered CU convenience stores in Malaysia, now targeting expansion into major retail chains across Malaysia with Indonesia.

K-Beauty Services Tap Growing Halal Beauty Sector

Korean beauty service companies are capitalizing on rising halal beauty demand. Image Plus, a Seoul-based beauty consulting firm, offers comprehensive personal color consultation solutions including franchise-ready tools with training academies, viewing Malaysia as the starting point for broader regional expansion.

Record-Breaking Financial Projections Target New Heights

Following last year’s benchmark achievement of 4.3 billion Malaysian ringgit ($1 billion) in total sales, MIHAS 2025 sets ambitious targets. The sourcing program alone aims for 2.5 billion ringgit in sales, reflecting the expo’s growing commercial significance.

Global Gateway for Halal Industry Excellence

Matrade Chair Reezal Merican positioned MIHAS as more than a commercial measuring tool, describing it as a collaborative window for promoting halal industry development to global heights. The expo’s theme “Pinnacle of Halal Excellence” reflects its mission to elevate halal standards worldwide.

Original Article:

No, K.-M. (2025, September 19). South Korea flexes buying power at world’s largest halal expo. Asia News Network. https://asianews.network/south-korea-flexes-buying-power-at-worlds-largest-halal-expo/