Malaysia International Halal Showcase

What Malaysia International Halal Showcase does

Malaysia International Halal Showcase (MIHAS) is an annual international halal trade exhibition organised by MATRADE, the Malaysian government's external trade development agency, and held at the Malaysia International Trade and Exhibition Centre (MITEC) in Kuala Lumpur since 2004. The 22nd edition in 2025 spans 2,400+ exhibition booths across 14 industry clusters covering food and beverage, halal pharmaceuticals, cosmetics, modest fashion, and Islamic finance, drawing 1,700+ exhibiting companies from 45+ countries, 600+ Malaysian exporters, 300+ hosted international buyers from 50 countries, and 50,340 trade visitors. The event has facilitated RM 6.05 billion in cumulative concluded trade, with RM 4.3 billion recorded in 2024 and RM 4.5 billion targeted for 2025.

The core product is the four-day flagship trade show augmented by a year-round digital ecosystem built around the MADANI Digital Trade (MDT) platform, which uses AI-driven matchmaking to schedule the International Sourcing Programme (INSP), a series of 4,000+ pre-arranged B2B meetings between Malaysian exporters and international buyers. The 2025 edition also introduced the MIHAS Kitchen showcase and the MIHAS Knowledge Hub as a 365-day content and networking layer. Strategic partnerships with Halal Development Corporation (HDC), MBSB Bank, FedEx, and Nazsoft Technologies provide integrated financing, logistics, and digital infrastructure services to exhibitors.

Revenue mechanics are inferred from trade-show benchmarks rather than disclosed directly: booth rental across 2,400+ booths, sponsorship packages, INSP hosted-buyer participation fees, and Knowledge Hub / MDT platform monetisation. Geographic expansion is underway, with MIHAS@Shanghai launched in 2025 and MIHAS Europe scheduled for 2026, positioning MIHAS as the principal global franchise for halal trade promotion under Malaysian government stewardship. The organisation operates with a team of 51-100 employees and functions as a hybrid trade-promotion platform rather than a purely commercial venture.

Name

Malaysia International Halal Showcase

Legal name

MIHAS Malaysia

Website

https://mihas.com.my

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

MIHAS is MATRADE's annual international halal trade exhibition in Kuala Lumpur, hosting 1,700+ exhibitors from 45+ countries and 300+ buyers across 14 industry clusters, with RM 6.05B in cumulative concluded trade value and AI-powered matchmaking via the MDT platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Kuala Lumpur

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Exhibition Booth Sales: Revenue generated from exhibitors booking exhibition space at MITEC. The showcase features 2,400+ exhibition booths across 14 industry clusters.
2. Visitor Registration Fees: Fees collected from trade visitors attending the annual showcase event.
3. Sponsorship: Corporate sponsorship revenue from brands seeking visibility at the world's largest halal B2B trade show.
4. INSP Participation Fees: Physical participation in the International Sourcing Programme priced at RM 120 for local SMEs, providing access to international buyers.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

MIHAS is an annual international B2B trade show organized by MATRADE since 2004, showcasing the global halal industry across 14 industry clusters with 2,400+ exhibition booths. The event connects Malaysian halal exporters with international buyers through structured business matching programs such as the International Sourcing Programme (INSP) and supports year-round trade through the MADANI Digital Trade (MDT) platform.

Product overview

MIHAS (Malaysia International Halal Showcase) is the world's largest halal B2B trade show organized by MATRADE, held annually at MITEC in Kuala Lumpur since 2004. The core product is the MIHAS Exhibition featuring 14 industry clusters spanning food & beverages, pharmaceuticals, modest fashion, Islamic finance, halal tourism, and more. The offering consists of the main exhibition platform complemented by the International Sourcing Programme (INSP) for business matching, the Knowledge Hub providing year-round market intelligence, the MIHAS Awards recognizing industry excellence, and supporting features like Pocket Talks and MIHAS Kitchen. The MADANI Digital Trade Platform powers AI-enabled trade matchmaking across the ecosystem.

Differentiator

Problem solved

Functional benefit

Brands

• International Sourcing Programme (INSP): Flagship business-matching initiative at MIHAS connecting international buyers with Malaysian exporters through one-to-one meetings
• MIHAS Knowledge Hub
• MIHAS Awards
• MIHAS Kitchen
• Pocket Talks

Products and services

• MIHAS Annual Exhibition The flagship annual international halal trade show held at MITEC Kuala Lumpur, featuring 2,400+ exhibition booths across 14 industry clusters. It serves Malaysian halal exporters and international buyers seeking to source halal-certified products and services.
• International Sourcing Programme (INSP) A curated business matching programme that arranges 4,000+ pre-scheduled meetings between Malaysian exporters and qualified international buyers, importers, and distributors. Targeted at trade buyers seeking halal product sourcing opportunities.
• MADANI Digital Trade (MDT) Platform An AI-powered digital marketplace enabling year-round halal trade by connecting Malaysian exporters with international buyers, supporting product listings, matchmaking, and trade facilitation. Leverages blockchain-based halal traceability systems and AI-powered logistics solutions.
• MIHAS@Shanghai An international satellite edition of MIHAS held in Shanghai, designed to extend Malaysian halal exporters' reach into the Chinese market and connect regional buyers with halal-certified products.
• MIHAS Europe 2026 A planned international edition of MIHAS targeting the European market, providing European halal buyers, importers, and distributors access to Malaysian and international halal exhibitors.

Quantifiable outcome

• RM 6.05 billion in total deals concluded through MIHAS events
• +4 more outcomes

Named customers19 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

Five partnerships are on record, tiered flagship, minor and core.

• Halal Development Corporation (HDC)flagshipStrategic or Co-development Partner · 25 August 2025HDC supports the Knowledge Hub through Prelude sessions, contributing to Malaysia's halal ecosystem development by connecting Halal-certified producers with vital intelligence and buyer networks.
• MBSB BankminorGTM or Marketing Partner · 25 August 2025Contributing to Knowledge Hub Prelude sessions as a strategic partner, supporting halal trade knowledge exchange.
• FedExminorGTM or Marketing Partner · 25 August 2025Supporting Knowledge Hub Prelude sessions, providing insights on logistics and supply chain solutions for halal trade.
• MATRADE (Malaysia External Trade Development Corporation)coreStrategic or Co-development Partner · 13 August 2025MATRADE is the primary organizer of MIHAS, operating under the Ministry of Investment, Trade and Industry. MATRADE drives Malaysia's halal trade agenda and positions MIHAS as a 365-day trade ecosystem, facilitating connections between Malaysian exporters and global buyers through the International Sourcing Programme.
• DinarStandard USAflagshipStrategic or Co-development PartnerCEO Rafi-uddin Shikoh of DinarStandard USA publicly endorsed MIHAS as the largest trade show for the halal industry, noting it has become the largest gathering of those in the halal segment and continues to grow.

Scale indicators24 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• SIAL Network (Comexposium): Global food trade show network with flagship editions in Paris, Shanghai, Toronto, and the Middle East. Comparable to MIHAS as a multi-region B2B food/halal exhibition platform with strong international sourcing programmes.
• Anuga (Koelnmesse): One of the world's largest food and beverage trade fairs, held biennially in Cologne. Comparable to MIHAS in scale, international exhibitor base, and B2B trade-facilitation role across global food categories including halal.
• FHA-Food & Beverage (Informa Markets): Asia's leading international food and beverage trade event held in Singapore, covering F&B, halal, and hospitality segments. Directly competes with MIHAS for exhibitor budgets and international visitors across the Southeast Asian halal trade corridor.
• Gulfood (Dubai World Trade Centre): The largest annual food and beverage trade exhibition in the Middle East, held in Dubai with a strong halal focus. Directly comparable to MIHAS as a global F&B/halal B2B trade show targeting international buyers, exhibitors, and exporters.
• Indonesia International Halal Expo (INHEX): Indonesia's flagship halal product and services exhibition, held annually and targeting the world's largest Muslim population market. Directly comparable to MIHAS in halal-specific B2B trade positioning within Southeast Asia.
• World Halal Summit (Istanbul): Annual summit and exhibition in Istanbul covering halal products, finance, tourism, and pharmaceuticals across OIC markets. Directly comparable to MIHAS's MIHAS Knowledge Hub and Global Halal Summit programme.

Regional players

• Foodex Japan: Japan's largest food and beverage trade exhibition with dedicated halal-certified product zones. Comparable to MIHAS as an international F&B B2B platform with a growing halal focus, though serving primarily the Japanese import market.
• ProPak Asia (Informa Markets): Leading processing and packaging trade exhibition in Southeast Asia. Comparable to MIHAS as a regional B2B trade show targeting the same manufacturing and F&B exhibitor base across ASEAN, though focused on processing technology rather than halal certification.

Broad incumbents

• Messe Frankfurt (for Ambiente, IFFA): Global trade fair organizer operating major consumer goods and food-related exhibitions across multiple regions. Comparable to MIHAS as an established incumbent with deep exhibitor relationships and infrastructure that could expand into halal-focused events.
• Informa Markets: One of the world's largest B2B events and exhibition organizers operating hundreds of trade shows globally, including FHA and ProPak Asia. Comparable to MIHAS as a broad incumbent in the trade-show industry with overlapping capabilities in food, hospitality, and lifestyle verticals.

Market position

Strengths5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mihas_malaysia
• LinkedInlinkedin.com/company/mihas-malaysia

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Malaysia International Halal Showcase