MIHAS 2022: A Comprehensive Overview
The 18th Malaysia International Halal Showcase (MIHAS 2022), held from 7 to 10 September 2022 at the Malaysia International Trade and Exhibition Centre (MITEC) in Kuala Lumpur, marked a monumental return to in-person trade events while maintaining strong virtual involvement.
Orchestrated by the Malaysia External Trade Development Corporation (MATRADE) under the auspices of the Ministry of International Trade and Industry (MITI), the event reiterated Malaysia’s leadership in the halal economy.
Theme & Industry Scope
Under the compelling theme, “Diversifying Halal Possibilities”, MIHAS 2022 reflected the evolving halal sector—from traditional food and beverages into emerging domains like pharmaceuticals, cosmetics and personal care, modest fashion, Islamic finance, tech-driven tourism, e-commerce, and even Islamic arts and culture. This multifaceted approach aimed to elevate MSMEs and local enterprises into global competitiveness.
Innovative Hybrid Format
MIHAS 2022 uniquely combined a physical exhibition with an interactive virtual platform. Attendees engaged via multimedia-ready booths, enabling seamless remote access to exhibitors worldwide, and ensuring inclusivity regardless of geography or time zone constraints.
Exhibitor & Visitor Engagement
A total of 1,258 booths featured prominently, with 1,049 (83.4%) occupied by Malaysian companies and 209 (16.6%) by international participants across 33 countries—a testament to MIHAS’s global pull. Visitors numbered 32,356, split between 20,334 on-site and 12,022 virtual attendees.
International Sourcing Programme (INSP)
Run in conjunction with MIHAS, INSP delivered a robust business-matching experience:
- One-to-one meetings between Malaysian exporters and global buyers.
- Physical: 264 exporters matched with 192 buyers.
- Virtual: 226 exporters engaged with 197 buyers from 48 countries.
- Five elite buyers from India, Qatar, Saudi Arabia, Türkiye, and the USA were personally hosted to explore partnerships.
This included over 1,500 in‑person B2B meetings held at Menara MATRADE ahead of the event—an impressive feat of matchmaking efficiency.
Record-Breaking Outcomes
MIHAS 2022 far exceeded expectations, posting RM2.36 billion in total sales—well above the RM1.9 billion target. Of this, RM1.65 billion came from exhibitors’ physical sales, while RM714.7 million stemmed from INSP (with RM650.22 million from physical and RM64.48 million from virtual interactions).
Knowledge Hub & Industry Insights
The Knowledge Hub enriched MIHAS 2022 with five sessions attended by over 1,500 delegates. Key markets like Qatar, the USA, India, and Türkiye were spotlighted by insights provided through expert panels—helping exporters understand regulatory landscapes, consumer behaviors, and export strategies.
Digital Excellence & SME Empowerment
As part of the digital expansion strategy, MIHAS 2022 saw the launch of the MATRADE Digital Learning (MDL) platform—a virtual education tool featuring 13 modules (in collaboration with Google Malaysia) to elevate SMEs’ export preparedness and competitiveness.
MSMEs, Youth & National Vision
MIHAS conveyed strong support for MSMEs and young entrepreneurs: local exhibitor participation surged 326.4% year-on-year, with many exhibitors being under 45. This momentum aligns with Malaysia’s 12th Malaysia Plan, which anticipates SMEs contributing significantly to GDP (45%) and export output (25%) by 2025.
Legacy & Future Outlook
MIHAS 2022 reinforced Malaysia’s status as a halal trade epicenter, showcasing its adaptability through hybrid formats and digital learning while achieving top-tier business results. It paved the way for MIHAS 2023, scheduled for 12–15 September 2023, reflecting the event’s sustained growth and global significance.
Final Thoughts
MIHAS 2022 was more than just an exhibition—it was a powerful demonstration of resilience, innovation, and strategic vision. By embracing hybrid formats, empowering SMEs, and delivering record-breaking trade results, it solidified its role as a premier global platform in the halal economy.
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Sources
- MIHAS 2022 took place 7–10 September 2022 at MITEC, Kuala Lumpur, and was organized by MATRADE under the sponsorship of MITI, featuring a hybrid physical and virtual format (Malaysia Travel, RISEMALAYSIA.my).
- Theme: “Diversifying Halal Possibilities”, reflecting growth beyond food into sectors like pharmaceuticals, cosmetics, modest fashion, Islamic finance, tourism, e‑commerce, and Islamic arts and culture (halalop.com).
- Hybrid Format: Physical exhibition booths were complemented by multimedia microsites, enabling virtual participation “regardless of geography or time zones” (Ministry of Foreign Affairs Malaysia).
- Sales Performance: A standout achievement—MIHAS 2022 surpassed its RM1.9 billion target, generating RM2.36 billion in total sales. Exhibitors’ on-site sales reached RM1.65 billion; the International Sourcing Programme (INSP) brought in RM714.7 million (RM650.22 million physical; RM64.48 million virtual) (matrade.gov.my).
- Participation Stats:
- 1,258 booths used: 83.4% (1,049) by Malaysian companies; 16.6% (209) by international participants from 33 countries—including Kuwait, Indonesia, Thailand, South Africa, and Palestine (BusinessToday).
- Visitors: 32,356 total—20,334 physically present; 12,022 virtually attending (BusinessToday).
- INSP (International Sourcing Programme):
- Physical: 264 Malaysian exporters, 192 foreign buyers
- Virtual: 226 exporters, 197 buyers from 48 countries
- Included five premium buyers physically hosted from India, Qatar, Saudi Arabia, Türkiye, and the USA (matrade.gov.my).
- Business Matching: Over 1,500 in-person B2B meetings were conducted through INSP at a pre-event session in Menara MATRADE (Global Retail Brands).
- Knowledge Hub: Supported by five sessions engaging over 1,500 delegates, focusing on market insights and trade strategies in destination markets like Qatar, USA, India, and Türkiye (The Halal Times).
- Digital Innovation: MIHAS 2022 saw the launch of the MATRADE Digital Learning (MDL) platform—a virtual training platform offering export-related learning modules to boost SME export readiness (RISEMALAYSIA.my).
- MSMEs & Youth Engagement:
- Significant increase in local exhibitors—326.4% year-on-year rise, predominantly MSMEs and many young entrepreneurs (e.g., Pahang pavilion exhibitors all under age 45) (WargaBiz).
- MIHAS supports national goals outlined in Malaysia’s 12th Malaysia Plan (12MP): SMEs targeted to contribute 45% of GDP and 25% of exports by 2025 (RISEMALAYSIA.my).
