MATRADE Chairman, Dato’ Seri Reezal Merican Naina Merican, revealed a new internationalisation initiative during the Gulfood 2024 event. This initiative, named MIHAS@Middle East, is scheduled for 2024 and marks a significant milestone for MATRADE. It will focus on promoting trade and networking opportunities across borders, a departure from MIHAS’s traditional domestic setting.
With its established brand and the limited growth opportunities within Malaysia, expanding MIHAS’s scope beyond national borders is seen as a strategic move. This expansion aims to foster the growth of halal F&B exports outside the country.
MIHAS, established in 2004, currently stands as the largest international halal industry exhibition globally. Held annually by MATRADE, MIHAS serves as a crucial platform for internationalising Malaysia’s halal products and services while reinforcing Malaysia’s leadership position in the global halal industry.
