The global halal market is projected to reach USD10 trillion by 2030 — and MIHAS 2026 is one of Malaysia’s key cards for capturing as large a share of that giant market as possible. Through the International Sourcing Programme (INSP) launched today, it’s clear how that bigger strategy plays out on the ground.
MATRADE Chairman Dato’ Seri Reezal Merican Naina Merican calls INSP “the core engine and soul of MIHAS.” This year, the programme is facilitating more than 4,000 scheduled business meetings between 600 Malaysian exporters and 450 international buyers from 58 economies — numbers that underscore the scale of ambition behind Malaysia’s halal export strategy. This high-intensity business matching approach is designed to directly convert buyer interest into export orders, rather than simply introducing parties who may never follow through.
One of the most telling strategic signals lies in premium buyer demand: it now reaches well beyond food and beverage, into specialised ingredients, biotechnology, Islamic finance, logistics, and education. “The commercial calibre of these buyers directly advances Malaysia’s export diversification… driving our shift toward services-led exports and deeper global supply chain integration,” said Reezal Merican. This shift matters because it shows Malaysia is no longer relying solely on physical products as its export mainstay, but is building competitiveness in higher-value services as well.
Regionally, Northeast Asia and ASEAN remain the largest buyer base, but representation from Africa keeps growing as a non-traditional market. The proof: this year’s INSP welcomed buyers from economies participating for the very first time, such as Comoros and Rwanda — showing Malaysia’s strategy isn’t just about holding onto existing markets, but actively opening new ones. This year’s buyer mix, described as a balanced blend of traditional and non-traditional markets, is an indicator that Malaysia’s market-expansion strategy is on track.
This strategy is also designed to not stop after a single day of exhibition. Beyond today’s physical INSP sessions, there’s also a virtual component running from 1 April to 30 November 2026, involving up to 150 international buyers remotely — extending the reach of Malaysia’s export strategy across the whole year, not just MIHAS’s four days. This two-track approach shows Malaysia’s strategy is built for the long haul, rather than chasing instant results from a single exhibition moment.
MIHAS 2026 itself is the 22nd edition since it first began in 2004, holds a Guinness World Records title, and is themed “Shaping Trust, Driving Resilience,” spanning 14 halal industry sectors. With INSP as its core engine, Malaysia’s strategy is clear: turning MIHAS into more than just an annual exhibition, but permanent infrastructure for maintaining Malaysia’s position as the world’s halal hub.
Moslem Journey will continue following this strategy throughout MIHAS 2026. Stay tuned for full coverage.
