MATRADE Targets RM4.5 Billion In Sales At MIHAS 2026

KUALA LUMPUR, April 28 (Bernama) -- The Malaysia External Trade Development Corporation (MATRADE) is targeting RM4.5 billion in sales at the Malaysia International Halal Showcase 2026 (MIHAS 2026).

Its chief executive officer, Abu Bakar Yusof, said that the agency also expects the exhibition to attract at least 2,300 exhibitors from more than 50 countries at this year’s event.

"Last year, our sales target was RM4.3 billion, but this year, taking into account global geopolitical developments and global crises, we are targeting to generate RM4.5 billion in overall sales," he told reporters after the pre-launch of MIHAS 2026 here today.

He said MIHAS 2026 will introduce a new component, Women in Export (WiEX), which combines entrepreneurial elements for women entrepreneurs and women-owned exporters to enable them to explore international markets.

In his welcoming speech, Abu Bakar said even though women-owned businesses in Malaysia make up about 20 per cent of the country's small and medium enterprises (SMEs), they are still under-represented in the global market. 

"WiEX turns untapped talent into export capacity by bringing high-potential companies into global markets, strengthening Malaysia’s resilience by broadening its exporter base and reducing reliance on a narrow group of firms. 

"It reflects Malaysia’s inclusive growth model, where more capable businesses, especially women-led enterprises, are empowered to compete globally, driving greater exports of ideas, innovation and value-added products as part of Malaysia’s next-generation trade strategy," he said.

Themed “Shaping Trust, Driving Resilience”, MATRADE said MIHAS 2026 reflects the growing importance of trusted trade ecosystems in today’s challenging geopolitical environment, where supply chain disruptions, market fragmentation and rising business costs continue to affect companies worldwide.

 In a statement, MATRADE said MIHAS 2026 will take place from Sept 23 to 26, 2026, at the Malaysia International Trade and Exhibition Centre (MITEC), Kuala Lumpur, combining physical and digital engagement with artificial intelligence (AI)-powered trade facilitation tools to help buyers, exhibitors and investors identify opportunities and convert engagements into measurable commercial outcomes. 

"The event will also facilitate high-value business engagements through the participation of 200 international buyers under the International Sourcing Programme (INSP) and 50 premium buyers under the Hosted Buyer Programme, while showcasing the strength of local industry with 600 Malaysian exporters featured through MIHAS Showcase initiatives," it said.

Commenting on the event, the Ministry of Investment, Trade and Industry (MITI) Deputy Secretary-General (Investment and Management) Datuk Bahria Mohd Tamil said the halal sector is no longer just a contributor to growth but a strategic enabler of economic transformation, as Malaysia embarks on the 13th Malaysia Plan (13MP).

"By aligning with the New Industrial Master Plan 2030 priorities, we aim to establish Malaysia as a global halal leader, driving halal exports to RM80 billion and increasing the sector's gross domestic product contribution to 11 per cent through innovation and resilience," she said in her speech.

-- BERNAMA