The Philippines demonstrated its growing prominence in the global halal market at the Malaysia International Halal Showcase (MIHAS) 2024 in Kuala Lumpur from September 17 to 20. The delegation generated around PHP 447.212 million (USD 7.989 million) in sales, encompassing confirmed orders, booked deals, and promising negotiations, with 103 inquiries received.
This strong participation was spearheaded by the Department of Trade and Industry (DTI) through its Halal Development and Trade Office (HDTO), in partnership with the Center for International Trade Expositions and Missions. The initiative was further supported by the Philippine Trade and Investment Center in Kuala Lumpur and the Philippine Embassy in Malaysia.
The “Halal-Friendly Philippine Pavilion” showcased a wide range of Halal food and beverages, cosmetics, and other allied products from 19 exhibitors.
Among the top-selling items were salted and unsalted coconut spread, coconut milk powder, desiccated coconut, virgin coconut oil, all-natural herbal drinks (ginger, turmeric, spirulina and moringa), veggie snack chips, coconut tropical desserts, instant dry mixes, frozen fruits, veggies and desserts, honey and its byproducts, and cosmetics and personal health care products.
Beyond the sales figures representing a significant return on the PHP 3.3 million budget for this year’s initiative, the event opened new market opportunities for Filipino Halal-certified businesses. This initiative further reinforces the Philippines’ strategic efforts to cement its position as a key player in the global Halal economy.
The event received significant support from a high-level Philippine government delegation, including the DTI, the National Commission on Muslim Filipinos, the Department of Science and Technology, Bangko Sentral ng Pilipinas, Bangsamoro Autonomous Region in Muslim Mindanao, and Philippine Halal Certification Bodies.
This public-private partnership aimed to showcase the diversity of Philippine Halal products and expand market reach within Malaysia and across the broader Association of Southeast Asian Nations and Gulf Cooperation Council regions.
The “Halal-Friendly Philippine Pavilion” opened with the presence of Malaysia’s Prime Minister Anwar Ibrahim; Philippine Ambassador to Malaysia Maria Angela Ponce; and Deputy Minister of Malaysia’s Investment, Trade and Industry Liew Chin Tong.
Secretary Sabuddin N. Abdurahim of the National Commission on Muslim Filipinos, and Congressman Mujiv Hataman of Basilan toured the Philippine pavilion and encouraged the exhibitors.
With the theme “Globalizing Halal Innovations”, MIHAS 2024 attracted over 1,000 exhibitors from 44 countries and 38,566 trade visitors from 100 nations. It also facilitated 2,788 business meetings. This engagement turnout underscores the growing global interest in the Halal market.
The Philippines’ robust participation in international fairs such as MIHAS 2024 aligns with the DTI’s commitment to empower Filipino businesses to compete globally and promote trade and investment opportunities.
For more information on the Philippine participation in MIHAS 2024 and upcoming halal trade opportunities, send an email to the DTI-HDTO at halal@dti.gov.ph.