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The participation of Qatar and several of its Gulf Co-operation Council (GCC) neighbours in the recently-concluded Malaysia International Halal Showcase (MIHAS) 2025 in Kuala Lumpur can be positioned as part of the Southeast Asian nation’s broader GCC engagement strategy, a senior official of the Malaysia External Trade Development Corporation (MATRADE) has said.Frame Malaysia’s halal diplomacy as a strategic move to deepen ties with Middle Eastern economies, using MIHAS 2025 as a launchpad. Highlight how Malaysia is not only exporting products but also exporting its halal governance model, offering technical expertise, certification frameworks, and collaborative platforms. Qatar’s participation can be positioned as part of a broader GCC engagement strategy.“The Middle East is undeniably a key priority for us, especially given the current geopolitical landscape and ongoing trade tensions. To address these challenges, we recognise the urgent need to diversify our export markets.“While we continue to engage with traditional partners in developed regions like Europe, we are also directing our focus towards emerging and rapidly growing markets, including the US. Notably, we have seen significant participation from various Middle Eastern nations,” MATRADE deputy CEO Abu Bakar Yusof told a press conference held on the sidelines of MIHAS 2025, which was formally opened by Malaysian Prime Minister Anwar Ibrahim.Aside from Qatar, other participating GCC countries include the UAE, Kuwait, and Saudi Arabia, noted Yusof, underscoring Malaysia’s keenness to deepen economic ties with Gulf nations through halal industry engagement.In January this year, Yusof stated that Malaysia has “successfully finalised” its Comprehensive Economic Partnership Agreement (CEPA) with the UAE, which he described as “an important mechanism for balancing our trade.”“Our collaboration is reciprocal, fostering two-way economic and trade relations between our countries. Additionally, we have been actively engaging with Kuwait, Qatar, and Saudi Arabia,” he pointed out.He added: “As we move forward, we are strengthening our partnerships with these nations. In May of this year, under our Prime Minister’s leadership, Asean initiated an economic framework with the GCC countries.“Next steps include conducting a feasibility study aimed at further liberalising trade between Asean and the GCC. This initiative represents a promising avenue to enhance economic exchanges between our regions.”Dr Sirajuddin Sujaimee, director general of JAKIM (Department of Islamic Development Malaysia), emphasised that Malaysia’s halal standards “are largely recognised as global benchmarks and are being adopted by many countries, including those in the GCC.”“Most of the international standards are derived from Malaysian standards. Thus, to date, almost all of our global standards are primarily based on Malaysian standards,” he pointed out.Earlier, participating companies from Qatar lauded MIHAS as a platform to enrich the Qatari market with a wide range of halal-certified products, especially amongst Fast-moving consumer goods (FMCGs).Companies such as Lari Group, Al Majid Jawad, and Qatar National Import & Export (QNIE) participated in the ‘Premium Buyers’ segment of the International Sourcing Programme (INSP), one of the key components of the four-day MIHAS 2025.Lari Group chairman Abdulrazaq Lari expressed full confidence in Malaysian halal standards, adding that Lari Group actively shares feedback with Malaysian suppliers to meet Qatari consumer preferences.Reji Sam, Group Brand manager of Al Majid Jawad, emphasised Malaysia’s reputation for stringent and consistent halal certification, contrasting it with the fluctuating standards in other countries. He added that MIHAS serves as a gateway to discovering new, unique F&B products that can meet rising demands.QNIE category supervisor Waqqas Jaffar lauded the organisation and energy of MIHAS 2025, noting the enthusiasm of Malaysian companies eager to export to Qatar. With a limited number of halal brands currently available, Jaffar views MIHAS as a strategic platform for exploring new offerings, especially in health-conscious categories.

Companies from Qatar that participated in the recently concluded Malaysia International Halal Showcase (MIHAS) 2025 in Kuala Lumpur have lauded the event for its role in helping enrich the Qatari market with a wide range of innovative halal products.Companies such as Lari Group, Al Majid Jawad, and Qatar National Import & Export (QNIE) participated in the ‘Premium Buyers’ segment of the International Sourcing Programme (INSP), one of the key components of the four-day event held at Malaysia International Trade and Exhibition Centre (MITEC).Describing MIHAS 2025 as “busy, fruitful, and promising,” Lari Group chairman Abdulrazaq Lari noted that “Malaysian products are well-received in Qatar,” and explained that while the country has sufficient halal facilities, product variety remains a challenge, especially niche categories like confectionery.Moreover, Lari has expressed full confidence in Malaysian halal standards, adding that Lari Group actively shares feedback with Malaysian suppliers to meet Qatari consumer preferences. He lauded Malaysian companies for supplier responsiveness, particularly in tailoring product flavours to suit Qatari tastes. This ongoing exchange of feedback and adaptation exemplifies a productive and culturally sensitive business relationship, Lari said.Drawn by MIHAS 2025’s focus on halal products and rising demand in Qatar, Reji Sam, Group Brand manager of Al Majid Jawad, noted that participation in the exhibition marks the company’s first appearance at the event, despite longstanding relationships with Malaysian suppliers.He emphasised Malaysia’s reputation for stringent and consistent halal certification, contrasting it with the fluctuating standards in other countries. According to him, MIHAS serves as a gateway to discovering new, unique F&B products that can meet rising demands.Waqqas Jaffar, Category supervisor at Qatar National Import & Export (QNIE), praised the organisation and energy of MIHAS 2025, noting the enthusiasm of Malaysian companies eager to export to Qatar. With a limited number of halal brands currently available, Jaffar sees MIHAS as a strategic platform to explore new offerings, particularly in health-conscious categories.MATRADE announced earlier that the results from its flagship INSP are set to help MIHAS achieve its RM4.5bn sales targets. The INSP, a central pillar of the event, saw more than 4,000 physical business meetings arranged between 600 Malaysian sellers and 300 international buyers, including top-tier retailers and hypermarkets with combined annual revenues exceeding RM1.5tn.The programme, which also features a virtual component running until November 5, 2025, has already generated significant sales and is expected to surpass last year’s RM2.52bn achievement, thereby strengthening Malaysia’s trade ties across Asean, the GCC, Europe, Africa, and the Americas.MATRADE chairman Reezal Merican Naina Merican emphasised MIHAS’ role as a catalyst for Malaysia’s halal leadership: “The strong performance of the INSP this year underscores the global demand for Malaysia’s halal offerings. Through MIHAS and our digital platforms, we are enabling Malaysian exporters to connect with high-value global buyers and unlock new opportunities.”MATRADE CEO Mustafa Abdul Aziz emphasised that INSP is about building long-term business linkages: “The meetings conducted at the INSP are not just transactions, but opportunities for Malaysian exporters to forge lasting partnerships in high-value markets. This is how we position Malaysian halal products and services as trusted global brands.“One of the key strengths of the INSP is MATRADE’s ability to leverage our network of 48 overseas trade offices to curate carefully and pre-qualify buyers, which ensures that the business meetings are highly targeted, connecting Malaysian companies with buyers who have genuine demand. This, in turn, leads to successful business deals and long-lasting partnerships.”

As many as seven companies from Qatar will participate in the upcoming Malaysia International Halal Showcase (MIHAS) 2025, scheduled from September 17 to 20 at the Malaysia International Trade & Exhibition Centre (MITEC) in Kuala Lumpur.The Malaysia External Trade Development Corporation (MATRADE) office in Qatar disclosed to Gulf Times that the participating companies from Doha are Lari Group, Qatar National Import & Export (QNIE), Al Majid Jawad Distribution & Marketing, Magic Touch, Tanit Group, IBRIDGE Trading, and Morex Group.Following previous business meetings between Malaysian companies under MATRADE and their Qatari counterparts under the Qatar Chamber, “MATRADE has observed that all Qatari companies feel comfortable and secure when engaging with Malaysian companies certified as halal” by the Jabatan Kemajuan Islam Malaysia (JAKIM) or the Department of Islamic Development Malaysia.MATRADE also informed this paper that it is targeting Qatar “as one of the top prominent markets” in the region to increase awareness about JAKIM’s “vital role in promoting the importance of halal products in daily healthy life.”“MATRADE is also expanding a wide range of business opportunities to halal-concerned Malaysian corporations and organisations, especially to a highly respected entity like Qatar Chamber,” it stated.According to MATRADE, JAKIM, which is “recognised by the Food Safety Department” under the Ministry of Public Health, “stands as one of the world’s most influential and respected authorities in Islamic affairs, particularly in the domain of halal certification and standardisation.“Established under the Prime Minister’s Department, JAKIM plays a pivotal role in safeguarding the integrity of Islamic principles in Malaysia while shaping the global halal landscape with its internationally recognised standards.”Last week, MATRADE Qatar hosted a webinar titled ‘The Importance of Halal Products in our Lives’. The session aimed to provide Malaysian companies with insights into the Qatari market – recognised as a key target for halal products – highlighting the growing awareness and positive reception of halal-certified goods among the Qatari population.The webinar was organised by Rami el-Sayegh, senior marketing manager at MATRADE Qatar, and moderated by Shafiq Nasarudin, assistant trade commissioner at MATRADE Dubai. During the webinar, Jaffar Waqqas, category supervisor at QNIE, outlined the requirements and procedures for exporting food products to the Qatari market and emphasised the importance of halal certifications within the Qatari community.“The 21st edition of MIHAS will be a four-day trade showcase held in Kuala Lumpur, Malaysia, alongside the MIHAS Virtual platform,” according to its website, which added that the event “is poised to attract one of the highest participations ever.”During a briefing session with foreign missions and industry players held last month in Kuala Lumpur, MATRADE emphasised that “MIHAS 2025 is gaining remarkable traction, with projections pointing to more than 2,300 booths from 45 countries, an impressive leap beyond the 2,028 booths featured in the last edition.”MIHAS 2025, under the theme ‘Pinnacle of Halal Excellence’, will highlight innovation, sustainability, and digitalisation as key drivers of growth.”“Its enhanced Knowledge Hub will advance knowledge exchange, halal investment, and policy alignment, whereas their targeted International Sourcing Programme (INSP) will empower Malaysian exporters with access to curated international buyers, powered by the MADANI Digital Trade (MDT) Platform for real-time matching and analytics, ensuring greater efficiency and resilience in business matching,” MATRADE added.Ends