Philippines eyes global halal market at MIHAS 2024

By Francis Allan L. Angelo

The Center for International Trade Expositions and Missions (CITEM) is leading a strong Philippine presence at the 20th Malaysia International Halal Showcase (MIHAS) from September 17 to 20, 2024, in Kuala Lumpur, Malaysia.

The event is set to boost the country’s position in the global Halal market, showcasing Halal-friendly products across various industries.

In collaboration with the Department of Trade and Industry’s Halal Industry Development-Program Management Office (HID-PMO) and the Philippine Trade and Investment Center in Kuala Lumpur, CITEM aims to elevate the Philippines’ status in the Halal economy.

This year, 20 exhibitors from food and non-food sectors will represent the Philippines under the “Halal-friendly Philippines” campaign, marking a significant step towards expanding the country’s Halal trade relations beyond food and beverages.

In a press statement, CITEM Executive Director Pauline Suaco-Juan explained the importance of this participation in positioning the Philippines as a key player in the global Halal industry.

“Malaysia’s ambition to become a global Halal hub is a key opportunity for us. It can serve as a gateway to reach other Halal sectors such as cosmetics, fashion, finance, and even green technologies,” Suaco-Juan said.

The Philippine delegation features a diverse group of companies, including Ahya Coco Organic Food Manufacturing Corp., Davao Bioskin Tech Laboratories, Inc., and Theo & Philo Chocolate Factory, Inc., among others.

These companies have previously showcased their products in CITEM-organized events, including the International Food Exhibition (IFEX) Philippines, which generated substantial sales and opened more export opportunities.

HID-PMO Chief Halal Advisor Amador Chua emphasized the long-term impact of these international trade efforts.

“Our participation in events like MIHAS aligns with our goal of growing the Philippine Halal sector. At IFEX Philippines in May, we generated P25 million in sales, which sets us on track for our goal of driving sustainable investments and job creation within the next five years,” Chua said.

Expanding the Philippine Halal Sector

This year’s MIHAS participation will also feature the Philippine Halal Investment Forum, where business leaders, industry experts, and government officials will explore growth prospects within the Halal market.

The forum aims to enhance national branding and strengthen Halal certification efforts to meet global standards, positioning the Philippines for further growth in the Halal economy.

CITEM’s continuous engagement in international trade fairs, such as MIHAS and IFEX Philippines, reflects its mission to promote the competitiveness of micro, small, and medium enterprises (MSMEs) and connect them with global markets.

“The international market is recognizing the quality of Halal-friendly products from the Philippines, and CITEM is committed to ensuring that our MSMEs receive the visibility and support they need,” Suaco-Juan added.

The next edition of IFEX Philippines will take place from May 22 to 24, 2025, at the World Trade Center in Metro Manila, further showcasing the country’s export-quality food and other Halal-friendly products.