The Philippines has once again made a significant impact in the global halal market, generating approximately PHP 447.212 million (USD 7.989 million) in sales at the Malaysia International Halal Showcase (MIHAS) 2024, held from September 17 to 20 in Kuala Lumpur.
The Philippine delegation, spearheaded by the Department of Trade and Industry (DTI) through its Halal Development and Trade Office (HDTO), saw successful results from confirmed orders, booked deals, and promising negotiations, with a total of 103 inquiries received during the event.
This year’s robust participation was the result of a concerted effort by the DTI in collaboration with the Center for International Trade Expositions and Missions (CITEM), the Philippine Trade and Investment Center in Kuala Lumpur, and the Philippine Embassy in Malaysia. Together, they supported 19 exhibitors in showcasing a diverse range of halal-certified products, including food and beverages, cosmetics, and personal care products at the “Halal-Friendly Philippine Pavilion.”
Among the top-selling items that captured the attention of international buyers were coconut-based products such as salted and unsalted coconut spreads, coconut milk powder, desiccated coconut, and virgin coconut oil.
Other popular products included all-natural herbal drinks made from ginger, turmeric, spirulina, and moringa, veggie snack chips, tropical desserts, instant dry mixes, frozen fruits and vegetables, honey-based items, and a variety of cosmetics and personal care products.
Beyond the impressive sales figures, which demonstrated a solid return on the PHP 3.3 million budget allocated for the initiative, the event opened up new market opportunities for Filipino halal-certified businesses. The participation in MIHAS 2024 underscores the Philippines’ strategic efforts to position itself as a key player in the growing global halal economy.
Support for the Philippines’ participation came from a high-level government delegation, including representatives from the National Commission on Muslim Filipinos (NCMF), the Department of Science and Technology (DOST), the Bangko Sentral ng Pilipinas (BSP), the Bangsamoro Autonomous Region in Muslim Mindanao (BARMM), and several Philippine halal certification bodies. These institutions played a crucial role in showcasing the diversity and quality of Philippine halal products and expanding their market reach within Malaysia, as well as across the broader Association of Southeast Asian Nations (ASEAN) and Gulf Cooperation Council (GCC) regions.
The “Halal-Friendly Philippine Pavilion” was inaugurated with the presence of Malaysian Prime Minister Anwar Ibrahim, Philippine Ambassador to Malaysia Maria Angela Ponce, and Malaysia’s Deputy Minister of Investment, Trade, and Industry Liew Chin Tong. Philippine officials, including Secretary Sabuddin N. Abdurahim of the NCMF and Congressman Mujiv Hataman of Basilan, toured the pavilion and expressed their support and encouragement to the exhibitors.
This year’s MIHAS, themed “Globalizing Halal Innovations,” attracted over 1,000 exhibitors from 44 countries and more than 38,000 trade visitors from 100 nations. The event facilitated nearly 2,800 business meetings, further emphasizing the increasing global interest in the halal market.
For the Philippines, participation in major international fairs such as MIHAS is aligned with DTI’s mission to empower Filipino businesses to compete on the global stage while promoting trade and investment opportunities. The country’s growing presence in the halal market is a reflection of its commitment to fostering innovation, sustainability, and competitiveness in this important sector.
For more information on the Philippines’ participation in MIHAS 2024 and future halal trade opportunities, interested parties are encouraged to contact the DTI-HDTO at halal@dti.gov.ph.
