How to Exhibit at MIHAS 2026: The Complete Guide for International Exhibitors

What Is MIHAS — and Why It Matters

The Malaysia International Halal Showcase (MIHAS) is the world's largest halal trade exhibition. Held annually at the Malaysia International Trade and Exhibition Centre (MITEC) in Kuala Lumpur, MIHAS attracts more than 700 exhibitors from 50+ countries and draws tens of thousands of trade visitors, buyers, and importers across its four-day run. Organised by MATRADE (Malaysia External Trade Development Corporation) under the Ministry of Investment, Trade and Industry (MITI), MIHAS carries government backing and diplomatic prestige that few other halal events can match.

For international companies looking to enter or expand within the global halal market, MIHAS offers something unique: a single venue where serious buyers from the Middle East, Southeast Asia, South Asia, Africa, and Western markets come specifically to source halal-certified products. It is not a general food or lifestyle show with a halal corner. It is a dedicated halal sourcing event where every exhibitor, every visitor, and every conversation is oriented around halal trade.

Who Exhibits at MIHAS?

The exhibitor mix spans the full halal economy:

• Food and beverage manufacturers — from meat processors and dairy producers to snack brands and beverage companies seeking export markets
• Halal ingredient and raw material suppliers — supplying certified inputs to manufacturers who need traceable, compliant supply chains
• Pharmaceutical and nutraceutical companies — halal-certified supplements, health products, and cosmeceuticals
• Cosmetics and personal care brands — an increasingly significant segment as Muslim beauty consumers grow more brand-aware
• Logistics and cold-chain providers — halal logistics is a growth sector driven by the need for segregated supply chains
• Halal certification bodies and industry associations — including JAKIM-accredited bodies and international equivalents
• Technology providers — traceability, blockchain, and halal management systems

Who Should Exhibit?

MIHAS is best suited to companies that:

• Already hold a recognised halal certificate (or are in the process of obtaining one)
• Have export-ready products — packaging, labelling, and minimum order quantities suitable for international buyers
• Are specifically targeting Muslim-majority markets in Southeast Asia, the Middle East, or the OIC bloc
• Have at least one staff member fluent in English (the primary language of international business at MIHAS)
• Can commit 4–6 months of preparation time before the show

Small and mid-sized brands can benefit significantly — many national pavilions allow smaller companies to exhibit under a country umbrella at reduced cost. More on that below.

How to Apply: Step-by-Step

Step 1 — Confirm Eligibility

MIHAS is open to exhibitors selling products or services that are halal-certified or halal-compliant. Confirm your halal certification status before applying. While MIHAS does not require JAKIM certification specifically, exhibiting products that lack any recognised halal certification will undermine your credibility with buyers.

Step 2 — Choose Your Participation Pathway

There are three main ways to exhibit at MIHAS:

1. Direct application via MATRADE — suitable for companies of any size. Applications go directly to the organiser. You select your booth size and package type (shell scheme or space-only), choose a preferred hall, and submit documentation including company registration, halal certificates, and product information.
2. National Pavilion — many countries organise group pavilions at MIHAS, subsidised or co-ordinated by trade promotion agencies. Examples include pavilions from Indonesia, Turkey, the UAE, Saudi Arabia, the UK, and Australia. Exhibiting within your country's pavilion typically reduces cost, provides shared interpretation and logistics support, and benefits from the national agency's established relationships with MATRADE.
3. Association or Group Booking — industry associations and chambers of commerce sometimes organise block bookings. Contact your national halal industry association or food export council to enquire about group participation.

Step 3 — Submit the Application Form

The official MIHAS application form is available via the MATRADE website (www.matrade.gov.my) and the MIHAS event portal. Key information required includes:

• Company registration documents
• Halal certification certificates (with validity dates)
• Product brochures or catalogue
• Preferred booth size and location preference
• Authorised contact person details

Application windows typically open 6–8 months before the event. For MIHAS 2026, international companies are advised to submit no later than Q1 2026 to secure preferred booth placement.

Step 4 — Receive Allocation Confirmation

MATRADE allocates booths based on product category, nationality, and application order. Popular halls and corner positions fill quickly. Once your allocation is confirmed, you will receive an offer letter specifying your booth location, dimensions, and package details. Review this carefully — booth relocation requests after confirmation are rarely granted.

Step 5 — Pay the Booth Fee

Payment terms typically require a deposit within 14–21 days of offer letter receipt, with the balance due 60–90 days before the event. Payment methods accepted include bank transfer (TT) to MATRADE's official accounts. Confirm wire details directly with MATRADE — do not respond to third-party payment requests.

Step 6 — Submit Stand Design (if Space-Only)

Space-only exhibitors must submit booth design drawings for organiser approval, typically 12–16 weeks before the show. Designs must comply with MITEC's structural regulations including maximum build height (usually 4 metres in standard halls, up to 6 metres in specific halls), no blocking of fire exits or neighbouring stands, and material safety requirements.

Booth Costs and Packages

Shell Scheme Pricing

MIHAS shell scheme rates for international (non-Malaysian) exhibitors are published by MATRADE. For reference, international exhibitor shell scheme rates are approximately USD 410 per square metre for standard shell scheme packages. A typical small booth is 9 sqm (3m × 3m), placing the base booth cost at approximately USD 3,690. Most exhibitors book between 9 sqm and 36 sqm.

Shell scheme package inclusions at MIHAS typically cover:

• Aluminium frame and panel walling (standard octanorm or equivalent)
• Fascia board with company name in standard lettering
• Carpet or floor covering
• One reception counter and two chairs (for 9 sqm booths)
• Basic electrical supply (1 × 13-amp socket)
• Two exhibitor badges per 9 sqm (additional badges purchasable)
• Listing in the official MIHAS directory and event app
• Access to MIHAS matchmaking system (for pre-arranged buyer meetings)

Space-Only Pricing

Space-only rates are generally lower per sqm than shell scheme (typically 10–15% less) but require the exhibitor to commission and install their own custom stand. When factoring in design, build, and logistics costs, space-only is usually only economical for booths of 36 sqm and above, or for companies with established portable display systems.

Additional Cost Items

Budget carefully for items not included in the base package:

• Additional electrical points and lighting (charged per circuit or fixture)
• Internet/Wi-Fi connectivity (dedicated lines are expensive — plan for 4G backup)
• Additional furniture (counters, display shelving, seating)
• Refrigeration units for food samples (hire or bring your own — verify power requirements with organiser)
• Freight handling and drayage (onsite handling of crates and pallets charged by weight/volume)
• Security deposit (usually refundable, held against damage)

Booth Design Tips for MIHAS

Your booth is your first and most powerful sales tool at MIHAS. Here is what works in this specific context:

Halal Credentials Must Be Visible

Display your halal certificate clearly — either a backlit panel or a large printed display at eye level. Buyers at MIHAS make rapid decisions about which booths to enter. A prominently displayed certificate from JAKIM, MUI, ESMA, or another recognised body signals immediate credibility. Many buyers will not enter a food booth that lacks visible certification display.

Product Sampling Is Powerful

At MIHAS, product sampling is expected for food exhibitors. Invest in professional food presentation and ensure all sample products are properly labelled with their halal status. For non-food exhibitors, prepare sample packs, demonstration materials, or digital catalogues that visitors can take away.

Multilingual Materials

Prepare catalogue materials in at least English and Arabic. If your primary target markets include Indonesia or Malaysia, Bahasa Indonesia/Malay versions add significant value. Arabic-language materials are particularly effective for Middle Eastern buyers, who are among the most commercially active at MIHAS.

Counter Design for Buyer Conversations

Design your layout to facilitate private conversations. A high bar counter facing the aisle is excellent for initial contact; a seating area set slightly back creates the right environment for deeper negotiations. Avoid layouts where your booth feels like a showroom with no natural place for a buyer to stop and talk.

Prayer Space Consideration

If you have Muslim staff exhibiting, note that MITEC has designated prayer rooms. Factor prayer times (particularly Dhuhr and Asr, which fall during trading hours) into your staffing schedule to ensure coverage during the 10–15 minute breaks.

Visa and Travel Logistics for International Exhibitors

Malaysia Entry Requirements

Malaysia offers visa-free entry to citizens of most countries (including all EU member states, the UK, USA, Australia, and the vast majority of OIC member states). Check the latest entry requirements via the Malaysian Immigration Department website or your country's diplomatic mission in Kuala Lumpur. Entry requirements can change — always verify within 30 days of travel.

Getting to MITEC

MITEC (Malaysia International Trade and Exhibition Centre) is located in Kuala Lumpur's Northern Corridor near Kepong. Key transport options from Kuala Lumpur Sentral (KL Sentral) or KLIA:

• Grab (rideshare): The most practical option. Budget RM 20–35 from central KL, 40–60 minutes in off-peak traffic
• MRT + Bus: Nearest MRT station is Kepong Sentral (Putrajaya Line). A connecting bus or short Grab ride covers the last kilometre
• KLIA Express to KL Sentral: 28 minutes from the airport; connect to Grab or MRT from KL Sentral

Allow significantly more travel time during show move-in days (typically the day before opening) when freight vehicles congest access roads.

Accommodation

Book accommodation early — MIHAS fills nearby hotels quickly. Recommended areas:

• Mont Kiara / Sri Hartamas: Closest residential area to MITEC, walkable to some dining options
• KLCC / Bukit Bintang: Kuala Lumpur's business hotel hub — 20–30 minutes from MITEC, more options at all price points
• KL Sentral: Excellent transport connectivity if flying in/out during the show

Freight and Customs

All exhibition goods must be declared at customs. Food samples may face specific import restrictions — contact MATRADE's exhibitor services team for current permitted quantities of food products for sampling purposes. Use a freight forwarder experienced in Malaysian exhibition logistics; MATRADE typically recommends approved handlers. Budget for carnet de passages (ATA Carnet) if you are bringing display equipment that will be re-exported.

Pre-Show Marketing: Maximising Your Presence Before You Arrive

Many exhibitors make the mistake of treating MIHAS as a passive event — they build the booth and wait for visitors. The most successful exhibitors treat the pre-show period as a campaign:

Use the MIHAS Matchmaking System

MATRADE operates a pre-arranged meeting system for MIHAS that allows exhibitors to schedule buyer meetings in advance. This system is underutilised by many international exhibitors. Log in early, build a strong company and product profile, and send meeting requests to relevant buyers. Pre-scheduled meetings are significantly more productive than cold walk-up conversations.

Announce Your Participation

Publish your MIHAS participation on LinkedIn, your website, and in any industry newsletters 4–6 weeks before the show. Include your booth number, hall, and a brief summary of what you are showcasing. Share the post directly with existing buyers and prospects.

Email Your Distribution List

A simple personalised email to existing and prospective buyers in target markets — mentioning your booth location and inviting them to visit — will generate a handful of confirmed meetings that alone justify the effort.

Contact Relevant National Pavilions

If your target buyers are from specific countries, reach out to those national pavilion coordinators before the show. They often know which buyers from their country are attending and can facilitate introductions.

On-Floor Tactics That Generate Results

Staff Your Booth Professionally

The minimum effective staffing for a 9 sqm booth is two people. One engages visitors; the other takes notes, manages samples, and handles administrative follow-up. Fatigue is real across a four-day show — rotate staff if possible and ensure everyone has eaten and hydrated before trading hours begin.

Qualify Quickly

With thousands of visitors, not every interaction deserves equal time. Develop a two-question qualification: what markets does the visitor serve, and what volume are they currently sourcing? This identifies serious buyers within 60 seconds and allows you to give depth to the right conversations.

Take Notes and Collect Business Cards Methodically

After each substantive conversation, note the key points on the back of the business card or in a tablet CRM app. Do not rely on memory at the end of a busy day. Cards without notes are largely worthless for post-show follow-up.

Attend the Networking Events

MIHAS typically includes gala dinners, industry roundtables, and hosted buyer programmes. These are not optional extras — they are where relationships form and deals are initiated. Prioritise events relevant to your product category.

ROI Expectations and Measurement

Realistic ROI from a first-time MIHAS appearance should be measured over 12–18 months, not in the days immediately after the show. Halal trade relationships take time to develop. Buyers need to sample, test, obtain import approvals, and place trial orders before committing to volume.

A realistic success benchmark for a first appearance:

• 5–10 substantive buyer conversations with qualified prospects
• 1–3 serious follow-up discussions resulting in sample shipments within 90 days
• 1 confirmed trial order within 12 months
• 3–5 new market intelligence insights that inform your export strategy

Total cost for a 9 sqm shell scheme booth including travel, accommodation, freight, and materials typically runs USD 8,000–15,000 for an international exhibitor. One meaningful export relationship that develops into regular orders will generate a return on this investment many times over.

Key Contacts and Resources

• MATRADE (organiser): www.matrade.gov.my
• MITEC (venue): www.mitec.com.my
• JAKIM (halal certification): www.halal.gov.my
• HalalExpo Events Calendar: Our global halal events calendar lists MIHAS alongside 150+ other halal trade events worldwide

Final Thoughts

MIHAS rewards preparation. The companies that return year after year with expanding booth sizes and deepening buyer relationships are those that invested in proper preparation, showed up with credible products and visible halal certification, and committed to post-show follow-up. Your first MIHAS is an investment in market knowledge and relationship capital. Approach it that way, and the returns will compound over years.