Vietnam emerges as potential link in global Halal value chain

The assessment was made by Dato’ Seri Reezal Merican Naina Merican, Chairman of the Malaysia External Trade Development Corporation (MATRADE), in an interview with the media on the sidelines of the 22nd Malaysia International Halal Showcase (MIHAS 2026), taking place in Kuala Lumpur from September 23 to 26.

According to Reezal Merican as quoted by Vietnam News Agency, Vietnam, with a population of more than 90 million and notable economic modernisation and transformation, is emerging as an important destination in the global Halal value chain.

Connecting the Halal ecosystem with the Mekong and Indochina

The MATRADE leader described Vietnam as a friendly competitor with strong export capacity and a large trade scale within ASEAN, stressing that Malaysia seeks to build mutually beneficial cooperation rather than focus solely on competition.

In his view, cooperation between the two countries in the Halal industry can begin at the government-to-government (G2G) level, creating a foundation for broader business-to-business (B2B) connections.

Notably, the Vietnam Halal Certification Authority (HALCERT) has established direct cooperation with the Department of Islamic Development Malaysia (JAKIM). This provides a basis for the two sides to strengthen coordination on standards and certification and expand market access.

Stronger links between the Halal systems of the two countries could not only create more opportunities for Vietnamese businesses to access the international Halal ecosystem, but also enable Vietnam to play a connecting role with markets across the Mekong and Indochina regions.

Malaysia has developed its Halal certification system over many years, with a network of foreign Halal certification bodies recognised by JAKIM. MATRADE identifies certification systems, standards, traceability and market access as important elements in developing Malaysia’s Halal ecosystem.

MIHAS expands Halal trade connections

In this context, MIHAS 2026 is being used by Malaysia as a platform to strengthen connections between Malaysian Halal businesses and international buyers, investors and partners.

MATRADE said MIHAS, first held in 2004, has developed into an important international Halal trade platform connecting exporters, buyers and businesses across the Halal value chain.

The exhibition’s core growth driver is the International Sourcing Programme (INSP), which is facilitating 4,000 B2B meetings between 600 Malaysian exporters and 450 international buyers from 58 economies. It also brings together 50 high-level buyers with combined revenues of nearly RM700 million (US$173 million), alongside an online INSP session involving 150 international buyers.

This year’s edition has also expanded its coverage to a broad range of sectors across the Halal value chain, from food and beverages, consumer products and pharmaceuticals to modest fashion, Islamic finance and Halal-related services.

MATRADE is continuing to promote the digitalisation of trade-matching activities, making it easier for businesses to reach international buyers and partners.

Meanwhile, MATRADE Chief Executive Officer Indera Abu Bakar Yusof noted MIHAS 2026 has also introduced new technology solutions to help participants find partners, manage meeting schedules and maintain connections throughout the business-matching process.

According to MATRADE, the Halal ecosystem is no longer limited to food but has expanded into sectors including pharmaceuticals, cosmetics, fashion, logistics, Islamic finance and related services.

Malaysia continues to promote Halal as an export sector and a tool for expanding international market access. It has developed a supporting ecosystem for the Halal industry, including standards, certification, conformity assessment and traceability systems to help businesses access global markets.

For Vietnam, this trend creates room for cooperation not only in Halal product exports but also in standards development, certification, logistics, e-commerce and supply-chain connectivity.

From Malaysia’s perspective, stronger cooperation with Vietnam could therefore provide another channel for Halal businesses from both countries to expand their presence across ASEAN, particularly in the Mekong and Indochina markets.

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