Thai firms tap into Halal market boom

Businesses adopt Islamic principles to unlock opportunities for small and medium enterprises in the region, writes Jutamas Tadthiemrom

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This year’s edition of the Malaysia International Halal Showcase (MIHAS), organised by the Malaysia External Trade Development Corporation (MATRADE), welcomed over 45,000 visitors from about 100 countries.

The exhibition featured about 2,400 booths set up by participants from over 80 countries which are part of the event's International Sourcing Programme (ISP).

The 2025 edition of MIHAS, which ran from Sept 17-20 at the Malaysia International Trade Centre (MITEC) in Kuala Lumpur, saw over RM4.97 billion (37.6 billion baht) in sales. This year, the event highlighted Malaysia's national initiative, “Women in the Halal Industry,” in an effort to encourage more women to become business leaders.

Women-owned SMEs contribute to about 17% of Malaysia's gross domestic product (GDP), generating RM89.3 billion from 2023-2025. To increase their share in the nation’s economic development, the government has pledged to continue supporting women-led halal businesses by improving their access to capital, business skills, and finding new markets to promote their businesses.

LOCAL BRANDS RISE

Consumer behaviour trends in Malaysia over the past few years reflect the trends among the global Muslim community. Amid calls to boycott Western companies and products following the conflict in Gaza, Malaysian consumers are starting to shift towards local and culturally resonant alternatives.

Brands like FedEx, Zus Coffee, and Grey Café have benefited from this shift, offering affordable, locally flavoured alternatives to global chains like Starbucks, which has seen declining sales in the region.

These local brands leverage technology to enhance customer experience through mobile apps, helping to build loyal customer bases while contributing to a uniquely Malaysian coffee culture.