Can Malaysia leverage its 2025 Asean chairmanship to boost halal product exports?

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Malaysia Can Leverage 2025 Asean Chairmanship to Boost Halal Exports

Malaysia is well-positioned to utilise its upcoming 2025 Asean Chairmanship to significantly expand the market for its halal products and increase penetration within the Asean region, a market encompassing 600 million people. This strategic opportunity arises from current shortcomings in marketing efforts for local halal goods, despite the presence of Indonesian and Thai halal products within Malaysia.
Expanding Market Access Through Asean Leadership

The Malaysian government, through agencies like the Malaysia External Trade Development Corporation (Matrade), is actively working to enhance the market reach of Malaysian halal products across Asean nations. The country's leadership role in Asean in 2025 presents a unique platform to formalise and intensify these efforts, addressing the current gap where local products have not fully capitalised on the regional market's potential. The significant population of 600 million within Asean represents a substantial opportunity for growth.
Proposed Initiatives for Halal Market Integration

To facilitate this expansion, a proposal has been put forth to establish an Asean Halal Council. Furthermore, an Asean Halal Forum is slated to be organised in September, aiming to bring together industry players and stakeholders. The Malaysia International Halal Showcase (MIHAS) will also play a crucial role, not only by showcasing halal products but also by facilitating business matching sessions between Asean industry participants and potential international importers, thereby creating direct avenues for export.
Diversifying Halal Product Development and Standards

Beyond the immediate focus on food and beverages, there is a recognised need to develop halal products in other sectors with vast market potential, such as medicine and cosmetics. Malaysia is also collaborating to expand the production of halal gelatine, as current offerings do not meet the required standards for broader application. Enhancing production capacity and ensuring adherence to stringent standards are key to unlocking new export opportunities in these diverse segments of the halal economy.
Leveraging Malaysia's Established Halal Ecosystem

Malaysia boasts a comprehensive and robust halal ecosystem, underscored by its halal certification, which is recognised by 92 foreign halal certification bodies from 48 countries. This extensive recognition provides a strong foundation for increasing exports. The nation's consistent leadership, as evidenced by its ten consecutive years at the top of the Global Islamic Economy Index and its RM61.79 billion in halal exports in 2024 (a 15% increase from 2023), demonstrates its established credibility and capability in the global halal market.

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Can Malaysia leverage its 2025 Asean chairmanship to boost halal product exports?

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