What more can government agencies and the private sector do to promote Malaysian halal products?

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Enhanced Collaboration and Investment Needed to Boost Malaysian Halal Exports

Malaysia must intensify its efforts to expand the global reach of its halal products, a move that necessitates a more robust marketing strategy and increased investment. While initiatives have been in place since the early 1980s, their impact, particularly in key markets like the United Kingdom and Europe, remains insufficient. This underscores the need for a more aggressive and coordinated approach involving both government agencies and the private sector.
Matrade Requires Enhanced Funding for International Marketing

The Malaysia External Trade Development Corporation (Matrade) plays a crucial role in promoting Malaysian products and services abroad, yet its current capacity may be limited by its allocation. To effectively penetrate international markets, particularly for halal products, Matrade should receive a higher budget. This increased funding would enable more comprehensive and aggressive marketing campaigns, essential for competing in established markets where current efforts are deemed not significant enough.
Coordinated Efforts Beyond Siloed Operations

A more integrated approach between government bodies and private enterprises is paramount. Agencies such as the Majlis Amanah Rakyat (MARA), through its "Gate to Global" programme, and the Halal Development Corporation Bhd (HDC) are involved in promoting halal products. However, these efforts should not operate in isolation. A unified strategy, where government agencies and the private sector collaborate seamlessly, is critical to amplify the promotion of Malaysian goods and services on a global scale.
Proactive Financial Support and Adherence to Standards

Malaysian financial institutions need to adopt a more proactive stance in supporting entrepreneurs involved in the halal export sector. Beyond financial assistance, manufacturers must diligently adhere to the specific standards and regulations mandated by importing countries. For instance, Chuanglee, a Malaysian-owned store in the UK, imports approximately RM5 million worth of Malaysian products annually, representing about 15% of its total imports. Chuanglee's CEO, Jimmy Chua, noted that with improved branding, the sales of these products could potentially increase tenfold, highlighting the importance of both regulatory compliance and effective product presentation.

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What more can government agencies and the private sector do to promote Malaysian halal products?

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