14 th Malaysia International Halal Showcase. 5-8 April 2017 Kuala Lumpur Convention Centre. Post Show Report

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1 14 th Malaysia International Halal Showcase 5-8 April 2017 Kuala Lumpur Convention Centre Post Show Report

2 TABLE OF CONTENTS ACKNOWLEDGEMENTS & SUPPORTING BODIES GENERAL INFORMATION EXECUTIVE SUMMARY OF MIHAS 2017 EXHIBITOR ANALYSIS EXHIBITOR FEEDBACK VISITOR ANALYSIS MIHAS CONNECT HOSTED BUYER PROGRAM INDUSTRY ZONE MATRADE TRADE TALK TESTIMONIALS ADVERTISING & PROMOTION CAMPAIGN POST SHOW REPORT THE 14TH MALAYSIA INTERNATIONAL HALAL SHOWCASE

3 ACKNOWLEDGEMENTS Hosted By Organised By In Association With Managed By Gold Sponsor Corporate Sponsor Preferred F&B Partner Official Media Partner Official Data Pool E-Commerce Partner E-Commerce & Official Business Matching Partner Knowledge Partner Supporting Media 02 POST SHOW REPORT THE 14TH MALAYSIA INTERNATIONAL HALAL SHOWCASE

External Trade Development Corporation (MATRADE) In Association With Halal Industry Development Corporation (HDC) Department

4 GENERAL INFORMATION Event 14 th Malaysia International Halal Showcase (MIHAS 2017) Location Kuala Lumpur Convention Centre KLCC, Malaysia Date 5-8 April 2017 Hosted By Ministry of International Trade & Industry (MITI) Organised By Malaysia External Trade Development Corporation (MATRADE) In Association With Halal Industry Development Corporation (HDC) Department of Islamic Development Malaysia (JAKIM) Managed By HW LIMA Sdn Bhd 03 POST SHOW REPORT THE 14TH MALAYSIA INTERNATIONAL HALAL SHOWCASE

EXECUTIVE SUMMARY OF MIHAS 2017 The 14th Malaysia International Halal Showcase (MIHAS 2016) was held from 5th until 8th April 2017 at the Kuala Lumpur Convention Centre (KLCC).

5 EXECUTIVE SUMMARY OF MIHAS 2017 The 14th Malaysia International Halal Showcase (MIHAS 2016) was held from 5th until 8th April 2017 at the Kuala Lumpur Convention Centre (KLCC). MIHAS was organised by Malaysia External Trade Development Corporation (MATRADE) under the patronage of Ministry of International Trade and Industry of Malaysia (MITI). As the world s largest halal trade show, MIHAS 2017 provided a great platform for trade, networking and to gain the latest market insights. Altogether, 576 companies from 33 countries participated this year, making it the most number of exhibitors to date. MIHAS 2017 was recognised by the Malaysian Book of Records as the Largest Halal Trade Show. Malaysia, China, Indonesia, Thailand, Taiwan and Philippines had the highest number of exhibitors. The MIHAS 2017 show floor was sectioned into 3 main clusters: 1. Food (and Beverage) 2. Non Food - Halal Pharmaceuticals and Cosmetics 3. Services - Islamic Finance, Islamic Friendly Tourism and Halal Logistics MIHAS 2017 attracted 22,744 visitors from 80 countries making it one of the most diversely visited editions in its series. MIHAS 2017 also introduced three new initiatives to promote business, networking and increase quality trade visitors to the exhibition: MIHASCONNECT : a web based business meeting scheduler which could be utilised by exhibitors and pre-registered trade visitors HOSTED BUYER PROGRAMME : a funded buyer invitation programme INDUSTRY ZONE : a focused demonstration and presentation area open to exhibitors MIHAS 2017 showed an overall statistical improvement in number of exhibitors, visitors, countries participating and visiting, PR value and reach. 04 POST SHOW REPORT THE 14TH MALAYSIA INTERNATIONAL HALAL SHOWCASE

6 MIHAS 2017 EXHIBITOR ANALYSIS MIHAS 2017 is the all-round trading platform where valued buyers meet high quality suppliers from across the globe. Some of the world s leading brands were present including Nestle, Fraser & Neave, CCM Pharmaceuticals, Nippon Express, McDonald s, KFC and Charoen Phrokphand. Overall, the number of participating companies increased Year on Year by 6.% from 53 companies in 2016 to 576 companies this year. There were 148 companies from ASEAN countries, and 38 companies from the Organisation of Islamic Countries (OIC). For the first time, MIHAS saw the participation of a European pavilion, which comprised companies from Italy, Spain, Finland, Belgium, United Kingdom and Austria. Out of the total number of companies, 47% (271) were international companies. TOTAL NUMBER OF BOOTHS TOTAL NUMBER OF COMPANIES 60% 612 booths 365 Malaysia 247 International 40% 53% 576 companies 305 Malaysia 271 International 47% Malaysia International OVERALL BREAKDOWN OF EXHIBITORS BY AREA Food & Beverage Non-Food Services 31 companies 68% 57 companies 10% 128 companies 22% 05 POST SHOW REPORT THE 14TH MALAYSIA INTERNATIONAL HALAL SHOWCASE

MIHAS 2017 EXHIBITOR ANALYSIS BREAKDOWN OF COUNTRY PARTICIPATION Malaysia Indonesia Thailand China Taiwan Philippines South Korea South Arica Turkey Japan Sri Lanka Palestine Iran Belgium Spain Saudi

01 Billion was generated at MIHAS 2017. Sales from the exhibition component recorded an increase of 6.

7 MIHAS 2017 EXHIBITOR ANALYSIS BREAKDOWN OF COUNTRY PARTICIPATION Malaysia Indonesia Thailand China Taiwan Philippines South Korea South Arica Turkey Japan Sri Lanka Palestine Iran Belgium Spain Saudi Arabia Tunisia Italy Singapore Russia Bangladesh Finland USA Brazil Chile Vietnam New Zealand UAE Egypt Oman UK Austria Australia SALES GENERATED A total sales of RM1.01 Billion was generated at MIHAS Sales from the exhibition component recorded an increase of 6.8 per cent to RM70 million compared to RM664 million in 2016, whilst the INSP programme for Malaysian companies generated sales of RM300 million from RM47 million in Among the top countries with the highest export sales for Malaysian companies at the INSP were China (RM70.3 million or 23.5% share), Sri Lanka (RM58.5 million or 1.6% share), Thailand (RM28 million or.4% share), Taiwan (RM32.6 million or 7.83% share) and the United Arab Emirates (RM4.43 million or 6.88% share). Top 5 products and services included prepared food, beverages, palm oil products, machinery & equipment and agricultural produce. 06 POST SHOW REPORT THE 14TH MALAYSIA INTERNATIONAL HALAL SHOWCASE

MIHAS 2017 EXHIBITOR ANALYSIS 576 companies from 33 countries TOP 5 MAJOR PARTICIPATING COUNTRIES China Indonesia

AMERICAS 0.7% 4.4% MIDDLE EAST 1.22% 2.42% AFRICA 1.4% SOUTH ASIA 12.41% 77% ASEAN 0.35% AUSTRALASIA 73.1% 14.6% 5.

7% NEW & RETURNING EXHIBITORS Food & Beverage Cosmetics Pharmaceuticals e-commerce Tourism Islamic Finance New

8 MIHAS 2017 EXHIBITOR ANALYSIS 576 companies from 33 countries TOP 5 MAJOR PARTICIPATING COUNTRIES China Indonesia Thailand Taiwan Philipines EXHIBITOR BREAKDOWN BY REGION EXHIBITING COMPANIES BY INDUSTRY EUROPE NORTH ASIA THE AMERICAS 0.7% 4.4% MIDDLE EAST 1.22% 2.42% AFRICA 1.4% SOUTH ASIA 12.41% 77% ASEAN 0.35% AUSTRALASIA 73.1% 14.6% 5.4% 1% 1% 2% 1% 1.7% NEW & RETURNING EXHIBITORS Food & Beverage Cosmetics Pharmaceuticals e-commerce Tourism Islamic Finance New Exhibitors Returning Exhibitors 33% 67% Logistics Others Note: OTHERS denote industries such as Associations, Trade Promotion Agencies, Government Agencies, Machinery & Packaging 07 POST SHOW REPORT THE 14TH MALAYSIA INTERNATIONAL HALAL SHOWCASE

9 MIHAS 2017 EXHIBITOR FEEDBACK 85% exhibitors met their goals 87% interested in participating at MIHAS 2018 top reasons to exhibit MAIN CONSIDERATION FOR EXHIBITING Quality of Exhibitors 27% No. of Trade Visitors 26% Meeting Associations 15% Available Programmes % Networking with trade visitors CAKE LOVERS LTD Thailand Exposure to oversea delegates NUVENNA PLT Malaysia No. of Local Delegates Participation Cost 8% 14% Many potential international buyers Others 1% MALAYSIAN PEPPER BOARD Malaysia PARTICIPATION OBJECTIVES 26% 32% Find New Customers Expand Business i.e via distributors Support Brand Image Meet Existing Clients Launch New Products 15% 16% 2% % Others Note: OTHERS denote opportunities to export products 08 POST SHOW REPORT THE 14TH MALAYSIA INTERNATIONAL HALAL SHOWCASE

10 MIHAS 2017 EXHIBITOR FEEDBACK FEEDBACK ON ORGANISATION SERVICE Cooperation 83% 16% Promptness 81% 18% 1% Accessibility 80% 1% Provide Solutions 78% 20% Event Planning Ambience/Layout 71% 85% 27% 13% 2% Communications 80% 18% Excellent or Good Fair Poor 0 POST SHOW REPORT THE 14TH MALAYSIA INTERNATIONAL HALAL SHOWCASE

11 MIHAS 2017 VISITOR ANALYSIS VISITOR BREAKDOWN BY COUNTRY COUNTRY VISITOR % COUNTRY VISITOR % AFGHANISTAN % MEXICO % ALGERIA % MONGOLIA % AUSTRALIA % MOROCCO % AZERBAIJAN 10 MYANMAR % BAHRAIN NAMIBIA 10 BANGLADESH % NETHERLANDS % BELGIUM % NEW ZEALAND % BRAZIL 10 NIGERIA % BRUNEI DARUSSALAM % NORTH KOREA CAMBODIA % PAKISTAN % CANADA % PALESTINE, STATE OF CHINA % PALESTINIAN TERRITORY, OCCUPIED % COLOMBIA PHILIPPINES % CONGO, THE DEMOCRATIC REPUBLIC OF THE POLAND COTE D'IVOIRE % QATAR % DOMINICAN REPUBLIC % RUSSIA % EGYPT % SAMOA EL SALVADOR 10 SAUDI ARABIA % ESTONIA 10 SENEGAL FINLAND 10 SINGAPORE % FRANCE % SOUTH AFRICA % GERMANY % SOUTH KOREA % GHANA SPAIN 10 HONG KONG % SRI LANKA % HUNGARY SUDAN INDIA % SURINAME INDONESIA % SWEDEN IRAN % SWITZERLAND ITALY % SYRIAN ARAB REPUBLIC % JAPAN % TAIWAN % JORDAN % THAILAND % KAZAKHSTAN % TUNISIA % KENYA 10 TURKEY % KOREA % UNITED ARAB EMIRATES % KUWAIT % UNITED KINGDOM % LEBANON UNITED STATES OF AMERICA % LIBYAN ARAB JAMAHIRIYA % UNKNOWN % MALAWI UZBEKISTAN 10 MALAYSIA % VIETNAM % MARTINIQUE YEMEN % MAURITIUS % 10 POST SHOW REPORT THE 14TH MALAYSIA INTERNATIONAL HALAL SHOWCASE

MIHAS 2017 VISITOR ANALYSIS TOTAL VISITORS Local Visitors International Visitors 20667 2077 DELEGATES CLASSIFIED BY INDUSTRY Food & Beverage 60% Trade Agency 16% Logistics Islamic Finances

12 MIHAS 2017 VISITOR ANALYSIS TOTAL VISITORS Local Visitors International Visitors DELEGATES CLASSIFIED BY INDUSTRY Food & Beverage 60% Trade Agency 16% Logistics Islamic Finances Pharmaceuticals Tourism Cosmetics 7% 5% 4% 4% 4% TOP 10 VISITING COUNTRIES Malaysia Singapore Indonesia China Thailand Japan South Korea Philippines Taiwan Saudi Arabia 0.87% 0.% 0.85% 0.4% 0.45% 0.44% 0.34% 0.32% 0.20% 0.18% 11 POST SHOW REPORT THE 14TH MALAYSIA INTERNATIONAL HALAL SHOWCASE

13 MIHAS 2017 VISITOR ANALYSIS VISITOR CLASSIFIED BY BUSINESS SECTOR 7% 6% 4% 4% 5% 8% 66% Food & Beverage Tourism Pharmaceuticals Cosmetics Logistics Gov / Trade Agencies Islamic Finance VISITOR CLASSIFIED BY BUSINESS ACTIVITIES Exporters / Importers 16% Halal Manufactures Supermarkets / Hypermarkets Retailers / Chain Stores Airports Halal Produce Suppliers Distributors / Wholesalers Airlines Project Owners 13% 12% 10% 10% % 8% 8% 8% Hotels 6% 12 POST SHOW REPORT THE 14TH MALAYSIA INTERNATIONAL HALAL SHOWCASE

MIHAS CONNECT MIHASConnect is a business meeting scheduler introduced for the first time at MIHAS 2017.

14 MIHAS CONNECT MIHASConnect is a business meeting scheduler introduced for the first time at MIHAS It provides buyers with a platform to create business connections and schedule meetings with exhibitors, even before the start of the exhibition. A total of 22,044 connections were created from MIHASConnect, where over 4,84 pre-scheduled meetings were made ,044 4,84 64 PRE- REGISTRATION CONNECTIONS ACCEPTED COUNTRIES TOP 10 COUNTRIES Malaysia Singapore Indonesia Japan Thailand South Korea Philippines Taiwan China Saudi Arabia 85.3% 2.1% 1.46% 0.8% 0.86% 0.82% 0.72% 0.47% 0.43% 0.43% HOSTED BUYER PROGRAM MIHAS 2017 also introduced the Hosted Buyer Programme as part of an overall initiative to create better value for exhibitors. Amongst the buyers included some of the biggest retailers and importers from the region including Mydin Holdings, MyHero Hypermarket and Lulu Hypermarket s Sourcing Office, Transmed International (Singapore), Exim Group (Thailand) and DPO Indonesia. An estimated trade value of USD316,000 was recorded through 41 meetings with 38 exhibitors. 13 POST SHOW REPORT THE 14TH MALAYSIA INTERNATIONAL HALAL SHOWCASE

INDUSTRY ZONE A series of exhibitors events were held at the Industry Zone, Hall 6 - Kuala Lumpur Convention Centre (KLCC) from

Overall, 311 delegates had participated in the below events.

Halal Market, Opportunities and Updates 311 delegates sessions Trade Talks: Globalise Halal New Zealand Maori and Halal

15 INDUSTRY ZONE A series of exhibitors events were held at the Industry Zone, Hall 6 - Kuala Lumpur Convention Centre (KLCC) from the 6th until 8th of April 2017 where trade talks and cuisine demonstrations stood. Overall, 311 delegates had participated in the below events. PROGRAM Syariah Investing on Bursa Malaysia-i New Zealand Maori and Halal How to Grow your Halal Network with e-halal Philippines Halal Market, Opportunities and Updates 311 delegates sessions Trade Talks: Globalise Halal New Zealand Maori and Halal Introduction to Korean Cuisine: Secret Sauces Halal Lifestyle: An Indonesia Insight & Halal Tourism Market Development Overview - Indonesia Experience Bird s Nest Soup Cooking Demonstration 14 POST SHOW REPORT THE 14TH MALAYSIA INTERNATIONAL HALAL SHOWCASE

MATRADE TRADE TALK@MIHAS 2017 The Malaysia External Trade Development Corporation (MATRADE) organised a series of trade talks on the 6th of April 2017 at Industry Zone, Hall 6 - Kuala Lumpur

The objective of this trade talks was to facilitate businesses, fostering trade development and sharing new synergy between industry players.

16 MATRADE TRADE 2017 The Malaysia External Trade Development Corporation (MATRADE) organised a series of trade talks on the 6th of April 2017 at Industry Zone, Hall 6 - Kuala Lumpur Convention Centre (KLCC) for benefit of industry players. Industry leaders and distinguished speakers shared their foresights and knowledge in the halal market in the trade talk. The objective of this trade talks was to facilitate businesses, fostering trade development and sharing new synergy between industry players. Overall, 157 delegates had been involved in these trade talks. Session 1: Leveraging Facilities For Halal Market MODERATOR Mr. Md Silmi Abd. Rahman Senior Director, Transformation Exporters Division, MATRADE Halal Financing and EXIM Bank s Role Mr. Megat Shafri Megat Ahmad Supian Head, Corporate Banking 5, Export-Import Bank of Malaysia Berhad Halal Goes Global Dato Dr Sirajuddin Bin Suhaimee Director, Halal Hub Division, Islamic Development Department of Malaysia (JAKIM) Global Halal Data Pool (GHDP) - A New Dimension to Facilitate Trade Madam Amnah Shaari CEO of Serunai Commerce Sdn Bhd Halal Logistics in Supply Chain Mr. Mohd Faizal bin Ahmad Chief Operating Officer, Cargomind Sdn. Bhd Session 2: Market Landscape and Growth Opportunities of Halal MODERATOR YM Raja Badrulnizam Raja Kamalzaman Director, Asean Unit, MATRADE The Australian-Malaysian Trade Partnership Dr Enrico Perotti Agriculture Counsellor to Malaysia, Australian High Commission Belgium, Twin Halal Hub of Malaysia in Europe Mr. Eric de LAME Trade Commissioner, Belgian Trade Commission Kubota Water & Wastewater Treatment Systems Which Ease Malaysian Halal Business Owners Export to Japan Mr. Hiroaki Yamamoto & Takashi Okuno Kubota Corporation, JAPAN Weifang Sime Darby Port - Halal Logistics Ms. Jovina Yong Yee Mun Sime Darby Group - Logistics Division, Shandong, China Session 3: Understanding Halal For Global Market MODERATOR Mr. Abdul Rahim Rahman, General Manager Halal Industry Development Corporation (HDC) Doing Business in Malaysia for the World Mr. Rasli Muda, Director, Food Technology & Sustainable Resources Division Malaysian Investment Development Authority (MIDA) Marketing Advise for Early-Stage Companies and Start-Ups in the Halal Economy Mr. Abd Elmohaimen Mansi Founder Elmangos.com & Co-founder, Global Islamic Economy Entrepreneurship Convention Integration of GFSI Schemes to Achieve Global Market Recognition Ms. Wendy Yap Keng Wai, Asia Pacific Regional Manager-F&B Division DNV GL International Sdn Bhd Sustaining Halal in Food Safety Management System (FSMS) Demand Mr Hasfaniezam Abu Hassan, Food-Agri Training Sector Lead British Standards Institution (BSI), Malaysia 157 delegates 3 sessions 12 speakers 15 POST SHOW REPORT THE 14TH MALAYSIA INTERNATIONAL HALAL SHOWCASE

There were so much interest shown by the business community of Malaysia and also foreign participants.

17 MIHAS 2017 TESTIMONIALS We truly appreciate the organization, the pre-meetings and the list of guests over here, well organised in my opinion. NORDIC 24/7 SERVICES Finland I had excellent response from a lot of interested people who wanted to distribute our products here, who want to buy our products. There were so much interest shown by the business community of Malaysia and also foreign participants. CBL NATURAL FOODS (PVT) LIMITED Sri Lanka MIHAS has given them (the Philippines exhibitors) the opportunity to meet a lot of parties. PHILIPPINES TRADE AND INVESTMENT CENTER Philippines MIHAS is a good B2B exhibition. We like to participate in MIHAS because there are lot of professional people in the field are coming, we see lot of customer and people from Malaysia, also the neighborhood country and it is really a very good experience to be in MIHAS EL TAYEB INTERNATIONAL TRADING SDN BHD Malaysia Indonesia have been participating MIHAS since its first and on the 14th we expand our participation in the tourism sector. We have been focusing on alal tourism destination as Indonesia is the largest Muslim population country in the world. MINISTRY OF TOURISM Indonesia 16 POST SHOW REPORT THE 14TH MALAYSIA INTERNATIONAL HALAL SHOWCASE

18 ADVERTISING & PROMOTION CAMPAIGN MIHAS 2017 invested heavily on advertising and promotions which resulted in an overall increase in PR value for the exhibition to RM22,335,651. Correspondingly, there was also an increase in total visitors to 22,744. The entire publicity campaign covered the MIHAS web-site, social media, trade magazines, TV, newspapers & radio. OVERALL PR VALUE (RM) TELEVISION ONLINE 48,775,250 16,11,11 RM 224,335,651 NEWSPAPER 5,280,0 TOTAL PR VALUE RADIO 368,373 TOTAL NEWS PUBLISHED TELEVISION NEWSPAPER ONLINE RADIO TOP 10 LOCAL MEDIA OUTLET BY PR VALUE (RM) TV AL HIJRAH TV1 TV3 2,528,7 2,173, 5,263,25 67 media outlets TV2 THE STAR BERITA HARIAN NEW STRAITS TIME KOSMO HARIAN METRO SINAR HARIAN 62, ,8 342,74 303,33 246,56 226,852 15, journalists 20 countries 17 POST SHOW REPORT THE 14TH MALAYSIA INTERNATIONAL HALAL SHOWCASE

ADVERTISING & PROMOTION CAMPAIGN TOTAL SOCIAL

15,467 IMPRESSIONS 1,01 FOLLOWERS 18 POST SHOW

19 ADVERTISING & PROMOTION CAMPAIGN TOTAL SOCIAL MEDIA REACH 2,050 ESTIMATED SOCIAL MEDIA REACH 4,346 SOCIAL MEDIA LIKES 100% POSITIVE MENTIONS 43,043 TOTAL PAGE LIKE 587,000 IMPRESSIONS 15,467 IMPRESSIONS 1,01 FOLLOWERS 18 POST SHOW REPORT THE 14TH MALAYSIA INTERNATIONAL HALAL SHOWCASE

ADVERTISING & PROMOTION CAMPAIGN WEBSITE 114,004 PAGE VIEWS 35.

0% NEW VISITORS TOP 10 COUNTRIES VISITED MIHAS WEBSITE Malaysia

Philippines Taiwan China 7.82% 2.42% 1.3% 1.57% 1.0% 1.03% 0.0% 0.

20 ADVERTISING & PROMOTION CAMPAIGN WEBSITE 114,004 PAGE VIEWS 35.10% RETURNING VISITORS DEMOGRAPHIC BY GENDER AND AGE GROUP 64.0% NEW VISITORS TOP 10 COUNTRIES VISITED MIHAS WEBSITE Malaysia Singapore Indonesia Japan United States Thailand South Korea Philippines Taiwan China 7.82% 2.42% 1.3% 1.57% 1.0% 1.03% 0.0% 0.84% 0.82% 0.72% 1 POST SHOW REPORT THE 14TH MALAYSIA INTERNATIONAL HALAL SHOWCASE

21 ADVERTISING & PROMOTION CAMPAIGN TELEVISION Promotion Campaign and News Coverage RADIO Promotion Campaign and News Coverage 20 POST SHOW REPORT THE 14TH MALAYSIA INTERNATIONAL HALAL SHOWCASE

22 ADVERTISING & PROMOTION CAMPAIGN NEWSPAPER Promotion Campaign and News Coverage 21 POST SHOW REPORT THE 14TH MALAYSIA INTERNATIONAL HALAL SHOWCASE

23 ADVERTISING & PROMOTION CAMPAIGN MAGAZINE Promotion Campaign and News Coverage 22 POST SHOW REPORT THE 14TH MALAYSIA INTERNATIONAL HALAL SHOWCASE

KINGDOM OF CAMBODIA NATION RELIGION KING 3

KINGDOM OF CAMBODIA NATION RELIGION KING 3 TOURISM STATISTICS REPORT March 2014 MINISTRY OF TOURISM Statistics and Tourism Information Department No. A3, Street 169, Sangkat Veal Vong, Khan 7 Makara, Phnom