Pamela Coke-Hamilton, Executive Director, ITC and Abu Bakar Yusof, Deputy Chief Executive Officer (Exporters Development), MATRADE
Winner: Best use of information technology
Malaysia External Trade Development Corporation (MATRADE)
17th MALAYSIA INTERNATIONAL HALAL SHOWCASE (MIHAS 2021)—VIRTUAL EDITION
‘MIHAS 2021 is indeed a testament of MATRADE's success in assisting MSMEs through digitalization. It opens opportunities for exhibitors and visitors all over the world to be part of this iconic event.’
Datuk Mohd Mustafa Abdul Aziz Chief Executive Officer, MATRADE
‘The recognition by ITC is a resounding testament of MATRADE’s capabilities as a world-class national trade promotion agency. The award is a realization of our aspiration to bring Malaysian exports to greater heights.’
Abu Bakar Yusof Deputy Chief Executive Officer (Exporters Development), MATRADE
WHAT THE JUDGES SAY
‘Very complete project of transforming a huge tradeshow into a digital event based on three components: a trade showcase, an international sourcing programme and a knowledge hub.’
‘A good practice is to be agile with the use of tools, using different tools according to the buyer's system.’
‘The tool has been set as a perfect multiplier of the former project.’
AT A GLANCE
Virtual home for halal vendors
For 16 years, the Malaysia International Halal Showcase (MIHAS) connected foreign buyers with small and medium-sized companies through a physical showcase. The COVID-19 pandemic travel bans postponed the 2020 showcase and threatened the loss of MIHAS 2021.
In response, the Malaysia External Trade Development Corporation (MATRADE) adapted MIHAS 2021 to be a fully virtual showcase. The virtual edition of MIHAS provided sales and development for the halal vendors. Digital changes moved small companies into modern commerce.
Virtual exhibition hall
Vendor exhibit
Memorandum of Understanding ceremony
LOOKING CLOSER
MATRADE started shifting to digital processes in their organization before 2020. The COVID-19 pandemic accelerated the shift. After the loss of MIHAS 2020 and bans on live events, MATRADE decided to make the 2021 edition virtual.
Some SMEs and professionals within the organization itself were hesitant to make the switch for the showcase. Making this jump required teams to educate MATRADE’s own people and its clients as well.
From physical to virtual
MATRADE wanted to keep the feel of a physical exhibition but with the advantages of a digital space. MATRADE enlisted a technology partner to expand its platform and make it user-friendly and adaptable.
The platform housed display space and communications. Companies chose a fixed or custom microsite for photos, videos and product text. Artificial intelligence matchmaking found potential vendors for visiting buyers.
Buyers enjoyed greater access to the MIHAS vendors. Live chat connected vendors and buyers in real time. MIHAS Connect scheduled meetings with vendors over a four-month period. Visitors saved on travel and accommodation costs through the virtual venue.
Source, showcase and learn
The showcase was one of three parts of this initiative. The International Sourcing Programme identified buyers through the MATRADE global network. The Knowledge Hub was the educational piece.
The International Sourcing Programme tapped into MATRADE’s 46 global offices. Six months before the showcase, they used virtual matchmaking to encourage potential buyers to visit the showcase. This programme produced export deals before MIHAS took place.
The Knowledge Hub hosted 17 sessions of webinars on topics ranging from women in business to sustainable practices and halal market trends. The Knowledge Hub ran on the showcase platform at the same time.
Seminar on trade with South Africa
MEASURING SUCCESS
MATRADE tracked progress during the event. Exhibitors reported inquiries and sales and completed surveys to provide detailed feedback. An automated quarterly form tracked feedback for the sourcing programme from external buyers and global offices.
Overall, the initiative bested expectations for export expansion:
- Almost $300 million in sales
- 16,500 participants from 64 countries
- 549 exhibitors
- 8,500 trade inquiries
- 333 buyers connected with 390 Malaysian sellers in sourcing programme
- Opened up new, distant markets
Beyond the numbers, small companies benefitted from MIHAS 2021 in many ways. The event assisted economic recovery and continued export opportunities to halal producers who lost sales in 2020, and small companies and MATRADE modernized into the digital age.
‘The event’s schedule and long running duration provided exhibitors like us plenty of time to reach our sales target.’
Mr Dave Ngew Kluang Station F & B Sdn Bhd
‘Participating at the MIHAS exhibition felt like receiving a seal of approval as a halal business, due to the rigorous background checks on all exhibitors.’
Hassan Rahman Rhima, Australia
‘440 participants viewed our booths, generating 77 trade leads for the companies involved in our Canadian Pavilion. I think these are fantastic numbers.’
Thomas Abols
High Commission of Canada in Malaysia
MALAYSIA EXTERNAL TRADE DEVELOPMENT CORPORATION
CONTACT Abu Bakar Yusof Deputy Chief Executive Officer (Exporters Development)
ADDRESS Menara MATRADE Jalan Sultan Haji Ahmad Shah 50480 Kuala Lumpur Malaysia
WEBSITE matrade.gov.my
