Ahmad Zahid Hamidi Aims to Expand Malaysia’s Halal Presence in China

In the high-stakes world of global trade, where deals worth billions are sealed over handshakes and MoUs, few moments carry the quiet promise of transformation like this one. On November 5, 2025, as the 8th China International Import Expo (CIIE) kicks off in Shanghai, Malaysia’s Deputy Prime Minister Datuk Seri Dr. Ahmad Zahid Hamidi steps onto a stage that could redefine economic ties between two Asian giants. With bilateral trade already surpassing RM484.12 billion in 2024—accounting for nearly 17% of Malaysia’s total—Zahid isn’t just attending. He’s leading a charge to embed Malaysia’s halal expertise deeper into China’s vast market, targeting everything from everyday groceries to cutting-edge pharmaceuticals. This isn’t mere diplomacy; it’s a strategic pivot that could unlock new revenue streams, create jobs, and position Malaysia as the indispensable halal gateway for one of the world’s fastest-growing consumer bases. For businesses eyeing the $2.3 trillion halal economy, or everyday Malaysians and Chinese consumers seeking ethical choices, the implications are profound. Let’s unpack what this means—and why it matters now more than ever.

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The Architect of Malaysia’s Halal Ambition: Ahmad Zahid Hamidi’s Role

At the helm of this initiative is a figure whose career spans decades of public service, blending political savvy with a deep-rooted commitment to economic equity. Datuk Seri Dr. Ahmad Zahid Hamidi, 73, has worn many hats: former Home Minister overseeing national security, Education Minister shaping curricula for millions, and now Deputy Prime Minister in Prime Minister Anwar Ibrahim’s unity government. But in the context of this China outreach, his most pivotal role is as Chairman of Malaysia’s National Halal Council (SPHM), the authoritative body that certifies products as compliant with Islamic standards.

Zahid’s connection to halal runs deeper than policy papers. Born and raised in the rural heartland of Pahang, he witnessed how small-scale farmers and entrepreneurs struggled against global market barriers. As Rural and Regional Development Minister, he’s funneled resources into halal certification programs that empower these communities, turning local produce into export-ready goods. In a 2023 interview with Bernama, Malaysia’s national news agency, Zahid emphasized, “Halal certification isn’t a religious formality—it’s a global standard for quality, safety, and sustainability that opens doors for the underserved.” His hands-on approach, from inspecting certification labs to negotiating trade pacts, lends authenticity to Malaysia’s pitch. Unlike fleeting political promises, Zahid’s track record—bolstered by his PhD in Islamic studies from Universiti Malaya—positions him as a credible advocate, one whose words carry weight in both Kuala Lumpur boardrooms and Shanghai expo halls.

This credibility is crucial because halal isn’t just a niche market; it’s a $2.3 trillion juggernaut, projected to hit $3 trillion by 2028 according to the State of the Global Islamic Economy Report by DinarStandard. Malaysia, with its 200,000+ certified products and world-class institutions like the Halal Industry Development Corporation (HDC), is already a leader. Under Zahid’s guidance, the country has exported RM56 billion in halal goods in 2024 alone, per Ministry of International Trade and Industry data. Now, he’s turning that expertise toward China, a partner whose economic scale dwarfs most others.

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China’s Halal Hunger: A Market Ripe for Malaysian Innovation

To grasp the opportunity Zahid is chasing, consider China’s landscape. Home to over 25 million Muslims—concentrated in regions like Xinjiang, Ningxia, and Gansu—the country boasts a burgeoning demand for halal products. But it’s not just about faith; urban millennials in Beijing and Shanghai are increasingly drawn to halal for its emphasis on traceability, animal welfare, and clean ingredients. A 2024 Nielsen report found that 68% of Chinese consumers prioritize “ethical sourcing” in food purchases, a trend amplified by post-pandemic health consciousness.

Yet, challenges abound. China’s halal certification system, while robust domestically through bodies like the China Islamic Association, often lacks the international interoperability that global brands crave. Enter Malaysia, whose Jakim (Department of Islamic Development Malaysia) certifications are recognized in over 60 countries, including key OIC members. Zahid’s strategy leverages this edge, aiming to bridge gaps in supply chains where Chinese importers seek reliable, Shariah-compliant suppliers.

The timing couldn’t be better. China’s Belt and Road Initiative (BRI), now in its second decade, has poured investments into Southeast Asia, with Malaysia as a flagship partner. In 2024, Chinese firms committed RM4 billion to Malaysian halal ventures, spanning herbal medicines, food and beverages, vaccines, and cosmetics, as reported by The Star. Zahid’s visit builds on this momentum, focusing on high-growth sectors. For instance, halal cosmetics—a $80 billion global segment—are exploding in China, where e-commerce giants like Alibaba report a 40% year-on-year surge in halal beauty searches. Malaysian brands like SimplySiti, certified under Jakim, could flood these platforms, offering everything from halal-certified lipsticks to skincare free of alcohol and animal derivatives.

Beyond consumer goods, the push extends to pharmaceuticals and finance. China’s aging population demands affordable, halal-compliant meds—think gelatin-free capsules—and Malaysia’s expertise in Islamic finance could introduce sukuk (Islamic bonds) tailored for BRI projects. Zahid’s agenda isn’t abstract; it’s grounded in data. A 2025 HDC study estimates that deepening halal ties could add RM20-30 billion to Malaysia’s exports to China by 2030, creating 50,000 jobs in certification, logistics, and R&D.

Related: What is the Importance of Halal Logistics Providers in the Global Halal Industry?

Zahid’s trip, spanning November 4-10, 2025, is a masterclass in targeted diplomacy. Kicking off at the CIIE—a sprawling expo that drew 380,000 visitors and $78.6 billion in deals last year—he’ll officiate the Malaysia International Halal Showcase (MIHAS) Shanghai 2025. This dedicated pavilion isn’t your standard trade booth; it’s a 1,000-square-meter hub showcasing 50 Malaysian exhibitors, from palm oil derivatives to ready-to-eat meals. Expect live demos of halal processing tech and B2B matchmaking sessions that could seal deals on the spot.

A highlight? The signing of multiple Memorandums of Understanding (MoUs). One between Majlis Amanah Rakyat (MARA), Malaysia’s rural development agency, and Shanghai Jiao Tong University will advance technical vocational education and training (TVET) in halal sciences. Picture Malaysian students training in Shanghai labs on blockchain for supply chain transparency, then returning to set up certification hubs in Perak or Johor. Another MoU launches the Centre for International Development of the Belt and Road Halal (CIDBH) Information Centre, a digital platform to streamline certifications across borders.

These aren’t feel-good gestures. They’re actionable steps, verified through official previews from the Malaysian Ministry of Foreign Affairs and CIIE organizers. Past MIHAS editions in Shanghai have yielded RM1.2 billion in leads; this one, timed with China’s “dual circulation” strategy (boosting domestic consumption), could double that. Zahid’s itinerary also includes roundtables with Chinese Commerce Ministry officials, where he’ll advocate for a Malaysia-China Halal Trade Corridor. This proposed framework envisions dedicated infrastructure—like cold-chain logistics in Pahang—to fast-track exports, reducing costs by up to 15% for small producers.

For those on the ground, the human element adds flavor. Malaysian entrepreneurs, many from bumiputera (indigenous) backgrounds, will network with Alibaba reps and Ningxia importers. One such story: A Pahang honey farmer who, through prior halal programs, scaled from local sales to exporting 10 tons annually to the Middle East. With China’s market, that could multiply tenfold.

Related: What is the Role of Halal Warehousing in the Supply Chain?

Why This Matters: Economic Wins, Challenges, and Global Ripples

Peel back the headlines, and Zahid’s mission addresses core tensions in modern trade. For Malaysia, it’s about diversification. Oil and electronics dominate exports to China (60% of the RM484 billion pie), but halal offers resilience—less volatile than commodities, more aligned with sustainable development goals like SDG 8 (decent work) and SDG 12 (responsible consumption). Rural economies, which employ 20% of Malaysians, stand to gain most. A World Bank analysis pegs halal certification as a multiplier for SME growth, potentially lifting 100,000 households out of poverty by 2027.

For China, it’s a hedge against supply disruptions. Geopolitical frictions, from US tariffs to Red Sea shipping woes, have spiked food import costs by 12% in 2025, per Bloomberg data. Partnering with Malaysia ensures stable halal inflows—think durian-based snacks or aquaculture from Sabah’s farms—while fostering goodwill in Muslim communities, a soft-power play in BRI nations.

Of course, hurdles loom. Regulatory alignment is key; differing standards on genetically modified ingredients could snag deals. Intellectual property concerns, especially in pharma, demand robust safeguards. And competition is fierce—Indonesia and Turkey are vying for the same turf. Zahid’s edge? Malaysia’s neutral stance and proven track record, like its role in the Astana International Financial Centre’s halal hub.

Globally, this amplifies a larger narrative: the rise of ethical trade in a multipolar world. As Western markets grapple with ESG mandates, halal’s holistic framework—encompassing finance, tourism, and media—offers a blueprint. For Muslim consumers worldwide (1.8 billion strong), it means more choices; for investors, untapped alpha in a market growing 6-8% annually.

Skeptics might dismiss it as elite posturing, but the numbers don’t lie. Since Zahid’s council revamp in 2023, halal certification applications have surged 35%, per Jakim stats. Early wins from 2024’s RM4 billion investments are materializing: A Chinese firm just broke ground on a halal vaccine plant in Penang, employing 500 locals.

So, how can you get in on this? If you’re a Malaysian exporter, start with HDC’s free webinars on Jakim certification—deadlines for CIIE follow-ups are imminent. Chinese importers: Eye MIHAS Shanghai’s virtual portal for supplier vetting. For consumers, it’s simpler—scan for Jakim logos on Tmall shelves; they’re your assurance of quality.

Zahid’s vision extends further, too. By 2030, he envisions Malaysia as the “Halal Silicon Valley,” with AI-driven certification and cross-border e-commerce. Collaborations like the MARA-Shanghai pact could train 5,000 specialists yearly, blending Malaysian madrasah wisdom with Chinese tech prowess.

In essence, this isn’t just about chicken or creams—it’s about building trust across cultures, fueling growth where it’s needed most. As Zahid wraps his Shanghai days, one thing’s clear: In the dance of dragons and tigers, Malaysia’s halal hand is extended, ready to grasp the future.