ASEAN Pavilion Opens at Malaysia International Halal Showcase 2025, Spotlighting Regional Halal Innovation

KUALA LUMPUR, Malaysia — September 18, 2025. The ASEAN-Japan Centre (AJC), in partnership with the Malaysia External Trade Development Corporation (MATRADE) and the Ministry of Investment, Trade and Industry (MITI) of Malaysia, today unveiled the ASEAN Pavilion at the Malaysia International Halal Showcase (MIHAS) 2025. The initiative is organized in conjunction with Malaysia’s ASEAN Chairmanship and underscores a shared commitment to advancing regional trade, investment, and innovation in the halal economy.

The ASEAN Pavilion features 20 enterprises from ASEAN Member States. Each company has been carefully chosen to showcase the region’s diversity, creativity, and commitment to sustainable and inclusive growth. Many of these enterprises highlight locally produced goods, celebrate the richness of ASEAN’s traditions, and are proudly led or supported by women entrepreneurs. The Pavilion reflects ASEAN’s commitment to sustainable, inclusive, and globally competitive industries and provides a unified platform for market access and international promotion.

The Opening Ceremony was graced by senior representatives of ASEAN Member States, Japan, and Malaysia, as well as YBhg. Dato’ Sri Mohd Mustafa Abdul Aziz, Chief Executive Officer from MATRADE and Dr. Sugumari S. Shanmugan, Senior Director of ASEAN Economic Integration Division from Malaysia’s Ministry of International Trade and Industry. The ASEAN Pavilion serves as a regional platform for cross-border trade, investment, and innovation, strengthening connectivity among ASEAN, Japan, and Malaysia while reinforcing Malaysia’s vision to advance as a regional halal hub under its ASEAN Chairmanship.

Speaking at the launch, Dr. Kunihiko Hirabayashi, Secretary General of the ASEAN-Japan Centre, emphasized: the ASEAN Pavilion represents a significant milestone in our commitment to creating meaningful opportunities for small and medium enterprises while fostering stronger, more sustainable partnerships between ASEAN, Japan, and Malaysia. MATRADE also expressed its support for the collaboration, highlighting MIHAS as a leading platform for advancing Malaysia’s role as a global halal hub and for promoting ASEAN products to international buyers.

The AJC reaffirmed its strong commitment to this collaboration, underscoring MIHAS as a premier global platform for expanding the reach of ASEAN halal-certified products. Throughout MIHAS 2025, from 17 to 20 September, the ASEAN Pavilion features business-matching sessions, trade networking activities, and product demonstrations, providing ASEAN enterprises with valuable opportunities to engage with international buyers, investors, and strategic partners.

About ASEAN-Japan Centre (AJC) The ASEAN Promotion Centre on Trade, Investment and Tourism (ASEAN-Japan Centre) is an intergovernmental organization established in 1981 by the Governments of ASEAN Member States and Japan. The AJC promotes trade, investment, tourism, and people-to-people exchanges to strengthen ASEAN–Japan relations.