Teh Tarik to Triumph: MIHAS 2025’s Blueprint for Halal Leaders

Walk into the halls of MITEC this September, and you immediately feel it. The energy is thick, not unlike the froth of a well-pulled teh tarik—the beloved Malaysian drink whose very preparation mirrors the spirit of MIHAS 2025. It is careful yet bold, humble yet confident, rooted in tradition but ready to be shared with the world.

That was the atmosphere of the Malaysia International Halal Showcase (MIHAS 2025): a place where conversations were not just about contracts and certifications but about values, vision, and the collective ambition to see Halal flourish as a global benchmark. Over four days, the showcase became a living laboratory of how the Halal economy can move from local pride to global triumph.

MIHAS 2025: Where Culture Meets Commerce

From 17–20 September 2025, the Malaysia International Trade and Exhibition Centre (MITEC) turned into the beating heart of the Halal industry. Organised by MATRADE, MIHAS has grown into the world’s largest Halal trade event, a fact not to be taken lightly in an era where Halal is no longer confined to food alone.

This year, the emphasis was sharp: excellence, innovation, and sustainability. Exhibitors spanned a remarkable range—from F&B producers and cosmetics pioneers to fintech startups and logistics firms. Collectively, they told one story: Halal today is not a niche; it is a mainstream economic force shaping consumer habits and trade flows across continents.

And it is not only about faith-based consumption. Increasingly, non-Muslim markets view Halal as shorthand for quality, transparency, and ethical assurance.

Why “Teh Tarik to Triumph” Captures the Halal Journey

The metaphor of teh tarik isn’t decorative—it is instructive.

• The craftsmanship of pulling tea speaks to the precision Halal producers need in sourcing, processing, and certification.

• The storytelling that surrounds it—the street-side stalls, the familiarity, the ritual—reflects the cultural authenticity buyers now demand from global Halal brands.

• And the scalability of turning a local drink into an export-ready product is exactly what MIHAS 2025 was about.

For me, “Teh Tarik to Triumph” perfectly sums up the journey Halal leaders must make: from something intimate and local to something bold, global, and transformative—without losing authenticity in the process.

The Hard Truths and Clear Lessons from MIHAS 2025

After years of reporting on MIHAS, I can say this: the market is maturing fast. Buyers, especially from Europe and the Middle East, are no longer satisfied with Halal certification alone. They want proof of traceability, sustainability metrics, and digital readiness. The conversations I overheard and the presentations I attended all confirmed this new reality.

Here are the five clearest takeaways:

1. Certification is a Starting Line, Not the Finish Line

Yes, Halal certification is the key that unlocks the door. But once inside, the conversation quickly moves to food safety, ethical sourcing, and transparency. A Halal logo without a traceable story no longer impresses serious buyers.

What leaders should do: Turn certification into a signal of integrity. Use QR codes, short videos, and supply-chain dashboards to tell your product’s journey.

2. Sustainability Has Become Non-Negotiable

MIHAS 2025’s awards placed sustainability alongside innovation and excellence. That wasn’t symbolic—it reflected market reality. Whether it was eco-friendly packaging or carbon-conscious palm-oil substitutes, buyers scrutinised environmental credentials as closely as Halal certificates.

What leaders should do: Choose three measurable sustainability KPIs—energy use, water efficiency, recyclability—and publish them. Procurement decisions increasingly depend on it.

3. Authenticity Wins, But It Must Be Adaptable

The most admired exhibitors were those who kept their cultural identity intact while simplifying products for global markets. Instant teh tarik sachets with clear brewing instructions, frozen halal snacks in supermarket-ready packaging—these products respected tradition but spoke the language of modern retail.

What leaders should do: Write a globalisation playbook for each product: what to simplify, what to translate, and what must remain untouchable.

4. Digital Trade Is No Longer Optional

Post-pandemic trade has shifted permanently. Many exhibitors had beautiful booths but no digital product sheets, export SKUs, or e-commerce-ready platforms. In 2025, that gap is glaring.

What leaders should do: Build a one-page export dossier with MOQ, certifications, pricing examples, and lead times. Follow up every trade-show meeting with a virtual tasting or recorded demo.

5. Culture Converts Curiosity into Contracts

One of MIHAS’s greatest strengths is the way it makes commerce cultural. Buyers who sipped teh tarik or sampled authentic snacks didn’t just taste food—they tasted a story. And that experience builds trust faster than any brochure.

What leaders should do: Every booth should be a mini cultural stage. Let the product be experienced, not just explained.

A Practical Blueprint for Halal Leaders

If I had to summarise MIHAS 2025 into a practical game plan, it would look like this:

1. Document your export credentials clearly.

2. Tell your product’s origin story in a digital, traceable way.

3. Measure and publish sustainability efforts.

4. Offer one cultural experience at every trade interaction.

5. Integrate digital follow-up into every lead.

6. Start with exclusive pilot batches for credibility.

The Halal economy is no longer defined solely by identity. It is increasingly defined by performance—on sustainability, transparency, and innovation. And this shift is good news. It means Halal is becoming a global standard recognised beyond religious lines.

MIHAS 2025 confirmed this shift. It was not just Malaysia’s pride—it was a global stage where Halal proved its potential to compete with, and often surpass, conventional benchmarks.

The art of pulling teh tarik lies in patience, repetition, and precision. The same is true for Halal leaders charting their path in the global economy. Success doesn’t come with the first pour—it comes with persistence, refinement, and the courage to scale.

MIHAS 2025 wasn’t just another exhibition—it was a blueprint for triumph. For anyone serious about Halal leadership, the message is simple: preserve your authenticity, embrace innovation, and step boldly onto the global stage.

Because from teh tarik to triumph, the world is ready for Halal done right.