ES Exhibition Services was brought in by MATRADE, Malaysia’s national trade promotion agency, to manage MIHAS, the Malaysia International Halal Showcase, on its behalf. The 22nd edition ran from 23 to 26 September 2026 at MITEC, Kuala Lumpur, under the theme Shaping Trust, Driving Resilience, with programmes including the International Sourcing Programme (INSP), Women in Export (WiEX), the Knowledge Hub, the MIHAS Awards and the Global Halal Summit (GHaS).
MIHAS needed sustained coverage across the whole campaign, from the soft launch through to the post-event wrap. That meant building awareness and footfall before the show, getting every programme reported in local and international media, and putting MIHAS spokespeople forward as voices on global halal trade. The bar was set by MIHAS 2025, which generated RM27.04 million in media value.
We have run a business newsroom since 2004 through International Business Review, so we know how editors work and what they will run. That gave us working relationships across Malaysia’s English, Malay, Chinese and Tamil press, plus international outlets, and an in-house studio able to produce podcasts, video and social content at the pace a four-day trade show demands.
We ran four workstreams in parallel from July to September 2026, each feeding the others: press releases set the news agenda, interviews and podcasts gave it faces, and social media carried it to audiences who do not read the papers.
13 press releases from soft launch to post-event. A MATRADE and JAKIM joint press conference on 24 August drew 25 media outlets. An editors' luncheon on 9 September brought in 18 chief and senior editors. In all, we secured 77 media interviews, 51 local and 26 international.
A MIHAS podcast series with MATRADE's Chairman, CEO and programme leads. An eight-part Road to MIHAS video series telling the show's story. 16 MIHAS Live Box interviews with exhibitors and partners, filmed on the show floor.
About 450 posts across YouTube, Facebook, Instagram, LinkedIn, TikTok and X. Daily highlights, reels, leadership capsules and programme updates kept the feeds moving before, during and after the four days.
A Bernama mobile studio at MITEC hosted 12 sessions with exhibitors, diplomats and sponsors. The Global Halal Summit opening ceremony was covered by 40 local and 24 international outlets, with 120 media personnel on site.
total media value
growth on MIHAS 2025
media pickups from 13 releases
social media views
media interviews
international articles
Total media value of RM41.1 million, made up of RM23.46 million from press releases and RM17.69 million from interviews. International coverage alone was worth RM5.45 million.
The Global Halal Summit opening on Day 3 was the single biggest story, with 133 pickups worth RM4.33 million.
The top podcast episode reached 494,000 views and Road to MIHAS drew about 420,000 across eight episodes. Followers grew 332% to 67,000.
