KUALA LUMPUR — Philippine small and medium enterprises (SMEs) should capitalize on the country’s membership in the Association of Southeast Asian Nations (Asean) to enter the growing halal market, Malaysia External Trade Development Corp. Chairman YB Dato’ Seri Reezal Merican Naina Merican said.
Reezal said Philippine businesses could benefit from Asean trade and economic cooperation frameworks, including the Asean Free Trade Area.“Countries that are members of Asean will have a better chance of reaping the benefits of the halal industry,” Reezal told reporters on Wednesday at the Malaysia International Halal Showcase (Mihas) 2026 here in the capital.He said the long-standing relationship between the Philippines and Malaysia could also support closer business cooperation.“Our bilateral relations have always been cordial and very close,” Reezal said.Philippine companies are participating at the 22nd Mihas, which runs from Sept. 23 to 26 at the Malaysia International Trade and Exhibition Center. The event allows local businesses to promote their products and explore partnerships with international buyers and companies.Mihas covers 14 sectors of the halal economy, including food and beverages, pharmaceuticals, cosmetics, Islamic finance, modest fashion, technology, services and Muslim-friendly tourism.Reezal said strengthening trade within Asean was also part of a broader diversification strategy as geopolitical conflicts and supply-chain disruptions reshape global commerce.He noted that intra-Asean trade remained low, indicating room for member states to deepen commercial ties and expand their participation in the halal economy.The opportunities for Philippine businesses extend beyond food to pharmaceuticals, cosmetics, tourism, logistics and financial services.The country has been expanding its participation in the halal economy, with trade and tourism stakeholders promoting it as an emerging market and production base for halal products and services.
