KUALA LUMPUR, 2^nd JULY 2024 –

The Halal Forum at Food & Drinks Malaysia 2024 (FDM2024) by SIAL, held on July 2, 2024, brought together authorities, industry leaders, celebrities, and influencers for a dynamic and engaging event. Hosted at Hall 4 of the Malaysia International Trade and Exhibition Centre (MITEC) in Kuala Lumpur, this forum was a remarkable gathering that showcased the vibrant Halal industry and fostered meaningful discussions and collaborations. 

The forum featured three presentation slots and a panel discussion, exploring topics including the global Halal industry overview, certification and compliance, import-export activities and strategies, and enhancing the marketing and branding of Halal products. The event also showcased Prof Dato’ Chef Zam, a celebrity chef, and Mr. Hafiz Hamidun, a renowned Islamic singer and celebrity, as the invited panellists. 

The Halal Forum was co-organised by Verify Halal of Serunai Commerce Sdn Bhd, in partnership with Comexposium Asia Pacific, the organiser of FDM2024 by SIAL. The forum was attended by 200 participants, including industry players, members of chambers of commerce, regulatory agencies, professionals, members of the media and content creators. 

Amnah Shaari, Group CEO and Founder of Serunai, stated,

The Halal industry has experienced tremendous growth over the years, with the Halal market projected to reach USD 5 trillion by 2030. This increase is driven by heightened awareness that Halal encompasses more than just religious or regulatory compliance—it consistently delivers authenticity, purity, and quality. Therefore, greater efforts from various stakeholders are essential to promote Halal from multiple perspectives to achieve this objective.

 The forum was privileged to feature insights from several esteemed and knowledgeable speakers, including Mr. Aminuddin Mat Ariff from the Islamic Development Bank (IsDB) HQ based in Jeddah, Mr. Mohd Hashim Talib from Ayam Brand, Mr. Woo Wee Kang from Clara International Beauty Sdn Bhd, and Ustaz Mohd Amri Abdullah from the Department of Islamic Development Malaysia (JAKIM), who is also renowned for his role as the moderator at MyHALAL TV of Radio Televisyen Malaysia (RTM) TV1. 

During his presentation, Mr Aminuddin Mat Ariff shared that the Islamic Development Bank (IsDB) has been supporting the growth of the Halal industry through its Reverse Linkage modality. “This initiative fosters partnerships between the OIC (Organisation of Islamic Cooperation) nations with established Halal sectors and those developing their Halal industries. By encouraging collaboration and sharing of knowledge, expertise, and resources, the program promotes mutual growth and innovation. These strategic partnerships enhance the industry’s resilience and global competitiveness, ensuring long-term benefits for all stakeholders involved,” he stated. 

Ustaz Mohd Amri highlighted during his presentation, “JAKIM as the Halal certification body in Malaysia has carried out various efforts to ensure accurate information about Halal to consumers and industry players and promoting preference for Halal-certified products. For example, JAKIM forms a strategic partnership with Serunai Commerce in technology and innovation development such as Verify Halal mobile apps to help consumers find and verify Halal certified products which also helps to combat fake viral Halal issues,” he explained. 

Mr Mohd Hisham highlighted the importance of creativity in marketing local Halal products internationally. He cited Ayam Brand as a success story, noting their effective use of market research, comprehensive Halal certification monitoring, and strategic partnerships with local businesses as well as promoting unique products like canned petai (stinky beans), vegetarian products, and canned satay sauce in overseas markets. 

Mr Woo Wee Kang, who is also a member of the Federation of Malaysian Manufacturers (FMM)’s Halal Working Sub-Committee, stressed that “Halal is not just adherence to religion but proof that the product meets the aspects of quality, cleanliness, and safety. With this confidence, Clara International became one of the first cosmetics companies in Malaysia to obtain Halal certification for its product range, which is also successful in the international market.” 

During the panel discussion, Hafiz Hamidun advocated for the active involvement of celebrities and influencers in promoting Halal products. Prof. Chef Zam echoed this sentiment, emphasising the inseparable link between the culinary world and the Halal industry, particularly in managing raw materials for Halal food, beverages and restaurants. 

The Halal Forum successfully bridged the industry and highlighted the importance of promoting Halal through various channels. With thought-provoking discussions and insights from industry leaders and celebrities, the event set a new benchmark for collaboration and innovation in the Halal market. As we move forward, the commitment to authenticity, quality, and comprehensive promotion will continue to drive the growth and global recognition of Halal products.