Malaysia urges ASEAN shift to halal competitiveness to boost global trade
At the World Halal Business Conference, Malaysia's religious affairs minister called for a move from halal certification to halal competitiveness and proposed an ASEAN Halal Council.
Speaking at the 18th World Halal Business Conference, Senator Dr. Zulkifli Hasan emphasized that Malaysia must evolve from merely offering halal-certified goods to becoming halal-competitive on the global stage. He noted the nation’s continued top ranking in the Global Islamic Economy Indicator and a 10.9% year-on-year increase in halal exports, reaching RM68.52 billion in 2025. Hasan called for ASEAN to transition from a halal consumer base to an integrated hub for production, investment, innovation, and supply-chain activities, and suggested the creation of an ASEAN Halal Council to enhance regional connectivity.
The conference facilitated two MOUs: one between Halal Development Corporation Berhad and King's Park Development Sdn Bhd for advisory and capacity-building support, and another between Tradewinds (M) Berhad and Saudi Arabia’s Tanmiah Food Company to explore halal protein projects across Malaysia and the Asia-Pacific. The event underscored the need to translate halal strengths into broader international trade and investment opportunities.
Why it matters
The shift could position Malaysia and ASEAN as major players in the fast-growing global halal market.
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