China is emerging as a key player in the global halal market as the country offers a huge consumer market for Muslim-friendly products, a senior Malaysian trade official said.

Demand for halal products is growing in Asia's largest economy, according to Reezal Merican Naina Merican, chairman of the Malaysia External Trade Development Corporation, or MATRADE.

In a briefing held at the opening of the Malaysia International Halal Showcase (MIHAS) on Sept 17, Reezal Merican said Chinese buyers have the "largest participation" in this year's MIHAS trade fair.

"China plays a huge role (in the global halal market)," Reezal Merican said at the event in Kuala Lumpur, the capital of Malaysia.

A total of 300 international physical buyers and 150 virtual buyers from 50 countries are participating in this year's MIHAS. The buyers, including 50 premium buyers (major importers and leading hypermarket chains), were helped connect with 600 Malaysian exporters.

China has the biggest group of buyers, with 39 companies participating in the halal trade expo.

Reezal Merican said this is why MIHAS, which debuted in the Middle East market by holding a showcase in Dubai in November 2024, will do the same in China later this year. MIHAS will be launched in the Chinese market by participating in the China International Import Expo that will be held in Shanghai in November.

MIHAS 2025, which runs until Sept 20, is organized by MATRADE, with the annual expo used to showcase products and services that are halal (Arabic for permissible) or aligned with the Islamic faith.

Malaysia, a Muslim-majority country in Southeast Asia, is one of the world's biggest halal product exporters, and counts China, the United States and Singapore as its top markets.

One of the key features of MIHAS is the International Sourcing Program (INSP), a business matching program for buyers and sellers that is facilitated by MATRADE. According to MATRADE, the event has facilitated more than 4,000 one-to-one business meetings, with sales targeted at 2.5 billion ringgit ($596 million).

MATRADE Chief Executive Officer Mohd Mustafa Abdul Aziz said the INSP is about building long-term business links. He said the 4,000 meetings are not just transactions, but opportunities for Malaysian exporters to forge lasting partnerships in high-value markets.

"This is how we position Malaysian halal products and services as trusted global brands," Mohd Mustafa said in a statement.