Mao Xiongyi, CEO of Guangzhou Retian Food Co, is participating in INSP to look for halal foods and drinks that he can sell not only in China but for the export market as well.

Cheng Wendong, representative of Beijing Kenong Trading Co, said his trading company is participating in INSP as they are looking for a halal-certified cacao processor in Malaysia. He said the company, which sources from Africa, is keen to sell halal cocoa powder not only in China but in other export markets like Japan, South Korea, Europe and the United States.

"China is always a huge market for every kind of product," Cheng told China Daily, noting that halal is also in demand in China as it has a Muslim community as well.

China is home to more than 20 million Muslims, with the country among the world's biggest consumers of halal products.

But halal is not just about products aligned with the Islamic faith. Reezal Merican of MATRADE said halal is also about best manufacturing practices, food safety and sustainability.

"So, in other words, if you opt to buy halal product and services, you are actually opting into a very safe one, and this is what consumer wants," he said.

Indeed, a Hong Kong-based buyer has participated in MIHAS not because she is catering specifically to Muslim clients.

Wong Ming, managing director of Unique Beauty, operator of beauty salons, said she joined MIHAS because she is interested in sourcing supplements and beauty products from Malaysia as they are more suited to Asian skin.