From Salim Abu Haniffa

Malaysia’s reciprocal trade deal with the US opens deeper access for American goods while locking in tariff advantages for Malaysian exports.

One of the consequential elements of this agreement is halal-related. Malaysia will now recognise US halal-certified food and agricultural products, easing entry for American suppliers into the Malaysian and wider Asean halal market.

While this move signals economic pragmatism, it also raises a serious strategic question — “How does Malaysia expand its global economic footprint without diluting the values-based halal identity that has earned it global trust?”

The global halal economy is valued at over US$2.7 trillion and is forecast to reach US$5-6 trillion by 2030.

Malaysia consistently ranks first in the Global Islamic Economy Index, thanks to institutions like the Islamic development department (Jakim) and the Halal Development Corporation (HDC).

Halal goods already contribute 7.5% of Malaysia’s gross domestic product (GDP) and is projected to reach US$113 billion by 2030.

Yet Malaysia’s leadership comes with a paradox, Muslim countries consume halal items but non-Muslim countries control the supply chain.

Brazil exports the majority of halal poultry to the Middle East and Southeast Asia. India is the largest exporter of halal buffalo meat. Australia and New Zealand dominate halal lamb. Even France and Spain export halal-certified dairy products and poultry into North Africa and the Gulf.

If Malaysia opens its halal system to international standards without creating alternatives elsewhere, its role risks being reduced to a certification logo, not a global architect.

Prime Minister Anwar Ibrahim said it best recently at Mihas 2025: “Halal is an international symbol of trust — a system of values, one that champions ethical consumption, social justice, human dignity and environmental sustainability.”

It’s a framework for ethical economics, an antidote to extractive capitalism and protectionist trade.

Now, let’s shift our focus to Africa, home to an estimated 300-450 million Muslims, yet it still imports most of its halal food.

Malaysia’s Halal Industry Master Plan estimated the continent’s halal market at US$200 billion in 2018, expected to reach US$400 billion by 2030, almost on par with Europe’s projected US$500 billion halal market.

South Africa, despite being only 1.5-2% Muslim, offers a strategic launchpad into the continent:

Halal certification: The South African National Halaal Authority, National Independent Halaal Trust and Muslim Judicial Council Halaal Trust are institutionally trusted across the continent and the Middle East.

Manufacturing and export capability: South African firms export halal meat, confectionery and processed foods across Southern African Development Community (SADC), the Middle East and parts of Europe.

Infrastructure and market access: Durban is Africa’s largest container port, OR Tambo is its largest air cargo hub, and South Africa gives access to SADC, Common Market for Eastern and Southern Africa (Comesa), and the African Continental Free Trade Area (AfCFTA) markets with access to over 1.3 billion consumers.

Proof of confidence: Malaysian company Mr DIY plans to open 1,500 stores in South Africa, signalling long-term confidence in the market.

To remain the global halal benchmark while balancing Western integration, Malaysia must evolve from exporting halal products to exporting halal systems. Africa is the ideal theatre for this strategic shift.

Establish a Mihas chapter in Africa

Mihas should expand to Johannesburg, Cape Town or Nairobi, not just as another trade expo, but as a structured platform connecting certification bodies, halal SMEs, investors, regulators, and logistics players.

Indonesia is already expanding to Africa with its H20 World Halal Summit in Johannesburg, its first outside Indonesia, which happens to coincide with the G20 meeting later this month.

Expand Jakim’s presence and certification diplomacy

Through the Islamic Development Bank’s Reverse Linkage Programme, companies like Serunai Commerce are already training halal authorities in selected African states. But this must scale. Today, Jakim recognises only five halal certification bodies across Africa out of 54 countries.

Build halal industrial parks in Africa

HDC has successfully built Halal Parks in Selangor, Johor and Penang. The same model, industrial zones integrating logistics, testing labs, cold storage and certification units can be adapted in African markets. This helps African countries process their own beef, poultry, leather, cosmetics and pharmaceuticals to halal standards, rather than exporting raw livestock and importing finished goods from Brazil or France.

Deploy digital halal traceability and MSME training

Malaysia’s Verify Halal mobile application, blockchain traceability tools and the Madani Digital Trade (MDT) platform can help African supply chains become transparent and globally compliant. Pair this with Malaysian-led capacity building for African SMEs, farmers and cooperatives, and halal sovereignty becomes locally owned, not externally imposed.

Malaysia’s trade deal with the US is a reminder. If Malaysia wants to lead globally, it cannot rely so heavily on exports to the West.

We must build shared halal infrastructure, particularly in the Global South, where demand is rising fastest.

Malaysia’s real competitive advantage is not price or scale. It is trust, governance and values-based trade.

Africa does not just need halal products. It needs halal partnerships, halal standards and halal sovereignty, and Malaysia is perfectly positioned to offer all three.

Salim Abu Haniffa is executive director of the Malaysian Chamber of Commerce – Southern Africa.

The views expressed are those of the writer and do not necessarily reflect those of FMT.