With biryani and rice balls, Malaysia aims for halal Olympic gold

MALAYSIA STREET

Malaysia's government has set an ambitious target of selling as much as $300 million worth of halal food and products to Muslims and non-Muslims around the Games.

It has secured space on the sidelines to host a “Malaysia Street 2020” promotion, which will offer opportunities to sell food and for firms to meet Japanese buyers and distributors.

"We have a lot to learn from Malaysian authorities and in return, Malaysian companies have more chances to expand their business," said Hideto Nakajima, economic counsellor at the Japanese embassy in Malaysia.

The number of tourists to Japan from Southeast Asia, the region with the world's biggest Muslim population, has jumped in recent years thanks to relaxed visa rules.

As Japan looks to draw a record 40 million tourists this year, Malaysia estimates 8 million of them will be Muslim.

For HQC Commerce, among four firms chosen to lead Malaysia's halal push in Japan, the Olympics is a "stepping stone" for bigger things.

"We know that during the Olympics the demand will be highest, so this is the time for us to promote Malaysian products," said CEO Khairul Shahril Hamzah.