Taking the halal brand to the next level

By Amin Hosni

Signing of MoU between Sunlit Advertising Sdn Bhd (left) and
Halal Journal (KasehDia) as the guest of honour (centre) looks

Exchange of MoU between both parties.

Mr Nordin (2nd right) at the press conference.

Sunlit Advertising Sdn Bhd, the event manager for the International Halal Products Expo (IHPE) 2008,
yesterday signed strategic partnership agreements at the Setia Pahlawan Hall of the Ministry of Industry and
Primary Resources building.

The Memorandum of Understanding will partner Sunlit Advertising Sdn Bhd with Radio Television Brunei
(Official Expo Media Partner), DagangHalal.com (Official Online Partner) and Halal Journal (Official Expo

Signing on behalf of Sunlit Advertising was Dato Haji Danial bin Haji Hanafiah, the Executive Director.

Representing DagangHalal.com was Mr Yap Yun Sin, Chief Operating Officer, while Mr Nordin Abdullah,
Director of KasehDia Sdn Bhd signed on behalf of the Halal Journal.

The contract signing was witnessed by Pengiran Hajah Mariana binti Pengiran Dipa Negara Laila Di-Raja
Pengiran Haji Momin, Acting Permanent Secretary of MIPR, senior officers of MIPR as well as Mr Jackson
Ting, Sunlit Managing Director and Mr Jason Tee, Sunlit Sales and Marketing Manager together with Dr
Darhim Hashim from Halal Journal and Khairil Ismahafiz from DagangHalal.com.

With the signing of these strategic partnership agreements with the relevant local and international media
companies and agencies, the promotion of IHPE 2008 will be much more effective. International and local
exhibitors and visitors can now look forward to a bigger and better IHPE 2008 from August 14 to 17.

According to Dato Haji Danial, thanks to the close collaboration, efficient coordination and effective
teamwork between the IHPE organisers; Ministry of Industry and Primary Resources, Ministry of Religious
Affairs, Ministry of Health and the event manager Sunlit Advertising, the inaugural IHPE in 2006, which was
officially opened by His Majesty the Sultan and Yang Di-Pertuan of Brunei Darussalam, was a resounding
success which has since put IHPE firmly on the annual International Halal Exposition calendar.

“We followed that up with a bigger and even more memorable IHPE in 2007, when His Majesty not only
opened the expo, but also consented to launch the Brunei Halal Brand,” he said.

“As a result of the previous two expos and our continuing efforts in promotion, both locally and abroad, IPHE
2008 is now firmly set to become an even bigger and more successful event. Together with our current
International Halal Market Conference 2008, we are ready to take the IHPE 2008 to the next level,” he
further added.

During a press conference with the Halal Journal and DagangHalal.com at Sunlit Advertising Sdn Bhd in
Beribi yesterday afternoon, both representatives noted that the goal of the alliance with Sunlit Advertising
was to promote the halal business throughout Brunei and the region.

Mr Nordin said that both Indonesia and Malaysia cannot work alone in order to promote the halal industry.

Both media partners, Halal Journal and DagangHalal.com, will focus on promoting the upcoming Brunei
International Halal Products Expo 2008 in their bi-monthy magazine publication and website.

Mr Nordin also said that there is a strong demand for halal products in the Middle East.

“Brunei which has strong Islamic credentials needs to look at how to increase awareness of the Brunei
premium brand. It is cheaper to invest in halal products and it provides opportunity in the region and Brunei
to invest in agriculture and such,” he said.