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Home / Insights

Featured Insights

Halal Industry

Challenges, sensitivities dent lab-grown meat uptake  

07 Apr 2025
Insight

Halal Industry
How has the UK's halal food space evolved?
11 Mar 2025
Insight

Halal Industry
F&B leaders embrace halal innovation, forge partnerships at Gulfood 2025 
27 Feb 2025
Insight

Halal Industry
Is China poised to dominate the global halal food market?
09 Jan 2025
Insight

Islamic Lifestyle
How close is Hong Kong to becoming a Muslim-friendly destination?
18 Nov 2024
Insight

Halal Industry
Halal Malaysia at 50: A legacy of trust
13 Nov 2024
Insight


All Other Insights
Halal Industry
Challenges, sensitivities dent lab-grown meat uptake  

Sustainable life choices and the desire to eat clean are encouraging people to seek alternate proteins, but challenges stymie its acceptance and uptake. 

Lab-grown – or cultivated – meat is not a novel concept but for all its growth and progress over the past two decades, it has struggled to take off after the initial wave of optimism. 

Lab-grown refers to meat developed outside the body of an animal, as opposed to the traditional method of slaughtering living animals. Stem cells are extracted from an animal, cultivated in large tanks called bioreactors, and fed an oxygen- and nutrient-rich cell culture medium. Stem cells differentiate into components such as muscle, fat, and connective tissue, which are later harvested, prepared, and packaged, according to the Good Food Institute (GFI).

Its uptake, though, remains fairly modest, with the number of companies dedicated to cultivated meat development worldwide totalling 170 in 2023, according to a GFI report.

Lab-grown meat offers several advantages over conventional farming and slaughtering, including a lower environmental footprint, minimized water usage and lesser refrigeration costs.

Supply chain touchpoints are also limited as opposed to those of traditional meat, which generally include farm and feedlot operations, packing, processing, and retail operations, leading to a carbon footprint of 22kg carbon dioxide equivalent per kg of live weight, according to a DP World insights piece published last September.  

However, several reasons have stymied the growth of lab-grown meat, including religious sensitivities, protection of agricultural industries and the safeguarding of farmers’ interests.

Some view the adoption of cultivated protein as an attack on traditions, leading to varied acceptance across major jurisdictions and markets.

In Muslim-majority countries such as Malaysia, the uptake of cultivated meat is expected to bank on religious and cultural sensitivities.  

“Since Malaysia is a Muslim-majority country, the acceptance of lab-grown meat depends on its halal status. The Department of Islamic Development Malaysia (JAKIM) plays a crucial role in determining whether the process and ingredients used comply with Islamic dietary laws,” Saliza Binti Mohd Elias, associate professor at the Universiti Putra Malaysia’s department of Environmental and Occupational Health tells Salaam Gateway. 

“We understand that consumer acceptance of cultivated meat varies, especially in different cultural and religious contexts. For Muslim consumers, we are fully committed to ensuring our cultivated meat and fish are halal-compliant,” Jason Ng, vice president manufacturing of Cell AgriTech Sdn Bhd tells Salaam Gateway. The company claims to be the first cultivated meat company in Malaysia. 

“According to our survey, cost is the main concern for most consumers in Malaysia and Singapore. However, as long as the taste, texture, and price are on par with traditional meat, people are open to buy especially since cultivated meat is healthier and more sustainable.”

Singapore’s Islamic Religious Council issued a guidance last year, permitting Muslims to consume cultivated meat based on certain conditions, broadening its potential consumer pool across the multi-ethnic country. 

From a price standpoint, cultivated meat may obtain cost parity with conventional meat by the end of the decade, with its market worth $25billion in size by then, according to McKinsey & Company. Companies operating in the space must then work on reducing production costs for economic viability. 

The tissue-engineering techniques fuelling cultivated meat is a key area of regenerative medicine and has long been used across the pharmaceutical industry. For the production of lab-grown meat, Cell AgriTech has replaced pharmaceutical-grade equipment and materials with food-grade alternatives, reducing production costs. 

“The goal of our tissue engineering platform is to produce structured meat and fish tissue with the right texture, nutrition, and mouthfeel - without relying on scaffolds made from non-food materials. This approach allows us to make cultivated meat affordable, scalable, and closer to the texture and experience of traditional meat,” adds Ng. 

Besides cost concerns, long-term health implications of lab-grown meat also remain unknown, which could potentially dent its acceptance. 

Cultivated meat may not have the same micronutrient profile as traditional meat, potentially lacking essential compounds found in natural animal tissue, according to Mohd Elias.

“If not properly monitored, contamination with bacteria or unwanted chemicals during the production process is possible.” 

Lab-grown meat is considered safe, but potential health concerns include unknown long-term effects, differences in nutrient composition, and risks related to growth factors, contamination, and additives, notes Dr. Mian N. Riaz, associate department head and holder of the Professorship in Food Diversity in the Department of Food Science & Technology at Texas A&M University.

“There is also speculation about potential immune responses, though no strong evidence supports this,” Dr. Riaz tells Salaam Gateway. 

On the flipside, because cultivated meat is grown in sterile conditions, it is free from harmful bacteria like Salmonella and E. coli, which are often found in conventional meat and can cause foodborne illnesses, ads Ng. 

Other factors such as traditions and protecting the sanctity of agriculture are also manifesting as key obstacles in the growth of this space.  

Italy, France and Australia submitted a note to the Council of the European Union in January last year stating that artificial cell-based food production practices represent "a threat to primary farm-based approaches and genuine food production methods that are at the very heart of the European farming model.”

The note, supported by nine other countries, added that European agriculture stands out for its farm-based and primary production approach. 

Acrosst the Atlantic, three US states – Mississippi, Florida and Alabama – banned the sale of cultivated meat products, months after authorities approved companies to produce them. Florida’s commissioner of agriculture Wilton Simpson hailed the move, stating at the time that they must protect “farmers and the integrity of American agriculture.” The state of Iowa passed a bill mandating specific labelling for cell-cultivated meat. 

Dr. Riaz adds that while other states like Arizona, Tennessee, and Nebraska have considered similar measures, opposition and legislative hurdles have prevented additional bans. 

“Lab-grown meat could disrupt traditional farming by reducing demand for conventionally farmed meat and impacting rural economies, especially if policies favour cultivated meat. However, it also presents opportunities for coexistence by meeting growing protein demand, promoting sustainability partnerships, and allowing farmers to diversify their businesses.” 

07 Apr 2025
Insight
Halal Industry
Fragmented landscape dents Canada's promising halal food space

With a sizeable Muslim population that has doubled in the last two decades and continues to grow, interest in Canada’s halal food sector has intensified, driven by a mix of rising Muslim demographics and growing mainstream interest in ethically-sourced foods. 

The Canadian halal meat sector, is forecasted to hit an estimated $300 million by 2031, growing at an annual rate of 10 to 15%, according to Salima Jivraj, account director and multicultural lead at Nourish Food Marketing, a marketing agency specializing in the food sector. 

The epicenter of debate, however, is the country’s fragmented certification landscape. The lack or absence of a single regulatory body has led to confusion, inconsistent standards, and widespread frustration among consumers and businesses alike. While these challenges remain mostly confined to the certification and labeling domain for now, their potential economic and social effects could reverberate far beyond, shaping industry practices and consumer trust for years to come.

Canada presents a rapidly expanding halal food industry
The Canadian halal food sector is no small niche, tied as it is to the influx of immigrants. The country welcomes roughly half a million new immigrants each year, according to the Canadian government's stated goals, a sizeable percentage of whom reportedly spend over $1 billion on halal products annually.  

This is in line with global trends. According to Salaam Gateway's State of the Global Economy Report 2023/24, Muslim spending on food increased by 9.6% in 2022, reaching US$1.4 trillion, and is forecasted to reach US$1.89 trillion by 2027, growing at a CAGR of 6.1%.

While that is a significant increase in itself, what warrants attention is Canada’s position in the global meat trade, which forms the backbone of its domestic halal market. 

According to the United Nations COMTRADE Database, Canada imported approximately $2.58 billion worth of meat and edible meat offal in 2023 and exported $7.01 billion during the same period. 

Although these figures do not exclusively represent halal products, they highlight both the magnitude of the country’s meat sector and its capacity to supply and capitalize on international halal demand.

Regional dominance and emerging markets

Ontario and Quebec have traditionally led the halal food scene in Canada. Their significant Muslim communities underpin a robust ecosystem of halal-certified retailers, restaurants, and specialized grocers. However, provinces such as Alberta and British Columbia are fast catching up, propelled by higher immigration levels and rising consumer curiosity for speciality foods.

With the addition of e-commerce platforms and delivery services such as Uber Eats and Instacart, the reach and scale of halal items continues to grow. 

Industry giants and public sentiment

The potential of the halal food sector has led to big brands entering the market with mixed results. In May 2023, KFC Canada found itself at the center of social media backlash after reports suggested certain Ontario locations might switch to serving halal-only chicken. 

Other big brands such as Popeyes, Mary Brown, Boston Pizza, and Osmow’s have likewise introduced halal items at select outlets. Yet, they do not consistently disclose all measures taken to prevent cross-contamination, often prompting skepticism among observant consumers. 

On a consumer level, the push toward authentic halal offerings is manifesting in shifting brand perceptions, deeper skepticism of incomplete claims, and renewed calls for a more credible regulatory framework. 

While critics decry what they see as inadequate transparency, supporters point to this being a step in the right direction. While not all stages of the halal food process are certified, the moment still marks an inflection point for notable commercial brands entering the halal food market.  As Canada’s Muslim population climbs - reaching nearly 5% of the total population by 2021, as per Statistics Canada - producing and marketing halal options can be highly lucrative. 

Jivraj also pointed out that KFC’s halal offerings were part of a broader trend driven not just by population growth but also by increased interest among non-Muslim Canadians. 

"The criticism came mostly from a vocal minority amplified by social media," she explained, adding that poultry is a leading product in Canada’s halal sector, which she estimated to be worth about $1.5 billion. 

"Restaurants, fast food chains, grocers, and food manufacturers are increasingly exploring this space," Jivraj said. "This growth is being driven by both Muslim consumers and non-Muslims who recognize halal certification as a value-added quality marker."

However, integrating halal production into existing operations requires strategic planning and expertise. "Success depends on finding the right partners and understanding the nuances of the halal market," she explained. "Every business is different, and so the approach needs to be tailored."

Fragmented certification landscape
Despite reason for much optimism, Canada’s halal industry faces a critical dilemma: the absence of a unified, nationwide certification standard.

Currently, the Canadian Food Inspection Agency (CFIA) requires products labeled as halal to be certified but does not regulate the certifiers themselves. 

Current oversight relies on independent entities such as the Islamic Food and Nutrition Council of Canada (IFANCC), the Halal Monitoring Authority (HMA), and the Halal Advisory Group (HAG). 

“It’s a big challenge,” said HMA’s COO, Omar Subedar, emphasizing that without a comprehensive and uniform certification process, consumer trust can be compromised. 

To receive halal certification, products must undergo a thorough evaluation by an accredited halal-certifying organization. This involves a detailed review of the entire supply chain and manufacturing process to ensure that no elements or practices compromise the halal integrity through cross-contamination. 

The nuances extend beyond slaughtering protocols; cross-contamination, permissible feed for farmed seafood, and inclusion of non-halal ingredients like pork-based gelatin can all invalidate a product’s halal status if not carefully managed.

While the steps involved in certification are generally clear-cut, there is currently no universally accepted global authority governing halal certification. 

Critics argue that this fractured system 'dupes' consumers, who may believe that simply using halal meat is enough to ensure compliance. In reality, even minor contamination by non-halal substances - ranging from pork-based additives to cooking oils shared with non-halal items - can invalidate the halal status. 

Subedar and fellow members of the Canadian Council for Muslim Theologians corroborated this in 2004 by conducting a wide-ranging assessment of the halal meat sector. 

A parallel to broader regulatory realities
The closest example of a solution for Canada’s halal food labeling dilemma is the US, where the state of New Jersey has the Halal Food Consumer Protection Act. This act allows legal repercussions if companies mislabel or falsely advertise halal status. 

The lack or absence of a standard regulating body has repercussions that extend beyond the border and affect Canadian halal exports as well. Advocates for greater consistency point out that ongoing confusion can also stifle exports to Muslim-majority nations. Globally, there is no single, universally recognized halal certification authority. 

Countries such as Indonesia, Malaysia, Turkiye, and the United Arab Emirates require certifications from specific government-approved agencies. 

Canadian producers who wish to export often find themselves juggling multiple certifications, each with varying definitions of what constitutes halal. Failure to meet any of these sets of rules risks losing out on promising foreign markets that have a growing appetite for Canada’s high-quality products.

What's in store for halal food brands?
The future of Canada’s halal food industry hinges on its long-term halal food outlook with industry leaders remaining bullish. 

Driven by a younger generation of Muslims seeking convenient, read-to-eat halal foods that fit modern lifestyles, Agriculture and Agri-Food Canada projects the Canadian halal food sector primed for entrepreneurship and innovation. 

Analysts expect the Canadian halal food and beverage market - already pegged at $1 billion to $2.6 billion, depending on the forecast - to rise at a double-digit rate in the coming years.

According to Sayarun Nessa, director at Halal Commerce Canada Inc., investments in blockchain solutions and IoT (Internet of Things) can streamline the halal supply chain.

“Without a reliable system to trace a halal product from farm to fork, confusion will persist,” she states, underscoring the potential for technology-driven transparency to address fraud and unify protocols.

These developments highlight the promising potential of the halal food sector in Canada despite the need for transparency, oversight, and collaborative efforts among certifiers, government bodies, and industry stakeholders.

06 Apr 2025
Insight
Halal Industry
How has the UK's halal food space evolved?

The halal food market in the United Kingdom has grown tremendously over the past several years, reflecting an increase in the country's Muslim consumer base and a rising interest in ethical and healthy eating options.  

The sector in the UK is now worth billions, with projections of continued growth. Major supermarkets and grocery chains, such as Tesco, Sainsbury's, Morrisons and Asda, offer halal-certified products all year round, with expanded offerings around the holy month of Ramadan and the Eid festival.

This seasonal time is currently one of the biggest commercial events in the calendar, reinforcing a commitment to inclusivity and highlighting the economic draw of this space. From a trade standpoint, halal is also showcased at many exhibitions and trade shows in the UK and abroad. 

However, this wasn’t always the case. Halal foods' commercial journey in the UK is one for the books, starting more than two decades ago, from a modest family shop and progressing to find shelf space at a retailer in 2007, as part of the world foods category. The products on offer at the time included halal meat counters, prepacked halal meat, halal chilled products, halal sweets & confectionery. 

It didn’t stop there. Having worked in the space for years, I know that the initial opportunity could create a domino effect across the UK retail landscape and there was much to be done. Being a Muslim, the halal agenda is lived daily, and I, for one, was passionate about driving this market.

This commitment helped me launched the first ever Ramadan and Eid event at a UK retailer in 2008 - lasting 12 weeks. The event provided an opportunity to display halal offerings throughout highly-frequented stores, supported with marketing campaigns. Other retailers followed suit, one of which I supported to launch a similar campaign. The launch of Haribo Halal Sweets and halal Ramadan countdown calendars in the UK were also a few of my endeavours. 

Noor Ali BEM (Image: Supplied)

Fast forward to today, the halal food landscape has transformed. The dining out market is booming, with all manner of fare including Mexican, Far Eastern and Malaysian cuisines. Fast-food chains are massively growing, catering to a broader customer base, including non-Muslims. Brands like KFC and Nandos are betting big on halal outlets. Online shopping for halal products is also on the rise, with e-commerce platforms and specialized online retailers offering a gamut of halal products, especially at key times like Ramadan and Eid.

Challenges stymying sector growth
Whilst there are many opportunities for growth and expansion, key challenges such as misconceptions about halal practices and the need for consistent quality checks and certifications remain.

Retailers must navigate these challenges effectively to capitalise on the market's potential, recognising the cultural significance of halal practices and the dietary restrictions of Muslim consumers. This understanding can influence product selection and marketing strategies. 

Supply chain complexities and lack of education are some of the obstacles that hinder the progress of a thriving halal foods ecosystem. 

Supply chain – The halal supply chain is complex, and finding reliable suppliers offering halal-certified products consistently can be difficult. Retailers must ensure that suppliers meet quality standards and offer certifications, which would require ongoing monitoring and auditing. 

Any supermarket or independent shop offering halal products need to establish partnerships with reliable suppliers and manufacturers. This means having the resources but also the knowledge and awareness of different halal certification standards and processes.  

Education - It would be ideal for businesses offering halal products to conduct regular employee training and skilling/reskilling activities, apprising workers of cultural and religious sensitivities around halal practices. Offering customers timely information can help create a conducive shopping experience.

Building trust with the wider Muslim community is also essential. This could include outreach activities such as collaborations with local mosques and community organizations, and conducting community events and workshops to promote halal offerings and facilitate discussions around halal practices.

Understanding the customer - Probing deeper into the customer’s shopping habits would be another route to gaining valuable insights. Conducting regular market research to understand the varying facets of an average consumer’s shopping experience, such as his/her product preferences, purchasing habits, price and religious sensitivities, could help address preferences and concerns.

Facilitating online and in-store feedback to gather customer opinions and suggestions would also allow for adjustments based on consumer needs.

Addressing these challenges is critical for retailers aiming to successfully incorporate halal offerings and cater to a growing and diverse customer base. 

Noor Ali BEM is a UK-based world foods and halal category expert

 

11 Mar 2025
Insight
Halal Industry
F&B leaders embrace halal innovation, forge partnerships at Gulfood 2025 

Featuring some standout innovations, such as the world's first fully halal-brewed beverage, the latest iteration helps the iconic trade show maintain its allure 

You know something has earned its place in the sun when, three decades in, things only seem to be going from strength to strength. 

Gulfood has been a catalyst for the UAE, propelling its stature as a global food hub for several years.  With the previous edition facilitating more than $15 billion in trade deals, all eyes were on how the recently concluded 30th edition would perform. 

With an expansive lineup of over 5,500 exhibitors from 129 countries spread across 24 halls and 1.3 million square feet, Gulfood 2025 showcased its most comprehensive iteration yet. 

Staying true to its theme of "The Next Frontier in Food," the world's largest annual food and beverage (F&B) trade show combined old with new as it featured leading suppliers and producers, and welcomed first-time national pavilions from Kosovo, Zambia, Mauritius, and Madagascar.

Sustainability initiatives were a recurring theme at Gulfood 2025 - from biodegradable packaging and carbon-neutral olive oils to reforestation projects on cattle farms, exhibitors showcased multifaceted approaches to reduce environmental impact.

Halal beverages: innovations and partnerships  

One of the most talked-about announcements was the launch of Majlis Premium Arabian Ale by Midtown Factory, a Dubai-based beverage production facility.

Majlis Premium Arabian Ale is produced using a proprietary technique that keeps the entire brewing process alcohol-free from start to finish, in line with strict halal guidelines. 

Majlis Premium Arabian Ale Beverage (Image: Supplied)

"We are excited to introduce a beverage that caters to the evolving preferences of the global community looking for a refined, alcohol-free, and healthy alternative," said Igor Sergunin, CEO of Midtown Factory. 

Innovative drinks also included Filipino exhibitor Lionheart Farms’ carbonated coconut flower sap drink, which earned a nomination at the Gulfood Innovation Awards. 

Gulfood also witnessed beverage collaborations - LuLu Retail announced plans to introduce Saudi Arabia’s iconic carbonated date beverage, Milaf Cola, across GCC markets and India. UAE-based F&B powerhouse Agthia Group partnered with Reliance Consumer Products to bring Campa Cola to the UAE. 

Image: Agthia X (Formerly: Twitter)

Halal market continues to grow

As halal-certified products become increasingly mainstream, brands are introducing ranges that maintain religious compliance while appealing to health-conscious consumers.

In the meat category, Tanmiah Food Company showcased its new 'Taste Secrets' line of marinated fresh chicken, which was shortlisted for the awards in the Best Meat & Poultry Product category. 

Meat & Livestock Australia represented Australia's red meat industry under the Aussie Beef & Lamb brand. The brand reaffirmed its strong ties to the Middle East by bringing 100% halal-certified red meat to the region through 34 brands.

Brazil, another perennial leader in the global meat industry, was also present at Gulfood 2025. Multiple Brazilian companies showcasing beef, poultry, and pulses saw brisk foot traffic and reported a high volume of inquiries and new deals.

Estonia returns to the trade show for the 8th consecutive year, with Estonian firm Puljong, renowned for organic, halal-certified broths and stocks, one of the nominees at this year’s awards. 

Eying a larger slice of the global halal market, Malaysia brought 90 companies and four government agencies to this year's Gulfood under the Malaysia External Trade Development Corporation (MATRADE) leadership. 

New spin on cherished tastes

The trade event also introduced the Food500 Summit this year, where stakeholders including CEOs, policymakers, and investors, convened to discuss pressing challenges around international trade flows, investment strategies, and environmental impacts on agriculture.

One area of discussion was the phenomenon of 'newstalgia,' or a new take on an old and beloved flavor such as the 'Dubai chocolate', Fix Dessert Chocolatier's pistachio-filled chocolate bar.

27 Feb 2025
Insight
Halal Industry
Is China poised to dominate the global halal food market?

China has the potential to become a major player in the halal food industry. But is the world’s second-largest economy ready to take on this role?

China’s halal food market is expanding rapidly, driven by its sizeable Muslim population and rising global demand for halal-certified products. The country’s Muslim population, currently estimated between 21 to 23 million - exceeding that of many Middle Eastern nations - is projected to reach 30 million by 2030.

Key regions in northwest China, such as Ningxia, Xinjiang, Gansu, and Qinghai, are particularly favourable for halal businesses. These areas, home to large Muslim communities, have robust halal certification systems and local support. 

“These areas, home to substantial Muslim communities and [the largely Muslim] Hui autonomous region, have well-established halal certification systems and strong government support, making it easier for businesses to obtain authoritative certification,” said Abdul Rahim Albert Hsiu, managing director of Zhengzhou-based ARA Halal Certification Services Centre.

Coastal provinces like Guangdong, Fujian, Zhejiang, Jiangsu, and Shandong also contribute significantly to halal food exports, with established connections to international certification bodies, says Hsui.

At the same time, the concept of halal food is gaining traction with non-Muslim consumers in China, who associate it with high quality standards. 

“Halal food, known for its stringent production standards and quality, is gaining popularity among non-Muslim consumers, particularly health-conscious younger generations,” explained Hsiu. 

Expanding global reach

On the global stage, China aims to expand its share in the $180 billion global halal food market, currently dominated by countries like Brazil and Malaysia. 

In 2022, China was the ninth-largest halal food exporter to the Organization of Islamic Cooperation (OIC) member states, with $10.4 billion in exports - just 5.8% of the global market, according to the 2023/24 State of the Global Islamic Economy (SGIE) report.

The country’s ambitions are closely tied to the Belt and Road Initiative, which connects it to numerous Muslim-majority nations. With 22 free trade agreements already in place and 12 more under negotiation, China is positioning itself to meet the growing demand for halal-certified products across Southeast Asia, the Middle East, Africa, and North America.

“With the advancement of the Belt and Road Initiative, economic and trade cooperation between China and Islamic countries has deepened, significantly increasing the demand for halal food exports,” said Hsiu.

In 2024, ARA Halal Certification Services Centre assisted 240 companies in China in securing halal certification for exports, marking a 22% increase compared to 2022. According to Hsiu, the certification process typically takes about one month, depending on the business's preparedness and the efficiency of the certification body. 

Fragmented system

Despite its vast potential, China’s halal food industry faces challenges, one of the most pressing being the lack of a unified national halal certification system. Currently, different provinces and regions have their own certification authorities and standards. This inconsistency creates complexity and adds costs for businesses seeking certification.

To address this, the Chinese government is working to standardize halal certification nationwide by collaborating with Islamic associations and drawing from the standards of leading halal markets.
 
“China has taken various measures to promote standardization of halal certification. For example, the central government, in collaboration with Islamic associations across the country, has developed region-specific guiding standards.” said Hsiu.

“Some provinces have also worked with international halal certification bodies, referencing standards from countries like Malaysia and Indonesia to gain experience for a future unified national standard.”

Raising awareness among non-Muslim consumers and supporting small and medium-sized enterprises (SMEs) to comply with strict halal supply chain requirements are additional hurdles, noted Hui.

Hong Kong and Macao: Halal hubs in the making

Hong Kong has made great strides in becoming more Muslim-friendly. In collaboration with the Incorporated Trustees of the Islamic Community Fund (also known as the Board of Trustees, or BOT) and Crescent Rating, the city introduced enhanced halal certification standards in 2024, aiming to certify over 500 establishments by end of 2025.

“The new halal certification scheme aims to simplify the existing process, reducing unnecessary steps so that businesses can obtain recognition by the Hong Kong Tourism Board/Crescent Rating much easier,” said Sharifa Leung, founder of Hong Kong-based halal consultancy 3 Hani Enterprises.

Invest Hong Kong is also promoting the city as a halal business hub, leveraging its proximity to over a quarter of the global Muslim population. Notably, the government department has been collaborating with food and beverage companies focused on halal offerings whilst supporting trade fairs related to halal products.
 
“We’re witnessing a growing trend in halal food businesses in Hong Kong, as the city is within a three to six-hour flight of over 30% of the world’s Muslim population. This proximity presents significant potential for growth,” Sindy Wong, head of tourism and hospitality at Invest Hong Kong told Salaam Gateway.

“Recently, we’ve been assisting halal-certified food trading projects from Beijing, Qinghai, and Singapore in establishing their businesses in Hong Kong,” she said.

Although there are no specific incentives exclusively for halal food businesses, companies establishing operations in Hong Kong can access various funding schemes, said Wong. These include the Dedicated Fund on Branding, Upgrading, and Domestic Sales (BUD Fund) and the SME Export Marketing Fund, which support businesses in expanding their reach beyond Hong Kong.

Meanwhile, Macao is rolling out its own halal food certification program to attract Muslim travellers, particularly those from Northwest China and Southeast Asia. As of August 2024, BOT had already certified 25 restaurants and factories in Macau.

With continued efforts to unify halal certification standards and foster industry expertise, China is well-positioned to capitalize on its growing domestic market and tap into lucrative international ones. By addressing current challenges, the country can become a formidable force in the global halal food industry.

09 Jan 2025
Insight
Islamic Lifestyle
How close is Hong Kong to becoming a Muslim-friendly destination?

Hong Kong is steadily accommodating Muslim visitors as it seeks to attract additional travellers from the Middle East and Southeast Asian regions. However, critical gaps need to be addressed before the city can fully establish itself as a Muslim-friendly tourist destination.

Hong Kong has made notable strides in becoming more Muslim-friendly over the past two years, expanding its halal dining options and increasing the availability of prayer facilities throughout the city.

The number of halal-certified restaurants in the city has surged to 142, up from just 63 in 2022. By the end of 2025, the Incorporated Trustees of the Islamic Community Fund (also known as the Board of Trustees, or BOT) aims to certify over 500 halal establishments.

To support this goal, an enhanced halal certification system is being introduced, says Nixie Lam, BOT advisor and a legislative council member from the Democratic Alliance for the Betterment and Progress of Hong Kong (DAB), the city's largest political party.

“Since July 2024, the Hong Kong Tourism Board (HKTB) in collaboration with BOT and Crescent Rating, has adopted a set of classification, standards, and assessment criteria for halal certification that meet international standards and suit Hong Kong's actual situation, covering restaurants, hotels, attractions, shopping malls, and MICE venues,” Lam tells Salaam Gateway.

Halal dining options in Hong Kong are on the rise, with Middle Eastern, Indian, and Malaysian cuisines now widely available in popular districts like Tsim Sha Tsui, Central, and Wan Chai. Notably, the Islamic Centre Canteen offers the city's only halal Cantonese dishes, while Toast Box became Hong Kong's first halal-certified Singaporean restaurant last August.

“Muslim travellers can easily access information about halal restaurants through the HKTB or halal travel websites. Also, many establishments prominently display the halal certification logo to attract Muslim customers,” says Sharifa Leung, founder of 3 Hani Enterprises, a Hong Kong-based halal consultancy which has guided many businesses, including Toast Box.

Top-tier support 

Hong Kong has intensified efforts to cultivate a Muslim-friendly tourism environment following Chief Executive John Lee’s 2024 Policy Address, where he highlighted the importance of supporting Muslim visitors. Among his proposals were the introduction of Arabic language services in taxis and at the airport, the creation of halal restaurant lists, and the establishment of prayer facilities in hotels. 

HKTB has also compiled a range of travel information and tips for Muslim visitors on its website and has been actively promoting the city in the Middle East and Southeast Asia.

The focus on providing Arabic signage in taxis and at the airport may be unnecessary, as most Arab travellers can read and speak English, Ilnur Minakhmetov, a Hong Kong-based educator, public advocate, and cultural ambassador tells Salaam Gateway.

“Instead of focusing on Arabic signage, it would be more meaningful to have banners and signs wishing ‘Eid Mubarak’, which I have seen in other places but have yet to encounter during my time here,” he says. “Before suggesting that taxi drivers learn basic phrases in Arabic, shouldn’t we prioritize improving their English skills?” 

Additionally, DAB is organizing a recruitment day to train more Muslim tour guides, equipping them with the language skills needed to better serve tourists and business travelers, according to Lam. 

The political party also plans to propose the introduction of Ramadan food fairs and cultural festivals to raise awareness of Muslim traditions among the wider public.

Organizing markets and light displays during the holy month, particularly in vibrant areas like Park Lane Shopper’s Boulevard, would not only attract more Muslim visitors to Hong Kong but also create memorable photo opportunities at night, suggests Minakhmetov. 

Plugging key gaps

Despite growing demand, the number of halal-certified dining establishments still falls short of meeting the needs of the city’s increasing Muslim tourist population, according to Leung. 

Halal-certified restaurants make up a paltry 1.9% of the city's 17,500 eateries, with most located in major metropolitan areas. 

When it comes to hotels, 21 establishments have received the Muslim-friendly Crescent Rating as of October, including international brands like Kowloon Shangri-La and Mira Hong Kong, says Lam. These account for only 6.5% of the city’s 321 hotels. 

Additionally, recreational facilities that prioritize privacy - such as gender-segregated swimming hours - remain relatively uncommon.

“Throughout my 13 years in Hong Kong, I have not encountered prayer mats or Qibla direction indicators in hotel rooms. For instance, during a recent function at the Island Shangri-La Hotel, I had to pray in a corridor where guests regularly passed by,” adds Minakhmetov.

There is much to be done. “Currently, only one halal café can be found at Hong Kong International Airport, and the prayer room is not easily accessible. Furthermore, airport lounges do not offer halal food options. In local hotels, the buffet offerings are not halal, and there is not a single prayer room available. Also, none of the shopping centres have prayer rooms, which is common practice in other regions,” says Minakhmetov.

Despite being one of the world's most visited destinations, Hong Kong may not be the first choice for Muslim visitors, largely due to a lack of convenient prayer facilities and a limited selection of halal cuisine, says Leung. With a Muslim population of around 300,000, the city has only five mosques and 43 prayer rooms, some of which are located at major tourist attractions like Hong Kong Disneyland and Ocean Park.

“In Japan's major cities, for example, I found prayer rooms and ablution facilities conveniently located within shopping centers,” says Leung.

“Increasing the availability of wudhu-friendly washrooms in Hong Kong is essential. Some locations provide prayer rooms without ablution facilities, which indicates a lack of understanding of Islamic culture and fails to meet the faith-based needs of Muslim visitors.”

3 Hani Enterprises recently received inquiries from both the Hong Kong Convention and Exhibition Centre and Ocean Park about the installation of ablution facilities. “We see this as a positive step and hope that more tourist attractions and shopping centers will follow suit by offering suitable prayer rooms and ablution facilities,” says Leung.

Viable steps

The Muslim population is projected to increase from 2.12 billion in 2024 to 2.47 billion in 2034, according to the Mastercard-CrescentRating Global Muslim Travel Index 2024. Given the sizeable opportunity that awaits the city, there is much ground to cover. 

Hong Kong could learn valuable lessons from cities with well-developed Muslim-friendly tourism infrastructure, such as Shenzhen in southeastern China and his hometown of Kazan in Russia, adds Minakhmetov. 

He further advocates for the establishment of a dedicated task force to enhance Hong Kong’s appeal to Muslim tourists. The lack of Muslims working in tourism-related government departments means many businesses still don’t fully understand what halal entails or recognise Islam as the world’s fastest-growing religion, he adds. 

Leung shares a similar perspective, noting that the shortage of trained halal auditors and executives in Hong Kong hampers the city’s ability to cater to Muslim visitors effectively.

“At present, not a single Muslim is employed by HKTB or InvestHK,” Minakhmetov points out.

“How can Hong Kong market itself as a Muslim-friendly destination without people who are knowledgeable about Islamic culture, traditions, and lifestyles? This situation needs to change.” 

18 Nov 2024
Insight
Halal Industry
Halal Malaysia at 50: A legacy of trust

The Islamic economy has emerged as a powerful force in an ever-evolving global landscape. It is shaped by the principles of Shariah and driven by a quest for inclusive growth, ethical investments, and sustainable development.

Among the nations contributing to this dynamic sector, Malaysia has consistently set the benchmark, securing the top position in The Global Islamic Economy Indicator (GIEI) for ten consecutive years since the report's inception in 2013, surpassing countries with larger export volumes.

2024 marks a momentous occasion for Malaysia as it celebrates the Golden Jubilee of Halal Malaysia, the nation's halal certification registered trademark renowned globally. This milestone signifies 50 years of unwavering dedication and commitment to Halalan Toyyiban (lawful good things), assuring quality and integrity in products for consumers worldwide and upholding the principles of excellence (Itqan) and integrity (Nazaha).

Far from solely focusing on economic gain, this journey has profoundly shaped Malaysia's identity, establishing it as a global leader and trusted voice in halal certification and standards.

Contributions to global halal certification
Halal certification in Malaysia began in 1974 when the monarch and government recognised the need to regulate and ensure the integrity of halal products. This initiative aimed to protect Muslim consumers' rights and provide assurance that the products they consumed adhered to Islamic laws.

Halal Malaysia's journey began not with meat products but with certification for cooking oil made from Malaysian palm oil, highlighting the nation's early understanding of the vast scope and potential of the halal market.

Over the years, the halal certification process has evolved, becoming more rigorous and encompassing a more comprehensive range of products and services. This has established Malaysia as the global leader in halal standards and certification. 

Halal pharmaceuticals: A paradigm shift
Coincidentally, 2024 also marks the 25th year since the first Halal Malaysia certification was issued for vitamins and health supplements manufactured by a local large corporation pharmaceutical manufacturer in Malaysia. This milestone is a testament to Malaysia's pioneering role in the halal pharmaceuticals sector.

The introduction of halal-certified pharmaceuticals, supported by the world’s first ISO-level Halal Pharmaceuticals Standard MS2424, has revolutionised the industry domestically and internationally, aligning it with Halal Malaysia's principles of integrity and excellence.

It is a commendable breakthrough, marking a paradigm shift in mindset since health often falls under the “Dharurah” situation, where halal status is not the primary concern for consumption by Muslims. It also paves the way for a more inclusive and accessible halal market.

The Halal Malaysia journey paved the way for this game-changing mode in the pharmaceutical industry by creating a rigorous and trustworthy certification process that mirrors the stringent requirements of conventional pharmaceutical regulations.

Just as the pharmaceutical industry follows continuous improvement or Kaizen methodologies to enhance product quality and safety, halal certification adds an extra layer of assurance, emphasising purity and compliance with Islamic law. In return, the learnings from “Pharmaceutical Quality by Design” (QbD) led to the conceptualisation of Halal Built-In.

Pharmaceuticals certified with Halal Malaysia provide double assurance for consumers, Muslims and non-Muslims alike. Before applying for halal certification, pharmaceutical products must fulfil the registration requirements (GMP-Pharmaceuticals) of and be duly registered with the Ministry of Health Malaysia (MOH).

This dual approval process by two authoritative bodies, MOH (for Toyyiban aspects – safe, effective, high quality and hygienically processed) and JAKIM (halal aspects), offers consumers unparalleled peace of mind.

Next 50 Years: A future of continuous excellence
The Golden Jubilee of Halal Malaysia is not just a celebration of past achievements but a resounding commitment to the future that values integrity, excellence, and trust. Malaysia's legacy of halal excellence, built on a foundation of solid governance, stakeholder collaboration, and deep respect for Halalan Toyyiban principles, positions it as a beacon of halal excellence to lead the industry towards a future of sustainable and inclusive growth.

Malaysia recognises the growing importance of sustainability in the global halal market. Therefore, it has endeavoured to incorporate sustainable halal practices throughout the value chain. This includes encouraging the adoption of eco-friendly production methods, responsible ingredient sourcing, and reducing waste and emissions. By championing sustainable halal practices, Malaysia aims to create a more ethical and environmentally responsible halal industry that benefits both people and the planet.

As Malaysia continues to pioneer and innovate relentlessly, underscoring the transformative impact of Malaysia's halal certification, it will undoubtedly shape and inspire the future of the global Islamic economy, benefiting the Ummah and the world at large for decades to come.

Roziatul Akmam Osman is a halal subject matter expert and is the recipient of the Halal Malaysia industry lifetime achievement award 

13 Nov 2024
Insight
Halal Industry
How influencers can amplify halal food reach

Businesses have always welcomed endorsement. Someone who champions their offerings. Which is why brands and star power have historically crossed paths. Celebrities and athletes have endorsed products from food and beverages to cosmetics and household items to amplify their presence and uptake. 

But in today’s time of new-media capitalization, it is almost a matter of course for businesses to leverage the power of technology to bolster their reach. Social media has given rise to a cohort of content creators who have developed a digital presence, focus on engagement and community and have become a trusted presence within their communities, strong enough to exert a considerable 'influence' on their followers.  

This rising clout of influencers has forced businesses to return to the drawing board and pen a new marketing playbook. 

The hype is not misplaced - the global influencer marketing market size has more than trebled since 2019, increasing from $6.5 billion to an estimated $24 billion in 2024, according to data and business intelligence firm Statista. 

The halal food sector is no different. It is an evolving space, both in terms of options and uptake, and is now no longer restricted to Muslims. There has been evidence of its adoption among non-Muslims, throwing the arena wide open for halal food businesses to capture a sizeable chunk of the overall F&B ecosystem.

However, for halal food to find continuous favour among consumers, businesses must tap into the growing power of influencers, forging a personalised connect with the consumer. 

“Influencers, or rather, content creators, are crucial for halal food providers. With social media marketing dominating many brands' marketing budgets, this sector will only get bigger and more indispensable for every business in some way shape or form,” says Amena Khan, a UK-based social media influencer. 

Sealing the deal

Influencers wield considerable hold on consumers' purchasing power – a study by PR agency Matter Communications, that surveyed more than 1,000 US consumers, revealed 69% of respondents are likely to trust an influencer, friend or family recommendation over information coming directly from a brand. Food and beverage generated the most consumer interest and most potential to act on influencer content, followed by health and wellness. 

“Given how widely used social media is in this current day and age, influencers can play a vital role in a brand’s exposure and visibility to their Muslim consumers. All it takes is one image or short video of the restaurant going viral to reach a large and varied audience across the country - much quicker than any word of mouth or an online search would yield,” says Layla Hassanali, founder of Halal Girl About Town, a platform dedicated to finding the best halal restaurants in the UK. 

Influencers can help forge an alliance with the wider non-Muslim consumer base, which may struggle to recognize the benefits of halal food beyond religious context. An all-inclusive approach may also blur the social distance between Muslims and non-Muslims and help combat issues like Islamophobia. 

“To a non-Muslim, a halal restaurant might come across as having closed doors; a place that only caters to Muslims. With influencers continuing to post about halal food and growing their platform reach, they can open the doors to many non-Muslims by showing them that there is more to the restaurant/brand than just a halal certification,” adds Hassanali. 

Impact of 'choices'
Influencers help form a genuine digital interaction, offering their own seal of approval and helping draw businesses and consumers closer. But for that to happen seamlessly, influencers must develop their own credibility. Especially in a field such as halal food, which has religious threads attached to it.

Hassanali explains: “Over time, an influencer’s platform will curate a specific audience that resonate with the influencer’s own lifestyle and brand choices. Lifestyle and brand choices are more impactful if they are in line with what you stand for.”

28 Oct 2024
Insight
Halal Industry
Impact of Israel-Gaza conflict on beverage brands in the UK 

A year in, the ongoing conflict in Israel and Gaza has had a profound impact on brands and businesses in the UK and around the world, particularly those perceived to have connections or inclinations towards Israel or Palestine. 

This article explores these impacts and the rise of alternative beverage options in the UK market. 

Effects on brands and businesses: 
Several brands have faced calls for boycotts from activists and groups supporting Palestine. This includes companies seen as supporting Israel or operating in contested territories.

Importantly, these boycotts are not limited to Muslim consumers but include a diverse range of individuals who advocate for justice and oppose occupation. 

Brands that made statements or took stances related to the conflict have also faced significant backlash on social media. This has led to reputational challenges and forced companies to reassess their public communications strategies. 

To counter rising consumer wrath, some companies have altered their marketing strategies or public relations approaches. These changes aim to avoid alienating customers or to align with public sentiment. 

In terms of bottom lines, certain sectors, especially those linked to tourism or international business, have faced and may continue to experience financial repercussions. This is due to changing consumer behaviour and increased scrutiny of companies' geopolitical stances. 

Additionally, companies operating in or sourcing from the region may need to reassess their supply chains in light of the conflict. This could lead to changes in procurement strategies and potentially affect product availability or pricing. 

Rise of alternative beverages: 
In response to boycotts of major brands like Coca-Cola and Pepsi, several alternative beverage options have gained prominence in the UK and European markets. 

Some of the generic alternative soft drinks include Karma Drinks, known for its organic soft drinks and ethical sourcing; Pop Soda, which is said to focus on craft sodas with unique flavours and natural ingredients; Lixir Drinks, which specialises in low-calorie mixers and soft drinks; and Cawston Press, which offers sparkling fruit drinks made from pressed fruit with no artificial additives. 

Some emerging 'ethnic' cola brands have emerged to cater specifically to consumers looking for alternatives to major cola brands. These include: Mecca Cola, which was launched in France in 2002, and has since gained popularity in European Muslim communities.

Then there is Zamzam Cola, an Iranian brand that has found a market in some European countries. Others include Evoca Cola, a British brand that markets itself as an ethical alternative to mainstream colas; Qibla Cola, a UK-based brand that emphasises ethical consumption; and Yo Cola, a new British brand. 

These brands often market themselves as socially conscious alternatives, appealing to consumers who are looking to align purchasing decisions with their values. 

Broader implications: 
The emergence of these alternative brands reflects a growing trend of conscious consumerism. It demonstrates how geopolitical events can significantly influence market dynamics and consumer behaviour. 

The situation also highlights the increasing importance of brand values and ethical stances in consumer decision-making. It shows the potential for niche markets to grow rapidly in response to changing societal attitudes. 

The Israel-Gaza conflict has had far-reaching effects on the UK business landscape, particularly in the beverage industry. As consumers become more aware of the geopolitical implications of their purchasing decisions, brands are forced to navigate complex ethical territories.

The rise of alternative beverage options, especially in the cola market, illustrates the market's ability to adapt to these changing consumer preferences and values. 

Naved Syed is a UK-based halal food and beverage consultant

09 Oct 2024
Insight
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