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The emergence of halal food industry in non-Muslim countries: a case study of Thailand

Mohd. Nawawi, Mohd. Saiful Anwar and Abu-Hussin, Mohd. Fauzi and Faid, Muhamad Syazwan and Pauzi, Norhidayah and Man, Saadan and Mohd. Sabri, Noratiqah (2020) The emergence of halal food industry in non-Muslim countries: a case study of Thailand. Journal of Islamic Marketing, 11 (4). 917 -931. ISSN 1759-0833

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Official URL: http://dx.doi.org/10.1108/JIMA-05-2018-0082


Purpose: The paper aims to explore the development of the halal industry in Thailand. It endeavours to investigate the main factors behind the country’s success as one of the largest exporters of halal-certified foods and products in the Southeast Asian region, in spite of the fact that Thailand is a non-Muslim-majority country. Only 4.3 per cent of the 69-million population of Thailand is Muslims. Design/methodology/approach: In articulating the issue objectively, qualitative research method was adopted. This paper used structured literature study by analysing various subjects of halal pertaining to Thailand’s halal sector. At the same time, several in-depth interviews with the corresponding halal authorities in Thailand, as well as site visits, were also conducted. We also undertook observations in several sites in Thailand to analyse the issue further. Findings: Findings from the research show that the strong presence of Thailand in the global halal industry is because of its bustling tourism industry that helps to bolster the country’s halal branding, its uniformity of halal definition and standards and effective support to the local SMEs. Practical implications: This research implies that the standardisation of halal in a country is imperative in the Muslim-majority or Muslim-minority countries. This study gives a benchmark for the non-Muslim-majority countries which endeavour to embark on the halal industry. Muslim-minority counties that envision to succeed in the global halal market could emulate Thailand’s approach in branding itself as a recognised non-Muslim-majority country in producing certified halal foods and products. Originality/value: The paper provides guidelines and standards for Muslim-minority countries that envision success in the global halal market.

Item Type:Article
Uncontrolled Keywords:halal market, halal tourism, muslim-minority country, Thailand
Subjects:B Philosophy. Psychology. Religion > BP Islam. Bahaism. Theosophy, etc
H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
Divisions:Islamic Civilisation
ID Code:93464
Deposited By: Yanti Mohd Shah
Deposited On:30 Nov 2021 16:33
Last Modified:30 Nov 2021 16:33

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