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👋 Welcome to This Week’s Review!
Welcome to Halal Market Mastery! Each week, we provide expert tips, best practices, and industry developments to help you thrive in the booming trillion-dollar halal market. Let’s dive in!
This week, we take inspiration from halal brands that have successfully scaled across borders. From Malaysia to the Middle East and beyond, these case studies highlight what it takes to become a global halal powerhouse.
📊 Fun Fact of the Day:
More than 1.9 billion Muslims around the world create a growing demand for halal-certified products, and the global halal market is projected to exceed $7 trillion by 2025. Yet only a small fraction of halal brands have truly gone global.
🌍 What It Takes to Build a Global Halal Brand
📌 Case Study 1: Wardah (Indonesia) – Halal Beauty with a Purpose
Wardah is Indonesia’s most successful halal cosmetics brand, with presence across Southeast Asia and the Middle East.
Success Formula:
- Strong halal identity with religious compliance
- Affordable pricing for mass appeal
- Investment in R&D and influencer partnerships
- Consistent brand messaging around purity, empowerment, and sustainability
📌 Case Study 2: Saffron Road (USA) – Modern Halal Convenience
Saffron Road has become one of America’s top halal-certified food brands, stocked in major retailers like Whole Foods and Walmart.
Success Formula:
- Clear, faith-friendly branding with universal appeal
- Fusion of ethnic flavours with American consumer expectations
- Emphasis on ethical sourcing and clean ingredients
- Leveraging certifications like halal, non-GMO, and organic
📌 Case Study 3: Old Town White Coffee (Malaysia) – From Local Brew to Global Café
Old Town started with a humble instant coffee mix and grew into a café chain with global reach.
Success Formula:
- Nostalgic brand rooted in Malaysian heritage
- Strong halal assurance and product consistency
- Café franchising model to reach international markets
- Diverse product lines catering to retail and F&B sectors
📌 Case Study 4: NoorVitamins (USA/UAE) – Halal in the Health Sector
NoorVitamins is a premium halal-certified supplement brand sold in the US, UAE, and UK.
Success Formula:
- Niche positioning in underserved category (halal vitamins)
- Scientific credibility and modern branding
- Online-first model with global shipping
- Strategic Middle East partnerships
💡 What You Can Learn from These Brands:
Be authentic: Make halal values your strength, not a limitation.
Localise, but stay consistent: Adapt to each market’s culture, while maintaining core brand values.
Invest in visibility: Strong branding, influencer marketing, and certifications go a long way.
Think beyond food: Halal fashion, health, cosmetics, travel and fintech are booming too.
Plan for export: Prepare your documentation, logistics, and partners early.
📰 Halal Headlines
Cambodia, Iran to firm up economic cooperation
Cambodia and Iran agreed to strengthen economic cooperation in various sectors, including petrochemicals and agriculture, with a focus on adhering to halal standards for Cambodian agricultural exports to Iran.
Macao's tourism strategy is evolving to include halal tourism and diversification to better serve Muslim travelers and enhance global engagement.
Indonesia halal authority issues warnings after multiple food products found to contain pork
The Indonesian authorities have issued strict warnings after nine confectionery products were found to contain pork, despite seven of them already being certified as halal, leading to their withdrawal from the market and sanctions against the offending companies.
Malaysia Earns World Bank Praise For Halal Certification, Egg Price Reform
The World Bank praised Malaysia for its halal certification agreement with Indonesia and the gradual removal of egg price controls, viewing these developments as positive steps for the economy, while also acknowledging the importance of supporting living wage policies to benefit lower-income workers.
Indonesia: Tests by MUI Contradict BPJPH, BPOM Findings on Pork Content
The Indonesian Ulema Council's Assessment Institute for Foods, Drugs, and Cosmetics (LPPOM MUI) found that all nine halal-labeled snack products suspected of containing pork met halal standards, contradicting earlier findings by the Halal Product Assurance Agency (BPJPH) and the Food and Drug Monitoring Agency (BPOM).
The Philippines Supports Malaysia's Call For ASEAN Unity in US Tariff Talks
The Philippines supports Malaysia’s leadership in fostering ASEAN unity for collective economic strength, highlighting cooperation in key areas such as halal industry development, tourism, and Islamic finance.
UAE unveils strategy to more than double value of Islamic banking and boost halal exports
The UAE has announced a strategy to significantly increase the value of its Islamic banking sector from Dh986 billion to Dh2.56 trillion over the next six years, along with plans to boost halal product exports and establish a committee to oversee this growth initiative.
Việt Nam-Singapore Halal Trade Seminar 2025 to take place on May 24
The Việt Nam-Singapore Halal Trade Seminar 2025, taking place on May 24, aims to enhance bilateral business cooperation and capitalize on the growing global Halal market, which currently holds a value of approximately $2 trillion.
Malaysia’s halal certification goes fully digital from May 5
Malaysia's halal certification process transitioned to a fully digital format on May 5, enabling applicants to receive and print their electronic certificates (e-Certs) via the MYeHALAL platform, while still allowing for physical copies upon request for a fee.
Hong Kong creates halal Q mark certification for Muslims
Hong Kong has established a halal Q mark certification in collaboration with the Incorporated Trustees of the Islamic Community Fund, aiming to enhance the quality and consumer confidence of halal products and services in the region.
Unlock the power of Halal trade between Vietnam & Singapore!
Join the Vietnam–Singapore Halal Trade Seminar 2025, where industry leaders, government officials, and market experts come together to reveal strategies for tapping into the booming Halal economy. From certification insights to cross-border trade hacks, this hybrid event is your gateway to scaling Halal business in Asia.
When: Saturday, 24 May 2025
Where: Hanoi | Singapore | Online (Zoom)
🔍 Explore More Halal Resources
Looking to deepen your knowledge about the halal market or find more engaging content? Check out our various platforms:
Halal Market Mastery Newsletters
For weekly halal market tips, news reports, and insights to keep your business ahead.Halal Practitioner Blog Posts
Explore in-depth think pieces and market trend analysis to help you navigate the halal economy.Halal Made Simple YouTube Videos
Enjoy bite-sized, easy-to-understand halal content that’s perfect for beginners or busy professionals.
What Top Execs Read Before the Market Opens
The Daily Upside was founded by investment professionals to arm decision-makers with market intelligence that goes deeper than headlines. No filler. Just concise, trusted insights on business trends, deal flow, and economic shifts—read by leaders at top firms across finance, tech, and beyond.
📢 Coming Next Week…
We’re diving into Plant-Based Creamers and Milk Alternatives in Halal Markets — uncover how oat, almond, soy, and other dairy-free options are reshaping the halal beverage industry and what it means for your product development and positioning.
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🚀 Ready to Scale Your Halal Brand Globally?
At Halal Practitioner, we support businesses in building, certifying, and marketing halal brands for international growth. Let us help you expand into new markets confidently.
That’s all for this week!
Stay bold, stay halal, and stay global!
Best Regards,
Halal Market Mastery Team
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