Brahim’s Dewina Group Tapping Japan Tourism Market

Brahim’s Dewina Group of Companies is leading the charge in Japan’s efforts to accommodate the growing Muslim tourism market, especially with the Tokyo 2020 Olympics approaching. Ahmad Husaini Hassan, Director of Marketing and Business Development, reveals how the company is significantly contributing to Japan’s hospitality sector.

Japan aims to attract 20 million tourists annually by 2020, and with 35% of athletes expected to be Muslim, there is a pressing need for more halal-friendly facilities. Currently, the availability of halal dining options in Japan is limited, a gap that Brahim’s Dewina Group is working to fill.

In response to this demand, Centrair, the Central Japan International Airport, located in Nagoya, has taken significant steps to become more Muslim-friendly. Recognized as Japan’s third-largest airport and a multiple recipient of the Skytrax World Airport Award, Centrair has partnered with Brahim’s Dewina Group to enhance its services for Muslim travelers. This collaboration marks a crucial development as Centrair is now offering halal meals at two of its restaurants, featuring Brahim’s renowned products like nasi lemak, biryani rice, and rendang ayam. Additionally, the airport has installed a dedicated prayer room to cater to the spiritual needs of Muslim passengers.

Ahmad Husaini explains that while the initial focus was on meeting halal meal requirements, the company’s strategy has expanded. “We aim to target a broader market by promoting Malaysian cuisine to both Muslim and non-Muslim travelers, as well as locals who frequent the airport. Our objective is to leverage Centrair as a key venue for boosting our business, moving beyond the inflight catering segment which currently generates 70% of our revenue,” he says.

The results have been promising, with nearly 90% of patrons at the Centrair restaurants being non-Muslim. This success has led to an average 30% growth in monthly revenue. Encouraged by this outcome, Brahim’s Dewina Group is now exploring opportunities to assist other Japanese airports in enhancing their halal offerings. The company is already operational at Kansai Airport and is planning to expand its presence to Haneda Airport in Tokyo.

George Hayashi, General Manager of International Restaurant Service Co. Ltd, which manages the restaurants at Centrair, anticipates a surge in Muslim passengers. “With airlines such as Garuda Indonesia increasing their flights to Japan six days a week and AirAsia X boosting its service frequency, we expect a rise in Muslim tourists. The addition of halal restaurant options and clearer labeling of meals with pork and alcohol warnings will help accommodate these travelers,” he notes.

Japan has seen a growing number of Muslim tourists, primarily from Malaysia and Indonesia. The introduction of visa exemptions for Malaysians in 2013 and the upcoming exemptions for Indonesians starting December 1, 2024, have further facilitated this trend.

The Tokyo 2020 Olympics presents a significant opportunity for the halal market. The Japanese government has set ambitious targets for tourist arrivals, with expectations reaching 40 million by 2020, buoyed by major events like the Olympics. This influx of tourists includes a substantial number of Muslim athletes and visitors, underscoring the need for enhanced halal services.

The collaboration between Brahim’s Dewina Group and Japanese airports reflects a broader trend of Japan’s commitment to becoming a more inclusive destination. This partnership not only addresses the immediate needs of Muslim travelers but also positions Japan as a competitive player in the global tourism market.

In conclusion, Brahim’s Dewina Group’s efforts are paving the way for a more Muslim-friendly Japan, setting a precedent for other airports and businesses to follow. As the country prepares for a record number of international visitors, these enhancements in halal services are crucial for meeting the diverse needs of global travelers.