Muslim Tourism Set to Boost Growth of Halal Market in Japan

Japan is experiencing a notable shift as “modest” fashion and halal products gain traction. This burgeoning trend highlights a growing interest in halal goods among Japanese consumers and visitors. According to Tomoyuki Iizuka of the Yano Research Institute, Japan welcomed a record-high 24 million visitors last year. With the Tokyo Olympics and Paralympic Games approaching in 2020, the number of foreign visitors, particularly Muslims, is expected to rise further. This increase is likely to drive greater demand for halal food and services in Japan.

A significant development in this trend was the first Tokyo Modest Fashion Show, held in November, which coincided with the third Halal Expo Japan organized by Halal Media Japan. The event showcased the expanding market for halal products, with Zook Mohammed, halal foods division manager at Global Corporation, presenting Jakim Malaysia-approved chicken products, ready-made flatbread, and tea from Sri Lanka. Despite this growth, Mohammed highlights a prevailing issue: many Japanese consumers view halal food through a religious lens and may hesitate to try it due to misconceptions about its safety and hygiene.

Kariya Bin Sulong, representing KZ Meliponines Paradise of Brunei, also participated in the expo, featuring his company’s halal-certified stingless-bee honey. Although honey is inherently halal, Sulong uses certification as a strategic marketing tool. The unique and rare nature of stingless bee honey makes it a standout product in Japan’s halal market.

Sami Hamdi, founder of The National Interest, emphasizes the critical need for education about halal products. Events like Halal Expo Japan are instrumental in raising awareness and demonstrating the potential of the halal market. Hamdi notes that Japan is strategically positioning itself to capture a share of the 78 million Muslim travelers visiting Asia, especially as geopolitical tensions drive Muslims to explore new destinations in the East.

To successfully enter the Japanese market, exporters must prioritize Japanese language skills and a deep understanding of local business practices. Hamdi stresses that respecting Japanese customs is essential for building strong business relationships. Collaborating with Japanese trading companies and wholesalers can also facilitate market entry and growth.

Japanese companies that participated in the Halal Expo Japan are already exploring opportunities to export halal products to countries with large Muslim populations. For example, Choya, a well-known producer of plum liquor “umeshu,” began producing a non-alcoholic carbonated version in response to the growing demand for non-alcoholic beverages. Choya received halal certification from the Islamic Centre Japan in September and is currently exporting to Germany, Singapore, and the United States. The company plans to expand its reach to the Middle East and Southeast Asia.

However, Japanese halal exporters may face challenges, particularly in the Arabian Gulf, where raw fish and Japanese cuisine might be less familiar. Despite this, Hamdi believes that the unique flavors of Japanese halal products, such as green tea-infused confectionery, can serve as a competitive advantage. The curiosity surrounding Japanese food can provide an opportunity for exporters to make a memorable impression in markets like the UAE.

In conclusion, Japan’s halal market presents significant opportunities for global exporters willing to navigate cultural and business nuances. By addressing misconceptions, adhering to local customs, and leveraging Japan’s unique culinary offerings, halal food exporters can carve out a niche in this growing and dynamic market. As Japan continues to attract an increasing number of Muslim travelers, the demand for halal products is set to expand, offering lucrative prospects for businesses in the halal industry.