Vietnamese Products Gain Spotlight at Malaysia’s Halal Festival

The Melaka Halal Festival 2024 in Malaysia became a pivotal event for showcasing the growing global appeal of Vietnamese products, particularly in the halal-certified segment. With Vietnam’s halal industry making impressive strides, the event marked an essential milestone in the country’s efforts to expand its presence in the lucrative global halal market, projected to surpass $3.2 trillion by 2027.

Expanding Horizons in the Global Halal Market

Held under the theme “Optimising the Halal Industry,” the Melaka Halal Festival brought together exhibitors from nine countries, including Indonesia, Iran, Japan, Singapore, and the United Arab Emirates. The festival featured over 350 exhibition booths showcasing lifestyle products, food and beverages, beauty care, pharmaceuticals, healthcare, and fashion. It served as a vibrant platform for businesses to explore new markets, foster collaborations, and highlight innovative solutions in the halal industry.

Among the exhibitors, Vietnamese products stood out for their diversity, quality, and alignment with Muslim consumer preferences. With halal certification increasingly becoming a gateway to international markets, Vietnam’s participation demonstrated its commitment to meeting global standards while tapping into the growing demand for halal goods.

The Vietnam Trade Office played a central role in Vietnam’s presence at the festival, showcasing a range of halal-certified products, including rice, tea, cashews, seafood, coffee, pepper, and other staples. One of the standout categories was coffee, a product for which Vietnam is globally renowned.

Ngo Quang Hung, First Secretary at the Vietnam Trade Office in Malaysia, emphasized the high regard Malaysian coffee distributors have for Vietnamese coffee. “With its high caffeine content and distinctive aroma, Vietnamese coffee meets the preferences of local consumers seeking focus and energy during work hours,” he noted. The showcase attracted significant attention, helping to bolster Vietnam’s reputation as a reliable supplier of high-quality halal products.

Vietnam’s halal industry is rapidly evolving, with around 1,000 enterprises now holding halal certifications for over 3,000 products. These certifications not only demonstrate adherence to Islamic dietary and ethical standards but also open doors to diverse global markets. The key export products, such as rice, tea, cashews, coffee, pepper, and seafood, are highly favored in Muslim-majority markets due to their quality and alignment with consumer preferences.

Key Export Highlights:

1. Rice: Vietnam’s high-quality rice varieties, including jasmine and glutinous rice, cater to the culinary traditions of Muslim consumers. These varieties are widely used in dishes across Southeast Asia and the Middle East, enhancing Vietnam’s export potential.

2. Seafood: Products like shrimp, fish, and squid have earned a strong foothold in markets such as the Middle East, where halal compliance is critical. Vietnam’s advanced aquaculture practices ensure consistent quality.

3. Pepper: Vietnam is the world’s largest producer of black pepper, a staple in many halal dishes. Its pepper is valued for its rich flavor and is a key ingredient in regional cuisines.

4. Coffee: As the second-largest coffee producer globally, Vietnam’s robusta coffee is particularly appreciated for its unique taste and high caffeine content. Halal-certified coffee has opened doors in the Middle East and Southeast Asia.

5. Cashews and Tea: Vietnam is among the top global exporters of cashews and green tea. These products cater to the growing demand for healthy snacks and beverages among Muslim consumers.

These products underline Vietnam’s potential as a major player in the global halal economy.

Strategic Importance of Halal Certification

Halal certification has emerged as a strategic priority for Vietnamese businesses aiming to enter the global halal market. The certification process ensures that products meet the stringent requirements of Muslim consumers. This is particularly crucial in regions like Southeast Asia, the Middle East, and parts of Europe, where halal-certified goods are in high demand.

Vietnam’s government and trade organizations have been proactive in promoting halal certification, collaborating with international bodies to ensure compliance and recognition. These efforts have been supported by partnerships with countries like Malaysia, where Vietnam has found opportunities to learn from established halal industries.

Government Initiatives:

The Vietnamese government has launched several programs to help businesses navigate the halal certification process. Training workshops, financial subsidies for certification costs, and collaborations with Islamic certification bodies are among the key measures. By focusing on education and compliance, Vietnam is equipping its enterprises to thrive in the competitive halal market.

Expanding Certification Networks:

Vietnam has been working with global halal certification organizations to ensure its products meet international standards. Key partners include the Halal Development Corporation in Malaysia and other recognized bodies in the Middle East. This global alignment ensures that Vietnamese products gain access to diverse markets without additional regulatory hurdles.

Melaka Halal Festival

The Melaka Halal Festival was not only a celebration of halal-certified goods but also a hub for fostering international collaborations. Held in conjunction with the Year of Visiting Melaka 2024, the festival drew thousands of visitors, including industry leaders, government officials, and consumers. The event highlighted Melaka’s strategic role as an international hub for the halal industry, promoting growth and innovation in this competitive sector.

Vietnam’s participation reinforced its commitment to leveraging such platforms to build partnerships and expand its reach. By showcasing the best of Vietnamese products, the country positioned itself as a key contributor to the global halal economy.

Industry Trends:

• The demand for halal-certified beauty and healthcare products is rising, with consumers prioritizing ethically sourced and produced goods.

• Innovative food products, such as ready-to-eat meals and organic halal-certified items, are gaining traction in urban markets.

• Partnerships between halal certification bodies and manufacturers are streamlining the compliance process, making it easier for new entrants to access the market.

• Halal tourism has also gained attention, with countries promoting experiences tailored to Muslim travelers.

Vietnamese exhibitors capitalized on these trends by presenting products that meet these evolving demands. For instance, halal-certified teas and spices were showcased as versatile ingredients for health-conscious consumers.

Participating in events like the Melaka Halal Festival allows Vietnamese brands to establish their identity in international markets. By emphasizing quality, authenticity, and compliance, these brands create a strong impression that resonates with global consumers.

Key Takeaways for Vietnamese Enterprises

For Vietnamese businesses, participation in international events like the Melaka Halal Festival offers several advantages:

1. Market Expansion: Access to new markets in Southeast Asia, the Middle East, and beyond.

2. Networking Opportunities: Building connections with distributors, retailers, and industry stakeholders.

3. Brand Recognition: Enhancing visibility and reputation in the global halal market.

4. Learning and Adaptation: Understanding the latest trends and consumer preferences in the halal industry.

5. Technological Integration: Leveraging advanced technologies, such as blockchain, for traceability and certification transparency.

By capitalizing on these opportunities, Vietnamese enterprises can strengthen their position in the competitive halal market.

Vietnamese Products in the Halal Market

As the global demand for halal products continues to rise, Vietnam is well-positioned to become a significant player in this market. With a strong agricultural base, growing halal certification infrastructure, and government support, the country has the resources and determination to succeed.

Key Areas of Focus:

• Innovation: Developing new products that cater to evolving consumer needs.

• Sustainability: Ensuring environmentally friendly practices in production and supply chains.

• Quality Assurance: Maintaining high standards to meet global halal requirements.

• Digital Presence: Building online platforms to market halal products directly to consumers.

By doing so, Vietnam can secure a prominent place in the global halal economy, benefiting both businesses and consumers.

Bilateral Ties with Malaysia

Malaysia, as a global leader in the halal industry, has emerged as a vital partner for Vietnam in its halal journey. Collaborative efforts between the two nations, such as knowledge sharing, joint ventures, and technology transfers, have strengthened bilateral trade relations. Malaysia’s robust halal infrastructure offers valuable insights for Vietnamese enterprises looking to scale their operations.

These partnerships also pave the way for Vietnam to penetrate other halal markets through Malaysia’s established networks in the Middle East, Europe, and Africa.

Vietnam and Malaysia have also explored co-branded products to leverage their combined strengths. For example, halal-certified Vietnamese coffee packaged with Malaysian branding has seen success in Middle Eastern markets.

The Melaka Halal Festival 2024 showcased the immense potential of Vietnamese products in the halal market. From aromatic coffee to premium seafood and spices, Vietnam’s offerings resonated with global audiences, highlighting the country’s growing influence in this sector. With continued efforts to expand halal certification, foster international partnerships, and innovate products, Vietnam is set to play a vital role in shaping the future of the global halal industry.

As the halal economy grows, Vietnam’s ability to adapt and innovate will determine its success in becoming a major player in this lucrative market. With strategic investments in quality, sustainability, and market intelligence, Vietnamese products are poised to make an even greater impact on the global stage. Vietnam’s growing presence in events like the Melaka Halal Festival exemplifies the country’s dedication to becoming a cornerstone of the global halal market, setting a benchmark for excellence in the years to come.