Issue 43

With more demand for Halal food worldwide, Thai businesses are looking for ways to export Halal products to Muslim countries in ASEAN and the Middle East.

Thailand is the leading exporter of halal goods within Southeast Asia as well as the fifth-largest halal food exporter in the world. According to the Board of Investment (BOI), Thailand's Halal food exports were worth approximately US$275 million in 2014. However, as the global Halal market is estimated at US$976 billion, there is still much room for growth in the market.

The Halal Assembly was held at the Queen Sirikit National Convention Center, Bangkok, from December 25 to 27 under the theme ‘Halal Culture and Innovation for the Halal Economy’. Some 200 booths exhibited international and domestic products targeted for the Islamic market.

Dr Winai Dahlan, founding director of the Halal Science Center, says that the event presented an opportunity for Thai Muslims to interact and network with the Muslim community around the world, while establishing more business contacts and increasing their professional skills and knowledge.

“The Thailand Halal Assembly is designed to showcase Thailand’s role in the rapidly-growing market for Halal products,” he said.

Thousands of Muslim tourists visit Thailand each year, according to Yuthasak Supasorn, the governor of the Tourism Authority of Thailand. “These numbers will grow further after the [establishment of the] AEC when we can expect to get more visitors from our neighbouring ASEAN countries, Indonesia, Malaysia and Brunei Darussalam. Hence, it is very important for Thailand to have the necessary products and services catering to the Muslim market.”

Business agrees with TAT’s governor.

Medical technician Intira Palee recently developed and launched a brand of individually-packaged honey – called The Queen Bee – which is being marketed in Middle Eastern countries, such as the UAE, Saudi Arabia, Oman and Qatar, where it has received Halal certification.

“Honey is a food that complies with Halal certification,” says Palee. “Middle Eastern consumers like [our brand] because the benefits of honey is mentioned in the Quran and they like our taste and the premium look.”

As the honey is made from bees in Chiang Mai, the unheated, unpasteurised and unprocessed honey is 100% made in Thailand.

Palee believes that the Halal Assembly shows that Halal business offers a great potential for exports. “The Halal industry has grown greatly in Thailand and I think we can go far because the Halal certificate is recognised worldwide among Muslims,” she says. “As for my brand, in the near future we aim to look for possibilities to expand our market.”

Words by Pimsirinuch Borsub