On several of its overseas routes, ANA Holdings Inc is beginning to offer an unconventional type of snack – rice crackers that happen to be accredited halal, an Arabic term meaning “permissible”.
These kinds of rice crackers can become a lot less unusual as Japan’s largest air carrier joins with a Malaysian halal caterer to revamp its food list and better meet the nutritional specifications of Muslim travellers and tourists.
Until finally recently, Muslim travellers and tourists were mostly either humble pilgrims or jet-setting wealthy sheikhs. In the last few years, expanding middle-class wealth has spawned a new category of Muslim travellers who pursue leisurely escapes to non customary places like China, Japan, Singapore and Thailand. The tallest challenge for these particular new destinations is convincing Muslim travellers and tourists that the food items available to them are actually halal. Alcohol and Pork are haram, or “Proscribed”.
Malaysia – which is a pioneer in halal certification and producing and distributing halal food items – has become busy marketing and advertising its halal expertise to non-Muslim countries around the world. The stakes are high as it is a $1 trillion halal food marketplace that is forecast to grow markedly over the coming years.
Malaysia has over two decades of halal expertise under its belt. Even Nestle SA , which offers halal goods in mostly Muslim nations, receives its halal authentication certification from Malaysia. It’s only now that Malaysian halal firms are pouring fuel on the flames of their global desires since they have awaken to a growing worldwide industry and a market fuelled by middle-class earners in the Muslim Ummah and an ever rising interest from non-Muslim nations.
Earlier this January, Kuala Lumpur-listed Brahim’s Holdings Bhd , the world’s largets in-flight halal food service provider, mangaged to grasp an exceptional deal with ANA to help create Japanese cuisine that are halal onboard ANA flights. The carier is also planning to boost its availability of halal meals to other third-party airlines.
The amount of visitors to Japan from South-East Asian region, which includes the world’s most significant Muslim population, have spiralled because the Japanese government eased the requirements for the visa process. Data from the Japan National Tourism Organization demonstrates that the influx from Indonesia alone more than doubled within the three years to 2013.
A latest study reveals that Japan has displayed the greatest determination amid 60 tourist destinations in promoting itself Muslim-friendly within the last calendar year. From writing a Tourist guide for Muslims to arranging for prayer room at some international airports, Japan is quickly moving up the yearly halal vacation poll by the Singapore based traveling consultant Crescentrating.
The Japan Halal Association among the few halal certifying organisations in the country issuing halal certificates on behalf of Malaysia, also approved half a dozen such applications in March. A report by the government-backed Japan External Trade Organization (JETRO) shows a market increase compared with nine in 2012 and 2013 together.
Nasreddine Hamadi, a 31-year-old neuroscience PhD student going back to Dubai soon after a holiday in Malaysia, can not wait to visit Japan. As he counted the minutes to boarding time at Kuala Lumpur International Airport, he said:
“Malaysia is the furthest country I’ve been to so far, I’d really like to go to other countries like China and Japan.”
This major rise in Muslim travellers features the significance for non-Muslim countries to become alot more compatible for Muslim Travellers needs and halal compatible. According to an estimate by U.S.-based research and advisory firm DinarStandard, Muslims are expected to spend around $181 billion on travelling by 2018, up by almost a third from 2012.