AhlulBayt News Agency: With a population of over 240 million Muslims, ASEAN has become a promising market for Vietnamese businesses seeking to expand halal product exports, particularly in farm produce and processed foods.
The region serves as a gateway for made-in-Vietnam products to integrate into the international halal supply chain. Indonesia, Malaysia, the Philippines, and Singapore are the largest importers of halal agricultural products in ASEAN, with key commodities including rice, vegetables, fruits, cashews, coffee, cocoa, and seafood.
Agricultural products and processed foods form the foundation of the halal ecosystem, accounting for a significant portion of the global halal market. ASEAN’s growing demand, combined with geographic proximity that reduces transportation costs, provides Vietnamese enterprises with a competitive edge.
Vietnamese Trade Counsellor in Indonesia, Pham The Cuong, noted that Indonesia, where 87% of the population is Muslim, is the largest halal consumer in ASEAN. Indonesia’s halal market is projected to reach $282 billion by 2025, representing 11.34% of global halal consumer spending.
Vietnamese exports have gained traction in Indonesia, with rising turnover creating opportunities for deeper market penetration. Direct flight connections between Vietnam and Indonesia also facilitate smoother trade of perishable agricultural goods, ensuring product quality.
In Malaysia, Vietnamese exports such as rice, fruits, vegetables, and coffee saw impressive growth in 2024. While halal certification is not mandatory for imports, many Malaysian importers prefer certified goods to meet consumer expectations. Malaysia has actively developed its halal industry, supported by the renowned JAKIM certification system.
Singapore represents a niche but high-potential market for halal agricultural products, driven by quality consumption demands and its role as a regional transshipment hub. The demand for halal food extends beyond Muslims to consumers focused on food safety and ethical consumption. Singapore also serves as a gateway for Vietnamese halal products to enter regional and global halal distribution networks.
In the Philippines, the third-largest Muslim population in Southeast Asia, Vietnamese Trade Counsellor Phung Van Thanh reported that the country imported over $100 million worth of halal-certified products annually between 2020 and 2024. However, only 2% of these imports came from ASEAN member states, signaling a significant untapped opportunity for Vietnamese firms.
Vietnam’s Trade Office in Indonesia recommended that exporters collaborate with local distributors to access traditional stores and supermarkets such as Hypermart, Carrefour Transmart, Giant, Lotte Mart, Superindo, Food Mart, Hero, and Food Hall. Strengthening e-commerce engagement is also crucial, as Indonesia is a leader in online retail, with platforms like Shopee, Tokopedia, Lazada, and TikTok Shop.
In Malaysia, Trade Counsellor Le Phu Cuong advised Vietnamese enterprises to establish trade connections with halal-certified food importers and major retail chains such as NSK Trade City, Mydin, and Ecoshop. Regular participation in annual trade fairs presents valuable opportunities for business matchmaking and market exposure.
Vietnamese Trade Counsellor in Singapore, Cao Xuan Thang, emphasized the importance of trade fairs in boosting halal trade with ASEAN partners.
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