MUIS Builds the Halal Brand

The current state of Singapore's Halal industry and MUIS's development prospects.

Singapore's Halal industry is thriving. Over the past 10 years, as more and more commercial activities have entered the Halal market, the number of Halal-certified factories has increased fivefold from before, reaching 2,650.

This number is expected to grow to 5,000 by 2015, a growth trend that is pushing Singapore's MUIS to develop into an organization that does more than just provide certification.

MUIS will join hands with SPRING Singapore (the Standards, Productivity and Innovation Board), International Enterprise Singapore and other partners to build Singapore's Halal brand through product development, trade and consulting.

Closely related to this is the global Halal food market worth USD 661 million (SGD 860 million). According to MUIS chief Alami Musa, entering the Halal market can boost revenue by 20% to 25%.

Singapore's Halal industry development promotes tourism

At yesterday's seminar, Dr. Yaacob Ibrahim, the minister in charge at Singapore's Ministry, noted that the fivefold increase in Halal-certified factories over the past 10 years has also boosted tourism.

Dr. Yaacob, who also serves as Minister for Community Development, Youth and Sports, noted that this is a good trend, because Singapore's three main tourist markets include Indonesia and Malaysia, where Muslims are the dominant population.

He also noted that this provides convenience for the growing number of Middle Eastern tourists. He said, "We already have Halal hotels now, and hotels that can offer all kinds of Halal amenities will attract more tourists to Singapore."

Halal certification boosts revenue

Dr. Yaacob spoke at the 2011 Halal seminar organized by MUIS at the Grand Copthorne Waterfront Hotel. This event, discussing trends, opportunities and challenges in the Halal industry, attracted more than 300 participants, ranging from business owners to representatives of government agencies.

Among them was the Sapphire restaurant at Singapore's Marina Mandarin Hotel, whose revenue surged after Halal certification. A hotel spokesperson said that since the restaurant obtained Halal certification in July, it has attracted more local Muslim diners and foreign Muslim tourists.

The bakery and dessert chain Delifrance saw revenue increase by 20% since it was certified in 2001, confirmed its overseas branch manager Jason Tan. He added: "Our goal is to expand the customer base and be able to meet the needs of the Muslim community."

Mr. L.T. Ong, owner of the "4U Pizza" shop in Clementi, decided to keep the Halal certification after acquiring the premises from a Muslim, in order to attract Muslim customers. He said, "This is not a losing deal for me."

Mr. Tan said that ensuring the raw materials purchased are Halal-certified and comply with Halal principles is indeed a challenge. He said, "We cannot lower the standard of our products for the sake of compromise, but this makes the cost higher. Still, we will continue, because we can see the potential behind this and have already tasted the sweetness of it."

At this seminar, Dr. Yaacob launched MUIS's Singapore Halal dining guide app. This app can be downloaded for free and is the electronic version of the paper book provided by some bookstores and mosques.