China Emerges as a New Market for Brunei's Halal Products_Industry News_Halal Certification_Jacob's Star

China emerges as new market for Brunei’s halal products

2025-05-15

Halal food is marketed not only for Muslims but also for "ethical consumption" by those concerned about product quality and animal welfare, the Minister for Industry and Primary Resources said yesterday.

To tap into the fast-growing halal food industry, Brunei's halal products could be based on selling to customers other than Muslims, Yang Berhormat said.

“Chinese consumers are very concerned about the quality and handling of food. The production of halal meat not only ensures animal protection, but also guarantees the health and quality of the product,” said the Brunei Times at the China-ASEAN Expo in Nanning.

“Our halal certification is quite strict, which ensures the quality of the items,” he added.

The Sultanate is keen to become a key player in the halal food industry and is collaborating with southern Chinese provinces and the Guangxi Zhuang Autonomous Region to build halal food processing and distribution bases.

The governments yesterday signed an agreement to establish the Brunei-Guangxi Economic Corridor – a direct supply chain link aimed at boosting trade and investment.

The two countries are in talks to establish direct flights to cut shipping time and costs.

YB Pehin Dato Hj Yahya said local entrepreneurs should make full use of the emerging halal industry and directly source raw materials from the Chinese market.

Dr Hj Kamaruddin Dato Seri Paduka Hj Talib, president of the Brunei-China Friendship Association, echoed the sentiment, saying the production of halal food and the logistical support and movement of these goods was "big business" in China.

“If there are any Brunei companies with experience in logistics, they should seize the opportunity in China,” he said.

“What we lack now is the transportation that needs to be handled in the air. Maritime transportation is not so bad, but air transportation still has a lot of work to do,” he added.

Brunei Halal brands have so far focused on selling their products to profitably compete in the European market, but are slowly turning their attention to East Asia.

Where is Europe currently making money? China, Japan, South Korea – these are known as "emerging halal markets," the MIPR minister said.

Officials from Brunei and Guangxi also discussed ways to boost food production, increase exports of Chinese-produced products, expand manufacturing in Brunei, and invest in agricultural infrastructure projects.

Brunei already has the BioInnovation Corridor – a 500-hectare halal industrial park that cultivates food for export.

YB Pehin Dato Hj Yahya said they are exploring the possibility of joint production of rice, potatoes, chili peppers and herbs.

“With chili peppers, we can produce cider, vinegar and juice. The products are available for sale and can carry the Brunei Halal food logo,” he said.

He added that the mayor of Guangxi said they have the capacity to cultivate potato cultivation.

“They know Brunei likes potato chips so they are able to grow it and supply it to Brunei, but we don’t know if there is enough scale to justify it,” he said.

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