Halal certification is just the first step, traders need to be more transparent to gain consumer trust
- Khai Asyraf
- Mar 5
- 4 min read
Halal certification is only a starting point for businesses to build trust with consumers.
However, it is not the final step, as consumers today are increasingly discerning and seek assurances beyond certification alone.
This was the view shared by panellists during a discussion on how small and medium enterprises (SMEs) can expand consumer trust, branding, and collaboration within the halal industry at the Halal Creative Forum 2025, which was held for the first time at the Suntec Singapore Convention and Exhibition Centre on 7 October.
The halal industry continues to grow, with increasing emphasis on ethical sourcing, transparency, and efforts to broaden market reach to include non-Muslim consumers.
Therefore, regulatory compliance remains crucial in building consumer trust, particularly for businesses seeking to expand into new markets, the panellists added.
“Beyond certification, there are many opportunities for companies to become more open and transparent.
“That is why at the Islamic Religious Council of Singapore (Muis), one of the efforts we undertake is to showcase how halal-certified companies comply with regulations.
“This provides an additional layer of assurance for consumers. Today’s consumers want to see what goes on behind the scenes in the halal certification process and how companies fulfil their commitments,” said Ms Nur Aini Hamid, Head of Stakeholder Engagement for Halal Development at Muis, who was one of the panellists.
Besides Ms Nur Aini, the panel also included Mr Muhammad Fariq Kader, Head of Communications at Asap & Co and Head of Marketing and Communications at Straits Cattle Trading Company; Dr Sutan Emir Hidayat, Director of Sharia Ecosystem Infrastructure at the National Committee for Islamic Economy and Finance (KNEKS) Indonesia; and Mr Billy Anugrah, Trade Attaché at the Embassy of Indonesia.
The session was moderated by Mr Khai Asyraf, a board member of the Singapore Malay Chamber of Commerce and Industry (SMCCI) and founder of the business media platform Gulf-ASEAN Exchange.
Organised by SMCCI in collaboration with Scarf Media Indonesia, the Halal Creative Forum 2025 aimed to accelerate the growth of the regional halal creative economy and deepen trade cooperation between Singaporean and Indonesian businesses.
The halal creative economy refers to an ecosystem of creative industries—such as fashion, media, food, and design—that are grounded in Islamic values, principles, and ethics.
Around 120 guests attended the forum.
The global halal economy is projected to reach US$5 trillion (S$6.5 trillion) by 2030.
This growth is driven by rising demand for halal-certified products and services across sectors including food, fashion, beauty, wellness, and creative industries.
Indonesia, home to around 240 million Muslims, the largest Muslim population in the world, leads the halal consumer market in ASEAN with an estimated value exceeding US$230 billion annually.
Speaking during the discussion, Mr Billy Anugrah said that in order to maintain trust, the halal industry must encompass multiple aspects—from production processes to regulatory compliance—while also maintaining creativity.
He added that the halal industry today extends beyond certification and has become part of a broader lifestyle, increasingly appealing to non-Muslim consumers as well.
“Therefore, we must also look at ways to make it more attractive for businesses to enter and expand within this market,” he said.
The forum also featured keynote addresses by Ms Romi Astuti, Fashion Director at Indonesia’s Ministry of Creative Economy, and Ms Khairiana Zainal Abiden, Managing Director of ALG Academy (Singapore).
In her speech, Ms Romi shared Indonesia’s efforts to strengthen its creative economy, including the development of a comprehensive framework encompassing eight strategic programmes.
These initiatives include strengthening data governance systems, enhancing policies and regulations, developing human capital, and expanding creative economy infrastructure.
Meanwhile, Ms Khairiana spoke about the importance of resilience and the meaning of success for modern women entrepreneurs.
Also present at the forum were Mr Thomas Ardian Siregar, Deputy Chief of Mission at the Embassy of Indonesia, and Mr Abdul Malik Hassan, President of SMCCI.
In his remarks, Mr Thomas said Indonesia remains committed to becoming a leading global halal producer and welcomes Singapore’s expertise and investment in areas essential to achieving this goal.
“The relationship between Singapore and Indonesia has always been strong, built on trust, proximity, and shared investment.
“As we look ahead, we must deepen this relationship strategically, particularly through the halal and creative sectors,” he said.
Mr Abdul Malik added that Singapore offers innovation, governance, and connectivity, while Indonesia provides opportunities for businesses to expand and bring creativity and cultural richness.
“The halal economy is built on trust and values, and this is what makes our businesses sustainable and future-ready.
“SMCCI remains committed to being your bridge, partner, and champion on this journey,” he said.
Disclaimer: This article was originally published in Berita Harian. It has been reproduced here on my personal website as part of my personal archive and portfolio of published work. Source here: https://www.beritaharian.sg/singapura/sijil-halal-hanya-langkah-pertama-peniaga-perlu-lebih-telus-raih-kepercayaan-pengguna
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