Malaysia, Indonesia, the Middle East... Have you noticed an increasing number of tourists from these countries near your establishment? In January 2025, the number of visitors to Japan from Malaysia surged by 133.8% year-on-year, and from the Middle East by 102.2%. Many of them are Muslim travelers. The first thing they check is "whether there are restaurants where they can eat."
The reality of the "surge" in numbers
First, let's grasp the current situation with some figures. The scale of the Muslim travel market is far larger than many restaurant owners imagine.
outbound travelers in 2024
(2023→2024)
(market to expand further)
The influx into Japan is also notable. The number of inbound tourists from Southeast Asia and the Middle East is increasing, and among them, Malaysia and Indonesia have a very high Muslim population ratio, and visits from Middle Eastern countries, which generally have a high Muslim population ratio, are expected to continue to grow. (Source: Japan Tourism Agency)
In other words, this is not a temporary boom. It is a structural and long-term market expansion.
Is "it doesn't concern us" true?
"We're not a tourist spot," "Our customer base is different"—restaurant owners who think this way are unknowingly losing opportunities. Looking at the behavior patterns of Muslim travelers, it's clear that all types of businesses are being affected.
Characteristics of Muslim Travelers' Behavior
- They come to Japan with a pre-listed selection of restaurants where they can eat. Social media, dedicated apps, and word-of-mouth are their sources of information.
- They often visit as families or groups, and if one person cannot eat at a restaurant, the whole group will not go.
- They have a high repeat rate; once a restaurant is recognized as "safe," they will visit repeatedly and promote it on social media.
- They have a high willingness to spend, with a significant portion of their average travel expenditure of 227,000 yen per inbound foreign visitor (2024) going towards dining.
Source: Japan Tourism Agency "Consumption Trend Survey of Foreign Visitors to Japan" 2024 / GMTI 2025
Your Restaurant Checklist
Check your current compliance status against the following items:
Halal Compliance Checklist
【Ingredients and Cooking】
- You are aware if your ingredients contain pork-derived components (lard, gelatin, emulsifiers, etc.).
- You have checked the alcohol content of seasonings (soy sauce, mirin, cooking sake).
- You have at least one menu item that does not use pork or alcohol.
【Display and Information Dissemination】
- "Pork-free" and "Alcohol-free" labels are displayed on your menu or at your store.
- You have indicated Halal compliance in your Google Maps business information.
- You share information about your Halal compliance on social media and your website.
【Environment and Customer Service】
- You can guide visitors to a prayer space or a nearby prayer location.
- Your staff can provide basic explanations about Halal.
How many "Yes" answers did you have? If it's 0-2, it's an opportunity to get ahead of the competition. If you have 5 or more, you're at the stage of actively promoting your efforts.
What's important is not to "wait until you're perfectly compliant to announce it," but to "start with what you can do, and communicate what you've done." Even just creating one Halal-friendly menu item and promoting it on social media will start to catch the attention of Muslim travelers.
The difference between businesses that act now and those that follow later
Muslim travelers share information through social media and communities. Once word-of-mouth spreads that "that restaurant is compliant," the next travelers, and the next, will seek out that restaurant. This is the strength of being an early adopter.
On the other hand, businesses that become compliant later will have to contend with existing word-of-mouth about their competitors.
Now is the best time to enter the rapidly growing Muslim traveler market. Because there are still few compliant businesses, taking a step forward now can make a big difference.
Why not take the first step with HALAL ICHIBA?
From small-lot procurement of Halal-certified ingredients to menu development and store certification consultations.
We support your first step towards compliance.
* Statistical data in this article is current as of the respective source dates. Please refer to the official announcements of each organization for the latest information.
Source: Global Muslim Travel Index (GMTI) 2025 / Japan National Tourism Organization (JNTO) January 2025 Inbound Visitor Statistics / Japan Tourism Agency "Consumption Trend Survey of Foreign Visitors to Japan" 2024
