"Does halal certification just add costs without increasing sales?" Many restaurant owners share this concern. However, the numbers clearly show the answer.In 2024, inbound tourists are projected to spend approximately 1.746 trillion yen on food and beverages. Among them, Muslim travelers are one of the world's largest travel consumer groups. Halal certification is a forefront of differentiation that most competitors have yet to embrace.
Why Halal Certification Directly Impacts Sales Now
The number of international visitors to Japan is expected to reach a new record of approximately 42.68 million in 2025, with further expansion anticipated in 2026. (Source: Japan National Tourism Organization, JNTO)
The top reason for international visitors to come to Japan is "to eat Japanese food." Restaurants are no longer just places to eat; they have become important content considered as a primary objective even before the trip.
Among these, Muslim travelers have a unique characteristic: they tend to travel in groups and thoroughly research restaurants where they can eat in advance. If one person cannot eat at a restaurant, the entire group will not enter. Conversely, restaurants that accommodate them will receive sales from multiple people at once.
(approx. 25% of the world's population)
for Muslim travelers
(non-OIC member countries category)
by inbound tourists
Differentiation from Competitors: How Accommodating Restaurants Are "Chosen"
Inbound tourists increasingly research restaurants in advance via social media and Google Maps, tending to choose establishments that are well-prepared for international visitors. This trend is particularly pronounced among Muslim travelers, who narrow down their choices by searching for keywords such as "Halal certified" or "Pork-free" before visiting.
In other words, simply indicating your accommodation allows you to appear in searches and capture customers who would otherwise go to non-accommodating competitors. While inbound measures like multilingual menus and cashless payments are becoming widespread, halal certification remains a key differentiator that many restaurants have yet to adopt.
What happens to restaurants that are not halal-friendly?
- They are criticized in reviews for not having suitable food and are avoided by the Muslim community.
- Entire groups move to other restaurants, losing out on multiple customers' sales.
- They are not listed on Muslim-friendly travel apps/OTAs and remain unknown.
- They don't gain repeat customers or viral social media buzz.
Changes by Business Type: How Halal Certification Transforms Operations
To answer the question, "Is this relevant to my business type?", let's look specifically at three types: ramen shops, izakayas, and hotels.
🍜 For Ramen Shops
🍺 For Izakayas and Dining Bars
🏨 For Hotels and Ryokans
Changes After Implementing Halal Certification
Common changes for restaurants that implement halal certification
- Increased new customers due to organic spread on Muslim social media and communities.
- Increased group visits, leading to higher average customer and table spending.
- New customers during off-peak hours and weekday lunches that were previously unfilled.
- Partnerships with Muslim-friendly travel plans and OTAs.
- Increased repeat customers and continuous customer acquisition through word-of-mouth.
Halal certification is not a "cost," but an early investment in a market where there is still little competition. The sooner you start, the more recognition you will build within the Muslim community, leading to a snowball effect of repeat customers and word-of-mouth marketing.
Why not start by changing your ingredients?
With HALAL ICHIBA, you can start with small quantities.
You can purchase just the ingredients you want to try, such as halal-certified soy sauce, chicken, and cooking oil.
We also offer consultations for menu development and restaurant certification.
※ The statistical data in this article is current as of its respective source dates. Please refer to the official announcements of each organization for the latest information.
Sources: Japan National Tourism Organization (JNTO) 2025 Inbound Statistics / Japan Tourism Agency "Consumption Trend Survey of Foreign Visitors to Japan" 2024 / Pew Research Center "The Global Religious Landscape" / Global Muslim Travel Index (GMTI) 2023
