After the COVID-19 pandemic, the number of foreign tourists visiting Japan is recovering rapidly. However, while "inbound tourism response" often focuses on multilingual menus and cashless payments, many businesses still prioritize other targets over one particular group: Muslim travelers, who account for approximately 2 billion people worldwide.
Do you know the size of the Muslim traveler market?
While the term "Halal" may be familiar, its market size is often underestimated. Let's look at the actual numbers.
(approx. 25% of the world population)
Muslim travelers (worldwide)
Muslim travel destination
(Non-OIC member countries category)
Japan is already one of the most popular "desired Muslim travel destinations" in the world. Travelers from Malaysia, Indonesia, the Middle East, and South Asia are increasing, and their high spending power is also drawing attention.
Japan is a country "chosen" by Muslim travelers.
The question is, are we ready to welcome them?
How much are you losing by not catering to them?
When Muslim travelers choose a destination or decide to return, dining and prayer facilities are the most important factors. If your response is inadequate, you risk the following lost opportunities:
Common lost opportunities due to lack of Halal対応
- Negative reviews like "nothing to eat" leading to decreased customer attraction.
- If one person in a group cannot eat, the entire group moves to another restaurant.
- Exclusion from Muslim-friendly plans offered by travel agencies and OTAs.
- No social media buzz, leading to zero reach within the Muslim inbound community.
- No repeat customers; initial visits do not lead to subsequent ones.
Particular attention should be paid to the structure of group consumption. Muslim travelers often visit in family or friend groups, and if one person cannot eat at a restaurant, the entire group will avoid it. This means that a single decision can lead to the loss of sales from multiple individuals to another establishment.
What is Halal対応? Let's start with the basics.
Many people feel that Halal対応 seems difficult, but there is no need to get everything in order at once. Let's start by understanding the basics.
What is Halal (حلال)?
In Arabic, it means "permitted" or "lawful." It refers to what Muslims are allowed to eat and do according to Islamic law (Sharia).
Main Halal prohibitions regarding food
- Pork and pork-derived ingredients (gelatin, lard, emulsifiers, etc.)
- Alcohol and alcohol-derived seasonings (mirin, cooking sake, etc., may also be included)
- Meat not slaughtered according to Islamic law
- Processed foods, sauces, and broths containing these ingredients
In terms of compatibility with Japanese cuisine, ingredients that might seem unproblematic, such as pork bone broth in ramen, dashi (broth) in Japanese cuisine (e.g., katsuobushi), and mirin, require attention. On the other hand, fresh sashimi, sushi (alcohol-free), vegetable dishes, and tofu dishes are categories that are easier to adapt for Halal.
Consideration for Prayer (Salat)
Muslims are obliged to pray five times a day. Prayer times do not change during travel. Providing a prayer space and guidance on the direction of prayer (Qibla) can significantly increase the satisfaction of Muslim travelers.
First Step: Three Gradual Steps to Take
There's a misconception that Halal compliance is impossible without certification. While certification is one way to prove compliance, it's crucial to start with what you can do first.
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Understanding ingredients used and organizing allergen information
Inventory the ingredients used in your establishment and list the presence of pork-derived ingredients and alcohol. The first step is to be aware of "what is in it." -
Creating and displaying Muslim-friendly menus
Clearly indicate menus that are free of pork and alcohol. Even adding English and Arabic descriptions or "Pork-free" and "Alcohol-free" marks can make a big difference. -
Sourcing Halal ingredients, obtaining certification, and developing menus
Once your preparations are complete, consider sourcing Halal-certified ingredients or utilizing expert support. Creating an environment where Muslim travelers can choose with confidence is key to attracting customers.
What Businesses Gain from Halal Compliance
Main changes observed after implementing Halal compliance
- Increased recognition through organic spread on social media and within the inbound Muslim community.
- Higher spending per group customer and increased sales.
- Partnerships with travel agencies and inbound-specialized OTAs.
- Customers becoming repeat visitors as a "safe place to eat."
- Improved customer service quality due to staff's deepened understanding of different cultures.
Halal compliance is not a cost, but an investment in creating new customer touchpoints. The first key to opening the door to a 2 billion-person market is surprisingly simple.
Why not consult with HALAL ICHIBA first?
From small-lot procurement of Halal-certified ingredients to menu development, store certification, and sales channel expansion,
we can provide consultation tailored to your steps.
* The statistical data in this article is from the time of each source. Please check the official announcements of each organization for the latest information.
Sources: Pew Research Center / Global Muslim Travel Index (GMTI) 2023 / Japan Tourism Agency "Consumption Trend Survey of Foreign Visitors to Japan"
