[Industry Trend] Popular Malaysian Brand "Beryl's" Fully Launches Halal-Certified Chocolates in Japan - Market Expansion in the Reverse Direction Has Begun

While this series has primarily focused on "Japanese brands expanding overseas," this time we're discussing the opposite direction. Malaysia's popular premium chocolate brand "Beryl's" is making a full-scale entry into the Japanese market with its Halal-certified chocolates. The importer and distributor is Doshisha Co., Ltd. In January 2026, a special sales area was even opened at MEGA Don Quijote in Shibuya, Tokyo.

This article will explain the significance of this "Malaysia to Japan" flow and the industry changes seen from HALAL ICHIBA's perspective.

📌 What you'll learn in this article

• The background of the Beryl's brand and why it made a full-scale landing in the Japanese market
• The positioning of the special sales area at Shibuya Don Quijote (in relation to inbound tourism)
• The industry significance of this "Malaysia to Japan" reverse expansion
• The trend of Halal-certified products moving from "special souvenirs" to "everyday purchasable items"

What is Beryl's? - A Premium Chocolate Brand from Malaysia, Established in 1995

Why "Now, Japan"? - Inbound Tourism as a Tailwind

Beryl's full-scale entry into Japan is not just another brand's overseas expansion. The strategic decision to choose Shibuya, a hub for inbound tourism, as the location for its special sales area is key.

As mentioned in a previous article (Part 6: Record High Number of Muslim Visitors to Japan), the number of visitors to Japan from Malaysia in 2025 is projected to be 636,600 (up 25.6% year-on-year), and from Indonesia, 640,600 (up 23.8% year-on-year). The experience of finding a familiar brand from their home country in a Japanese store itself contributes to a sense of "security in Japan" for Muslim tourists.

At the same time, it also adds another option for Muslim residents in Japan and consumers who consciously choose Halal-certified products.

"Reverse Flow" Signifies Market Maturity

This series has primarily focused on Japanese companies expanding overseas.

• Part 4: Kao's Expansion into Indonesia (Household Products)
• Part 5: Saizeriya's Expansion into Malaysia (Dining Out)

Beryl's represents the opposite direction – popular Halal-certified brands from Southeast Asia choosing the Japanese market. This signifies two major things:

① Two-way Globalization of the Halal Market
While it was once an era of "exports to Islamic countries = one-way," we are now entering a phase of "Japan ⇄ Islamic countries" two-way exchange. The Japanese market has come to be recognized by Halal product brands as a "market worth entering."

② Halal-Certified Products Becoming Part of Everyday Shopping
The very placement of a special sales area in Don Quijote, an everyday mass retailer, is symbolic. "Halal-certified products = something to look for in specialty stores" is shifting to "something you can buy normally at your local store."

HALAL ICHIBA's Perspective - An Era of Expanding Choices

The expansion of overseas brands like Beryl's into Japan is a welcome development for us at HALAL ICHIBA. "Halal-certified products becoming a familiar choice" means the overall market share is expanding.

HALAL ICHIBA primarily focuses on "delivering Japanese food culture in a Halal-compliant form." Japanese seasonings like soy sauce, miso, and mirin, Halal-certified meats, and frozen foods – these are complementary genres to confectionery brands like Beryl's.

We aim to gradually realize an era where "Halal-certified chocolates, Japanese seasonings, and meats can all be routinely chosen" in customers' daily lives, through the collective efforts of the industry.

HALAL ICHIBA's Initiatives

In addition to this, we also offer a wide range of Halal-certified seasonings, meats, cheeses, teas, frozen foods, and more.

Summary

Beryl's full-scale entry into Japan is not just the arrival of another foreign brand; it symbolizes the advent of an era where Halal-certified products become a part of everyday shopping. While Japan's food industry is progressing with Halal compliance, Halal-certified brands from overseas are also targeting the Japanese market – this two-way flow is significantly maturing the entire industry. HALAL ICHIBA will continue to support this trend by offering Halal-certified products centered on Japanese food culture.

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