Exploring internationalization of Halal Taiwan: Analysis of Taiwan’s halal food products in Malaysia

Nur Sa’adah Muhamad, Khairul Akmaliah Adham, Mohd Fuaad Said, Nadiah Mahmad Nasir


Taiwan is one of the emerging players in the global halal industry. Since the launching of its New Southbound Policy in late 2016, the country has been aiming to move rapidly into the lucrative global halal markets through its brand of Halal Taiwan. However, thus far, the current state of its halal campaign in the international market is not yet identified. This study intends to fulfill this gap by exploring the internationalization of Taiwanese halal-certified food products that are exported to Malaysia. This qualitative study observed the availability of made in Taiwan halal food products at thirteen supermarkets and convenient stores in Kuala Lumpur and greater Klang Valley in Malaysia, as well as on two major online shopping platforms. The study found that the internationalization strategy of Taiwanese halal food products in Malaysia is characterized by the offering of product variety mainly for impulse purchase with high affordability. However, in terms of number and range of products, as well as the establishment of brand identity, it is found that Taiwan is lacking behind South Korea and Japan. The latter two are Muslim-minority countries that fast becoming emerging players in the global halal market. Implications for policy and managerial practices are also discussed.

Keywords: internationalization, Taiwan, Malaysia, halal, food product, observation, supermarkets, convenient stores.

Full Text:



Abdullah, J. (2017). Revisiting exchange concept: a rationale for marketing mix in Islamic marketing. Journal of International Business, Economics and Entrepreneurship, 2(1), 45-56.

Ab Rashid, N., & Bojei, J. (2019). The relationship between halal traceability system adoption and environmental factors on halal food supply chain integrity in Malaysia. Journal of Islamic Marketing, 11(1), 117-142.

Adlin Masood & Alina Abdul Rahim. (2020). Synergising Hallyu and Halal Economy for Wealth Creation. Geografia-Malaysian Journal of Society and Space, 16(1), 23-35.

Akgun, A.E., Keskin, H., Ayar, H., & Etlioglu, T. (2017). Why companies go positive marketing innovations: a new theoretical prototype for 4ps of innovation. Journal of Business Economics and Finance, 6(2), 70-77.

Alhamdan, S. (2017). Halal tourism in Taiwan. Retrieved from http://saudigazette.com.sa/ article/149127/Halal-tourism-in-Taiwan.

Anderson, J., & Billou, N. (2007). Serving the world’s poor: Innovation at the base of the economic pyramid. Journal of Business Strategy, 28(2), 14-21.

Booms, B.H. & Bitner, M.J. (1981). Marketing strategies and organization structures for service firms. In J.H., Donnelly, & W.R., George, (Eds), Marketing of Services (pp. 47-51). Chicago, IL, American Marketing Association.

Borden, N.H. (1964). The concept of the marketing mix. Journal of advertising research, 4(2), 2-7.

Constantinides, E. (2006). The marketing mix revisited: towards the 21st century marketing. Journal of marketing management, 22(3-4), 407-438.

Dubai Capital of Islamic Economy Development Centre [DCIE] & DinarStandard. 2019. Report: State of the Global Islamic Economy 2019/20. Retrieved from https://www.salaamgateway. com/reports/report-state-of-the-global-islamic-economy-201920

Ebster, C. & Garaus, M. (2015). Store Design and Visual Merchandising (2nd ed.). New York: Business Expert Press.

Goi, C.L. (2009). A review of marketing mix: 4Ps or more? International journal of marketing studies, 1(1), 2-15.

iPrice. (2019). Shopee edges out Lazada to be ranked SEA’s most popular eCommerce app. Retrieved from https://www.marketing-interactive.com/shopee-edges-out-lazada-to-be-ranked-seas-most-popular-ecommerce-app.

Jaiyeoba, H.B., Abdullah, M.A. & Dzuljastri, A.R. (2019). Halal certification mark, brand quality, and awareness. Journal of Islamic Marketing, https://doi.org/10.1108/JIMA-07-2019-0155.

JAKIM. (2020). The Recognised Foreign Halal Certification Bodies & Authorities (as at February 5th, 2020). Retrieved from http://www.halal.gov.my/v4/ckfinder/userfiles/files/ cb2/CB_LIST_FEBRUARY_5TH_2020.pdf

Khairul Akmaliah Adham, Mohd Fuaad Said & Nur Sa’adah Muhamad. (2020). Halal Taiwan: Emerging Player in Global Halal Industry. Bangi, Penerbit UKM (forthcoming).

Kim, J. & Song, K. (2017). Korea turns to Muslims for next big tourism boom. Retrieved from https://halalfocus.net/korea-turns-to-muslims-for-next-big-tourism-boom.

Kotler, P. (2003). Marketing Management (11th ed.). Prentice Hall.

Lauterborn, B. (1990). New Marketing Litany: Four Ps Passé: C-Words Take Over. Advertising Age, 61(41), 26.

McCarthy, J. E. (1964). Basic Marketing: A Managerial Approach. Homewood, IL: Irwin.

Merriam, S.B. (2009). Qualitative research: A guide to design and implementation. San Francisco, CA: John Wiley & Sons.

Ministry of Economic Affairs of the Republic of China [MOEA]. (2018). Progress and Prospect: Taiwan’s New Southbound Policy. Taipei: Office of Trade Negotiations, Executive Yuan and Bureau of Foreign Trade, Ministry of Economic Affairs. Retrieved from https://www.roc-taiwan.org.

Nawawi, Mohd Saiful Anwar Mohd, Mohd Fauzi Abu-Hussin, Muhamad Syazwan Faid, Norhidayah Pauzi, Saadan Man, & Noratiqah Mohd Sabri. (2019). The emergence of halal food industry in non-Muslim countries: a case study of Thailand. Journal of Islamic Marketing, https://doi.org/10.1108/JIMA-05-2018-0082

Neelima, M. (2013). The Thinker Interview with Philip Kotler, the Father of Marketing. CKGSB Knowledge. Retrieved from https://knowledge.ckgsb.edu.cn/2013/10/08/marketing/philip-kotler-interview-four-ps-marketing/

Nielsen Company (2015). Insights: The four pillars for achieving sales and execution success. Retrieved from https://www.nielsen.com/in/en/insights/report/2015/the-four-pillars-for-achieving-sales-and-execution-success/

Nur Sa’adah Muhamad, Syahnaz Sulaiman, Khairul Akmaliah Adham, & Mohd Fuaad Said. (2019). Halal tourism: literature synthesis and direction for future research. Pertanika Journal of Social Sciences and Humanities, 27(1), 729-745.

Rafiq, M. & Ahmed, P.K. (1995). Using the 7Ps as a generic marketing mix: an exploratory survey of UK and European marketing academics. Marketing Intelligence & Planning, 13(9), 4-15.

Research and Markets. (2019). Halal Food Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2019-2024. IMARC Group.

Shazlinda Md Yusof & Shutto, N. (2014). The development of halal food market in Japan: An exploratory study. Procedia-Social and Behavioral Sciences, 121, 253-261.


  • There are currently no refbacks.