Halal tourism policies are alternatives in the diversification of the tourism industry. In non-Muslim majority countries, such as Singapore, Thailand, Japan, and South Korea, these policies expand the market segmentation, especially tourists from Muslim majority countries. This paper explains the halal tourism policy in South Korea, which only started in the last 5 years. Specifically, it analyzes various factors supporting halal tourism in South Korea, despite being a non-Muslim majority country. The study uses qualitative data collected through direct observation and interviews. This paper argues that economic and market factors are not the only considerations for the Korean government in supporting this policy. The results indicate that halal tourism emerged due to domestic demographic changes with increasing Islam in South Korea. Moreover, this policy was strengthened by China's economic pressure, which restricted its population from visiting South Korea. The restriction was due to the adoption of the THAAD policy by the Korean government. This study recommends that research on halal tourism should be conducted in other non-Muslim, or compared to Muslim majority countries. Moreover, the research time should be increased to establish result differences. Future studies should also adopt different scientific perspectives apart from international relations.   Received: 18 February 2021 / Accepted: 9 April 2021 / Published: 10 May 2021

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The Malay Muslim community is a minority group in Singapore, which consist of 14.3 percent, while Chinese ethnic dominates with 76 percent of the Singapore total population. The previous studies on the minority in Southeast Asia such as Thailand, the Philippine, and Myanmar showed that mostly the Muslim minority was treated as a marginal community and politically pressured. This study seeks whether the Malay Muslim in Singapore has been treated as well as in neighbor or threated on the contrary with different position and role in Singapore's politics. This research used a qualitative method, and the data was collected through interview, news, and literatures. The research demonstrated that although being a minority in Singapore, Islam is a determinant factor of its foreign policy, since Islam has contributed to the political dynamic such as communal riots. Therefore, Singapore addressed moderate policies toward Muslim through accommodation of Islamic friendly policies. Besides, Singapore also addressed accommodative foreign policy toward Malaysia, Indonesia, and the representation of world Islamic society surrounded Singapore.

Purpose This study aims to investigate the opinion of a group of informants in Seoul – South Korea’s foremost destination – on the possibility of developing a halal tourism policy that is closer to the wishes of Muslim customers, which is also in line with Islamic principles. Design/methodology/approach This research investigated the perceptions of 17 key informants. The data was conducted through interview about the possibility of developing an industry that is more in line with the lifestyle of Muslim tourists and more in line with halal criteria. Findings This study shows that the idea is quite attractive, especially among Seoul tourism industry players and even the South Korean Government itself. Although the potential for halal tourism is recognized, its development is currently divided into three groups, namely, groups that support the development of the policy, groups that reject and groups who do not care about it. Originality/value The research in this paper shows further developments from the studies that have been conducted in Djerba, Tunisia, that halal tourism carried out in Seoul, South Korea, has become a priority for the government through agencies/institutions/communities related to the halal industry.