Purpose The paper aims to explore the development of the halal industry in Thailand. It endeavours to investigate the main factors behind the country’s success as one of the largest exporters of halal-certified foods and products in the Southeast Asian region, in spite of the fact that Thailand is a non-Muslim-majority country. Only 4.3 per cent of the 69-million population of Thailand is Muslims. Design/methodology/approach In articulating the issue objectively, qualitative research method was adopted. This paper used structured literature study by analysing various subjects of halal pertaining to Thailand’s halal sector. At the same time, several in-depth interviews with the corresponding halal authorities in Thailand, as well as site visits, were also conducted. We also undertook observations in several sites in Thailand to analyse the issue further. Findings Findings from the research show that the strong presence of Thailand in the global halal industry is because of its bustling tourism industry that helps to bolster the country’s halal branding, its uniformity of halal definition and standards and effective support to the local SMEs. Practical implications This research implies that the standardisation of halal in a country is imperative in the Muslim-majority or Muslim-minority countries. This study gives a benchmark for the non-Muslim-majority countries which endeavour to embark on the halal industry. Muslim-minority counties that envision to succeed in the global halal market could emulate Thailand’s approach in branding itself as a recognised non-Muslim-majority country in producing certified halal foods and products. Originality/value The paper provides guidelines and standards for Muslim-minority countries that envision success in the global halal market.

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Background:The global halal cosmetics market is projected to grow during the forecast period. However, the factors that influenced consumers in the world to opt for halal cosmetics remain ambiguous. Objectives:The objective of this study was to understand the universal concept of halal cosmetics and a framework of critical points that influence consumers in purchasing halal cosmetic products. Method:The method used was Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) Statement by using Web of Science and Scopus databases.This study extends the systematic literature review covering all variables in purchasing halal cosmetics as halal cosmetic is not simply a religious issue, but it is also an opportunity to increase sales and acquire a competitive advantage.Results: This study found 14 articles that mainly discussed the critical points related to religiosity and product factors, that is, ingredient, halal logo, and halal certification as the highest driver in influencing consumers to purchase halal cosmetics. Other related factors in this study are price, promotion, place, social factors, and characteristics of consumers. These factors should be taken into consideration as they provide a plus point and an extra edge to local or international manufacturers to tap the global markets for halal cosmetic products that cater to both Muslims and non-Muslims communities.Practical Implications: Cosmetic manufacturers and marketers must ensure that their products suit the expectation of consumers as todays halalan and tayyiban products are being searched rather than branded products due to their cleanliness, safety, and hygienic.Originality/Value: This study is among the earliest study examining the factors of purchase intention in halal cosmetics using a systematic literature review method that integrates marketing stimulus (product, price, promotion, and place) and other stimuli (social, religious, and characteristics).

The global halal pharmaceutical sector is valued at USD 132 billion by 2021. (Pharmaceuticals, 2020). This sector is seen as a high priority development area. Apart from food products, Muslim consumers are also becoming more aware of halal pharmaceuticals. They are beginning to see the potential detrimental effects created by product development, testing, and production, all of which could be deviating from the halal values. Based on this uncertainty, the public at large is increasingly questioning the sources of their pharmaceutical products. Under such circumstances, the situation of children contracting contagious diseases has been noted to be on the rise in Malaysia, especially in the last few years. As a result, health authorities are concerned that there would be parents who may reject the immunization programs for their children out of the fear that the vaccines used may infringe on some strict religious rules. (Johari Ab Latiff, 2018) A conservative Muslim may sometimes reject the inoculation over concerns that some vaccines were derived from contents of pigs or porcine, of which Muslims are forbidden to consume. Vaccines are part of the pharmaceutical products, and like all other pharmaceutical products, they can be developed using halal ingredients, which can replace the use of non halal contents or animal products and their derivatives for medication. The implementation of halal certification for vaccines is strictly bounded by Shariah law and Fatwa. Malaysia. As a Muslim country, Malaysia is widely and globally regarded as one of the pioneers in halal pharmaceuticals. This can be traced to its world first halal pharmaceutical standard which was introduced as MS 2424: Halal Pharmaceuticals – General Guidelines since 2012, with first revision in 2019. Nonetheless, from then until presently, Malaysia has not been able to provide halal certification for the vaccine products. The implementation of the halal certification for vaccine products in Malaysia may have been triggered by the use of non-halal or forbidden ingredients in the manufacturing of those vaccine products. Thus far, the Malaysian Standard of the MS 2424 is the only standard, and it is also only a general guide. There is a need to develop a more thorough manual that can be adhered to by pharmaceuticals. This necessity to certify vaccine products as halal for the context of Malaysia has thus put the Halal Certification Body, like JAKIM, to be in limbo