Can Malaysia leverage the Tokyo Olympics for halal market growth?

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Malaysia Poised to Capitalize on Tokyo Olympics for Halal Market Expansion

Malaysia is strategically positioned to significantly expand its halal market presence by leveraging the upcoming Tokyo Olympics and Paralympics in 2020. The anticipated arrival of 40 million foreign visitors, including a substantial number of Muslim travellers, is expected to create a substantial demand for halal and syariah-compliant food and products. This presents a considerable opportunity for Malaysian producers, as Japan itself has expressed a strong interest in sourcing these offerings to cater to Muslim tourists and athletes.
Japan's Demand for Halal Products and Services

Japan is preparing to host an estimated 40 million foreign visitors for the Tokyo Olympics and Paralympics in 2020. A significant portion of these attendees are expected to be Muslim travellers, creating a substantial need for halal and syariah-compliant food and products. This demand is not limited to general tourists; the Athletes' Village alone is projected to require over 140 million meals, with an estimated 720 million halal meals to be prepared throughout the event. Japan has actively indicated its interest in sourcing these essential services and products, recognizing the potential market surge.
Malaysia's Strengths in the Halal Sector

Malaysia possesses a strong foundation and credibility in the halal industry, largely due to the stringent certification standards upheld by the Department of Islamic Development Malaysia (Jakim). This established reputation positions Malaysia favourably to become a primary provider of halal products for the Tokyo Olympics. International Trade and Industry Minister Datuk Darell Leiking has identified the halal industry as a key sector for Malaysia to explore in collaboration with Japan, emphasizing the country's potential to serve as a Global Halal Economy Enabler for the event.
Collaborative Initiatives and Trade Relations

To facilitate this expansion, Malaysia has undertaken specific initiatives, such as the Export Acceleration Mission to Japan from November 4 to 8, involving 21 Malaysian companies. This mission was part of the broader Digital Trade Halal Value Chain initiative, designed to offer sustainable export solutions for Malaysian companies targeting the Japanese market. These efforts align with Malaysia's objective to foster collaboration with Japan on various aspects of halal matters, including logistics, data analytics, retail, certification, and food distribution. The existing robust trade relationship between Malaysia and Japan, where Japan was Malaysia's fourth-largest trading partner in 2018 with bilateral trade reaching RM134.24 billion, further supports these collaborative ventures.

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Can Malaysia leverage the Tokyo Olympics for halal market growth?

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