Singapore’s halal market getting more diverse
Singapore's halal food industry is expanding steadily despite rigorous certification requirements
SINGAPORE (MNTV) – What was once a niche segment of Singapore’s dining landscape is now advancing into mainstream territory, with halal-certified options expanding at an estimated 10% annually.
From international chains to local startups, restaurants increasingly regard halal certification not merely as a religious obligation but as a strategic business decision, reports The Strait Times.
Yet the process remains considerably complex. Obtaining certification involves extensive documentation, ingredient restructuring, supplier modifications and formal audits. In 2025, only 75% of applications, including renewals, received approval.
Despite these challenges, industry consultants report that more companies are willing to undertake the effort. “Sometimes companies think, only 15% of Singapore is Muslim, why bother to go halal? But Singapore society is unique. We play together, we work together,” explains Azmi Abdul Samad, chief executive of HalalHub Consultants.
He notes that the decision is often driven less by local demographics alone and more by regional and global considerations, particularly tourism. For Muslim-owned and non-Muslim-owned businesses alike, certification opens doors beyond domestic consumers, allowing participation in government tenders and large-scale catering contracts, according to Fathin Marican of HCS Consultants.
“Certification gives businesses a sense of credibility. It shows that they have a good track record and that they maintain a certain level of discipline and integrity,” Marican explains.
Certification also plays a crucial role in attracting visitors from neighboring countries. “When they come to Singapore and want to eat, the first thing they’ll look for is halal certification,” Marican adds. Tourists from Indonesia and Malaysia represented more than 20% of Singapore’s international arrivals between January and September 2025.
The appeal is increasingly evident among international food brands entering or expanding their presence in Singapore. South Korean bakery-café chain Paris Baguette obtained halal certification in February as part of its regional strategy. “We have a vision of becoming the No. 1 bakery-cafe brand. And to become a truly global bakery, we have to be able to reach all markets,” explains Hana Lee, chief executive of Paris Baguette AMEA.
Canadian coffee chain Tim Hortons, which similarly secured certification that same month, emphasizes inclusivity as central to its approach. “Our guiding principle is to be inclusive for all,” states Shazilla Ong, head of marketing at Tim Hortons Singapore. “Singapore is a melting pot, so we want to be a place where people can meet their Muslim friends for a drink or a bite.”
Other entrants, including Korean fried chicken chain Daily Chicken and fusion café Lucine by Luna, articulate comparable commitments. The results are already visible, according to operators.
“We’ve seen a steady pickup since the announcement, which has been encouraging. It tells us there was genuine demand we hadn’t been able to serve before,” says Krystal Goh, executive director of Katrina Group, which operates Daily Chicken.
Reworking menus and redefining taste
Across the industry, halal compliance has necessitated extensive menu reformulation. Daily Chicken has re-sourced up to 90% of its ingredients, while others have replaced sauces containing alcohol-based components. At Gyusei, condiments such as katsu sauce and ponzu required reformulation.
Despite differing implementation approaches, industry observers concur that Singapore’s halal dining scene has become notably more dynamic.
“Today, Muslims in Singapore have access to Korean BBQ, artisanal cafes, Japanese concepts, steakhouses, pastries, hotpot, omakase-style experiences and more,” notes Fairus Dasimin of SG Halal Deals.
We must take charge of our narrative. Research indicates that 92% of their Muslim coverage is negative. Help us change that.
Have Your Say!
Have you been affected by the issues raised in this story? Please share your experiences by emailing haveyoursay@soundvision.com.
Please include a contact number if you are willing to speak to a Muslim Network TV’s representative. You can also get in touch in the following ways:
Tweet: @MuslimNetworkTV
