CJ Foods is expanding its presence in the Halal food industry, broadening its product portfolio and fostering cultural connections
Korean food is quickly moving to center stage in the global Halal market, with countries like Malaysia showcasing Korean foods such as kimchi, fish cakes and tteokbokki at Halal fairs like MIHAS, the world’s largest Halal fair. The Halal food market is massive in the Middle East and Southeast Asia, and it is emerging in Europe.
CJ is committed to not only meeting the needs of the growing Halal food market but also strengthening its cultural bond with the Middle East, the founding region of the market.
Notably, CJ ENM held KCON in Saudi Arabia for two consecutive years, in 2022 and 2023, marking its first Middle Eastern location. CJ Logistics also opened Saudi Arabia’s first dedicated e-commerce Global Distribution Center in 2024. On top of this, CJ Foods’ sustained efforts over the past decade have been set to make K-food a prominent force in the Halal market.
Milestones in Halal Product Development
Halal certification is crucial in the food industry as it ensures products meet Islamic dietary laws, making them permissible for Muslim consumers. With a global Muslim population exceeding 2 billion as of 2024, CJ Foods recognized that obtaining Halal certification was essential to meet industry standards and reassure consumers.
The company began its K-Halal food development in 2011, focusing on obtaining Halal certifications for its three most popular items: sticky rice, seaweed and kimchi. In 2021, CJ Foods gained a Halal certification of Haechandeul Gochujang products in Indonesia, meeting the MUI standards and further expanding its reach. In recent years, CJ Foods introduced additional bibigo Halal offerings, such as bibigo Halal dumplings and hoppang in Malaysia, featuring flavors like chicken and spicy bulgogi while meeting the JAKIM certification requirements.
This commitment extends to specialized production facilities such as their Vietnam Kizuna factory dedicated to producing Halal items.
The Impact of CJ Foods on the Global K-Food Market
CJ Foods incorporated flavors and ingredients that resonate with local markets, particularly in Southeast Asia. Malaysia, with its preference for bold, spicy and sweet flavors, has proven a natural entry point for Korean foods, making dishes like bibigo Hoppang a fan favorite. These tailored offerings have not only increased CJ Foods’ visibility but also positioned K-food as a viable and exciting option within the Halal sector.
With interest in K-content increasing significantly in Egypt (67.6%) and Saudi Arabia (65.1%) according to the 2024 Overseas Hallyu Survey. CJ Foods’ food and sauce portfolios are poised to continue its growth in the region.
The company has played a pivotal role in establishing K-food as a trusted choice in the Halal food sector by prioritizing Halal certification before entering the market and focusing on localization efforts. Moving forward, CJ Foods will continue to strengthen cross-cultural bonds and celebrate diversity in food and flavors.
