Exploring internationalization of Halal Taiwan: analysis of Taiwan’s halal food products in Malaysia
Taiwan is one of the emerging players in the global halal industry. Since the launching of its New Southbound Policy in late 2016, the country has been aiming to move rapidly into the lucrative global halal markets through its brand of Halal Taiwan. However, thus far, the current state of its hal...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2020
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| Online Access: | http://journalarticle.ukm.my/15822/ http://journalarticle.ukm.my/15822/1/40126-127912-1-PB.pdf |
| _version_ | 1848813893631082496 |
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| author | Nur Sa'adah Muhamad, Khairul Akmaliah Adham, Mohd Fuaad Said, Nadiah Mahmad Nasir, |
| author_facet | Nur Sa'adah Muhamad, Khairul Akmaliah Adham, Mohd Fuaad Said, Nadiah Mahmad Nasir, |
| author_sort | Nur Sa'adah Muhamad, |
| building | UKM Institutional Repository |
| collection | Online Access |
| description | Taiwan is one of the emerging players in the global halal industry. Since the launching of its
New Southbound Policy in late 2016, the country has been aiming to move rapidly into the
lucrative global halal markets through its brand of Halal Taiwan. However, thus far, the
current state of its halal campaign in the international market is not yet identified. This study
intends to fulfill this gap by exploring the internationalization of Taiwanese halal-certified
food products that are exported to Malaysia. This qualitative study observed the availability
of made in Taiwan halal food products at thirteen supermarkets and convenient stores in
Kuala Lumpur and greater Klang Valley in Malaysia, as well as on two major online
shopping platforms. The study found that the internationalization strategy of Taiwanese halal
food products in Malaysia is characterized by the offering of product variety mainly for
impulse purchase with high affordability. However, in terms of number and range of
products, as well as the establishment of brand identity, it is found that Taiwan is lacking
behind South Korea and Japan. The latter two are Muslim-minority countries that fast
becoming emerging players in the global halal market. Implications for policy and
managerial practices are also discussed. |
| first_indexed | 2025-11-15T00:25:26Z |
| format | Article |
| id | oai:generic.eprints.org:15822 |
| institution | Universiti Kebangasaan Malaysia |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-15T00:25:26Z |
| publishDate | 2020 |
| publisher | Penerbit Universiti Kebangsaan Malaysia |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | oai:generic.eprints.org:158222020-11-22T16:45:43Z http://journalarticle.ukm.my/15822/ Exploring internationalization of Halal Taiwan: analysis of Taiwan’s halal food products in Malaysia Nur Sa'adah Muhamad, Khairul Akmaliah Adham, Mohd Fuaad Said, Nadiah Mahmad Nasir, Taiwan is one of the emerging players in the global halal industry. Since the launching of its New Southbound Policy in late 2016, the country has been aiming to move rapidly into the lucrative global halal markets through its brand of Halal Taiwan. However, thus far, the current state of its halal campaign in the international market is not yet identified. This study intends to fulfill this gap by exploring the internationalization of Taiwanese halal-certified food products that are exported to Malaysia. This qualitative study observed the availability of made in Taiwan halal food products at thirteen supermarkets and convenient stores in Kuala Lumpur and greater Klang Valley in Malaysia, as well as on two major online shopping platforms. The study found that the internationalization strategy of Taiwanese halal food products in Malaysia is characterized by the offering of product variety mainly for impulse purchase with high affordability. However, in terms of number and range of products, as well as the establishment of brand identity, it is found that Taiwan is lacking behind South Korea and Japan. The latter two are Muslim-minority countries that fast becoming emerging players in the global halal market. Implications for policy and managerial practices are also discussed. Penerbit Universiti Kebangsaan Malaysia 2020 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/15822/1/40126-127912-1-PB.pdf Nur Sa'adah Muhamad, and Khairul Akmaliah Adham, and Mohd Fuaad Said, and Nadiah Mahmad Nasir, (2020) Exploring internationalization of Halal Taiwan: analysis of Taiwan’s halal food products in Malaysia. Geografia : Malaysian Journal of Society and Space, 16 (2). pp. 151-163. ISSN 2180-2491 http://ejournals.ukm.my/gmjss/issue/view/1273 |
| spellingShingle | Nur Sa'adah Muhamad, Khairul Akmaliah Adham, Mohd Fuaad Said, Nadiah Mahmad Nasir, Exploring internationalization of Halal Taiwan: analysis of Taiwan’s halal food products in Malaysia |
| title | Exploring internationalization of Halal Taiwan: analysis of Taiwan’s halal food products in Malaysia |
| title_full | Exploring internationalization of Halal Taiwan: analysis of Taiwan’s halal food products in Malaysia |
| title_fullStr | Exploring internationalization of Halal Taiwan: analysis of Taiwan’s halal food products in Malaysia |
| title_full_unstemmed | Exploring internationalization of Halal Taiwan: analysis of Taiwan’s halal food products in Malaysia |
| title_short | Exploring internationalization of Halal Taiwan: analysis of Taiwan’s halal food products in Malaysia |
| title_sort | exploring internationalization of halal taiwan: analysis of taiwan’s halal food products in malaysia |
| url | http://journalarticle.ukm.my/15822/ http://journalarticle.ukm.my/15822/ http://journalarticle.ukm.my/15822/1/40126-127912-1-PB.pdf |