Brunei MSMEs looking to tap into Halal market

63 companies – covering food & beverage, fashion, cosmetics and services – are taking part in the Brunei Halal Showcase until Friday

Sixty three micro, small and medium enterprises (MSMEs) are taking to the Brunei Halal Showcase 2017 (BruHAS) from August 23 to 25 to gauge the public’s response to halal focused products and services.

With the global halal industry growing annually, Brunei’s MSMEs are not only keen to explore local markets, but those abroad as well, as they hope to leverage on the Sultanate’s reputation for strong Islamic traditions and governance.

31 of the 63 vendors at the Halalan Thayyiban Products and Services Expo (EKSPPHAT) are in food and beverage, while 15 are in modest fashion, five in cosmetics and personal care and 13 in services – mirroring the global trend of the halal industry diversifying beyond halal certified food.

Organised by the Global Halal Industry Development (GHID) of the Energy and Industry Department at the Prime Minister’s Office (EIDPMO) and Universiti Islam Sultan Sharif Ali (UNISSA), BruHAS is aimed at promoting the halal industry in Brunei as well as the local MSMEs within it – through the EKSPPHAT, an International Seminar on Halalan Thayyiban Products and Services as well as dialogues and clinics on halal certifications, guidelines and standards.

Indra Jaman (pictured below), who set up Muslimeen Apparel earlier this year, said the showcase is proving to be a good opportunity to network as well as market his existing products, while exploring the possibility of developing his own line of Muslim male wear.


“BruHAS is a good platform to introduce our products and gain feedback on how the crowd receives them,” said Indra, who primarily sells Malaysian fashion brand Tuan by Tengku Kery, which focuses on premium kurta-styled long-sleeved shirts which combine batik and plain prints together. “It has given us confidence. Right now we’re looking to produce our own brand Musa.”

Dayat Ahim, owner of another new local business (pictured main) – a home-based bakery specialising in macarons, cookies and coconut truffle balls – are using the expo to gain attention and first hand experience.

“It’s our first time joining an expo and having our own dedicated booth,” said Dayat. “Aside from the response from customers, it’s also been a good opportunity to learn more about the halal standards and certifications, as well as the opportunities and latest developments in the halal industry.”

Vendors will continue to be at Bridex tomorrow from 8.30am to 6.30pm, and there will also be a dialogue on the new Halal Certificate and Halal Label Order Amendment 2017 that came into force on May 26.

This will be followed by a Halal clinic in the afternoon from 2.30pm to 4pm, where the public and businesses can inquire about Halal applications, guidelines, standards, analysis and investments.

The Halal Food Control Division of the Ministry of Religious Affairs, UNISSA and the Halal Science and Metrology Centre from the Ministry of Health will be on hand to answer questions and provide consultations.

BruHAS 2017 is being held at the BRIDEX Conference Hall in Jerudong from 23rd to 25th August 2017 from 8am to 6pm. To learn more and view the full list of visitors visit