Based on 2017 data, the domestic Muslim population in Japan stands at approximately 200,000. Furthermore, in 2018, the number of Muslim tourists visiting Japan reached nearly 1 million,highlighting their growing presence. However, the recent COVID-19 pandemic led to significant travel restrictions, causing a drastic
decline in the number of Muslim visitors. however, with these restrictions anticipated to be lifted in October 2022, there is renewed optimism for an increase in Muslim tourism, bringing to light various challenges they face during their stay in Japan.
In a series of surveys targeting Muslim visitors to Japan, issues related to dining have been prominently highlighted. Specifically, there is a noted lack of establishments offering Halal-compliant meals, along with ambiguities surrounding the ingredients and preparation methods of food. Against this backdrop, from a supply chain perspective, we conducted a survey of the constituent food manufacturers, logistics companies, restaurant companies, and consumers to investigate the possibility that halal food will develop in the restaurant and food industries in the future.
Results from our research indicate that when dining out, the domestic Muslim population seeks greater transparency and accurate disclosure regarding food ingredients. Additionally, there is a growing demand for a broader range of Halal- compliant menu options within the Japanese cuisine category. Conversely, within non- Muslim demographics in Japan, there is a misconception that views Halal food as being “exclusively for Muslims”. This misunderstanding has been identified as a barrier to the broader acceptance and dissemination of Halal products.
This research reveals that food manufacturers, food service and delivery businesses in the supply chain conduct transactions based on their own interpretations,and that consumers select ingredients and menus based on their own standards, and the importance of certification. In particular,the lack of certification for logistics businesses was recognized as an issue, and the need for systematic research on the entire food system was suggested. Furthermore, by deepening the understanding of halal food among diverse consumers, it is expected that the market for the food service and food industries will expand.
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