Optimization of Halal Product Innovation to Support the Growth of the Halal Industry in Brunei Darussalam

Abstract

The halal industry in Brunei Darussalam has excellent potential to grow and develop. Brunei has also established a well-established halal certification system supervised by the Department of Shariah Affairs. However, Brunei faces several challenges in developing the halal industry, such as international recognition of the halal logo. This research is qualitative research with a document research method investigating, categorising and analysing sources from written documents. The results of this study state that Brunei has shown readiness to develop the halal industry and take advantage of growing global market opportunities. However, on the other hand, Brunei experiences several challenges in developing its halal industry, such as limited, accurate market research data, limited technical expertise, less than optimal distribution networks and high operational costs, supply chain management, consumer awareness, global competition, strict export requirements, halal branding and marketing, and development of production scale. To face several existing challenges, Brunei can maximise the halal industry's potential, including market research, human resource development, infrastructure, halal certification, supply chain, and branding.