The Development of the Halal Product Market in Vietnam: An Exploratory Study

Nguyen the Hung and Ngo the Gia Loc

Published on: 2025-03-24

Abstract

This exploratory research investigates the development of the Halal product market in the non-Muslim majority country of Vietnam, which is increasingly interested in the global Halal economy. The study applies an analytical, conceptual framework based on the Diffusion of Innovation (DOI) Theory and the Institutional Theory to investigate elements that determine the adoption of Halal certification and influence the shaping process of institutional pressures toward the evolution of industrial practices. A comparative analysis with regional leaders like Malaysia, Indonesia, and Thailand indicated the main challenges of a fragmented regulatory framework, poorly diversified markets, and non-developed trade dynamics facing Vietnam. The study identifies that the current gaps must be overcome through government-led initiatives, strategic partnerships, and capacity-building to harness Vietnam's strengths in agriculture and its geographical positioning. The findings contribute to the literature on Halal market development in non-Muslim-majority countries by highlighting actionable strategies for Vietnam to position itself by global standards, tap into high-demand regions, and secure a foothold in the growing Halal economy.