How Vietnam Can Conquer a $3 Trillion Halal Market

In the steamy markets of Ho Chi Minh City, where vendors hawk glistening shrimp and fragrant rice, Vietnam is stirring with ambition. A $3 trillion prize—the global Halal market—lies within reach, yet this agricultural titan has barely dipped its toes into the world’s fastest-growing consumer sector. With 2 billion Muslims driving demand and non-Muslims flocking to Halal’s promise of quality and ethics, the market is no longer a niche—it’s a juggernaut. Vietnam, with its cashews, coffee, and seafood already gracing tables from Dubai to Jakarta, is primed to cash in. But here’s the rub: without a sharp, long-term strategy, Vietnam risks watching Malaysia and Brazil feast on a banquet it could have served. The time to act is now.

A Market Too Big to Ignore

The Halal economy, pegged at $3 trillion in 2025, is a goldmine. It’s fueled by 25% of the global population—2 billion Muslims—and a rising tide of non-Muslims who equate Halal with hygiene and trust. Vietnam’s strengths align perfectly: its $3.8 billion cashew exports, world-class shrimp, and robust rice production are naturals for Halal certification. Yet, the nation’s Halal exports, at $34 billion, are a drop in the bucket compared to the $8.5 trillion GDP of the 57-nation Organization of Islamic Cooperation (OIC). Success stories like Minh Phu Seafood, which saw Middle Eastern sales surge post-Halal certification, and Vinamilk, now a dairy darling in Southeast Asia, prove what’s possible. But with only 60% of Vietnam’s provinces producing certified goods, the gap between potential and reality is glaring.

Certification: The Key That Unlocks Doors

Halal certification isn’t a formality—it’s a passport to global markets. It demands compliance with Islamic dietary laws, from farm to fork, covering sourcing, slaughter, and packaging. The catch? Standards vary wildly. Malaysia recognizes 84 certification bodies across 46 countries; Saudi Arabia demands third-party audits. For Vietnamese firms, this patchwork is a nightmare. Tran Trong Kim, Vietnam’s trade chief in Saudi Arabia, urges government-led guidelines and mutual recognition deals to simplify access. Without local certification agencies, businesses lean on costly foreign bodies, bleeding cash and time. A national framework could slash these barriers, letting small and medium enterprises (SMEs)—the backbone of Vietnam’s agriculture—compete globally.

Infrastructure: Building the Halal Backbone

Vietnam’s Halal dreams hinge on infrastructure. Malaysia’s Halal parks, with dedicated slaughterhouses and contamination-free production lines, set the benchmark. Vietnam, by contrast, is playing catch-up. Ramlan Bin Osman of the National Halal Certification Center (HALCERT) calls Vietnam’s raw materials—coffee, rice, seafood—a “Halal goldmine.” But without investment in compliant facilities, this wealth stays locked away. Osman estimates Vietnam could generate $34 billion in Halal goods for OIC markets with the right setup. Middle Eastern investors, drawn by Vietnam’s low labor costs, could fund these facilities, bringing expertise and capital. The government must pave the way, offering incentives to turn vision into reality.

Location is Vietnam’s trump card. Nestled beside Indonesia’s 270 million Muslims and Malaysia’s Halal hub, Vietnam is a gateway to Southeast Asia’s 860 million-strong Muslim market. Its 17 free trade agreements, notably the Vietnam-UAE Comprehensive Economic Partnership Agreement (CEPA), slash tariffs and open doors to the Middle East and Africa. Qatar’s $35.97 billion Halal food market, growing at 5.28% annually, craves Vietnam’s seafood and dairy. But proximity isn’t enough. Brazil’s $16 billion Halal meat exports and Singapore’s logistics prowess set a high bar. Prime Minister Pham Minh Chinh’s 2024 Middle East tour, pitching tech transfers and food security partnerships, signals intent. Now, domestic action must follow.

For many Vietnamese businesses, Halal is an enigma, tied narrowly to religious rules. Ramlan Osman, a Malaysian transplant pushing Halal standards in Vietnam, faced doubters who scoffed, “Why bother? Vietnam has no Muslims.” With just 90,000 Muslims among 100 million people, the domestic market is tiny. But Osman flips the script: Vietnam’s non-Muslim majority frees it to focus on exports. His Vietnam Halal Centre has rallied 2,000 firms, preaching Halal’s universal appeal—cleanliness, safety, quality. Non-Muslims agree: China’s $1.4 trillion Halal food spend in 2022, despite a small Muslim population, proves it. Vietnam’s tourism boom, drawing Muslim travelers to Da Nang, demands Halal dining, creating export synergies. Branding Halal as premium and ethical could win global hearts.

Economic Stakes and Global Rivals

Vietnam’s 6-7% annual GDP growth and 11% agricultural contribution make it a Southeast Asian star. But U.S. tariffs in 2025 are squeezing traditional markets, forcing diversification. The Halal market, set to hit $10 trillion by 2028, is a lifeline. With Muslims projected to reach 2.8 billion by 2050, demand for certified goods—especially packaged foods—will skyrocket. Yet, SMEs face steep certification costs, and Vietnam’s Halal exports lag Brazil’s meat dominance. Tran Van Hiep of the Vietnam Cashew Association notes that Halal certification boosted 2024’s 700,000-tonne cashew exports. Scaling this success demands training and logistics upgrades, as Vu Ba Phu of the Vietnam Trade Promotion Agency argues.

Education is non-negotiable. Many Vietnamese firms lack Halal know-how, from slaughter to supply chain integrity. Malaysia’s Halal Development Corporation offers expertise, seeing Vietnam as an offshore base. The 2024 International Halal Conference in Vietnam sparked vital dialogue. Policy must keep pace. The Ministry of Science and Technology’s 2024 Halal regulation draft, covering certification and quality control, is a start. Clear labeling, mutual recognition, and enforcement could attract investors, says Truong Xuan Trung of the UAE trade office. The Vietnam-UAE CEPA is a springboard, but a robust legal framework is the bedrock for trust and growth.

Halal isn’t just food—it’s pharmaceuticals, cosmetics, finance, and tourism. Vietnam’s beauty industry, with its natural ingredients, could ride the Halal cosmetics wave. Islamic finance, worth $3.6 trillion in 2021, could fund infrastructure. Tourism, a global draw since 2018, sees Muslim visitors demanding Halal options in Hanoi and beyond. Integrating Halal into hospitality could boost exports while creating jobs. Vietnam’s challenge is to think big, weaving Halal into its economic fabric.

Vietnam stands at a crossroads. A national Halal strategy—blending certification reform, infrastructure investment, and public-private partnerships—could unlock billions. Trade events like the Malaysia International Halal Showcase offer global stages, but firms must arrive certified and ready. The Ministry of Industry and Trade’s push, backed by Deputy Minister Nguyen Sinh Nhat Tan, is gaining steam, but urgency is key. As rice fields glow under Vietnam’s sunset, the Halal market beckons—a chance to feed millions and fuel growth. Malaysia and Brazil won’t wait. Vietnam must move fast, or the $3 trillion feast will be someone else’s.