Malaysia’s Abang J Aims to Enter Mindanao’s Growing Halal Food Market

Malaysian food brand Abang J is gearing up to tap into Mindanao’s growing halal market, which is emerging as the Philippines’ key gateway to the Brunei Darussalam–Indonesia–Malaysia–Philippines East ASEAN Growth Area (BIMP-EAGA). Formed in 1994, BIMP-EAGA is a regional economic partnership aimed at speeding up growth in less-developed and remote areas of its member countries, boosting trade and investment opportunities.

Abang J officially entered the Philippine market with a launch event on June 26, 2025, at the Malaysian Embassy in Makati City. The event, led by Malaysia’s Ambassador to the Philippines, His Excellency Dato’ Abdul Malik Melvin Castelino, saw Abang J Philippines sign a partnership deal with 12 Fold Ventures Corp, marking a big step in its expansion plans.

“This partnership is a major milestone in our efforts to grow the halal industry in the Philippines. It shows the private sector’s commitment to bringing halal products to more people,” Castelino said, according to the Daily Tribune.

Abang J, owned by Malaysian company Jetsin Sdn Bhd, gets its name from “Abang,” meaning “older brother” or “Kuya” in Filipino. The brand offers a variety of halal-certified ready-to-eat and ready-to-cook meals, with its standout dish being satay—tender, marinated skewers grilled to perfection. These products are aimed at Mindanao’s Muslim community, a key part of the region’s halal market. In Islam, halal refers to food and items that meet strict Sharia law standards for preparation and sourcing.

The Mindanao Development Authority (MinDA) pointed out that Abang J’s arrival in the Philippines came from the Philippine Business Mission to Kota Kinabalu, Sabah, in February 2025. Organized by MinDA and the Philippine Chamber of Commerce and Industry (PCCI)–Mindanao, this mission connected Philippine businesses with Jetsin Sdn Bhd, setting the stage for Abang J’s market entry.

President Ferdinand Marcos Jr. has made the halal industry a top priority in the Philippine Development Plan (PDP) 2023–2028. His administration is focused on building a sustainable economy by improving food security, creating jobs, and boosting global competitiveness through a strong halal ecosystem. To make this happen, government agencies are simplifying halal certification, upgrading cold-chain and logistics systems, aligning national halal standards with global ones, and strengthening trade ties with international markets.

MinDA, the lead agency for Mindanao’s development, has been key in linking local businesses with halal investors across the region. During the Kota Kinabalu mission, MinDA arranged meetings that helped Philippine delegates build ties with Jetsin Sdn Bhd, paving the way for Abang J’s launch.

Abang J’s entry opens doors for cities like Davao and General Santos, which are being developed as future halal distribution hubs. Their strategic locations near major ports and growing consumer bases make them perfect for serving both local and regional markets within BIMP-EAGA, including nearby countries like Indonesia and Malaysia. This move supports the government’s goal of weaving Mindanao deeper into the BIMP-EAGA network, attracting foreign investment, supporting small businesses, and ensuring long-term food security.

The brand’s Malaysian team plans to attend the 2025 Mindanao Business Conference in Tagum City in August to promote their products and explore trade and investment opportunities in southern Philippines. Their presence will highlight Abang J’s commitment to building partnerships and growing its reach in the region’s halal market.

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Abang J’s expansion aligns with Mindanao’s vision to become a global halal hub, backed by the region’s rich agricultural resources and access to BIMP-EAGA trade routes. The brand aims to use advanced cold-chain logistics to maintain product quality, tackling a major challenge in halal food distribution. Abang J also plans to work with local small businesses to create jobs and support community growth, helping to strengthen Mindanao’s economy. By offering authentic Malaysian flavors tailored to local tastes, the brand hopes to build a loyal customer base in the region.