PPI Korea 2012 – Halal Culinary and Indonesian Culinary as The Breakthrough Small and Medium Enterprise of Indonesia

serious seatsphoto credit: serious seats

Here is my paper for conference by PPI Korea (Persatuan Pelajar Indonesia), themed CISAK 2012 (Conference of Indonesia Student Association in Korea). This paper was selected to be presented in Daejeon back then, but I didn’t make it to the conference. Fortunately, they still publish it in the journal. I only take some important parts of my paper to make it short.

Wholly my original thought, please take out with full credit.

Halal Culinary and Indonesian Culinary as The Breakthrough Small and Medium Enterprise of Indonesia

Small and Medim Enterprise Innovation Driven by Indonesian Student in Foreign Countries

Small and Medium Enterprises have a strategic role in national economic development, the distribution of the infrastructure outcomes, and massive employment. Everyone can be the player of SMEs, moreover young generation who are much innovative and productive. So many Indonesian students spread all over the world, effort in the new invention of technology, they precisely able to conduct the entrepreneurship and micro financing as their innovative contribution either.

Indonesia is a country with high need of Halal production and rich with culinary. Here, the author proposed a method of Halal food marketing with Indonesian students as the business player. In the beginning of their enterprise, they may have collaboration with larger industry, or propose a sponsorship proposal to the Sharia banking with easier bureaucracy. They don’t need to work for the foreign corporation to earn more daily fee.

Some countries innovates the enterprise by expansively starting the business of Halal food. Malaysia is on the progress of stating their country to be the center of Halal food industry. China is on the track to intensively making business with Muslim in Halal food enterprise. According to Times magazine’s calculations, the value of world Halal food market was worth about 16% of the total food industry around the world.

Besides, offering employment for Indonesian students in foreign countries, Halal food and Indonesian food marketing by Indonesian students also develop entrepreneurship skill for young generation, meet the demand of Halal food all over the world, and uplift the Indonesian identity in culinary and Halal food industry.

Keyword: SMEs; Halal industry; Indonesian food; culinary

Development of Halal Food Industry in the World

        Halal cuisine is not only an attraction for the Muslim, but also for non-Muslim. We can see from the participation of the non-Muslim country, such as Australia, New Zealand, the United States, Britain and other European countries, in the meeting of the World Halal Forum (WHF) this year shows that the requirements of Halal products are more acceptable to producers and consumers in non-Muslim countries. Manufacturer of non-Muslim countries are trying their products acceptable to 1,8 billion Muslims around the world.

        One example of the case in America where the Muslim population there difficult in finding a processed meat according to Islamic rules, but many traders are now beginning to realize the potential market and opened a meat shop that employ people who understand the Islamic rules as Pakistan in Halal food process. In England and France, which both countries are pretty much spread the fast-food outlets are Halal as an attraction for tourists as well as the Muslim population live there. In Singapore, since being certified, “Halal”, KFC, Burger King and Taco Bell has all seen an increase of 20% in customers. [2]

        With the onslaught of global trade and changing lifestyles, non-Muslim countries are dominating the trade of processed food and generally Halal products.

        Based on the above statement, we can conclude that the subject or the driver of the Halal business are foreigners themselves, and we as the citizens of Indonesian Muslim could achieve more market because our knowledge of Halal products. Indonesia actually has an even greater potential than any other country by reason of the system of verification and qualification status of Halal products undertaken by MUI is the best in the world.

        As the most populated Muslim country, Indonesia plays an important role in the industry of Halal food and beverage products that protect Muslim consumers who will lead as a tourist destination. Indonesia is also recognized to have a lot of diversity in art, culture, ethnicity, as well as culinary. Indonesia has verity of culinary herbs and spices typical for that use. Even the origin of Padang cuisine, Rendang, which is to be ranked number one best dish in the world version of the world’s television network, CNN.

maxresdefaultphoto credit: eat halal food restaurant

The Participation of Indonesian Students in Foreign Countries for the Breakthrough of Halal Food Industry Marketing

        A lot of consumption trends and preferences amongst Muslim youth in particular are in fact consistent with those of non-Muslims sharing similar demographics. Around 60 per cent of the world’s Muslims are below the age of 30 years, hence it is vital for any product marketer to understand this powerful group, who are the movers and shakers of the Halal market. [3]

        The authors choose Indonesian students studying in foreign countries as the most effective agent for the Halal culinary and Indonesian culinary business. Since, investment and industry world require innovation and creativity that is fresh and up to date, and this is much more could be reached by the participation of youth. However, very few of them are initiative and interested in the investment and industry world, especially for those who still bear the status as a student.

        Yet no small number of Indonesian students in foreign country, and most of them having part time by working to earn extra money. But instead of launching their own business, they even working as a freelance, cashier, and waiter at foreign-owned companies.

        Indeed, there are few obstacles in the capitalization of business in a foreign country, but for entrepreneurs to follow the rules of trade in the country concerned, such as paying taxes, then the administrative and bureaucratic problems can be easily resolved. Moreover, it supported by the current Free Trade policy that lets all kinds of legal business to operate without many of the tax charge.

        Indonesian students who opened this culinary venture will be more effective to introduce the identity of Indonesia and uplift the branding, because they interact directly with the local communities and more knowledge about the bureaucratic system there. Although, they should start from small shops and cuisine that is not available much culinary variation according to the broaden in connections of food ingredients suppliers.

        Products business here such as the world’s top culinary like Kimchi from Korea, Lasagna from Italy, Sushi from Japan, and other 50 world top food markets as decoy. Besides, of course, Indonesian dishes served to introduce indoensia as well as identity branding to the world that the people of Indonesia are also experts in entrepreneurship.


[2] H. Kambiz and R. R. Mohammad, “Intention to halal products in the     worlds market,” Tehran, Iran: Islamic Azad University, 2011.

[3] H. M. Alie, “Kewirausahaan dalam rangka kebangkitan nasional,” July 2011.



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