The Halal Gold Rush: Why Businesses Everywhere Should Pay Attention

The global Halal market isn’t just about faith, it's about opportunity.

With an estimated value of over US$2.5 trillion and growing rapidly, the Halal economy is emerging as one of the most significant players in the world economy. Due to their quality, safety, and ethical standards, consumers worldwide are selecting Halal-certified products in a variety of industries, including food, cosmetics, pharmaceuticals, and even finance.

Even though demand is rising, many businesses remain confused by Halal certification. It is full of unfamiliar regulations, intricate procedures, and little direction on where to begin. Which is the exact challenge Brand Soul and Dawn Horizon intend to solve through Halal Practitioner, a pioneering initiative by Dawn Horizon.

A Partnership That Bridges Compliance and Branding

In September 2025, Brand Soul and Dawn Horizon (Singapore) officially signed a Memorandum of Understanding (MoU), marking the start of a powerful partnership aimed at accelerating ASEAN-wide expansion for Halal brands.

At the heart of this collaboration lies Halal Practitioner, an initiative by Dawn Horizon designed to simplify and empower the Halal certification journey for businesses across the region. Dawn Horizon brings over two decades of Halal regulatory expertise, led by Dewi Suratty. Previously, Dewi was the Director of Halal at the Islamic Religious Council (MUIS) of Singapore, where she contributed to the establishment of Singapore as a global hub for Halal. Halal compliance is made simple by her company's exclusive H.A.L.A.L. (Holistic Understanding, Assurance, Leadership, Accessibility, Localisation) Market Winning Formula, which turns a complex procedure into a clear road map for success.

On the other hand, Brand Soul, led by our very own Stella Wong, adds the power of brand strategy, marketing, and communications. Stella supports Dawn Horizon in going beyond certification by providing in-depth knowledge of local markets and traditions. Ensuring that they create brands that have meaning and engage their audiences in a genuine way.

Together, Dawn Horizon and Brand Soul are offering an end-to-end solution: guiding brands from compliance all the way to strong market presence.

This Is More Than Just Certification

As Stella puts it:

“Many brands see the Halal certification as a finish line. We see it as the starting block ensuring a brand’s soul, its story and presence resonates deeply, building authentic success from the ground up.”

Dewi agrees, emphasising that collaboration is the key to the industry’s next chapter.

“The future of the Halal industry is collaborative. By joining forces with Brand Soul, we’re creating a powerful synergy between compliance and communication, turning market potential into tangible profit.”

What’s Next

In order to help new Halal brands navigate Malaysia's vibrant market and beyond, this collaboration will begin with joint workshops and seminars. These workshops will help companies navigate Halal requirements, handle certification with ease, and evaluate opportunities in emerging markets like Cambodia, which is currently witnessing an increase in Muslim travel and government assistance for Halal-related businesses.

At its heart, this collaboration is about empowering businesses to grow with confidence, reach new markets, and build brands that stand for more than just profit. As the world becomes increasingly conscious of ethical and high-quality production, the Halal economy offers a chance to build trust, integrity, and lasting impact.