To read the full version of this content please select one of the options below:

Halal industry’s response to a current and post-COVID-19 landscape and lessons from the past

Sutan Emir Hidayat (Department of Islamic Economics, Universitas Gunadarma, Depok, Indonesia and Department of Education and Research, Komite Nasional Ekonomi dan Keuangan Syariah, Jakarta Selatan, Indonesia)
Ahmad Rafiki (Faculty of Economics and Business, Universitas Medan Area, Medan, Indonesia)
Muhammad Dharma Tuah Putra Nasution (Faculty of Social Sciences, Universitas Pembangunan Panca Budi, Medan, Indonesia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 7 May 2021




This paper aims to analyze the Halal industry before, during and after the COVID-19 outbreak.


Qualitative content analysis derived from a narrative-type literature review – supported by expert opinions elicited from semi-structured interviews and transcripts from the keynotes of five prominent speakers at a Halal industry conference during the pandemic. The conference theme covered the Halal industry’s development and strategies before, during and after the COVID-19 outbreak.


There are opinions, concerns and actionable suggestions from the five prominent guests on how the Halal industry is faced with challenges but also new opportunities, with the potential to lead an agenda toward community and transparency.


The halal industry could survive the ravaging COVID-19 and still has the potential to be explored. Expectedly, it makes this occasion an assessment or benchmark to improve the Halal industry and lifestyle in the future and contributes to the betterment of the ummah and Muslim countries.



Hidayat, S.E., Rafiki, A. and Nasution, M.D.T.P. (2021), "Halal industry’s response to a current and post-COVID-19 landscape and lessons from the past", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print.



Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

Related articles