FOCUS

@ Halal | March-April. 2025

• ���������������������������������� ��������������������������������� �������������������������������� ����������������������

• ������������������������������� ����������������������������������� ���������������������������������

• ��������������������������������� ������������������������������������� ��������������������������������������

Zalfa SH, @ faa4sh

BY FARISHA RAHMAN

Is the rise in halal content a sign of increasing awareness, or is the sacred label being diluted by the culture of Fear of Missing Out( FOMO) and influencer-driven marketing?

Malaysia’ s reputation as the world’ s foremost halal hub is well-deserved. With a comprehensive certification system led by the Department of Islamic Development Malaysia( JAKIM), stringent standards, and a thriving halal economy that encompasses food, cosmetics, logistics, and finance, the country sets a global benchmark.

However, even within this robust framework, the rise of digital consumption presents ethical and behavioural challenges, particularly among young people who are more inclined to trust trending content over verified sources.

To better understand this phenomenon, interviews were conducted with three individuals representing different perspectives. These included a social media influencer, a digital-savvy consumer, and an academic expert in halal regulation. Their insights reveal both the potential and the pitfalls of halal’ s evolution in the digital age.

HALAL’ S A TREND

Zalfa Syahirah, better known on TikTok as faa4sh, has built a strong online presence with over 240,000 followers and more than 25 million total likes. Since beginning her journey as a content creator in 2020, she has primarily focused on food reviews, particularly halal options, that resonate with her audience.

Her content highlights small and unique food businesses while promoting the local halal food culture.

She selects products and brands based on personal experience and alignment with her values. If she feels comfortable consuming the food herself, she believes it is appropriate to share with her followers.

Although she rarely conducts detailed investigations into halal status, she becomes more cautious when something feels uncertain. In those situations, she inquires about ingredients and sources before featuring the product.

Zalfa has experienced both the benefits and challenges of digital influence. While she has contributed to promoting halal awareness, she has also faced criticism. On one occasion, she promoted a product without noticing potential issues related to its halal status. After receiving feedback from her audience, she removed the video and became more mindful moving forward.

Her experience highlights a larger issue. Influencers today wield significant power in shaping public behaviour, but their reach can unintentionally mislead if not coupled with responsibility.

While many promote halal food sincerely, others may prioritise aesthetics or sponsorship deals over thorough verification. This jeopardises not only consumer trust but also the credibility of Malaysia’ s halal certification system.

T E M P T A T I O N RESPONSOBILITY

A N D

Fatin Nabilah, a recent graduate with a degree in communication and experience in digital marketing, embodies the voice of the modern social media consumer. While she enjoys exploring new food trends online, she is cautious regarding halal verification.

She acknowledges that food trends often seem appealing due to their frequent appearances on platforms like TikTok. The way food is presented and the enthusiasm expressed by influencers can create a sense of necessity to try the product, even if she does not genuinely experience FOMO.

However, she consistently prioritises verifying a product ' s halal status before deciding to try it. For her, certification, ingredient transparency, and reliable sourcing are essential in making a choice.

Although Fatin listens to influencer recommendations, she never assumes they are completely accurate. She believes that some influencers may prioritise sponsorship or popularity over authenticity. This perspective has made her more cautious, even though she has not personally experienced any misleading situations.

From her perspective, influencers who focus on halal content should bear greater responsibility for verifying the products they promote, as their followers often rely on their content as a trusted source.

She also observes that businesses sometimes create a sense of urgency by claiming limited stock or exclusive availability, which influences consumer behaviour. This tactic, while effective in boosting sales, can pressure consumers into making quick decisions without verifying whether the product is genuinely halal.