LIFESTYLE

@ Halal | May-June. 2025

• Chef Masafumi Endo incorporates halal, vegan, and glutenfree principles into Japanese bento-making

• Unclear labelling on allergens or religiously sensitive ingredients in Japan presents a challenge for visitors with specific dietary needs

• Bridging cultural and dietary divides through inclusive bento boxes

BY ZAFIRAH ZAFRUDDIN

With a deep appreciation for food ethics and diversity, BizSPOT Vegan Vegetarian Frozen Lunch Box Chef and Creator Masafumi Endo reimagines the traditional bento into a halal, vegan, and gluten-free meal.

" I believe that halal and vegan food isn ' t just for those who follow ethical or religious dietary practices. It ' s also beneficial for individuals with specific nutritional needs, enabling them to enhance their physical well-being.

" The bento box I create is based on three themes: body-friendly, earthfriendly, and animal-friendly," shared Endo.

Endo studied nutrition and culinary science at Tokyo Shokuryo Dietitian Academy in Japan. He began his career preparing meals in hospital kitchens and corporate cafeterias.

Endo started to look beyond Japan during his time working at a private facility where he prepared meals for researchers visiting from abroad. Seeking to broaden his perspective, he later travelled to New Zealand and Brazil.

" There, I gained a deeper understanding of global food cultures and how faith,

Masafumi Endo

GOODNESS GUARANTEED: With halal certification across all 10 lunch boxes, BizSPOT brings plant-based meals to more tables. health needs, and personal ideologies influence dietary choices.

" It made me realise that as a chef, my responsibility goes beyond making food taste good. I also need to ensure that every ingredient is ethically sourced and aligned with the diverse needs of those I serve."

NAVIGATING DIETARY RULES

Developing meals that are halal, glutenfree, and vegan presents its challenges. For one, adapting to dietary requirements that are not traditionally observed in Japanese culinary settings demands significant effort, including identifying ingredient substitutions, researching suppliers, and even redesigning menus.

To ensure the food he prepares meets strict dietary guidelines, Endo thoroughly vets ingredients for potential manufacturing-level issues. Many common ingredients can contain hidden components that violate specific dietary rules.

Even an otherwise acceptable raw ingredient might be rendered unsuitable due to its processing methods.

Additionally, Endo compiles a list of pre-approved ingredients and seasonings. This practice makes recipe development more efficient and ensures consistent quality across all his halal, gluten-free, and vegan offerings.

Japan is experiencing a rise in inbound tourism, but the lack of transparency and dietary labelling in Japan poses a notable issue. Common allergens or religious restrictions, such as pork, alcohol, or gelatine, are often not clearly flagged, leaving visitors with specific dietary needs uncertain about their food choices.

" By clearly labelling bento box packages vegan, halal, or gluten-free, I give customers peace of mind. To me, that ' s what food barrier-free means," explained Endo.

ENDO ' S PHILOSOPHY

There is a common misconception that food following specific dietary rules, such as halal, vegan, or gluten-free, compromises on taste or enjoyment. Endo challenges this notion, asserting that good taste isn ' t determined from the ingredient alone, but from the skill and care that go into preparing it.

" Whether the food tastes good or not really depends on the cook. In my experience, using the right mix of herbs and spices has made all the difference."

For Endo, the emotional experience of eating is just as important as the food itself.

" When you smile while eating, the food tastes better. Likewise, when you eat something delicious, a smile comes naturally. Eating is living."

He views food as a form of diplomacy, a way to bring people together across cultures and beliefs.

" It might sound idealistic," Endo admits, " but I truly believe that good food can make people smile, and when people are smiling, they ' re less likely to argue."

In today ' s increasingly diverse and global food culture, Endo believes it ' s essential to make food more inclusive. When food is transparent and thoughtfully prepared, it creates moments of connection even among those who might otherwise feel excluded.

That ' s why he sees food barrier-free not as a trend, but as a responsibility and an opportunity to bring more smiles through what he serves.

Moving forward, Endo hopes to continue doing just that, making more people smile through his bento.-