LIFESTYLE

@ Halal | September-October. 2025

• Hong Kong Tourism Board( HKTB) launches its first multi-market Muslim travel campaign.

• The campaign reflects the city’ s broader commitment to inclusivity and diverse tourism offerings.

• Maryam Cosmetics is strengthening its position in the halal beauty sector with a growing range of ethical products.

MARKET OUTREACH: The new campaign is set to boost Hong Kong’ s appeal among Muslim travellers.

The initiative, called“ Jelajah Hong Kong,” highlights halal dining options, prayer facilities, and privacy-friendly accommodations while curating activities that reflect both family appeal and cultural richness. Klook’ s platform serves as a one-stop hub where Muslim tourists can book verified Muslim-friendly services and experiences.

Klook is leveraging its Kreator network in Singapore, Malaysia and Indonesia to produce itineraries and content tailored to Muslim audiences. These provide firsthand accounts and recommendations, enabling

travellers to plan confidently. EXPANDING HALAL CHOICES

Klook General Manager for Hong Kong, Macau and Thailand said:“ We are always thinking about how to create more inclusive travel experiences by leveraging our strengths in discovery, data-driven insights, and curated offerings.

“ Working with HKTB, we are able to tighten the information gaps for Millennials and Gen Z Muslim travellers, thereby helping them to explore Hong Kong with confidence and comfort.”

The campaign builds on Hong Kong’ s recent recognition as“ Most Promising Muslim-friendly Destination of the Year” at the Halal in Travel Awards 2025. The city is now ranked third among non-OIC( Organisation of Islamic Cooperation) destinations in the Global Muslim Travel Index( GMTI) and second worldwide in the Muslim Women-Friendly Travel Destination category.

“ Since the launch of our Muslimfocused campaign,‘ Jelajah Hong Kong’, we’ ve observed a growing level of interest and inquiries from Muslim travellers across our key source markets.

“ This partnership with Klook marks a timely and meaningful collaboration that further positions Hong Kong as an inclusive and welcoming destination for Muslim travellers,” said HKTB Southeast Asia Regional Director Liew Chian Jia.

GMTI reported that international Muslim arrivals reached 176 million in 2024, up 25 per cent from the previous year, with numbers expected to grow to 245 million by 2030. Moreover, Klook’ s own bookings to Hong Kong from Muslim travellers have increased 43.5 per cent in the past 12 months, led by theme parks and attractions.

MARYAM COSMETICS, a halal-certified luxury beauty label founded this year by Nadiya Qureshi, is preparing to launch in the United States in August with a collection of premium lipsticks.

Backed by Sadar Capital, the brand is introducing ten limited-edition shades that have been crafted to meet halal certification standards. All products are free from alcohol, animal-derived ingredients and other prohibited substances, while still delivering the colour, texture and long-lasting finish associated with premium cosmetics.

Qureshi stated that the company’ s goal is to create a space where faith and modern beauty trends can coexist.

“ Maryam Cosmetics was created for the people, by the people. This launch isn’ t just about lipstick. It’ s about building something rooted in shared values— where luxury and faith, beauty and ethics, can exist side by side,” she said.

ETHICAL HALAL BEAUTY: The brand prioritises its Muslim-friendly formulations, ensuring quality and compliance with halal standards.

Unlike mainstream beauty brands that focus on clean or vegan labels, Maryam Cosmetics is positioning itself as a pioneer of halal luxury. The company has underlined its commitment to ethical transparency, ensuring responsible sourcing and partnerships across its supply chain.

The company has also tied its brand identity to social impact. A portion of proceeds from every sale will support charitable initiatives aimed at helping displaced and underserved groups.

Alongside this, its supply chain practices emphasise fair partnerships and responsible sourcing, ensuring transparency in how products are made and marketed.

Market observers note that halalcertified lifestyle products are gaining traction in Western markets, with Muslim and ethically conscious consumers seeking assurance that luxury products can align with their beliefs. Maryam Cosmetics aims to bridge this gap by combining faith, fashion, and ethical living in a single offering.-