For a long time, halal — a term referring to food and products permissible under Islamic law — was mainly associated with food and community markets in Europe. However, in Asia, it has evolved into a significant subject of industrial policy. Countries like Malaysia, Thailand, Vietnam, and Cambodia are investing in their supply chains and seeking to position themselves within a global Islamic economy that is valued at several thousand billion dollars. According to the State of the Global Islamic Economy 2025/26, consumer spending by Muslims across six major sectors — including food, clothing, cosmetics, and tourism — reached approximately 2,600 billion dollars in 2024. This figure is projected to rise to 3,560 billion dollars by 2029, with spending on halal food alone approaching 1,500 billion dollars in 2024. Malaysia aims to remain the global capital of halal. The country has already made halal a strategic sector, with an ecosystem that includes certification, industry, exports, Islamic finance, logistics, and research. In 2025, Malaysian halal exports reached 68.52 billion ringgits, a 10.9% increase from the previous year. Malaysia also relies on the JAKIM, its Department of Islamic Development, whose certification is widely recognized internationally. The Halal Industry Master Plan 2030 extends beyond food, targeting sectors such as pharmacy, cosmetics, medical devices, logistics, and hospitality. The country has also established 14 halal industrial parks, known as HALMAS, to host production chains fully compliant with halal requirements. The goal is to transform halal from a religious label into a powerful economic tool. Thailand, though not a Muslim-majority country, is also positioning itself as a key player in the halal market. The Central Islamic Council of Thailand oversees more than 200,000 halal-certified products. Between January and October 2025, Thailand's halal food exports to members of the Organization of Islamic Cooperation reached 4.872 billion dollars. Major exports include rice, seafood, oils, and processed foods. Bangkok aims to become a "Food Security Hub" for Muslim countries, supported by the Halal Bridge program, launched in 2026 by the Islamic Bank of Thailand and the EXIM Bank. This initiative helps Thai small and medium enterprises enter international markets through certification, packaging, financing, and connecting with foreign buyers. Vietnam is catching up, though it starts from a less developed position. Its halal exports currently amount to about 900 million dollars annually, or less than 1% of the global market. Between 2024 and 2026, only 1,000 to 1,300 Vietnamese companies obtained or maintained halal certification. However, Hanoi sees this as an opportunity to expand its export policy, focusing on connecting Vietnamese production with Muslim markets. The country has strengths in agriculture, seafood, and agro-food products but needs to improve in certification, market knowledge, and logistics. Hanoi also aims to expand beyond food, targeting sectors like cosmetics, pharmacy, and tourism. In May 2026, a Vietnam Halal Promotion and Experience Center was opened in Hanoi to help companies better understand market requirements. Cambodia is also entering the race, launching a national campaign in July 2026 to encourage companies to obtain halal certification. The process has been streamlined, with the registration period reduced from 90 to 60 working days and certificate validity extended to two years. The campaign targets key provinces like Siem Reap and Sihanoukville. Cambodia seeks to collaborate with Malaysia, which offers expertise in certification and infrastructure. Meanwhile, the global shift in the halal market is moving beyond religious considerations, as countries aim to build complete value chains — from raw materials to logistics and financing — to access a market of over two billion Muslim consumers. For French companies, this evolution presents both challenges and opportunities, as they must navigate varying certification rules and market requirements to succeed in Asia.