HalalHub.vn · Special report · 3 November 2026
Franchising offers food brands a fast route to regional expansion. But when the destination is Indonesia, Malaysia or the Gulf, one question comes up sooner than many businesses expect: is the model Halal-ready? On 31 October 2026, at the Vietnam International Franchise Show (VIFS 2026), Halal Hub Vietnam brought that question to the “Franchise ASEAN Forward 2026 – Vietnam” panel.
Opening of Franchise ASEAN Forward 2026 – Vietnam at the Saigon Exhibition and Convention Center (SECC), 31 October 2026. Photo: HalalHub.vn archive.
1. One forum, five perspectives
VIFS 2026 took place from 29 to 31 October at SECC in Ho Chi Minh City alongside Coffee Expo Vietnam 2026. According to The Korea Herald, the two exhibitions featured around 430 booths, connecting international franchise brands with partners and investors in Vietnam.
The midday panel on 31 October was organized by L’earth Vietnam and SingShiok, co-organized by Asiawide, a franchise consultancy operating since 1989, and sponsored by Vietcombank. Ivy Nguyen, Deputy General Director of L’earth Vietnam, moderated. Five speakers represented Halal, brand operations, culinary training, product regulatory affairs and business associations.
The panel’s five speakers and moderator. Source: organizers.
Five speakers, five questions about franchise expansion. Graphic: HalalHub.vn.
2. The question for Halal Hub Vietnam
Representing the Halal ecosystem was Le Thi Thanh Thuy (Iris Le), International Relations Director of Halal Hub Vietnam. The organizers asked her:
“When should a Halal strategy be incorporated into the franchise model, and which requirements are businesses most likely to underestimate?”
Le Thi Thanh Thuy (Iris Le) of Halal Hub Vietnam, in a white jacket holding a microphone. Photo: HalalHub.vn archive.
Her presentation, “Halal: A Market Entry Strategy,” covered four areas: food service, hospitality and tourism, food manufacturing, and business partnerships. It focused on Halal strategy, market access and business readiness. Iris Le discussed how a Halal-ready franchise package can strengthen brand value when negotiating with franchisees in Asia and the Middle East.
Halal Hub Vietnam’s presentation slide. The illustration on the slide was AI-generated. Source: organizers.
| 💡 WHY HALAL STRENGTHENS A FRANCHISE PACKAGE Reach more customers: in many Southeast Asian and Middle Eastern markets, Halal certification is needed to serve most consumers. Reduce work for franchisees: a model with Halal menus, suppliers and procedures helps franchisees open faster. Strengthen negotiations: brands can demonstrate readiness for their partner’s market. |
3. International brands are talking about Halal, too
Halal Hub Vietnam was not the only participant to raise Halal requirements. Marco Fazio, CEO and co-founder of Italian focaccia brand Antico Fornaio, drew on more than 15 years in business development to outline five factors that prepare an international F&B brand for Asia. Under operational readiness, he cited adapting to local requirements such as Halal, licensing and food safety.
Marco Fazio of Antico Fornaio discusses what international F&B brands need to enter Asia. Photo: HalalHub.vn archive.
Five factors that prepare an F&B brand for Asia, according to Marco Fazio. Graphic: HalalHub.vn.
Both perspectives point to the same thing: localization goes beyond taste. In Muslim markets it can also mean changing ingredients, suppliers and kitchen procedures. Chef Tran Le Thanh Thien of World IAC Asia added the importance of standardizing recipes, operations and training so requirements such as Halal can be applied consistently across outlets.
4. Involve regulatory affairs from day one
Mia Bui, Deputy Head of Product Regulatory Affairs at Health & Happiness Group, has more than 10 years of experience in registration and compliance across pharmaceuticals, cosmetics and food. Asked what legal issues commonly delay entry into Asia, she advised involving regulatory staff early, at the market assessment stage, according to the on-screen subtitles.
The audience follows the discussion on regulatory affairs and Asian market entry. Photo: HalalHub.vn archive.
The point is especially relevant to Halal. In Indonesia, the article cites PP 40/2026 for mandatory Halal certification for food services from 18 October 2028. In Malaysia, Singapore and the Gulf, restaurant certification is often important for reaching a broad customer base. Teri Teo, chair of SingCham Vietnam’s F&B subcommittee, offered the reverse perspective on Vietnam’s appeal to ASEAN brands. He has helped more than 30 Singaporean brands enter Vietnam and 20 Vietnamese brands enter Singapore.
5. Five places to build Halal into a franchise model
Five points for integrating Halal into a franchise model. Graphic: HalalHub.vn.
| Area | Actions |
| Model design | Identify target markets with Halal requirements before finalizing the model and franchise terms. |
| Menus and recipes | Review and replace risk ingredients such as gelatin, alcohol in sauces, animal fats and flavorings of uncertain origin. |
| Supply chain | Use suppliers and central kitchens with certification accepted in the target market, and plan local sourcing. |
| Operating manual | Document segregation, hygiene and staff training, with a checklist for each outlet. |
| Monitoring and renewal | Audit franchise outlets periodically, track certificate expiry and establish procedures for deviations. |
Source: compiled by HalalHub.vn.
| 🇻🇳 OPPORTUNITIES FOR VIETNAMESE BUSINESSES As franchises prepare for regional Halal markets, they need Halal-certified ingredient suppliers. Vietnamese coffee, spices, processed agricultural products, seafood and confectionery businesses can benefit by preparing market-appropriate certification early. |
6. Conclusion
Halal is becoming part of brand strategy as well as a technical requirement for manufacturers. When international brands bring it up in discussions about Asian expansion, it shows the issue reaches beyond the Muslim community. Halal Hub Vietnam’s participation connects the Halal ecosystem with a food service sector where demand is growing.
Speakers, moderator and guests pose after the panel. Photo: HalalHub.vn archive.
Glossary
VIFS: Vietnam International Franchise Show.
Franchising: an arrangement allowing a franchisee to operate under the franchisor’s brand, recipes and procedures.
Franchisee: a business or individual operating an outlet under a franchise model.
Central kitchen: a centralized preparation and processing facility that supplies semi-finished products to outlets in a chain.
SingCham: Singapore Chamber of Commerce Vietnam.
PP 40/2026: Indonesian government regulation adjusting the mandatory Halal certification timeline.
References
Official and primary sources
Organizers – Franchise ASEAN Forward 2026 – Vietnam presentation materials (31 October 2026)
BPJPH – Penyesuaian Penahapan Kewajiban Sertifikasi Halal Diatur dalam PP 40 Tahun 2026
Press and industry analysis (secondary sources)
JETRO J-messe – VIFS 2026 – Vietnam International Franchise Show
Photos: HalalHub.vn archive. Slides: panel organizers. Graphics: HalalHub.vn.
HalalHub.vn · Dated 3 November 2026 · Legal information checked as of 3 November 2026; consult official sources before making decisions.
| ℹ️ ABOUT HALALHUB.VN’S INDEPENDENCE HalalHub.vn is a platform for connections and information. HalalHub.vn is not a Halal certification body and does not issue Halal certificates. Halal certificates are issued by bodies recognized by the competent authority in the importing country (for example, BPJPH in Indonesia and bodies recognized by JAKIM in Malaysia). This article is for reference and does not replace legal advice. |
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