AN ANALYSIS OF HALAL FOOD IN KOREA FOR MUSLIM PEOPLE

1
CHAPTER 1: INTRODUCTION
1.1 BACKGROUND OF RESEARCH
Halal comes from an Arabic word which means permissible. The word Halal is mainly
associated with food but Halal does not only restricted to the type of food but also the way it is
handled. Halal foods are defined as the food that comes from permissible sources and are handled
according to the Islamic law. Muslims are forbidden from consuming food that do not come from
lawful or clean sources.
Halal has now become a universal concept. Halal is a term exclusively used in Islam which
means permitted or lawful. There are no parties which can claim the food is Halal without
complying with Islamic Law. Halal and non-Halal covers all spectrums of Muslim life, not limited
to foods and drinks only, but also for safety, animal welfare, social justice and sustainable
environment. Halal and Toyyiban which means clean and wholesome portray the symbol of
intolerance to hygiene, safety and quality of food that Muslims consumed. ( K. Baharuddin, N. A.
Kassim, S K. Nordin & S. Z. Buyong. et al. 2015)
Verbeke (2006) expressed that in recent years consumers have attached increasing
importance to food safety, health, naturalness, pleasure, convenience, information and ethical
issues like sustainability, animal or environmental friendliness in the food they consumed. On the
other hand, the wholesomeness concept of Halal, which covers not only the Shariah requirement,
but also the sustainability concept of hygiene, sanitation and safety aspect, makes Halal food
readily acceptable by consumers who are concerned about food safety and healthy life style.
Muslims have to follow a set of dietary laws intended to advance their well-being.
For meat and poultry to be Halal, it must be slaughtered according to Islamic guidelines,
with prayers said to God (Allah) during the process. Halal meat should be purchased from an
authorized Halal butcher and a list of authorized Halal butchers in the metropolitan area is available
from the ACA. Alcohol and pork products are not permitted including pork lard, ham and bacon.
For processed foods to be Halal, they must be free of alcohol and pork, and must not have come
into contact with either of them during the manufacturing process. Muslim people are permitted to
eat fish, but it is a good idea to check with each group about shellfish as some sections of the
Islamic community eat all fish, whereas some will avoid prawns and other shellfish. Halal food

2
cannot touch or be contaminated in the storage or preparation process with meat that has not been
slaughtered in accordance with Islamic law.
According to Robin (2004), lack of knowledge, awareness and understanding of the Halal
concept among Muslims and the manufacturers of Halal products may cause the loss of
appreciation to Halal. In fact the holy Quran addressed all human beings and not just Muslim to
search for Halal and it is for their own benefit. One should understand that Halal food requires that
it is prepared in the most hygienic manner that meets international food safety standards and should
not be viewed as offensive to any religious belief. The basic issue in Halal food production is
cleanliness, free from ‘contamination’ and healthy food as defined in the Quran.
According to Berry (2008), there is a strong demand for Halal products in a number of non-
Muslim countries for both Muslim and non-Muslim consumers since Halal products are also
growing in popularity due to the positive perception that Halal products are healthier, safer and
humane animal treatment. In addition, Islamic Food and Nutrition Council of America’s (2009)
report in March 2009, stated that the focus on food being wholesome also creates a strong
opportunity to market Halal food as a lifestyle choice; the new “organic product”, especially in the
United States of America and Europe where consumers already pay premium prices for organic
foods.
Korean Muslim Federation (KMF)
Korea Muslim Federation is a Muslim organization established in 1967 and it is located at
Hannam-dong Yongsan-ku Seoul, Korea. The KMF oversees the Korean Muslim Students
Association and the Korea Institute for Islamic Culture. The federation also supports a madrasa
for Qur'anic education. Most of Korean food has been received the Halal Certification from
Department of Islamic Development Malaysia (JAKIM) for its food products imported from South
Korea. Muslims generally had a bad perception of Korean food, as they assumed it contained non-
halal ingredients. From that, they set to get the Halal certificate in order to make Muslims throw
out the bad perception and it also present at the event were Korean Muslim Federation chairman
Salleh Bhark Chang Moh and South Korean ambassador Cho Byung Jae. (Steven Daniel, The Star,
2013)

3
A Food Guidebook for Muslim Tourists by the Korea Tourism Organization (KTO)
A food guidebook for Muslim tourists visiting Korea has recently been published. The
Korea Tourism Organization (KTO) produced “Muslim Friendly Restaurants in Korea” written in
English in December 2014. The book was designed to boost convenience for observant Muslim
tourists who eat only halal food and no pork, alcohol or meat-derived food ingredients, such as
collagen. The book comprises of restaurant guides, information about halal certified Korean food,
how to get halal products in the country, Muslim-friendly Korean menu classifications, public
transportation information, useful Korean phrases and other such tips. It also contains stories from
influential Muslim figures, such as Omani Ambassador to Korea Mohamed Alharthy, and Muslim
students residing in Korea who talk about their lives in the country and their experiences trying
Korean food. The book ranks Korean restaurants into five grades, ranging from “porkfree” to
“halal certified.” The “halal certified” restaurants refer to restaurants which are guaranteed by the
Korea Muslim Federation.
What is a Halal Certificate?
The halal certificate and logo not only guarantee Muslims what they consume or use is
according to the Islamic laws but also encourages manufactures to meet the halal standards (Ariff,
2009). A halal certificate is a document issued by an Islamic organization, certifying the products
it covers meet the Islamic dietary guidelines. These include that the product does not contain pork
or its byproducts, the product does not contain alcohol, the product does not contain prohibited
food ingredients of animal origin, and the product has been prepared and manufactured on clean
equipment. Meat and poultry components must come from animals slaughtered according to
Islamic law (Mian, 2010).
Types of Halal Certificates and Duration
There are two types of halal certificates, and their duration depends on the type of food or beverage.
The first type of certificate is a site registration certificate, which signifies that a plant, production
facility, food establishment, slaughterhouse, abattoir or any establishment handling food has been
inspected and approved to produce or serve halal food. It does not mean that all food products
made or handled at such a facility are halal-certified. A site certificate may not be used as a halal
product certificate.

4
The second type of halal certificate is for a specific product or a specific quantity. This certificate
signifies the listed product or products meet the halal guidelines formulated by the certifying
organization. Such a certificate may be issued for a specified quantity of the product destined for
a particular distributor or importer. If the certificate is for a specific quantity, it may be called a
batch certificate or a shipment certificate. Meat and poultry products, for which each batch or
consignment has to be certified, generally receive a batch or shipment certificate. The duration for
which a certificate is valid depends upon the type of product. A batch certificate issued for each
consignment is valid for as long as that specific batch or lot of the product is in the market--
generally, up to the product expiration date or “use by” date. In a separate case, if a certified
product is made according to a fixed formula, a certificate may be issued for a one-, two- or three-
year period. The product remains halal-certified as long as it meets all the established and agreed-
upon production and marketing requirements between the company and the halal-certifying
organization (Riaz, 2010).
Halal Certification Process
The halal certification process starts with choosing an organization that meets the needs
for the markets to be serviced. Many countries, like Singapore, Indonesia and Malaysia, have
government-approved halal programs, whereas the predominantly food-exporting countries have
independent certification bodies. When targeting a specific country, it is better to use an
organization that is approved, recognized or acceptable in that country. If the market area is
broader or even global, then an organization with an international scope is better. The process
starts with filling out an application explaining the production process, the products to be certified;
and regions in which the products will be sold/marketed, along with specific information about the
component ingredients. Most organizations review the information and set up an audit of the
facility. At this time, it would be advisable to negotiate the fees and have a clear understanding of
the costs involved. In some cases, the cost may run into thousands of U.S. dollars per year. During
review of the ingredient information and/or the facility audit, the organization may ask
manufacturers to replace any ingredients that do not meet its guidelines. Generally, the company
and the halal-certifying agency sign a multi-year supervision agreement. Then, a halal certificate
may be issued for one year or for a shipment of a product. Overall, the process for halal certification
of the food products is not complicated (Ariff, 2009).

5
Advantages of Halal Certification to the Manufacturers and Producers:
• Improvement in brand image by fulfilling different consumer requirements.
• Prospects of penetrating into a worldwide Halal food market of over 1.5 billion people.
• A sound edge is attained over the competitors.
• Strict rules are maintained relating to private sanitation of facilities that in addition to the
other obligatory hygienic practices observed on the premises.
• It is more promotable and marketing is more attractive, with a distinct logo of Halal
recognition on all the products.
• Improvement in the food quality by stringent quality assurance policy as per international
standards.
• Hall insignia is a trustworthy, autonomous and dependable acknowledgment to back Halal
food claims.
• Improved advertisement and acceptance of products in Muslim countries/markets.
1.1 Research Objective
In this research, it will be aim to study the important factors that Muslims must know in order to
recognize Halal food in Korea besides knowing the definition of Halal in Islam. This is because in
Islam not only teach Muslim to know the theories but they also must know how to use and practices
what has been learned into their life. In addition, this research also will study which factors are
more relevant for Muslims in identifying Halal food in Korea.

6
CHAPTER 2
2.0 LITERATURE REVIEW
2.1 Halal Status in Korea
As Korea is not Muslim country and has the low Muslim population in Korea, Halal status in
Korea is very bad. Not easy to find Halal restaurant and not easy to find Halal products. As Korea
is not Muslim country, Korean people eat Haram food such as pork, alcohol and sometimes dog a
lot. Almost every Korean food contains pork or alcohol. Because of that, many restaurants and
mart use Halal logo on their window in order to insist that they are handling only Halal food
and product. Sometimes you can find the restaurants with Halal logo in Itaewon or many other
tourist attractions.
However, most of them are just self-certified. Sometimes, they even don't know the meaning of
Halal. Sometimes, they just use fake Halal product which is self-certified by supplier and insist
that they are Halal restaurant or Halal mart. For becoming real Halal certified mart or restaurant,
it has to be certified by officially recognized Halal certification organization. As of now, few of
restaurants get Halal certification from KMF (Korea Muslim Federation, located in Itaewon
Masjid). There is no official Halal Certification Organization appointed by Korean Government
yet. KMF will be appointed as official Halal Certification Organization appointed by Korean
Government from 2017.

7
What is KMF?
KMF (Korea Muslim Federation) is the Muslim federation
located in Itaewon, Korea. KMF provides Halal certification
service. Although there are some private companies which
provide Halal certification service in Korea, KMF is the only
Halal certification organization which is managed by Muslims.
2.1.1 Logo Halal in Korean
Halal is an Arabic word meaning "lawful" and "permissible." The certification is conferred on
meat, vegetable and other food products that have been slaughtered, harvested or processed in a
way recognized by Islamic Law. It's not mandatory for Muslim people to consume only halal-
certified products, but its obvious certified products have a massive marketing advantage in these
countries, according to experts.
Despite its proven advantages, such certification has long been ignored by domestic food makers
because of low demand for Korean food in Islamic countries. Now, this is no longer the case. Many
food giants such as CJ, Nongshim and Pulmuone are rushing to get their export products packaged
with what they now call a "must-have" mark.
A growing number of Korean food companies try to secure the certification to appeal to Muslim
customers. The change was driven by an explosive growth of demand for Korean food in populous
Muslim countries such as Indonesia, Malaysia and Pakistan. The increase has largely been
attributed to the international boom of Korean pop culture, a socio-cultural phenomenon called
"hallyu." Nearly 1.6 billion Muslim people in 140 countries, including some 135,000 in Korea,
consume halal-certified food products and the global market size was estimated to be worth $661.6
billion as of 2010, according to the World Halal Forum. (Park Si-soo 2013)

8
KITA held a seminar on the entrance strategy to Halal market
'KITA (Korea International Trade Association) is a public-private organization that has developed
tradeKorea.com. As a leader in advancing export strategies, trade systems and procedures, KITA
supports SMEs to find new customers and secures a wide range of business connections through
tradeKorea.com database.
The Korea International Trade Association (Chairman, Han Duck-soo) held ‘A Seminar on the
Entry Strategy to Halal Market’ at the Trade Tower in Samsung Dong on July 22 in order to enter
into the 1.6 billion worth Islamic market, which is highlighted as the promising market in Southeast
Asia and the Middle East. One hundred companies participated in the event.
Halal means ‘permissible’ products that are allowed to eat and use according to Islamic law. They
are essential rules that play vital roles in the daily lives of 1.6 billion Muslims, which accounts for
25 per cent of the world population. The Halal certification process is not simply completed even
the products are certified. There are the complicated and strict standards to be complied with.
For example, the Halal certified products have to be distributed separately from the non-Halal
certified ones. Also, in the case of processed products, they are allowed to be distributed only when
Halal certifications of the ingredients are confirmed. Liow Ren Jan, CEO of the Halal consulting
company AYS Group and a bestseller writer of Marketing Halal, said in this seminar “The annual
growth rate of GDP per capita of Muslims worldwide between 1990 and 2010 showed remarkable
growth by porting 6.8 per cent, which was higher than the 5 per cent growth rate of GDP per capita
of the world during the same period.” He also stressed “The consumption volume in Halal market
is 2.1 trillion dollars. It is an attractive and irresistible market for Korea which heavily depends on
exports. Therefore, it is vital for Korea to pre-empt the Halal market which has a large potential
for growth.”
The Halal Committee of Korea Muslim Federation, the only Halal certification agency in Korea,
introduced the practical procedures for Halal certification in the seminar. (KITA 2014)

9
2.1.2 Word of Mouth
1. Muslim Travellers
The faith-based needs have been identified as the main areas for Muslim travellers. While the
majority of Muslim travellers adhere to some of these needs, the level of importance of them varies
among Muslims.
a) Halal Food
Halal food is by far the most important service that a Muslim traveller is looking for when
traveling. Acceptability of the different levels of Halal food assurance varies among Muslims. The
following Table 3 illustrates the main types of “Halal” assurance provided by food outlets and
their acceptability by most Muslims.
Halal Assurance Remarks Acceptability
Halal certified restaurants
Restaurants certified Halal by a Halal
Certification Body (HCB). Most HCBs do
not certify restaurants that serve alcohol, but
some do.
Acceptable for all
Restaurants served by only a
Halal certified kitchen
Restaurants served from a kitchen certified
Halal by a HCB.
Acceptable for many
Self-assurance – claims to
serve only Halal food
A. Muslim owned/managed
B. Non-Muslim managed
The restaurant management/staff claim all
food served in the restaurant is Halal
A. Acceptable for
many
B. Not acceptable for
many
serve Halal food and non
Halal food
The restaurant management/staff claim that
some food served in the restaurant is Halal
Not acceptable for
many
serve only vegetarian or
seafood
The restaurant management/staff claim that
all food served is vegetarian or seafood
Acceptable for many
Table 1: Halal assurance acceptability

10
2. Muslim Friends
“Food” is one of the good ways to experience the real ‘taste’ of one country. Living as a Muslim
in Seoul, I’m not facing big problem with food but food still one of the problems. For me I really
enjoy Korean street food and I learned about local Korean food through my Korean friends. I keep
asking them the ingredient and how they cook the food. I sometimes ask the vendors what the
ingredient they use to made the foods. Don’t be surprise that we can eat lot of Korean food for
Muslim too the ingredient mostly edible. Such as Tteobokki and Gimbab or even Hotteok, we can
eat them all but Please be careful if some of the food might contain ham or beef , usually for
Gimbap the vendors put ham and we can request one without ham or we can eat tuna gimbap too.
It will be better to eat something when you confident about the ingredient. As in Islam also
mentioned about if you not confident with the food it’s better not to eat because it can be ‘haram’.
I met many Muslim travellers and they keep complain about food as for them it’s difficult to get
halal food. At the same time they also wanted to try street food but not confident with the
ingredient. I was thinking to share my knowledge and info about Korean food to Muslim travelers.
(Karolina Dermawan 2016)
2.1.3 Common Sense
An uphill street in Itaewon lined with commercial establishments leads to the masjid, the mosque.
Halal bakeries, restaurants and grocery stores present themselves to the visitors of the area, offering
opportunities for consumption. By consuming Muslim food in the vicinity of the Islamic mosque,
a Korean could break down his or her cultural picket fences.
As food is often an ambassador in cross-cultural interaction, the popularity of Muslim food can be
viewed as a positive first step here as well. Song points out that many Koreans who frequent
Itaewon restaurants search for an “authentic” taste because they interpret “exotic food
experiences” as positive. However, Korean consumers may still lack discernment: dishes from two
or three different countries may be considered to be “Muslim”, rather than Pakistani or Turkish or
Lebanese. However, the restaurant owners themselves often demonstrate an ambiguous stance, by

11
catering to this ignorance. For example, a Turkish restaurant boasting authentic Turkish dishes is
actually owned and operated by an Indonesian Muslim family. In another Muslim restaurant,
alongside the dishes, there are various alcoholic beverages ranging from beer to wine for sale.
The Islam mosque in Itaewon plays an important role not only in providing a place of worship for
Muslims but also in facilitating an exchange of communication for Koreans interested in Islam.
The entrance to the mosque depicts a famous quote from the Quran written in Korean. The original
Arabic script is found on the facing wall once one passes through the mosque’s archway. This
strategic order of display shows that Muslims are not trying to establish an exclusivity regarding
their settlement in Itaewon. It is rather by excluding Korean translation entirely that such a view
might be taken. Korean visitors who wish to tour the mosque are left to their own devices, provided
they respect the hours for prayer and avoid entering the forbidden areas.
However, the Korean residents of Itaewon have demonstrated a quite negative attitude to their
local Muslim community. According to Lee Hee su, the Korean residents see the Muslim
community as an economic rival and even as a foreign colonizer that has breached the stability of
the space. For Korean residents the Muslim co-residents are just “Arabs”; it appears needless for
the Korean residents to specify nationality or ethnicity. In other words, the Korean residents feel
economically threatened, and this threat influences the prejudice that the Muslim residents are not
so much neighbours as foreign invaders. It is curious then that these same Korean residents fail to
be alarmed by the sprouting of other foreign commercial rivals such as Italian restaurants, French
fusion restaurants, Thai restaurants and Mexican eateries in the area. While non-Muslim
businesses are readily accepted, Muslim businesses are viewed with disfavour. Ironically, quite a
few successful Muslim food restaurants are owned by Korean owners, as evidenced in case of Taj
Mahal, owned by a Mr. Suh (Jiyun Camilla Nam 2012).
2.1.4 Outlet
Dining in Korea always a challenge for Muslim in Korea. Muslims in Korea always choose to eat
vegetarian food or seafood. For one thing, Korean cuisine offers a wide number of dishes using
grains, vegetables, and seafood. If they are craving a sumptuous meal that includes Halal meat
(beef or lamb slaughtered according to Muslim ritual), they can visit one of the Halal restaurants

12
near the Seoul Central Masjid in Itaewon, Seoul. Here, they will find a number of Indian, Pakistani,
Turkish, and Arabic-style Muslim restaurants. Here is a list of Halal restaurants.joy
Place
Name
Restaurants
Details Address
Seoul
Dubai
Restaurant
A large-scale Arabic restaurant, Dubai offers an
upscale interior décor that exudes authentic
Middle Eastern ambience. Food is carefully
prepared by chefs from Dubai, attracting a
clientele of Korean businessmen who entertain
their clients from the Middle East. A variety of
lamb dishes, Dubai kebab, and Dubai royal
cuisine are served. Visitors can also indulge in
the pleasure of a shisha (water pipe) flavored
with apple, strawberry, or rose.
Address: Seoul-si
Yongsan-gu Itaewon 1-
dong 127-2
Tel: 02-798-9277
How to get there:
Subway Line 6, Itaewon
Station Exit 3, 5
minutes’ walk
Usmania
International
Restaurant
Usmania is a Pakistani restaurant expressing
authentic Pakistani taste in both its interior and
food. The menu features about a hundred dishes,
ranging from whole wheat bread, lamb, beef or
chicken, but does not offer any pork dishes or
alcoholic beverages, which are prohibited by the
Koran. Inside the restaurant, you will find a
variety of Pakistani decorations such as
traditional shishas (water pipes) and silk carpets.
Beef kebabs and tandoori chicken are favorites
among Korean diners.
Address: Seoul-si
Yongsan-gu Itaewon-
dong 119-7
Tel: 02-798-7155
How to get there:
Station Exit 1, 5
minutes’ walk
Arabian
Restaurant
Outside Arabian Restaurant, there is a sign
written in Arabic as well as a sign certifying the
restaurant as ‘Halal’. It serves a variety of Arabic
food using fresh vegetables and traditional
Address: Seoul-si
Yongsan-gu Itaewon-
dong 123-21
Tel: 02-798-1385

13
spices. The lamb steaks and lamb kebabs are
strictly halal.
How to get there:
Station Exit 2, 5
minutes’ walk
Taj Palace
An Indian restaurant, Taj Palace offers a basic
menu consisting of curry, naan (Middle Eastern
flat bread), and thali (variety of dishes served in
small bowls on a tray), a course menu, and a
vegetarian menu. All chicken and lamb dishes
are halal, and all spices are brought directly from
India for the freshest flavor experience in Korea.
Taj Palace serves lassi (yogurt drink) and
traditional Indian chai, but no alcoholic
beverages. Prepared by a chef who previously
worked in a luxury hotel in New Delhi, the food
is delicious and reasonably priced.
Address: Seoul-si
Yongsan-gu Itaewon-
dong 132-2
Tel: 02-790-5786
How to get there:
Station Exit 3, 5
minutes’ walk
Wazwan
Wazwan is an Indian restaurant located next to
the Islamic mosque in Itaewon. It serves a
variety of authentically flavored Indian food at a
reasonable price. Many Koreans visit the
restaurant for the spicy Indian-style curry. Their
special set menu is especially popular. It
includes samosa (dumplings), tandoori chicken,
curry, Indian rice, and dessert.
Address: Seoul-si
Yongsan-gu Hannam-
dong 732-151
Tel: 02-798-1253
How to get there:
Station, Exit 3, 10
minutes’ walk
Salam
Salam was the first restaurants to introduce
Turkish cuisine in Korea. It offers kebabs of beef
and lamb, as well as other lamb dishes served
with vegetables. The Salam course comes with
Merjimek soup, kebab, Coban salatasi (a
refreshing salad of cubed tomato, sweet peppers,
Address: Seoul-si
Yongsan-gu Hannam-
dong 732-21
Tel: 02-793-4323

14
and other vegetables), ayran (slightly salty
yogurt drink), tea, and cookie.
How to get there:
Station, Exit 3, 10
minutes’ walk
Bindya
Located near Gangnam Station, Bindya serves a
full menu of Indian cuisine prepared by an
Indian chef. Lunchtime diners flock here for the
reasonably priced lunch set complete with curry,
rice, naan, and tandoori chicken. For the
authentic flavor of Indian cuisine, come and
enjoy one of the curries made from chicken,
lamb, beef, or seafood. They even serve a strictly
veggi curry.
Address: Seoul-si
Seocho-gu Seocho-dong
1308-2, F3
Tel: 02-595-0025
How to get there:
Subway Line 2,
Gangnam Station Exit 6,
10 minutes’ walk
Incheon
Arabesque
Located near Incheonhang Port, Arabesque
serves Turkish kebabs, Indian curry, tandoori
chicken, naan, and other halal foods. It is a
popular retreat for Arabs in Incheon.
Address: Incheon-si
Jung-gu Inhyeon-dong
22-40, 2F
Tel: 032-764-0064
How to get there:
Subway Line 1, Dong
Incheon Station
shopping center Exit 6.
Samarkand
Samarkand, an Uzbekistan restaurant, serves the
country’s popular cuisine, including lamb or
beef skewers called shashlik, traditional bread
lepyoshka, samsa (a patty filled with ground
meat), and carrot salad.
Address: Incheon-si
Jung-gu Sinpo-dong 20-
1
Tel: 032-773-6700
How to get there:
Subway Line 1, Dong
Incheon Station Exit 4,
15 minutes’ walk

15
Busan
Shabana
A traditional Indian restaurant, Shabana is
located just outside the campus of Busan
University, one of the busy commercial areas in
Busan. The restaurant serves a variety of
tandoori, vegetarian dishes, dal (a traditional
spicy bean soup), chicken, lamb, and an Indian-
style rice dish called biryani.
Address: Busan-si
Geumjeong-gu Jangjeon
3-dong 420-23
Tel: 051-517-1947
How to get there: Busan
Subway Line 1, Busan
University Station Exit
3, 5 minutes’ walk
List of "Korean Food" or HANSHIK that is HALAL in Korea
A list of Korean food or Hanshik (Korean) that Muslims in particular can eat at "any restaurant"
across the length and breadth of South Korea. This list includes dishes that are served with seafood
in it or are simply composed of rice and vegetables or noodles and vegetables. By the way, just to
be on the safe side you can tell restaurant manager that: Gogi um-mou-go yeo! (I don't eat meat)
You do not have to look around the halal food restaurants because it is obviously difficult. NOT
all neighborhoods offer halal food. It’s better that you stick to Korean food that falls within the
confines of halal food and there is plenty to choose from. It is short-listed Zen Kimchi's list here
and have made some additions as well.
Main Dishes being served in a Korean Restaurant
Buddhist Temple Cuisine (entirely vegetarian)
Jeon (Pancake) or Pajeon (Green Onion Pancake)
Yachae Gimbap (Seaweed Rice Rolls)
Bibimbap (Mixed Rice and Vegetables)

16
O-jingo Bokkeum Bap (Spicy Squid Stew served with Rice)
Boribap (Mixed Barley Rice and Vegetables)
Sundubu Jjigae (Soft Tofu Stew)
Haemul Sundubu Jjigae
Juk (porridges of differnt kinds), Jeonbok Juk (Rice Porridge with Abalone)
Kimchi Jjim (Braised Kimchi with Tofu)
Lotteria’s Shrimp Burger
Lotteria's Squid Burger in spicy flavour
Sae-u Kang (Shrimp Flavored “Fries”)
Doenjang Jjigae (Fermented Bean Paste Stew)
Ddeokbokki (Chewy Rice Cakes in Spicy Sauce)
Mae-eunTang (Spicy Fish Soup)
Nakji Bokkeum (Stir-fried Baby Octopus, I got very sick eating this and then never ate it again.)
Dolsot Yachae Bibimbap (Mixed Rice and Vegetables in a Sizzling Stone Pot)
Dolsot Chamchi Bibimbap (Mixed rice with tuna and vegetables in a stone pot)
Saengseon Gui (Korean-style Grilled Fish served with rice and side dishes)
Hui Mul (Korean style Sashimi)
Haemultang (Seafood Soup)
Naengmyeon (Chilled Noodles)
Side Dishes (Banchan), Desserts, Snacks or Drinks
Myeolchi Bokkeum (Stir-fried Anchovies)
Odeng/Eomuk (Street-side Fish Noodles)
Hoddeok (Stuffed Street-side Pastries)
Beondegi (Silkworm Larvae)
Golbaengi (Sea Snails)
Jangeo Gui (Grilled Eel)
Sae-u Sogeum Gui (Salt Grilled Shrimp)
Deodeok Root
BindaeDdeok (Mung Bean Pancake)

17
Ttuekim
Dotorimuk (Acorn Jelly)
Patbingsu (Shaved Ice and Red Bean Treat)
Gyeran Jjim (Steamed Egg)
Corn Ice Cream
Songpyeon (Stuffed Chewy Rice Cakes)
Shikhye (Sweet Rice Punch)
Any product with Green Tea in it
Baek Kimchi (White Cabbage Kimchi)
Mul Kimchi (Water Kimchi)
Oi Sobaegi (Stuffed Cucumber Kimchi)
Ggakdugi (Cubed Radish Kimchi)
Sae-u Jeot (Salted Tiny Shrimp)
Myeongran Jeot (Salted Pollack Roe)
Ssamjang (Mixed Soybean and Pepper Paste)
Yachae Ramyeon (Vegetable Ramen Noodles)
BungeoBbang (Goldfish-shaped Stuffed Pastry)
GeJang (Raw Fermented Crabs)
Below is the list of Grocery Stores with Halal Food
– Halal Meat Shop: 732-21, Hannam-dong, Yongsan-gu, Seoul
– Foreign Food Mart: 137-8, Itaewon-dong, Yongsan-gu, Seoul
– Salam Bakery 살람베이커리 이태원점 732-21 Hannam-dong, Yongsan-gu, Seoul
– Marhaba Mart: 137-41, Itaewon-dong, Yongsan-gu, Seoul
2.1.5 Communication
Communication is very important for Muslims in Korea in order to get halal info. They can get
halal info through website such as official halal Korea website. From the website, they can get list
of restaurant or food that they can eat in Korea. Muslims in Korea also can read any bloggers

18
website to know the bloggers’ experience while staying in Korea. By website also, Muslims in
Korea can learn to cook Halal Korean recipe based on what ingredient that they can in Korea.
Facebook and twitter are important medium for people in the world to communicate or sharing
any news. Sometimes, news are spreading faster in Facebook than newspaper. Through Facebook
and twitter, Muslims in Korea can like any page that are about Halal info. There are also other
users that will share any news, thus they can read also.
On 18-20th
August 2016, there will be Halal Expo Korea at Coex Convention and Exhibition
Center in Seoul. This is a huge advantage for Muslims in Korea to get halal food without any
doubt. Major Islam countries represented by UAE, Malaysia and Indonesia have been
implementing the Halal standardization projects.
2.2 PROBLEM STATEMENT
Based on the observation, the population of Muslims in non-Muslim country is increase time to
time either they are from the original inhabitant or migrant. The problem that Muslims people will
face when they are stay at non-Muslim country is to identify Halal product. Muslims people will
difficult to survive their life in non-Muslim country especially to get Halal food because food is
the main factor to continue our life. Since some country is non-Muslim country, they are not focus
on producing Halal food. The government of non-Muslim country may not take full attention to
produce Halal food for the Muslims citizen. Non-Muslim country such as Korea has small
population of Muslim citizen. Hence, Muslims people have lack of attention about Halal product
from the Government. Muslim people not really know about the real Halal logo on the food
packaging. Even though some outlet has Muslim worker but it cannot ensure the product at the
outlet is Halal. Mostly Muslim people will depend on Muslim’s words of mouth to identify Halal
food or they just follow their common sense because of relevant authority have lack of power to
encourage people to produce and promote Halal food.

19
2.3 RESEARCH QUESTIONS
1. What are the important factors that Muslims must know in order to recognize Halal food
in Korea besides knowing the definition of Halal in Islam?
2. Which factors are more relevant for Muslims in identifying Halal food in Korea?
2.4 HYPOTHESES
H1
H2
H3
H4
H5
FIGURE 1: Research Model
The hypotheses tested in this research are:
H1: Logo is a significant factor that allows Muslims to identify Halal product in Korea
H2: Common sense is a significant factor that allows Muslims to identify Halal product in
Korea
H3: Muslim Outlet is a significant factor that allows Muslims to identify Halal product in Korea
HALAL LOGO
IDENTIFY HALAL FOOD
IN KOREA
COMMON SENSE
MUSLIM OUTLET
MUSLIM’S WORDS OF MOUTH
COMMUNICATION FROM
RELEVANT AUTHORIZED

20
H4: Words of mouth is a significant factor that allows Muslims to identify Halal product in
Korea
H5: Communication from relevant authorized is a significant factor that allows Muslims to
identify Halal product in Korea
CHAPTER 3
3.0 METHODOLOGY
3.1 Primary and secondary data collection.
Primary data is data which is collected by the researcher themselves. This kind of data is new
which original research information is. It is information from a person who witnessed or
participated in an event itself. It enable the researcher to get as close as possible to what actually
scenario happened and is hands on. Other than that, it also reflects to an individual viewpoint of a
participant or observer. Examples of primary data are; interviews, questionnaires, and
observations.
Secondary data collection is using information that has already produced by other people. It is used
by usually not present at the event and relying on primary sources documents or information. It
used to analyse and interpret. In addition, it also a tool to find out about research that is already
exists which will help a form of new research. Examples of secondary data are; internet, books or
magazines, newspapers, office statistics, centre for applied social surveys and etc.
Data for this research was collected by using references from primary sources and secondary
sources. The primary data is questionnaire.
The secondary data is primarily using reference article about halal analysis in Korea.
The first advantage of using secondary data has always been the saving of time. (Ghauri,2005).
The researchers no need anymore to waste their time on making observations or go the site in order
to complete the research. Second, it is an advantage in term of saving of cost. (Ghauri,2005). In
general, it is much less expensive than other ways of collecting data. One may analyse larger data
sets like those collected by government surveys with no additional cost. Third is an advantage on

21
generating new insights. (Fabregues, 2013). Reanalysing data can also lead to unexpected new
discoveries. For example, World Values Survey Association usually publishes the so called World
Values Survey Books. (Fabregues,2013).It can be accessible by researcher and come up with new
relevant conclusions or simply verify and confirm the previous results.
Each methods used in a research have its advantages and disadvantages. One of disadvantages
from quantitative method is inappropriateness of the data. Data is collected by oneself is collected
with a concrete idea in mind. Usually, it is used to answer a research questions or just meet certain
objectives. In this sense, secondary data may provide the researcher with a lot of amount of
information, but quantity is not guaranteed the quality of appropriateness. It maybe has been
collected to answer different research and objectives (Denscombe,2007) The inappropriateness
may arise because of the data was collected in many years ago, and it does not suit anymore with
current trend in region of research has been conducted.
In this research, we use both primary and secondary data. In primary data, we use questionnaire
and interviews. For secondary data, we use internet research. Some of the websites are;
 Ariff (2009), Importance of halal certification. Retrieved from
http://www.halaljournal.com/article/4262/importance-of-halal-certification
 Mian N. Riaz (2010). Fundamentals of halal foods and certification. Retrieved from
http://www.preparedfoods.com/Articles/Feature_Article/BNP_GUID_9-5-
2006_A_10000000000000734431
 Steven Daniel (2013), Korean food certified halal by Jakim. Retrieved from
http://www.thestar.com.my/business/sme/2013/10/25/korean-food-certified-halal-
by- jakim-company-hopes-this-will-boost-sales-revenue-by-50-in-2014
3.2 Qualitative and Quantitative Research
Qualitative research is primarily exploratory research. It is used to gain an understanding of
underlying reasons, opinions, and motivations. It provides insights into the problem or helps to
develop ideas or hypothesis for potential quantitative research. It also used to uncover trends in

22
thought or opinion and dig deeper into the problem. These methods vary using unstructured or
semi-structured techniques. Usually common methods used include group discussion, individual
interviews and observations. The sample size involve is small and respondents are selected in order
to fulfil a specific quota.
Quantitative research is used to quantify the problem by way of generating numerical data or data
that can be transformed into usable statistics. It is used to measure attitudes, opinions, behaviours,
and other related variables. It uses a measurable to formulate facts and uncover patterns in research.
Actually it is more structured than qualitative data collection as the generalize results comes from
a larger sample population. This methods include various form of surveys; online surveys, paper
surveys, mobile surveys, face-to-face interviews, telephone interviews and etc.
Data collection for the current study was collected using quantitative research. By using this
method, it enables to generalize a research finding when it has been replicated on many different
populations and sub-populations. Other than, a researcher could generalize a research finding when
the data are based on random samples of sufficient sizes. The researcher could test hypothesis that
already constructed before the data are collected. Moreover, the researcher may constructed a
situation that eliminates the confounding which influenced of many variables, allowing one to
more credibly establish cause-and-effect relationships. Data collection also collected in short time
period; face-to-face interview.
In this research, we use both qualitative data and quantitative data. For qualitative data, we use
interviews while quantitative data, we use paper research.
3.3 Research Design
Longitudinal and cross-sectional surveys are observational studies. This means that researcher
record information about the subject without manipulating the study environment. Data was
analysed using cross-sectional surveys are much easier and quicker to perform if researcher need
to solve a research questions in short time period. Usually researchers have their own population
with a specific outcome and want to find out if a certain exposure could cause outcome. It help

23
researcher to understand the perception of selected research respondents at one time. It also allows
researchers to compare many variables at the same time. For example, it can be seen in term of
age, gender, income and education level.
However, cross-sectional research is not providing definite information about cause and effect
relationships. This is because this type of research only captures a single moment in time without
considering what happens before and after the research.
While, longitudinal require a constant follow-up where the outcome of interest has not happened.
The researchers need to conduct several observations of the same subjects over a period of time
and it takes a long period. Objective from this type survey is to recognize the pattern or trend of
sample selected. The benefits of this type survey are that the researchers are able to detect
developments or changes in the characteristics of the target population at both the group and the
individual level.
In this research, we use cross-sectional research.
3.4 Sample Size
Sample was used as representative of populations. We take a sample which represents the
population as size of population is too large. The sample was distributed among Muslim
respondents who are lives in Korea by email. The respondents total of 102 questionnaires were
email on random basis.
3.5 Data collection method
Data Collection is an important aspect of any type of research study. Inaccurate data collection can
impact the results of a study and ultimately lead to invalid results. Typical quantitative data
gathering strategies include:
 Experiments/clinical trials.
 Observing and recording well-defined events (e.g., counting the number of patients waiting
in emergency at specified times of the day).
 Obtaining relevant data from management information systems.
 Administering surveys with closed-ended questions (e.g., face-to face and telephone

24
interviews, questionnaires etc).
Firstly ,by interviews .In quantitative research (survey research), interviews are more structured
than in qualitative research.( In a structured interview, the researcher asks a standard set of
questions and nothing more.(Leedy and Ormrod, 2001) .Face -to -face interviews have a distinct
advantage of enabling the researcher to establish rapport with potential participants and therefor
gain their cooperation. These interviews yield highest response rates in survey research. They also
allow the researcher to clarify ambiguous answers and when appropriate, seek follow-up
information. Disadvantages include impractical when large samples are involved time consuming
and expensive.(Leedy and Ormrod, 2001).
Thirdly is telephone interviews which are less time consuming and less expensive and the
researcher has ready access to anyone on the planet who has a telephone. Disadvantages are that
the response rate is not as high as the face-to- face interview as but considerably higher than the
mailed questionnaire. The sample may be biased to the extent that people without phones are part
of the population about whom the researcher wants to draw inferences.
Fourth is Computer Assisted Personal Interviewing (CAPI).It is a form of personal interviewing,
but instead of completing a questionnaire, the interviewer brings along a laptop or hand-held
computer to enter the information directly into the database. This method saves time involved in
processing the data, as well as saving the interviewer from carrying around hundreds of
questionnaires. However, this type of data collection method can be expensive to set up and
requires that interviewers have computer and typing skills.
Next is by questionnaires. Paper-pencil-questionnaires can be sent to a large number of people and
saves the researcher time and money. People are more truthful while responding to the
questionnaires regarding controversial issues in particular due to the fact that their responses are
anonymous. But they also have drawbacks. Majority of the people who receive questionnaires
don't return them and those who do might not be representative of the originally selected sample.
(Leedy and Ormrod, 2001)
Web based questionnaires is a new and inevitably growing methodology is the use of Internet based

25
research. This would mean receiving an e-mail on which you would click on an address that would
take you to a secure web-site to fill in a questionnaire. This type of research is often quicker and
less detailed. Some disadvantages of this method include the exclusion of people who do not have
a computer or are unable to access a computer. Also the validity of such surveys in question as
people might be in a hurry to complete it and so might not give accurate responses.
Questionnaires often make use of Checklist and rating scales. These devices help simplify and
quantify people's behaviors and attitudes. Checklist is a list of behaviors, characteristics or other
entities that researcher is looking for. Either the researcher or survey participant simply checks
whether each item on the list is observed, present or true or vice versa. Other than that, a rating
scale is more useful when a behavior needs to be evaluated on a continuum. (Leedy and Ormrod,
2001)
3.6 Probability vs. Non-Probability Samples
As a group, sampling methods fall into one of two categories. Probability samples, with
probability sampling methods, each population element has a known (non-zero) chance of being
chosen for the sample. Non-probability samples, with non-probability sampling methods, we do
not know the probability that each population element will be chosen, and/or we cannot be sure
that each population element has a non-zero chance of being chosen.
Non-probability sampling methods offer two potential advantages - convenience and cost. The
main disadvantage is that non-probability sampling methods do not allow you to estimate the
extent to which sample statistics are likely to differ from population parameters. Only probability
sampling methods permit that kind of analysis.
3.7 Non-Probability Sampling Methods
Two of the main types of non-probability sampling methods are voluntary samples and
convenience samples. Voluntary sample is made up of people who self-select into the survey.
Often, these folks have a strong interest in the main topic of the survey. Suppose, for example, that
a news show asks viewers to participate in an on-line poll. This would be a volunteer sample. The
sample is chosen by the viewers, not by the survey administrator. Convenience sample is made

26
up of people who are easy to reach. An example a pollster interviews shoppers at a local mall. If
the mall was chosen because it was a convenient site from which to solicit survey participants
and/or because it was close to the pollster's home or business, this would be a convenience sample.
In this research, we use convenience sample.
3.8 Probability Sampling Methods
The main types of probability sampling methods are simple random sampling, stratified sampling,
cluster sampling, multistage sampling, and systematic random sampling. The key benefit of
probability sampling methods is that they guarantee that the sample chosen is representative of the
population. This ensures that the statistical conclusions will be valid.
Firstly is, simple random sampling. Simple random sampling refers to any sampling method that
has the several properties; the population consists of N objects, the sample consists of n objects .If
all possible samples of n objects are equally likely to occur, the sampling method is called simple
random sampling.
There are many ways to obtain a simple random sample. One way would be the lottery method.
Each of the N population members is assigned a unique number. The numbers are placed in a bowl
and thoroughly mixed. Then, a blind-folded researcher selects n numbers. Population members
having the selected numbers are included in the sample.
Stratified sampling, with stratified sampling, the population is divided into groups, based on some
characteristic. Then, within each group, a probability sample (often a simple random sample) is
selected. In stratified sampling, the groups are called strata.
As an example, suppose we conduct a national survey. We might divide the population into groups
or strata, based on geography - north, east, south, and west. Then, within each stratum, we might
randomly select survey respondents.
Cluster sampling. With cluster sampling, every member of the population is assigned to one, and
only one, group. Each group is called a cluster. A sample of clusters is chosen, using a probability

27
method (often simple random sampling). Only individuals within sampled clusters are surveyed.
Note the difference between cluster sampling and stratified sampling. With stratified sampling, the
sample includes elements from each stratum. With cluster sampling, in contrast, the sample
includes elements only from sampled clusters.
Multistage sampling, with multistage sampling, we select a sample by using combinations of
different sampling methods. For example, in Stage 1, we might use cluster sampling to choose
clusters from a population. Then, in Stage 2, we might use simple random sampling to select a
subset of elements from each chosen cluster for the final sample.
Systematic random sampling, with systematic random sampling, we create a list of every
member of the population. From the list, we randomly select the first sample element from the first
k elements on the population list. Thereafter, we select every kth element on the list. This method
is different from simple random sampling since every possible sample of n elements is not equally
likely.
3.9 ETHICS AND CONTRIBUTION
When doing research, they are ethics and contribution that we need to alert. During interviewing
respondents, firstly we ask for permission to interview them. We also asked if there have free time
or busy during that time. We make sure that our questions are clear and well prepared. Then, we
allowed the respondents to take some time to think for the answer so that they will not feel hurry
while answering the questions. During the interviewing, we asked for permission to record the
respondents and we only record if they allowed us.
Next, when we are writing the questionnaire, we make sure that the questionnaire is easily to
understand by the respondents. We use sentences that are easily to understand without using any
complicated words. We also ensure the space to answer the questionnaire are very convenient for
the respondent.

28
During the distribution the questionnaire, we used two ways which are by email and by hand as
we need respondents from Muslims in Korea. By email, first we asked them for permission and
we ensure that to send the questionnaire early so that they have time to answer and send them back
to us. By hand, we ask for permission first and make appointment with them to meet when they
are free.
CHAPTER 4: ANALYSIS AND PRESENTATION OF FINDINGS
4.1 INTRODUCTION
In running and analyzing data gained in this study, the researcher is using Statistical Package for
Social Science (SPSS) version 23.0 in order to key in the data, analyze and formulate the data
collected from the respondent via questionnaires. Findings from the results will be discussed in
detail. The different aspects of the data analysis, how reliability and validity tests are being carried
out will be explained. 102 completed questionnaires were returned and analyzed for the current
study.
4.2 DESCRIPTIVE STATISTICS
Descriptive statistics used to indicate the value of mean. The value of mean from the table of
descriptive statistics explained about the average value or the most commonly used in the measure
of central tendency or center of a distribution. It to be used to estimate the average when the data
have been collected using an internal scale. The mean from all the independent variables and
dependent variables of all item will be computed to find the tendency from all the questions.
4.2.1 Demographic data analysis
Table 4.1: Descriptive analysis of gender distribution
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Female 50 49.0 49.0 49.0
Male 52 51.0 51.0 100.0
Total 102 100.0 100.0

29
Table 4.1 shows the descriptive analysis of gender distribution. The cumulative percentage for
female respondent is 49% and for male are 100%. The frequency of female respondent is 50 and
male is 52. The descriptive of data is present in the form of frequency as in the table 4.1. The table
show this research attracted 49 % of female and 51% male respondent. The total number of
respondent all 102.
Chart 4.1: Bar chart of gender distribution
The bar chart 4.1 above shows that respondent of gender distribution. We can see that, the
distribution are distributed balance each gender. The female consist of 50 respondents and male
52 respondents.

30
Table 4.2: Descriptive analysis of age distribution
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid 18 - less than 20 18 17.6 17.6 17.6
20 - less than 30 75 73.5 73.5 91.2
30 - less than 40 9 8.8 8.8 100.0
Total 102 100.0 100.0
Table 4.2 above shows most respondent are above 20 and below 30 years old which is 73.5%. The
cumulative percentage for the age between 18 to less than 20 is 17.6%, between 20 to less than 30
is 91% and between 30 to less than 40 is 100%.
Chart 4.2: Bar chart of age distribution
The bar chart 4.2 above shows that respondent of age distribution. We can see that, the highest
respondent is between 20 to less than 30, 75 respondents, 18 to less than 20 are 18 respondents
and the last one is between 30 to less than 40 only 9 respondents.

31
Table 4.3: Descriptive analysis of occupation distribution
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Workers 16 15.7 15.7 15.7
Students 78 76.5 76.5 92.2
Others 8 7.8 7.8 100.0
Total 102 100.0 100.0
Table 4.3 above shows the descriptive analysis of occupation distribution. There are four items
which is workers, students and others. The cumulative percentage for workers is 15.7%, students
is 92.2% and others 100%.
Chart 4.3: Bar Chart describing respondent occupation distribution
Bar chart 4.3 above shows the respondent of occupation distribution. The highest respondent is
from students, 78 respondents, workers are 16 respondents and the last one others is 8 respondents.

32
Table 4.4: Descriptive analysis of nationality distribution
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Koreans 17 16.7 16.7 16.7
Others 85 83.3 83.3 100.0
Total 102 100.0 100.0
Table 4.4 shows the descriptive analysis of nationality distribution. The cumulative percentage for
Koreans respondent is 16.7% and for others are 100%. The frequency of Koreans respondent is 17
and others are 85.
Chart 4.4: Bar Chart describing nationality of respondent distribution
Bar chart 4.4 above shows the nationality of respondent distribution. The highest respondent is
from others 85 respondents and Korean are 17 respondents.

33
4.2.2 Description on interval scale data
On this section, it will review the description on interval scale data from descriptive statistics. All
the dependent and independent variables will be included as an item for descriptive statistics.
Table 4.5: Descriptive statistics for Halal logo items
N Minimum Maximum Mean Std. Deviation
Halal logo is important to me
to identify halal food.
102 1.00 5.00 3.1373 .95481
I only buy with halal logo. 102 1.00 5.00 2.4118 .93716
I easily find halal logo at
packaging.
102 1.00 3.00 2.0490 .72272
I only trust this halal logo. 102 1.00 4.00 2.2843 .70889
I only buy with approved logo. 102 1.00 5.00 2.6176 1.02488
Valid N (list wise) 102
Average 2.5 0.869692
The table 4.5 above shows the descriptive statistics for halal logo items. The average of mean is
2.5, shows that all respondent mostly not agree with the question from questionnaire about
identifying Halal food based on Halal logo in Korea.
Table 4.6: Descriptive statistics for Muslim Words of Mouth
N Minimum Maximum Mean
Std.
Deviation
I trust to buy the food if my family
buy it too.
102 2.00 5.00 3.2353 .85800
I will buy the food if Muslim citizen
also buy it.
102 1.00 5.00 3.3235 1.04514
I buy the food from what the tour
guide or tourist suggest.
102 1.00 5.00 2.7451 .84063

34
I only buy food that my Muslim
friends always buy.
102 1.00 5.00 3.0098 1.03880
I only buy food if the Muslim
students always buy.
102 1.00 5.00 2.9020 1.02937
Average 3.04314 0.962388
The table 4.6 above shows the descriptive statistics for words of mouth of Muslim. The average
of mean is 3.04314, shows that all respondent mostly agree with the question from questionnaire
about identifying Halal food based on Words of Mouth.
Table 4.7: Descriptive statistics for reputation of Muslim’s common sense
Std.
Deviation
I only come to the restaurant if
there are many Muslims.
102 1.00 4.00 2.4118 .96834
I only buy grocery at Muslim
store.
102 1.00 4.00 2.0490 .94793
I only buy if many Muslim
brought. (non-Muslim market)
102 1.00 5.00 2.4902 1.17520
If I doubt the place, I am not go. 102 1.00 5.00 3.9020 1.11257
For certainty, I only eat seafood
and vegetable other than meat.
102 1.00 5.00 4.2059 1.01804
Average 3.01178 1.044416
The table 4.7 above shows the descriptive statistics for Muslim common sense. The average of
mean is 3.01178, shows that all respondent mostly agree with the question from questionnaire
about identifying Halal food based on their common sense.

35
Table 4.8: Descriptive statistics for reputation of Muslim’s Common Sense
Std.
Deviation
I only buy if Muslim
worker.
102 1.00 5.00 2.2353 .89195
I only buy if have a
halal certificate.
102 1.00 5.00 2.6176 1.10842
I only eat restaurant
halal logo.
102 1.00 5.00 2.4118 1.03745
I only go to Muslim
outlet only.
102 1.00 4.00 2.2353 .82266
I only trust famous
outlet among Muslim.
102 1.00 5.00 2.5490 1.13998
Valid N (listwise) 102
Average 2.4098 1.000092
The table 4.8 above shows the descriptive statistics for outlet. The average of mean is 2.4098,
shows that all respondent mostly not agree with the question from questionnaire about identifying
Halal food based on the outlet that they visited.
Table 4.9: Descriptive statistics for reputation of communication from relevant authority
Std.
Deviation
I only buy Halal food from what in
the website suggest.
102 1.00 4.00 2.4706 .81697
I only buy Halal food from my
review at Facebook or Twitter.
102 1.00 4.00 2.1961 .89042
I only buy Halal food from what I
find at Halal food festival.
102 1.00 4.00 2.7059 .89651

36
I only buy Halal food that the
officer of Halal organization
suggest to me.
102 1.00 5.00 2.8725 1.03092
I only buy Halal food that I see on
advertisement or browser of Halal
food.
102 1.00 5.00 2.6176 .79658
Average 2.57254 0.88628
The table 4.9 above shows the descriptive statistics for communication from relevant authorized.
The average of mean is 2.57254, shows that all respondent mostly agree with the question from
questionnaire about identifying Halal food based on the communication from relevant authorized.
Table 4.10: Descriptive statistics for reputation of identify of halal food
N Minimum Maximum Mean Std. Deviation
I easy find halal food. 102 1.00 5.00 2.5098 .68571
I doesn’t have problem to find
halal food.
102 1.00 5.00 2.4706 .82900
I always get halal product. 102 1.00 5.00 2.9412 .87680
I know where to get halal
product.
102 2.00 5.00 3.6373 .88764
I know where to refer. 102 2.00 5.00 3.6961 .89873
Average 3.051 0.835576
The table 4.10 above shows the descriptive statistics for identify the halal food. The average of
mean is 3.051, shows that all respondent mostly agree with the question from questionnaire about
the difficulties to identify Halal food in Korea.

37
4.3 RELIABILITY TEST
According to (Sekaran, 2013), the reliability of a measure is an indication of the stability and
consistency with which the instrument measures the concepts and helps to assess the goodness of
a measure. Reliability analysis is the extent to which scale produces consistent result if repeated
measurements are made on the characteristic (Malholtra, 1996). It is established by testing the
consistency and stability of the items. Consistency is how well the items measuring a concept that
relate together as a set. If the result of Cronbach’s Alpha is near to 1, the higher the internal
consistency reliability.
 > .9 – Excellent
 > .8 – Good
 > .7 – Acceptable
 > .6 – Questionable
 > .5 – Poor
 < .5 – Unacceptable
Reliability test was conducted for each variable that are Halal logo, Words of Mouth, Common
Sense, Outlet, Communication from authorized organization and Identifying Halal food.
Table 4.11: Reliability Statistics for Halal logo (L) item
Reliability Statistics, L4 removed
Cronbach's
Alpha N of Items Mean Std. Deviation
.707 4 10.2157 2.67599
Table 4.11 above show the Cronbach’s Alpha coefficient is 0.707. Therefore, the item representing
of Halal logo is reliable. The reliability for Halal logo item is based on 4 items remaining, whereby
L4: I only trust this Halal logo. This reliability is with mean 10.2157 and standard deviation
2.67599.

38
Table 4.12: Reliability Statistics for Words of Mouth (WOM) item
Reliability Statistics, WOM3 removed
Cronbach's
Alpha
N of
Items Mean
Std.
Deviation
.837 4 12.4706 3.26307
of Words of Mouth is highly reliable. The reliability for Words of Mouth item is based on 4 items
remaining, whereby WOM3: I buy the food what the tour guide or tourist suggest. This reliability
is with mean 12.4706 and standard deviation 3.26307.
Table 4.13: Reliability Statistics for Common Sense (CS) item
Reliability Statistics, CS2, CS4 and CS5 removed
Cronbach's
Alpha
N of
Items Mean
Std.
Deviation
.731 2 4.9020 1.91145
of Common Sense is reliable. The reliability for Common Sense item is based on 2 items
remaining, whereby CS2: I only buy grocery at Muslim store, CS4: If I doubt the place, I am not
go and CS5: For certainty, I only eat seafood and vegetable other than meat. This reliability is with
mean 4.9020 and standard deviation 1.91145.
Table 4.14: Reliability Statistics for Outlet (O) item
Reliability Statistics, O4 removed
Cronbach's
Alpha
N of
Items Mean
Std.
Deviation
.872 4 9.8137 3.56476

39
of Outlet is highly reliable. The reliability for Outlet item is based on 4 items remaining, whereby
O4: I only go to Muslim outlet only. This reliability is with mean 9.8137 and standard deviation
3.56476.
Table 4.15: Reliability Statistics for Communication (C) item
Reliability Statistics, C1 and C5 removed
Cronbach's
Alpha
N of
Items Mean
Std.
Deviation
.831 3 7.7745 2.44101
of Communication is highly reliable. The reliability for Communication item is based on 3 items
remaining, whereby C1: I only buy the Halal food from what in the website suggest and C5: I only
buy Halal food that I see on advertisement or browser of Halal food. This reliability is with mean
7.7745 and standard deviation 2.44101.
Table 4.16: Reliability Statistics for Identify (I) item
Reliability Statistics, I1 removed
Cronbach's
Alpha
N of
Items Mean
Std.
Deviation
.778 4 12.7451 2.70565
of Identifying Halal food is reliable. The reliability for Identifying Halal food item is based on 4
items remaining, whereby I1: I easy find Halal food. This reliability is with mean 12.7451 and
standard deviation 2.70565.

40
4.4 ASSUMPTION MULTIPLE LINEAR REGRESSION (MLR)
Assumption 1: Histogram
To verify the underlying assumptions of normality, descriptive graphical tools such as histogram
is used. Normality (combined) which is extent of the distribution of the sample data corresponds
to a normal distribution. Histogram in Chart 4.5 shows normal curve as it is highly skewed (Dean
and Voss, 2006).
Chart 4.5: Histogram
Chart 4.5 above shows normal distribution. Therefore assumption 1 is met.
Assumption 2: Linearity
Another way to verify the assumptions will be linearity. Linearity is used to express the concept
that the model possesses the properties of additively and homogeneity. In a simple sense, linear
models predict values that fall in a straight line by having a constant unit change (slope) of the
dependent variable for a constant unit change of the independent variable. In the population model

41
Y=b0 +b1X1 + e, the effect of a change of 1 in X1 is to add b1 (a constant) units to Y. Figure 2
shows that the graph goes up and down and twisting around linear line which shows it is linear
(Hair, et al., 2010).
Chart 4.6: Linearity
Chart 4.6 above show there plots are around the linear line. Therefore the data is linear. Linearity
assumption is met.
Assumption 3: Scatter Plot
One of the key assumptions of regression is that the variance of the errors is constant across
observations. Standard estimation methods are inefficient when the errors are heteroscedastic.
Heteroscedasticity is when the error terms (e) have increasing or modulating variance, the data are
said to be heteroscedastic. Analysis of residuals best illustrates this point. Residual is the portion
of a dependent variable not explained by a multivariate technique (Hair, et al., 2010).

42
All over the place which is scattered
Y = a + bx1 + cx2 + dx3 + ex4 + fx5
Identify = 4.698 + b(L) + c(WOM) + d(CS) + e(O) + f(C)
Identify = 4.698 + (-0.15)(L) + (-0.02)(WOM) + (-0.25)(CS) + (0.06)(O) + (-0.14)(C)
Chart 4.7: Scatter Plot
Chart 4.7shows the residuals are scattered around on the graph. No pattern observed. Therefore
assumption 3: heteroscedasticity is met.
4.5 HYPOTHESIS TESTING
Correlational testing methods are performed using SPSS 23.0 to test the relationships between the
variables for each of the four hypotheses. The confidence level is set at .05. If the level is less
than .05, it means there is significant relationship between the variables (Cohen, 2008).

43
Table 4.17: Coefficients (Regression Model)
Coefficientsa
Model
Unstandardized
Coefficients
Standardized
Coefficients
T Sig.
95.0% Confidence
Interval for B
B
Std.
Error Beta
Lower
Bound
Upper
Bound
1 (Constant) 4.698 .304 15.478 .000 4.095 5.300
LOGO -.145 .122 -.142 -1.183 .240 -.387 .098
WOM -.015 .086 -.018 -.170 .865 -.184 .155
CSense -.250 .117 -.263 -2.135 .035 -.483 -.018
OUTLET -.056 .105 -.071 -.534 .595 -.264 .152
COMM -.137 .132 -.129 -1.036 .303 -.399 .125
a. Dependent Variable: IDENTIFY
Based on Table 4.17: regression model
Identify = a + b(L) + c(WOM) + d(CS) + e(O) + f(C)
Identify = 4.698 + b(L) + c(WOM) + d(CS) + e(O) + f(C)
Identify = 4.698 + (-0.15)(L) + (-0.02)(WOM) + (-0.25)(CS) + (0.06)(O) + (-0.14)(C)
Research hypothesis 1:
H1: Logo is a significant factor that allows Muslims to identify Halal product in Korea.
Hypothesis 1 is testing the relationship between the Halal logo in identifying Halal food in Korea.
Based on table 4.17, t = -1.18, sig. = 0.240, (sig > 0.05) null hypothesis is not rejected. Halal logo
is not a significant variable. H1 is not supported.

44
H2: Words of mouth is a significant factor that allows Muslims to identify Halal product in Korea.
Hypothesis 2 is testing the relationship between the Words of Mouth in identifying Halal food in
Korea. Based on table 4.17, t = -0.17, sig. = 0.865, (sig > 0.05) null hypothesis is not rejected.
Words of Mouth is not a significant variable. H2 is not supported.
H3: Common sense is a significant factor that allows Muslims to identify Halal product in Korea.
Hypothesis 3 is testing the relationship between the Common Sense in identifying Halal food in
Korea. Based on table 4.17, t = -2.135, sig. = 0.035, (sig > 0.05) null hypothesis is rejected.
Common sense is a significant variable. H3 is positively related to identify Halal food in Korea.
H3 is supported.
H4: Muslim Outlet is a significant factor that allows Muslims to identify Halal product in Korea.
Hypothesis 4 is testing the relationship between the Muslim Outlets in identifying Halal food in
Korea. Based on table 4.17, t = -0.534, sig. = 0.595, (sig > 0.05) null hypothesis is not rejected.
Muslim Outlet is not a significant variable. H4 is not supported.
H5: Communication from relevant authorized is a significant factor that allows Muslims to
identify Halal product in Korea.
Hypothesis 5 is testing the relationship between the Communications from relevant authority in
identifying Halal food in Korea. Based on table 4.17, t = -1.036, sig. = 0.303, (sig > 0.05) null
hypothesis is not rejected. Communications from relevant authority is not a significant variable.
H5 is not supported.

45
Table 4.18: ANOVAa
Model
Sum of
Squares df
Mean
Square F Sig.
1 Regression 9.384 5 1.877 7.096 .000b
Residual 25.391 96 .264
Total 34.775 101
a. Dependent Variable: IDENTIFY
b. Predictors: (Constant), COMM, WOM, LOGO, CSense, OUTLET
Table 4.18 above shows F = 7.096, df = 5, 96, sig = 0.000. This shows that regression model:
IDENTIFY = 4.698 + (-0.15)(L) + (-0.02)(WOM) + (-0.25)(CS) + (0.06)(O) + (-0.14)(C) is a
significant model.
Table 4.19: Model Summaryb
Model R R Square
Adjusted R
Square
Std. Error of the
Estimate
1 .519a
.270 .232 .51429
a. Predictors: (Constant), COMM, WOM, LOGO, CSense,
OUTLET
b. Dependent Variable: IDENTIFY
Table 4.19 above shows adjusted R square = 0.232, indicating 0.232 *100. 23.2% of the changes
in LOGO, WOM, CSense, OUTLET and COMM changes IDENTIFY. Therefore this research
model is not a strong model.

46
CHAPTER 5: SUMMARY, CONCLUSION AND RECOMMENDATIONS
This research was conducted by questionnaire and the aim of this research was to investigate Halal
food in Korea. The questionnaires were distributed via email to people who live in Korea and lived
there before. This survey is want to know either which authority that have the authority in Korea
to approve the standard for Korean food in order to get the Halal certification the important factors
that Muslims use or must know in order to recognize Halal food in Korea. We also want to know
that what the important factors that Muslims use or must know in order to recognize Halal food in
Korea. The current study examines the relationship between factors of Halal food which are
identifying Halal food based on Halal logo, identifying Halal food based on Worth of Mouth,
identifying Halal food based on their common sense, identifying Halal food at visited outlet and
identifying Halal food from communication. The aim of this chapter is to review the research and
its findings. This chapter entails a summary of the research and the conclusions. Recommendations
for future research are also included.
5.1 Overview of Significant Findings
Four of the five research hypotheses are supported. The relationship between common sense and
Halal food is significant. Despite previous research, the data collected does not support the
relationship between identifying Halal logo and Halal food, the relationship between identifying
Worth of Mouth and Halal food, the relationship between identifying visited outlet and Halal food
and the relationship between identifying communication and Halal food. From this research, the
data collected shows that all the factors to identify Halal food are important to be known by
Muslims in Korea.
As one can see from the information presented below, we got the interesting result where
identifying Halal food following their common sense has same perception. In Korea, common
sense is important to them. They have a perception were they need to survive to eat either the
owner of restaurant are Muslim or non-Muslim. This is happen because of in Korea, they can’t
find Halal food easily. Halal food easy to find in certain area only like Itaewon. Muslim people in
Korea also have no choice when buying grocery. They have to buy at non-Muslim market too or
for certainty they only choose to eat seafood and vegetable other than meat.

47
Hypothesis Comment
H1: Identifying Halal food based on Halal logo has different
perceptions.
Not supported
H2: Identifying Halal food based on Worth of Mouth has
different perceptions.
Not supported
H3: Identifying Halal food following their common sense has
same perception.
Supported
H4: Identifying Halal food at visited outlet has different
perception.
Not supported
H5: Identifying Halal food from communication has different
perceptions.
Not supported
Limitations of the Study
Some limitations need to be considered when analyzing the results of the present research. One
of the limitation on this research is that there are many factors that can influence in identifying
Halal food in Korea. However, only five factors for identify Halal food are being examined in this
study.
Secondly, the sample size is among Muslim respondents who has been live in Korea and still live
in Korea. The questionnaire was distributed via email. The respondent total of 102, questionnaires
were email on random basis. In addition, data for this study is collected from the Muslim
population in Korea.
Recommendations for Future Research
As the results of this study shows that the factors of Halal food related to Muslim people in Korea
which is identifying common sense has an impact of the Halal food, it is recommended that more
factors of Halal food related to Muslim people in Korea are being examined in future research. We
also plan to do research about Halal food in other countries on populations Muslim there.

48
Conclusions
Based on the literature review discussed, the anticipated results of this study shows that all the
factors discuss are important to Muslim in identifying Halal food in Korea. In our research, it
proves that Muslim in Korea has difficulties to find Halal food there. In Korea, as there are many
Halal logo, it makes some of Muslims did not see Halal logo as their priority in identifying Halal
food. Besides that, Muslim in Korea prefer to trust from person who close with them like family
and friends. Thus, if they have difficulties to find Halal food they prefer to eat seafood and
vegetable other than meat. Therefore, non-Muslim outlet in Korea still be chosen to find food.
However, advertisement in media social cannot be a way to find which Halal food can be eat in
Korea. From that, it shows the Halal society did not take their full responsible to make sure Halal
food can be recognized by Muslim in Korea. In addition, we found that, Halal food in Korea is
easier to find in Itaewon.

49
REFERENCES LIST
K. Baharuddin, N. A. Kassim, S K. Nordin & S. Z. Buyong. (2015), Understanding the Halal
Concept and the Importance of Information on Halal Food Business Needed by Potential
Malaysian Entrepreneurs, International Journal of Academic Research in Business and
Social Sciences, Vol. 5 (2), pg 171, ISSN: 2222-6990
Verbeke, V. W. (2006). Impact of Values, Involvement and Perceptions on Consumer Attitudes
and Intentions towards Sustainable Consumption, Journal of Agricultural and
Environmental Ethics, 19, 169-194.
Robin, W. A. (2004). Guidelines for the preparation of Halal food and goods for the Muslim
consumers. Putrajaya, Malaysia: Amal Merge.
Berry, B. (2008). Global halal food market brief. Ottawa, Canada: Agriculture and Agri-Food
Canada.
Halal Consumer Magazine, A Publication of the Islamic Food and Nutrition Council of America.
IFANCA, www.ifanca.org/newsletter/2009_03.htm, 2009
Ariff (2009), Importance of halal certification. Retrieved from
http://www.halaljournal.com/article/4262/importance-of-halal-certification
Mian N. Riaz (2010). Fundamentals of halal foods and certification. Retrieved from
http://www.preparedfoods.com/Articles/Feature_Article/BNP_GUID_9-5-
2006_A_10000000000000734431
Steven Daniel (2013), Korean food certified halal by Jakim. Retrieved from
http://www.thestar.com.my/business/sme/2013/10/25/korean-food-certified-halal-by-
jakim-company-hopes-this-will-boost-sales-revenue-by-50-in-2014/
Halal Korea. (2014). Retrieved from https://amirkoreamalaysia.wordpress.com/halal-korea-2/
Religious concerns. (n.d.). Retrieved from
http://english.visitkorea.or.kr/enu/FO/FO_EN_6_6_2.jsp
Kwon J. (2014, May 19). The Rise of Korean Islam: Migration and Da'wa. Retrieved from
http://www.mei.edu/content/map/rise-korean-islam-migration-and-da‘wa

50
Seoul: Halal Food. (n.d.). Retrieved from https://www.tripadvisor.com.au/Travel-g294197
c147649/Seoul:South-Korea:Halal.Food.html.
TUASON C. (2015). State Food Agency In South Korea Launches 'HALAL Korea' App To Attract
More Muslim Tourists. Retrieved from
http://en.koreaportal.com/articles/3486/20151103/south-korea-halal-app.htm.
BERNAMA. (2014, March 12). Korea Selatan pelajari kepakaran halal Malaysia . Retrieved from
http://www.themalaysiantimes.com.my/korea-selatan-pelajari-kepakaran-halal-malaysia/
Korea Selatan perkenal pensijilan makanan halal. (2016). Retrieved from
http://www.semberono.com/2016/04/korea-selatan-perkenal-pensijilan-makanan-halal/
Young, D. S. (n.d.). ORGANIZATIONS AND ACTIVITIES OF THE MUSLIM MINORITY IN
KOR. Retrieved from http://www.world-dialogue.org/MWL/minority/C1430-M08-1.pdf
Ibrahim I. (2016, April 9). South Korea Welcome Muslims Halal Certification System. Retrieved
from http://www.mirajnews.com/south-korea-welcome-muslims-halal-certification-
system/77876
Sarahinsouthkorea. (2013, September 4). Retrieved from
http://sarahinsouthkorea.blogspot.my/2013/09/list-of-korean-food-that-is-halal.html
Akbar C. (Ed.). (2012, December 26). Mufti Korea Selatan: Masalah Fatwa di Korea Seperti Umat
Islam Lain - Hidayatullah.com. Retrieved from
http://www.hidayatullah.com/berita/nasional/read/2012/12/26/65064/mufti-korea-selatan-
masalah-fatwa-di-korea-seperti-umat-islam-lain.html
Sejarah dan Tokoh 4 Mazhab Islam. (n.d.). Retrieved from
http://beritaislamimasakini.com/sejarah-dan-tokoh-4-mazhab-islam.htm
Halal Trade Expo Korea 2016 About Show. (n.d.). Retrieved from
http://www.halalexpokorea.co.kr/eng/expo/profile.php

AN ANALYSIS OF HALAL FOOD IN KOREA FOR MUSLIM PEOPLE

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie AN ANALYSIS OF HALAL FOOD IN KOREA FOR MUSLIM PEOPLE

Ähnlich wie AN ANALYSIS OF HALAL FOOD IN KOREA FOR MUSLIM PEOPLE (20)

Mehr von Nur Adillah Arifah Nazri

Mehr von Nur Adillah Arifah Nazri (8)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

AN ANALYSIS OF HALAL FOOD IN KOREA FOR MUSLIM PEOPLE