SWOT-PEST Analysis of Halal Industry in Brunei

The demand for halal products has increased over the past few decades alongside the growing Muslim population worldwide. The halal market is expanding every year, not only in Islamic countries but also in non-Islamic countries. In most Muslim nations, people consume halal products because of halal certification, which guarantees that products are safe to eat and meet standards of quality, taste, and health. This study investigates the development of the halal industry in Brunei Darussalam using a PEST-embedded SWOT approach. Primary data were collected through 3 in-depth interviews with halal industry players, supported by 50 survey respondents, literature review and observation. Key findings reveal Brunei’s strengths in stringent halal certification procedures, strong government support, and public awareness. At the same time, weaknesses include insufficient enforcement manpower, low global ranking in the Global Islamic Economy Indicator, and overreliance on imports. Opportunities lie in leveraging ASEAN Free Trade, sustainable development goals, and halal product innovation, whereas threats include trade barriers, high technology costs, and a shortage of skilled manpower. The study highlights that political stability and institutional support provide Brunei with strong foundations, but economic diversification and technological upgrading remain urgent. Recommendations include targeted capacity-building, smart halal logistics, and regional market expansion to position Brunei as a credible halal hub.