Chinese Fusion Cuisine Adaptation: Business Strategies for Local and Halal Markets

Authors

Keywords:

Chinese Fusion Cuisine, Local Market Adaptation, Halal Certification, Product Innovation, Cultural Adaptation

Abstract

This article explores the evolution of Chinese fusion cuisine in contemporary markets, with particular focus on local and halal food segments. Through analysis of recent literature and industry developments from 2020-2023, the article examines how Chinese cuisine adapts to changing consumer preferences while maintaining its cultural essence.

The analysis covers three key areas: market expansion strategies, product innovation approaches, and halal market integration. The findings reveal that successful adaptation requires a comprehensive understanding of local food cultures, effective product innovation that balances tradition with local preferences, and careful attention to halal certification requirements. The halal market presents significant opportunities, projected to reach USD 2.6 trillion by 2023, requiring specific strategies for successful market entry and integration.

The article identifies critical success factors including cultural sensitivity, operational excellence, strategic partnerships, and continuous innovation in menu development and service delivery. These insights provide valuable guidance for restaurant operators, food industry professionals, and stakeholders interested in expanding into diverse markets while maintaining authentic Chinese culinary traditions. The discussion highlights the importance of balancing global brand consistency with local market adaptation to ensure sustainable growth in an increasingly competitive industry.

Author Biographies

Asst. Prof. Dr. Chariyada Chantarungsri, Faculty of Management Science, Suan Dusit University, Bangkok, Thailand

Chariyada Chantarungsri, completed her Doctorate of Philosophy in the Commerce Faculty of Aligarh Muslim University, India, in 2002. She has over 15 years of teaching experience as an instructor and lecturer in educational institutions, government agencies, and private organizations. She has 4 years of experience as an economist specializing in economic policy, treasury policy, and financial and banking policy at the Office of Fiscal Policy, Ministry of Finance, Thailand. She has contributed to book writing, research, and educational materials. She was an outstanding student at the undergraduate level, received second-class honors at the master’s level, and was awarded the ICCR scholarship for her doctoral studies by the Indian government (Indian Council for Cultural Relations: ICCR Scholarship). She currently serves as an Assistant Professor in the Bachelor of Business Administration Program at the Faculty of Management Science, Suan Dusit University, Bangkok, Thailand.

Asst. Prof. Nongluck Popichit, Faculty of Management Science, Suan Dusit University, Bangkok, Thailand

Nongluck Popichit, holding a Master's degree in Management from Srinakharinwirot University, Thailand, specializes in management, business administration, and tourism. She is an Assistant Professor in the Bachelor of Management Program at the Faculty of Management Science, Suan Dusit University, Bangkok, Thailand.

Dr. Nuanrath Wattana, Faculty of Management Science, Suan Dusit University, Bangkok, Thailand

Nuanrath Wattana, with a PhD in Business Administration from Walailak University, Thailand, has expertise in project management, system design and development, and organizational database management. She is a lecturer in the Bachelor of Management Program at the Faculty of Management Science, Suan Dusit University, Trang Center, Trang Province, Thailand.

Jirat Chuanchom, who earned his PhD in Strategic Leadership from Suan Dusit University, Thailand, with a specialization in management, statistics, and research. He is an Associate Professor in the Bachelor of Business Administration

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Published

2024-12-30

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Chantarungsri, C. ., Popichit, N. ., Alam, . A., & Wattana, N. (2024). Chinese Fusion Cuisine Adaptation: Business Strategies for Local and Halal Markets. Thailand Islamic Journal, 1(2), 55–78. Retrieved from https://so16.tci-thaijo.org/index.php/TIJ/article/view/1256

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Vol. 1 No. 2 (2024): July-December

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Reseach Articles

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