Adapting to Veganism in a Meat-Obsessed Country: Experiences, Identity Negotiation, and Strategies Against Misconceptions

In Brunei, a country where the population heavily favors cuisines centered around chicken, beef, lamb, and duck, there is a consistently high demand for meat. However, not everyone prefers meat, particularly those who embrace specific ethical, spiritual, health, and cultural values. Being a vegan in Brunei, where meat consumption is the norm, presents unique challenges. This study examines how individuals in Brunei who have converted to a plant-based diet adapt, manage their vegan identity, and confront problems and misunderstandings in their daily lives. Qualitative interviews were conducted with nine selected participants, alongside a vegan forum sponsored by Green Brunei on February 27, 2022. The results show that the transition to veganism was driven by a desire to protect the land and animals, learn about the benefits of plant-based diets, and align their dietary choices with their personal identities. The study reveals the social histories and experiences that prompted the participants to become vegans, their resistance strategies against popular misconceptions about veganism, and how they negotiate their vegan identity. Despite prevalent beliefs and societal norms, the respondents demonstrated resilience. In a meat-obsessed nation, they often felt isolated. Developing strategies to navigate their daily lives and maintain their motivation despite loneliness strengthened their commitment to veganism.