From Sacred Traditions to Modern Tastes: Understanding Muslim Consumers' Halal Food Consumption Choices in Emerging Markets

This study aims to examine how halal food product communication strategies are built through digital media in developing countries, with a focus on Indonesia and Malaysia. Using a qualitative approach, this study analyzes the visual and textual content of various digital platforms used by halal food producers through Norman Fairclough's Critical Discourse Analysis. The results of the study show that halal marketing communication is no longer limited to conveying compliance with Sharia principles but instead forms a hybrid narrative that combines religious symbols and modern aesthetics. Arabic calligraphy, scripture quotes, and Islamic icons are presented alongside minimalist designs, representations of urban lifestyles, and testimonials from Muslim influencers. These findings show a shift in the meaning of halal to an aspirational and dynamic identity of the contemporary Muslim lifestyle. Digital media serves as an ideological space that helps shape consumer perceptions and preferences while strengthening contextual social narratives of religiosity. This research provides a theoretical contribution to expanding the halal discourse from a normative approach to socio-cultural studies. Practically, this research offers strategic insights for halal industry players to design communication that is more sensitive to cultural values and the demands of modern consumers. The study provides an opportunity for further research through a triangulation approach that combines a more in-depth consumer perspective and cross-cultural analysis.