Year: 2024
Type: article
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.
Source: Thailand Islamic Journal
Institutions: Suan Dusit University, Muhammadiyah University of Surakarta
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7220125053