The Middle East has opened up a market of over 2 billion Halal consumers, but only Vietnamese businesses that standardize their strategies can take advantage of this historic opportunity.

In the context of a volatile global economy , rising trade protectionism, and the saturation of traditional markets, the question of "where to take Vietnamese goods" is more urgent than ever. The Middle East, along with Turkey, is a strategic gateway connecting Asia, Europe, and the Islamic world, emerging as a new, vast, and potentially lucrative growth space. The issue is no longer whether to enter or not, but how to ensure Vietnamese goods truly establish themselves, gain a foothold, and achieve sustainable growth in a market of over 2 billion Halal consumers from 2026 onwards.

Doors to the Middle East

Figures released at the "Prospects for Exporting to the Middle East and Turkey" seminar recently held in Ho Chi Minh City reveal a highly attractive picture of this region. The appeal of the Middle East stems not only from its market size but also from its demand structure. According to Ms. Nguyen Phuong Tra, Director of the Middle East - Africa Department, Ministry of Foreign Affairs , the region has approximately 500 million inhabitants, a total GDP of US$3.6 trillion, and an annual demand for imported food of up to US$132 billion. The Gulf Cooperation Council (GCC) countries import up to 85% of their food consumption. Meanwhile, the global Halal market accounts for approximately 25% of the world's population and is projected to reach $10 trillion by 2028, with the Halal food sector alone potentially growing from $2.715 trillion in 2024 to $5.911 trillion in 2033.

Ms. Nguyen Phuong Tra, Director of the Middle East - Africa Department, Ministry of Foreign Affairs, shared information about the Halal market at the conference.

Within this structure, Türkiye is considered by many experts to be a "strategic anchor." As a G20 member, with a population of nearly 90 million Muslims and a central position within the Organization of Islamic Cooperation, the country serves as both a consumer market and a gateway for Vietnamese goods to penetrate the Middle East and the EU. Ms. Nguyen Viet Hang, Viet Nam's Commercial Counselor in Türkiye, stated that in just 11 months of 2025, Viet Nam's rice exports to this market increased by over 1,893%, alongside the stable performance of pepper, rubber, and seafood. These figures demonstrate that there is still significant room for growth.

According to Mr. Tran Phu Lu, Director of the Ho Chi Minh City Trade and Investment Promotion Center (ITPC), the Middle East is currently a dynamic import market with an estimated value of goods exceeding US$1.2 trillion annually, and GDP growth maintained at 5-6%. In the first 11 months of 2025, Viet Nam's export turnover to the UAE reached US$5.4 billion, Saudi Arabia US$1.9 billion, and Türkiye US$1.6 billion – figures clearly reflecting the market shift trend of Vietnamese businesses.

For Ho Chi Minh City in particular, its role as the economic engine is clearly demonstrated by double-digit growth in exports to Middle Eastern markets in the first half of 2025. Exports to Saudi Arabia reached US$117 million, a 75% increase; to Türkiye reached US$72.36 million, a 20% increase; and to the UAE reached US$261 million, a 17% increase. Not only industrial products such as telephones, components, electronics, and footwear, but also agricultural and aquatic products including rice, cashews, and pepper are increasingly asserting their position in the market.

Don't treat Halal as a permit to enter

However, the greater the opportunity, the more pronounced the challenges. The Middle East and the global Halal market are not "easy territory." The first and most important barrier is the diverse and complex Halal standards system. Vietnamese businesses cannot access this market with traditional export thinking, but must enter a highly standardized space where each country and bloc applies its own set of standards, such as GSO 993:2015 of the GCC, MS 1500:2019 of Malaysia, or OIC/SMIIC 1:2019, which is recognized in 56 OIC member countries.

According to Ms. Nguyen Phuong Tra, high certification costs, short validity periods, and fierce competition from countries that have already implemented these measures are existing pressures. The risk of trade fraud, delayed payments, or opaque issuance fee requirements are also risks that Vietnamese businesses face if they lack experience and proper partner vetting. Given the lack of deep connections between the banking systems of Viet Nam and the Middle East, particularly Turkey, choosing a secure payment method such as an irrevocable, confirmed letter of credit (L/C) becomes a vital requirement.

Experts suggest that businesses should develop a long-term strategy for the Halal market.

From a standards and sustainable development perspective, Mr. Ramlan Osman, Director of the National Halal Certification Center (HALCERT), emphasized that Halal is not just a religious requirement but also a universal value system regarding quality, safety, and social responsibility. Halal principles have significant similarities with ESG and the United Nations Global Compact, ranging from animal welfare and hygiene to supply chain transparency. Viet Nam has now issued a synchronized Vietnamese National Standard (TCVN) system on Halal, creating an important legal framework for businesses to standardize production and integrate more deeply into the global supply chain.

The problem is that many businesses still view Halal merely as a "passport," when in reality it's a long-term strategy requiring systematic investment in personnel, processes, and branding. Having Muslim personnel involved in production supervision, ensuring transparency in raw materials, logistics, and post-production quality control is not only about complying with regulations but also about building trust, a core element in doing business in the Middle East.

From a strategic perspective, experts also believe that Ho Chi Minh City's establishment of cooperative relationships with Dubai and Riyadh, the creation of a Halal business association, and preferential financial policies not only serve as support but also demonstrate the city government's proactive role in paving the way for businesses. Simultaneously, participation in specialized trade fairs such as the Saudi Food Expo, Halal Trade Expo Dubai, and MIHAS Malaysia should be considered a long-term market investment, not a short-term event.

Looking ahead to 2026 and beyond, "bringing Vietnamese goods into the Middle East" is not simply a matter of export volume, but a story of elevating the position of Vietnamese goods in the global value chain. With Turkey aiming to double its Halal exports in the next five years, and major retail corporations in the UAE and Saudi Arabia actively seeking sources from Viet Nam, the opportunity is present. However, only businesses that can shift their mindset, viewing Halal as a standard for sustainable development and the Middle East as a long-term strategic market, can transform the gateway to 2 billion consumers into a real growth engine for the Vietnamese economy.

Source: VTV

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