Siti Aisyah Syafiqah Azizan, Nadiah Ramlan

Student’s Halal Awareness of Dining at Korean Restaurants

Introduction

student’s halal awareness of dining at korean restaurants. Explore Muslim students' halal awareness and dining intentions at Korean restaurants in Malaysia, examining factors influencing their choices regarding halal certification.

Abstract

Korean cuisine is fast gaining international acceptance, particularly among younger generations, since Korean pop culture has established itself as a media powerhouse. Muslim customers are not excluded from having a strong enthusiasm in and desire for Korean cuisine as it grows in popularity. The problem arises when some of the available Korean restaurants in Malaysia do not have halal certification from Jabatan Kemajuan Islam Malaysia (JAKIM), besides the issue of confusing Korean terms used for their menus. The aim of this research is to determine the factors affecting dining intention and to analyse the level of halal awareness of dining at Korean restaurants among students at the Academy of Contemporary Islamic Studies (ACIS), Universiti Teknologi MARA (UiTM) Shah Alam. This study adopted the quantitative method where the primary data were collected through 318 sets of survey questionnaire distributed to the target respondents. The data obtained were analysed using Statistical Package for the Social Sciences (SPSS) 28.0 to obtain the frequency, percentage, and mean of responses. From the findings, 68% respondents agreed that utilitarian value is the main factor that affects the intention of dining at Korean restaurants. Their level of halal awareness of dining at Korean restaurants is also high, where 78.9% of the respondents will avoid dining at Korean restaurants without a halal logo. In conclusion, the Muslims students from ACIS, UiTM Shah Alam are cautious about the halalness of the food they consume, particularly in Korean restaurants.

Review

This paper presents a timely and relevant investigation into the halal awareness of Muslim students concerning dining at Korean restaurants in Malaysia. Amidst the global surge in Korean pop culture and cuisine's popularity, the study addresses a critical gap by examining the challenges faced by Muslim consumers, specifically the lack of clear halal certification from JAKIM and confusing menu terminology. The authors clearly articulate their objective: to identify factors influencing dining intention and assess the level of halal awareness among students at the Academy of Contemporary Islamic Studies (ACIS), UiTM Shah Alam. This focus on a specific, religiously-conscious demographic provides valuable insights into consumer behaviour within a rapidly evolving culinary landscape. Methodologically, the study adopts a quantitative approach, employing a structured survey questionnaire distributed to a robust sample of 318 respondents. The use of SPSS 28.0 for data analysis, focusing on frequency, percentage, and mean, is appropriate for exploring consumer perceptions and awareness levels. This direct method allows for a clear statistical representation of the students' dining intentions and their engagement with halal principles. While the study is localized to a single university, the chosen institution (ACIS) is highly pertinent given its focus on Islamic studies, thus providing a concentrated and insightful perspective on the target research questions. The findings highlight two significant aspects: utilitarian value as a primary driver (68%) for dining intention, and a high level of halal awareness, with a strong majority (78.9%) indicating avoidance of Korean restaurants without a halal logo. These results underscore the vigilance of Muslim students regarding the permissibility of their food choices, particularly in foreign cuisines. The conclusion that Muslim students from ACIS, UiTM Shah Alam are cautious about halalness is well-supported by the data. This research offers practical implications for Korean restaurant operators in Muslim-majority countries, emphasizing the critical need for transparent halal certification and clear communication to cater effectively to this growing consumer segment. Future research could broaden the scope to include diverse demographics or explore the perspectives of restaurant owners on these challenges.

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