The Role of UniSHAMS Halal Management Center in Strengthening the Global Halal Ecosystem: Strategies, Challenges, and Innovations

The halal industry has emerged as one of the key sectors in the global economy, catering not only to the needs of Muslim consumers but also attracting non-Muslim consumers who prioritize high standards of hygiene, safety, and quality. As a global leader in the halal industry, Malaysia must strengthen the mechanisms for coordinating the halal ecosystem, including aspects of governance, certification, marketing, and workforce development. This study aims to analyze the role of the UniSHAMS Halal Management Center in enhancing the global halal ecosystem, focusing on its development strategies, key challenges, and implications for the halal industry. A qualitative research approach was adopted, incorporating documentary analysis of the National Halal Policy 2025-2035 and the Halal Industry Master Plan 2030 (HIMP 2030), alongside semi-structured interviews with halal industry entrepreneurs, government officials, and academics to gain comprehensive insights into the industry's progress. The findings indicate that the establishment of halal management centers plays a crucial role in enhancing coordination among government bodies, industry players, and academic institutions, while ensuring strict compliance with halal standards. The study identifies several key challenges, including low awareness among SMEs regarding halal standards, weaknesses in global halal market strategies, and the need for enhanced halal training for workers and micro-entrepreneurs. As a solution, this study proposes a more systematic policy coordination mechanism, empowerment of halal training through academic institutions, and export-oriented halal marketing strategies to ensure that Malaysia’s halal industry remains sustainable, competitive, and globally dominant.