Move Seen as Step Toward Making Mindanao a Regional Halal Hub
MAKATI CITY, Philippines — The Mindanao Development Authority (MinDA) reaffirmed its strong support for President Ferdinand R. Marcos Jr.’s Halal development agenda with the official launch of Malaysian food brand Abang J in the Philippines, a move seen as a significant step toward positioning Mindanao as a regional Halal hub.
Held on June 26 at the Embassy of Malaysia in Makati City, the launch marked the formal entry of Abang J into the local market through a strategic partnership with 12 Fold Ventures Corporation. The initiative is a direct outcome of the Philippine Business Mission to Kota Kinabalu last February, co-organized by MinDA and the Philippine Chamber of Commerce and Industry (PCCI)–Mindanao.
The event underscores the national government’s push to develop a vibrant Halal industry as a priority under the Philippine Development Plan (PDP) 2023–2028. President Marcos has emphasized Halal development as part of the country’s strategy for inclusive and sustainable economic growth — targeting increased food security, job creation, and global competitiveness.
To support this vision, the administration is mobilizing various government agencies to streamline Halal certification, improve cold-chain and logistics infrastructure, harmonize Halal standards, and strengthen international trade partnerships.
MinDA, tasked with spearheading Mindanao’s development, has been actively connecting Filipino stakeholders with regional Halal investors and partners. During the Kota Kinabalu mission, MinDA facilitated crucial talks between the Philippine delegation and Malaysian company Jetsin Sdn Bhd, the developer of Abang J products.
This partnership led to Abang J’s Philippine market entry and opened potential opportunities for cities like Davao and General Santos to become key Halal distribution centers, owing to their strategic locations and expanding consumer markets.
Abang J offers a line of Halal-certified ready-to-eat and ready-to-cook meals, including its signature satay, catering to Filipino consumers seeking culturally appropriate and high-quality food options.
MinDA noted that the initiative aligns with the government’s broader goal of integrating Mindanao into the Brunei Darussalam–Indonesia–Malaysia–Philippines East ASEAN Growth Area (BIMP-EAGA) and developing a sustainable Halal ecosystem that attracts foreign investment, supports micro, small, and medium enterprises (MSMEs), and enhances food resiliency.
Further discussions on Halal cooperation are expected to continue during the upcoming Mindanao Business Conference (MinBizCon) 2025 in Tagum City, where Abang J’s Malaysian principals and other regional partners are anticipated to explore expanded trade and investment opportunities.
With the unwavering support of President Marcos, the active engagement of MinDA, and growing public-private sector collaboration, the Philippines is making progress in establishing itself as a major Halal player in Southeast Asia — with Mindanao at the heart of this transformation.