Halal Lifestyle; Expanding the Scope of Government Public Relations in Sharia Economy
DOI:
https://doi.org/10.33102/jcicom.vol1no2.27Keywords:
Halal Lifestyle, Messaging Development, Government Public Relations, Sharia EconomyAbstract
The concerns over the risks of COVID-19 have led to a greater understanding of the value of living a halal lifestyle. The halal lifestyle has positive implications to increase halal products in the business aspect. Despite having the largest Muslim population of any country, Indonesia’s halal products only account for about 3.8 per cent of the global halal market, which was valued at US$2.2 trillion in 2018 and is projected to reach $3.2 trillion in 2024. To increase public awareness of the halal lifestyle, The Halal Product Assurance law No.13/2014 came into effect in October 2019 and requires a mandatory halal certification for all halal products. This has led to significant growth in the halal food, pharma, and cosmetics sectors and is a trend that is expected to continue. The National Committee for Sharia Economy and Finance (KNEKS) was also formed in early 2020 to increase the development of the Islamic economic and financial ecosystem and to turn Indonesia into the World’s Halal Center. A mutual relationship has yet been done effectively among stakeholders in the halal lifestyle industry for its halal lifestyle messaging development. This study examines this phenomenon’s potential magnitude and its mechanisms undertaken by Government Public Relations of halal lifestyle during Covid-19 Pandemic. Through in-depth interviews with a prominent spokesperson, literature study, and government documents review, this study concludes that Government Public Relations must expand their scope strategically for raising awareness of halal lifestyle during the Covid-19 Pandemic and for the growth of the sharia economy.
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