Source: The Star 

JAKARTA – Brahim’s Holdings Bhd is demonstrating strong confidence in its recovery trajectory while pursuing aggressive expansion into international halal food markets, according to Executive Chairman Datuk Seri Ibrahim Ahmad.

During the company’s 37th anniversary event held today, Ibrahim shared positive developments regarding the airline catering business’s restoration and the company’s strategic growth plans.

Airline Client Recovery Exceeds Expectations

The inflight catering specialist has witnessed encouraging progress in client restoration since the pandemic’s impact on global aviation. From approximately half of its original 37 airline partners returning by February, the company has now welcomed back additional carriers, including two new airline clients.

“We’ve secured a Chinese airline as one of our new partners, which aligns with the increasing flight frequency between China and Malaysia, particularly routes to Penang,” Ibrahim explained.

The company’s prestigious client roster includes major international carriers such as Qatar Airways, Emirates, British Airways, Turkish Airlines, Japan Airlines, and All Nippon Airways, all of which have resumed their partnerships with Brahim’s.

Prior to the COVID-19 disruption, Brahim’s served 38 airlines as Malaysia’s leading halal-certified inflight caterer and ready-to-eat meal pioneer.

Financial Stability and Growth Prospects

Despite the aviation industry’s gradual recovery, Brahim’s has successfully achieved operational break-even status. Ibrahim emphasized that any additional clients joining their network would represent pure profit growth for the company.

“We’ve reached a sustainable operational level, and we’re actively pursuing new airline partnerships and growth opportunities,” he stated.

International Expansion Plans

The company is actively negotiating the establishment of an overseas inflight catering facility through a strategic joint venture partnership. While details remain confidential, Ibrahim indicated that an official announcement could be expected in October if negotiations proceed favorably.

“We’re still finalizing the arrangements, but we’re definitely exploring global expansion opportunities,” he confirmed.

Japanese Market Success

Brahim’s has already established a foothold in Japan’s competitive food service market with four restaurant locations in Tokyo. The company operates two wholly-owned establishments and maintains two additional venues through joint ventures with a Japanese hotel chain.

The most recent Tokyo outlet, which opened two months ago, is performing well according to Ibrahim, with plans for further expansion in collaboration with Japanese partners.

ASEAN Halal Tourism Strategy

Looking toward future growth, Brahim’s is positioning itself to capitalize on the expanding halal tourism sector, particularly within the ASEAN region, which hosts the world’s largest Muslim population.

“ASEAN presents enormous potential for halal business development. Through strategic partnerships with countries like Indonesia and Singapore, we can collectively expand our halal market presence and potentially achieve global leadership,” Ibrahim noted.

Technology Leadership

The company maintains a competitive advantage through advanced food technology, particularly in retort technology – a high-temperature food preservation process that has gained significant acceptance in the Japanese market.

“We’re among the industry pioneers in this technology, and its success in Japan demonstrates our potential for global application,” Ibrahim highlighted.

Company Evolution

Since its founding, Brahim’s has transformed from a traditional catering service provider into a global innovator in halal food technology. The company’s strategic vision aligns with both the aviation industry’s recovery and the growing worldwide demand for halal-certified food products.

The company’s optimistic outlook reflects confidence in both market recovery and expansion opportunities across multiple international markets.

Original article:

thestar.com.my. (n.d.). Brahim’s optimistic on new clients, global halal expansion. Retrieved July 17, 2025, from https://www.thestar.com.my/business/business-news/2025/07/17/brahim039s-optimistic-on-new-clients-global-halal-expansion#goog_rewarded