The food industry today no longer competes on taste alone. In the era of social media, creativity in product design and packaging has become one of the primary strategies for attracting consumer attention. The more distinctive a food product appears, the greater its potential to be shared across digital platforms and to go viral. This phenomenon has given rise to a new culture of consumption often associated with the term Fear of Missing Out (FOMO), in which consumers are driven to try a product not solely because of its quality, but because of its popularity on social media.

Behind this creativity, however, a new question emerges concerning the boundary between innovation and ethics. Several food products have begun to employ provocative or controversial visual designs as a marketing strategy. One example that recently drew public attention is the Mor Oi Croissant, also known as the Hair Croissant, a pastry originating from Pattaya, Thailand, which went viral because its appearance was considered by many to resemble female genitalia. For some, the product was regarded as an expression of creativity and humor within the culinary world. For others, the design was seen as carrying sexual connotations, and even as demeaning to the dignity of women. This divergence in interpretation demonstrates that the meaning of a design is not determined solely by its creator, but is also shaped by the social, cultural, and religious values held within society.

Notably, the virality of this product did not remain confined to Thailand. Within a short period, similar concepts were adopted by a number of bakeries in various countries, including several businesses that already held halal certification. This phenomenon illustrates how digital trends can influence product innovation across national boundaries, while simultaneously raising the question of whether every form of visual innovation can be accommodated within the halal ecosystem.

Halal Is Not Limited to the Question of Ingredients

In Islam, the concept of halal is almost always accompanied by the term halalan tayyiban, referring to something that is not only lawful, but also good, proper, clean, safe, and beneficial. This principle indicates that food, which is often regarded merely as an object of consumption, is in fact also part of a set of values that must be communicated to society. Consequently, aspects such as presentation, naming, form, and the manner in which a product is promoted may also constitute part of the ethical discourse within Islam.

This more comprehensive approach has been adopted within Indonesia’s Halal Product Assurance system (Jaminan Produk Halal, or JPH). Contrary to common assumption, the halal certification process does not evaluate raw materials and production processes alone, but also considers the identity of a product, including its name, form, and packaging.

Why Are Packaging and Product Design Also Assessed?

In marketing science, packaging is recognized as the silent salesperson. Before consumers taste a product, they first consume the message conveyed through its visual design. Color, illustration, form, and product name all contribute to shaping perception, emotion, and brand identity.

For this reason, certain halal certification systems do not focus solely on food safety or ingredient composition, but also take into account how a product is represented to the public.

In Indonesia, this matter is regulated through Fatwa of the Indonesian Ulema Council (MUI) Number 44 of 2020 concerning the Use of Names, Forms, and Packaging of Products That Cannot Be Certified as Halal. The fatwa states that products employing names, symbols, forms, or packaging that contradict the values of Islamic law, including those containing erotic or pornographic elements, cannot be processed for halal certification.

It should be understood, however, that this provision does not render such food automatically haram for consumption. Within Indonesia’s halal regulatory framework, what is assessed is the eligibility of a product to obtain halal certification, rather than a determination of halal or haram status based solely on its visual appearance. Such determinations continue to require a comprehensive examination process and cannot be concluded merely from photographs or videos circulating on social media.

Creativity Does Not Always Conflict with Ethics

Amid competition within the food industry, innovation remains essential. A distinctive product can enhance competitiveness, strengthen brand identity, and create new experiences for consumers. However, when the target market includes Muslim consumers, creativity must also take into account the values that underlie trust in halal products.

This does not mean that Islam restricts the creativity of business actors. On the contrary, Islam encourages innovation so long as it remains within the boundaries of benefit (maslahah), propriety, and respect for human dignity. Within this context, the concept of tayyib becomes particularly relevant. A product may fulfill all requirements for halal ingredients, yet its visual communication is also expected to align with the ethical values that halal certification seeks to uphold.

This principle is also consistent with the developing concept of ethical branding, a marketing strategy that considers not only economic gain, but also the social, cultural, and moral values present within society.

A Global Perspective: Do All Countries Share the Same Standard?

It should be understood that halal standards are not entirely uniform across the world. Most international halal institutions, such as SMIIC (The Standards and Metrology Institute for the Islamic Countries) under the Organisation of Islamic Cooperation, primarily regulate matters related to raw materials, production processes, cleanliness, and the supply chain. Indonesia, meanwhile, is among the countries that explicitly incorporate name, form, and packaging as part of its halal certification considerations.

This difference in approach explains why a product may be marketed, or even certified as halal, in one country, while requiring adjustment before it may apply for halal certification in Indonesia. In other words, the issue that arises is not solely a matter of whether a food is halal or haram, but rather a matter of the product’s conformity with the halal certification standards applicable within each jurisdiction.

Maintaining Halal Consumer Trust

Various studies indicate that trust is one of the most important factors in halal product purchasing decisions. Muslim consumers consider not only the halal logo, but also the consistency between brand identity, marketing communication, and the values a product seeks to represent. When all these elements are aligned, trust in the brand is strengthened. Conversely, inconsistency in visual communication may raise concerns among consumers regarding a product’s integrity.

Conclusion

The case of the Mor Oi Croissant demonstrates that developments within the global food industry present new challenges for the halal ecosystem. In an era in which virality often serves as a primary marketing strategy, visual creativity remains an important asset for business actors. For the halal industry, however, creativity must also proceed in accordance with ethical responsibility and the values that underlie consumer trust.

Rather than viewing this issue as a restriction on innovation, this phenomenon may instead serve as an opportunity to understand halal as a holistic concept. Halal does not concern only what is contained within a product, but also how that product is communicated to society. Ultimately, the success of the halal industry is determined not only by compliance with technical standards, but also by its capacity to maintain a balance between innovation, ethics, and public trust.

– Written by Naflah –

References

LPH LPPOM. Kemasan Erotis Tak Bisa Disertifikasi Halal, Bagaimana dengan Croissant Viral? Ini Penjelasan LPPOM. https://halalmui.org/kemasan-erotis-tak-bisa-disertifikasi-halal-bagaimana-dengan-croissant-viral-ini-penjelasan-lppom/

Majelis Ulama Indonesia. Croissant Pattaya “Berambut” Mirip Kemaluan Viral, Perhatikan Penjelasan Fatwa MUI Nomor 44 Tahun 2020 Ini. https://mui.or.id/public/baca/bimbingan/croissant-pattaya-berambut-mirip-kemaluan-viral-perhatikan-penjelasan-fatwa-mui-nomor-44-tahun-2020-ini-6a5896d8ccf7a

Awan, H. M., Siddiquei, A. N., & Haider, Z. (2021). Investigating the antecedents of halal brand product purchase intention: An empirical investigation. Journal of Islamic Marketing, 12(7), 1339–1362. https://doi.org/10.1108/JIMA-03-2019-0063 

Wisker, Z. L. (2021). The effect of fake news in marketing halal food: A moderating role of religiosity. Journal of Islamic Marketing, 12(3), 558–575. https://doi.org/10.1108/JIMA-09-2020-0276 

Fatwa Majelis Ulama Indonesia Nomor 44 Tahun 2020 tentang Penggunaan Nama, Bentuk, dan Kemasan Produk yang Tidak Dapat Disertifikasi Halal.