INTRODUCTION

Indonesia, as the country with the world’s largest Muslim population, should guarantee the easy availability of halal food products. However, reality on the ground reveals a paradoxical phenomenon. Amid the proliferation of viral bakery trends spreading across major Indonesian cities, many Muslim consumers unknowingly consume products whose halal status remains questionable. This phenomenon becomes increasingly concerning when these products are consumed en masse by Indonesian Muslim society, which assumes that the Muslim majority in the country automatically guarantees the halal status of circulating products.

RESEARCH URGENCY

1. The Gap Between Assumptions and Reality

The urgency of this research emerges from the significant gap between public assumptions and field reality. Indonesian Muslim society tends to assume that food products sold in Indonesia, especially those produced by local business actors, are automatically halal because the majority of the population is Muslim. This assumption proves erroneous and potentially harmful to Muslim consumers from spiritual and health perspectives.

2. The FOMO (Fear of Missing Out) Phenomenon in Halal Consumption

Viral food trends on social media create a FOMO phenomenon that makes Muslim consumers ignore halal aspects to follow trends. This is clearly visible from long queues at various viral bakeries without considering the halal status of consumed products. Research shows that although Indonesia has the world’s largest Muslim population and represents significant global market opportunities for halal food producers, halal food consumption in Indonesia still faces various challenges. This phenomenon demonstrates that social factors and trends play a more dominant role than religious considerations in consumption decisions.

3. The Complexity of Modern Raw Materials

The modern bakery industry uses various complex raw materials, including imported ingredients whose halal status is not easily identifiable by lay consumers. Studies show that three main factors determining Muslim consumer decisions in buying halal food are halal awareness, religiosity, and halal food safety and quality. Ingredients such as rum, vanilla extract, and butter from unclear sources often escape consumer attention because they are hidden in the final product composition, while research reveals a correlation between religiosity and consumption behavior, where halal product consumption increases with increased religious understanding.

CASE ANALYSIS: VIRAL BAKERY PRODUCTS IN INDONESIA 

1. Canelé

Canelé, a traditional pastry from Bordeaux, France, has become a sensation among Indonesian bakery enthusiasts. This seemingly simple product with flour as its base ingredient actually contains ingredient complexities that need to be critiqued:

a. Rum as a Main Ingredient 

Traditional canelé uses rum as one of the mandatory ingredients that provides its characteristic flavor. Rum contains alcohol which is clearly not halal according to Islamic law. However, many Muslim consumers are unaware of this because they focus on the product’s appearance, which looks “safe” as a flour-based pastry.

b. Alcoholic Vanilla Extract 

Most vanilla extracts used in the bakery industry, especially imported products, contain high alcohol as a solvent. Although the alcohol content may evaporate during the baking process, the use of alcoholic ingredients in the production process remains a serious halal concern.

c. Butter and Animal Fats 

The use of butter and animal fats from unclear sources is also a concern. Animal fats from animals not slaughtered in a halal manner or from pigs are clearly not halal for Muslim consumption.

2. Chateraise 

Chateraise, a Japanese bakery brand present in Indonesia, presents an interesting case regarding the management of halal and non-halal products in one outlet. Chateraise’s business strategy shows awareness of Indonesian Muslim market needs, but also creates potential consumer confusion.

a. Halal and Non-Halal Product Segregation 

Chateraise segregates by providing halal logos on certified local products, while imported products do not have halal certification. Although this information is available in stores, not all consumers pay careful attention to these details.

b. Cross-Contamination Potential 

Despite product segregation, cross-contamination potential remains, especially in product storage, handling, and serving. This becomes a serious concern for Muslim consumers who are strict about halal rules.

3. Monsieur Spoon 

Monsieur Spoon is a French-inspired artisan bakery and café founded in Bali in 2012. Known for its buttery croissants, pastries, and high-quality breads, it uses premium ingredients like French butter and natural wild yeast. With branches now in Jakarta and Bali, Monsieur Spoon offers a cozy and elegant Parisian atmosphere, making it a popular spot for brunch lovers and coffee enthusiasts who want an authentic French experience in Indonesia.

One of its viral hits, the cromboli (a croissant-bomboloni hybrid), has attracted long queues at many of its outlets. This phenomenon shows how social media trends can strongly influence consumer choices, sometimes even overshadowing halal considerations among Indonesia’s Muslim population.

a. No Halal Certification 

The fact that Monsieur Spoon lacks halal certification does not prevent Muslim consumers from flocking to try its products. This shows that halal certification has not become a top priority in Indonesian Muslim consumers’ purchasing decisions.

b. Erroneous Assumptions About Halal Status 

Many consumers erroneously assume that Monsieur Spoon is already halal because there is a group brand, Croco by Monsieur Spoon, that has been halal certified. This assumption is dangerous because halal certification is specific to each product and outlet.

c. Cross-Contamination with Wine 

Although Monsieur Spoon states that its bakery products do not use haram ingredients like rum or alcohol, using the same kitchen with other products that use wine to cook wagyu beef raises cross-contamination concerns. In the context of halal food safety, cross-contamination can occur when halal and non-halal foods come into contact with each other, thus compromising the halal status of affected products. According to Islamic law, even the smallest trace of haram substances like pork, alcohol, or improperly slaughtered animal products can make the entire batch non-halal, making cross-contamination control crucial.

IMPACTS AND IMPLICATIONS 

1. Spiritual and Religious Impact

Consuming non-halal or questionably halal products has serious spiritual impacts for Muslims. Research shows that behavioral intention to buy halal food mediates the relationship between religiosity and physical well-being, while halal food consumption mediates the relationship between subjective norms and physical well-being. This is not only related to sharia violations but can also affect worship quality and spiritual closeness to Allah SWT. Other studies reveal that religiosity, halal food consumption, and physical well-being are interconnected in a complex model.

2. Economic Impact

Unclear halal product status can harm Muslim consumers who are forced to spend money on products that do not align with their beliefs. On the other hand, this can also harm business actors who lose Muslim consumer trust.

3. Social Impact

This phenomenon creates polarization in Indonesian Muslim society between those strict about halal rules and those more permissive. This can cause social conflict and division within the Muslim community.

CRITISM OF THE REGULATORY SYSTEM 

1. BPJPH Limitations

The Halal Product Assurance Agency (BPJPH) as the institution responsible for halal certification in Indonesia still has various limitations:

• Limited Certification Capacity 

With the continuously increasing number of food products, BPJPH’s capacity to conduct certification remains limited. This causes many products to circulate without halal certification.

• Post-Certification Supervision 

Supervision of halal-certified products also needs improvement to ensure product halal consistency.

• Consumer Education 

BPJPH needs to be more active in educating consumers about the importance of halal certification and how to properly identify halal products.

2. Weak Enforcement

Law enforcement against business actors who mislead consumers regarding their products’ halal status remains weak. This causes many business actors to feel no need to obtain halal certification.

RECOMMENDATIONS 

– For Government and BPJPH

1. Certification Capacity Enhancement: Adding halal inspectors and accelerating the certification process.
2. Supervision System Strengthening: Developing more effective supervision systems to ensure product halal consistency.
3. Mass Education: Conducting mass education campaigns about the importance of halal certification and how to identify halal products.
4. Regulation Strengthening: Strengthening regulations and sanctions for business actors who mislead consumers regarding their products’ halal status.

– For Consumers

1. Increasing Awareness: Muslim consumers must be more aware and critical of consumed products.
2. Prioritizing Halal: Placing halal aspects as top priority in consumption decisions, not merely following trends.
3. Active Verification: Actively verifying product halal status through BPJPH website or Halal MUI application.

– For Business Actors

1. Commitment to Halal: Showing real commitment to providing halal products by obtaining official certification.
2. Information Transparency: Providing clear and transparent information about raw materials and production processes to consumers.
3. Long-term Investment: Viewing halal certification as a long-term investment to build Muslim consumer trust.

CONCLUSION

The viral bakery phenomenon in Indonesia reveals a concerning reality: a Muslim majority does not automatically guarantee the halal status of products circulating in the market. Cases such as canelé with rum content, Chateraise with halal-non halal product dualism, and Monsieur Spoon going viral without halal certification show that much homework remains for the government, BPJPH, business actors, and Indonesian Muslim consumers.

Synergy from all parties is needed to create a healthy halal ecosystem in Indonesia. The government and BPJPH must strengthen regulatory and supervision systems, business actors must commit to product halal status, and Muslim consumers must be more critical and prioritize halal aspects in their consumption decisions. Only through these collective efforts can Indonesia realize its potential as a true global halal industry center, not merely a Muslim majority label.

References

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