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Vol.14, No.4, November 2025. ISSN: 2217-8309 eISSN: 2217-8333
TEM Journal
TECHNOLOGY, EDUCATION, MANAGEMENT, INFORMATICS Association for Information Communication Technology Education and Science |
Analysis of Unexpected Halal Food Sales in Chinese Market during, pre and post Ramadan Period: A Route to Expand Thai-Soft Power with Digital and Faith Power Through 8P-Marketing Strategy
Chaowapark Srikasem, Pradorn Sureephong, Ahmad Yahya Dawod, Nopasit Chakpitak, Somsak Chanaim
© 2025 Pradorn Sureephong, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License. (CC BY-NC-ND 4.0)
Citation Information: TEM Journal. Volume 14, Issue 4, Pages 3131-3143, ISSN 2217-8309, DOI: 10.18421/TEM144-22, November 2025.
Received: 05 November 2024.
Abstract:
An unexpected surge in halal food sales in China has been explored in this study, focusing on the periods before and after Ramadan. Despite China being a predominantly non-Muslim country, the rising demand for halal food indicates a shift in consumer preferences towards products associated with ethical and high-quality standards. This study aims to understand this phenomenon by analysing keyword trends, product attributes, and consumer sentiments through a data-driven approach. Key findings show that halal food sales peak during festive periods like Ramadan and Eid-ul-Fitr, driven by increased awareness of halal certifications and changing consumer behaviours. Results from keyword and sentiment analyses indicate that Chinese consumers associate halal certification with high-quality, clean, and ethical food, which drives trust and sales. An 8P-Marketing Strategy has been proposed, combined with digital, cultural, and religious aspects to position Thai halal products effectively. By using Natural Language Processing (NLP) tools like RoBERTa, consumer reviews, identifying preferences and sales trends have been analysed. The data revealed increased sales of products like processed foods and gifts during festive periods, confirming seasonality-driven demand. A focus on the Pareto Principle indicated that a small range of products significantly drove sales, aligned with targeted marketing efforts. Integrating digital power and halal certification into the marketing strategy emerged as a critical success factor for market penetration in China. These findings offer valuable insights for marketers and policymakers aiming to navigate the evolving global halal food market.
Keywords – China e-commerce, halal food, 8P-marketing, Muslim market in China, data analytics. |
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