To support international expansion into Muslim consumer markets, The Right Company partnered with Have Halal, Will Travel and JETRO Singapore (Japan External Trade Organization) to design and deliver a B2B and B2C private dining experience that enabled Japanese brands offering Muslim-friendly products to enter the market through relevance, trust, and taste.

Rather than relying on traditional trade showcases, the initiative embedded Japanese products directly into curated dishes—allowing buyers and consumers to experience product quality, versatility, and cultural fit in a real dining context. Participating brands were also given dedicated showcase booths, enabling direct engagement with buyers, chefs, and distributors.

For the B2B segment, the event convened senior decision-makers from across the food and hospitality ecosystem, including restaurants, hotels, and distribution partners. Attendees included representatives from Takashimaya, Como Group, Fairmont Singapore, Toh Thye San, The Black Hole Group, Yoshimura Food Holdings, Zeemart and other industry leaders—creating a high-value environment for commercial conversations, partnerships, and potential listings.

For the B2C segment, we invited 15 carefully selected KOLs to participate in the dining experience. They shared authentic, ingredient-led storytelling with their social audiences, highlighting the Japanese products used in each dish and translating product features into relatable consumer narratives across digital platforms.

By combining trade access, experiential storytelling, and influencer amplification, this initiative demonstrated a scalable model for international brands to enter Muslim markets—moving beyond certification to create cultural relevance, buyer confidence, and consumer demand.