Permitted and pure: Packaged halal snack food from Southwest China | Intellect Skip to content
1981
Volume 2, Issue 2
  • ISSN: 2056-6522
  • E-ISSN: 2056-6530

Abstract

Abstract

China is home to ten groups of Muslims comprising at least twenty million people. The largest of these groups, the Chinese Muslim people, have benefitted from China’s rapid economic growth in the past three decades just like their non-Muslim fellow citizens. Along with the highly visible new mosques being built in Hui communities across China, Hui economic vitality is noticeable in the burgeoning halal food industry, from five-star restaurants to street kiosks, special sections in supermarkets devoted to halal products and most recently in the e-commerce market. This article examines the packaging of halal beef jerky produced and marketed specifically for that e-commerce market, as an example of the religious, social and economic vitality of Hui in Yunnan Province in southwestern China in the post-Mao era. The packages adhere to successful strategies employed by marketing designers, and they purposefully combine faith-based and traditional Chinese cultural themes and motifs with the kind of detailed product information and quality certification demanded by consumers in China and around the world who want quality food products that might also bring a sense of nostalgia, and have the disposable income to buy those products in online shopping venues.

Loading

Article metrics loading...

/content/journals/10.1386/ijfd.2.2.167_1
2017-10-01
2024-02-24
Loading full text...

Full text loading...

http://instance.metastore.ingenta.com/content/journals/10.1386/ijfd.2.2.167_1
Loading
  • Article Type: Article
Keyword(s): beef jerky; e-commerce; food safety; halal; Hui; Yunnan
This is a required field
Please enter a valid email address
Approval was a success
Invalid data
An error occurred
Approval was partially successful, following selected items could not be processed due to error