Who doesn’t know Mixue? The ice cream and tea outlet that is massively penetrating the Indonesian market finally has clarity regarding its halal status and certificate. On Friday, February 17, 2023, the Chinese brand announced that they had obtained a halal certificate from the Indonesian Ulema Council (MU). “Yayy, Mixue has received a halal certificate for all Mixue outlets in Indonesia,” wrote the Instagram account @mixueindonesia. Mixue received a halal certificate with the number ID00410001326911122 which is valid from February 16, 2023. Mixue’s management would like to thank the MUI Food, Drug, and Cosmetics Assessment Institute (LPPOM) and the Halal Product Guarantee Agency (BPJPH) for their guidance and assistance during the certification process.
Mixue Halal Certificate Controversy
Mixue is an international franchise that offers tea and ice cream drinks. The company provides a variety of drinks such as ice cream, bubble tea, fruit tea, and milkshakes. Currently, Mixue has at least 20,000 outlets in China and more than 1,000 outlets spread across Vietnam, the Philippines, Singapore, Malaysia and Indonesia. Yes, in Indonesia itself, Mixue has been the subject of discussion among netizens for some time. The reason is, this beverage business network from China is aggressively expanding new outlets in Indonesia. In the midst of its virality, at the end of 2022 a hoax circulated that the ice cream sold by Mixue was haram. This circulated on social media Instagram and Facebook because at that time, the product had not yet obtained a halal certificate. Responding to this, Mixue Indonesia through its Instagram account on July 27, 2022 stated that its ice cream and tea drink products admitted that it did not yet have a halal certificate, but that did not mean that the products it sold could be categorized as haram. Mixue admitted that it was taking care of the halal certificate, but at that time it had not been completed because most of the raw materials for its products were imported from China. Not only that, in early 2023, Mixue was also reprimanded by the MUI and the Ministry of Religious Affairs (Kemenag) because one of its outlets in Central Java put up a halal logo, even though the certification process at that time was still ongoing. Reporting from beritasatu.com, Head of BPJPH Kemenag Aqil Irham emphasized that halal logos and labels can only be installed if a product is halal certified. Because, so as not to mislead consumers. As for the Halal Information System (Sihalal) data, Mixue applied for a halal certificate on November 13, 2022 and in the MUI halal product trial on Wednesday, February 15, 2023, a halal certificate was finally issued for the product.
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“Mixue’s product ingredients have met the halal standards set by MUI, all ingredients used are halal and holy, and the production process is guaranteed to be pure,” said KH Asrorun Niam SHoleh as Chairman of MUI Fatwa Division, as quoted from the official website of mui.or.id. Furthermore, KH Asrorun also added that the MUI halal decree covers all outlets and menus of Mixue Ice Cream & Tea.
What are the benefits of Halal Certificate for Mixue?
Halal certificate is a recognition of the halalness of a product based on a written fatwa issued by MUI. this is a guarantee that there is no unclean or process that is not in accordance with Islamic law in the related product. Well, for culinary businesses like Mixue who want to expand in Indonesia, halal certificates are a very important quality standard. No wonder, because the issue of this one document, can bring a number of controversies to Mixue Indonesia. There are several benefits of having a halal certificate for Mixue, including:
Credibility and Consumer Trust
By obtaining a halal certificate, Mixue will increase its credibility in the eyes of consumers, especially Indonesian people who are predominantly Muslim. Where they tend to trust and choose products that have guaranteed halalness. Thus, halal certificate is not only a legal legality, but also a smart business strategy in building consumer trust.
Access to a Broader Market
This is clearly felt by Mixue, which has penetrated into the world of exports. The opportunity to market products to several other Southeast Asian countries including Indonesia has become very broad thanks to this halal certificate. Since its initial entry in 2020, the number of Mixue outlets in Indonesia has also increased, especially since it has a halal certificate. Where until 2023, there have been 10,000 Mixue outlets throughout Indonesia.
Unique Selling Points
The halal label is not only embedded in product packaging, but can also provide uniqueness assessment points. Where with the halal certificate on Mixue products and outlets, it increases people’s interest in working together in a franchise business or better known as a franchise.
What are the provisions and procedures for obtaining a Halal Certificate?
The Ministry of Religious Affairs through BPJPH has required business actors to be halal certified in 2024. This obligation is prioritized for the category of food and beverage products, raw materials, food additives, and auxiliary materials for food and beverage products, as well as slaughter products and slaughter services. Reporting from the BPJPH page, there are several required documents that must be fulfilled by business actors to apply for a halal certificate, such as:
- NIB/SIUP/IUMK
- ID CARD
- Copy of halal supervisor certificate and copy of halal supervisor decision
- Product name and type
- List of products and ingredients used
- Product processing
- Halal Assurance System Document
Once the requirements are met, here’s how to apply for a halal certificate:
- Visit the page ptsp.halal.go.id
- Sign up for a new account, then fill in the type of need, name, email, and password
- Verify your account
- Apply for halal certificate
- BPJPH will check the completeness of the documents
- If it is considered complete, the examination will proceed to the Halal Examination Institute (LPH). in addition to documents, LPH will also determine the costs required.
- BPJPH will inform the payment bill to business actors
- After the payment process is complete, LPH will conduct halal product testing for 15 working days.
- Examination report will be submitted to MUI for hearing.
- If the certification passes, the applicant can view and download the halal certificate that has been issued through the Sihalal system.
KH Contact
How, does your KH Friend already have a halal certificate? Don’t delay to take care of it! Especially before that, you must first complete the required documents such as NIB, NPWP, and SIUP. But don’t worry, you can consult and leave all the arrangements to Kontrak Hukum!
READ ALSO: Everywhere, What’s the Secret Behind the Success of Mixue Franchise?
We provide solutions for KH friends who want to fulfill the legality of business licenses ranging from NIB, business licenses, NPWP, to halal certificates. For more information, visit the KH Services – Business Licensing page. If you have further questions about business legality documents, just consult for free at Ask KH or send a direct message (DM) to Instagram @kontrakhukum.
