Introduction

In the evolving landscape of Thai Muslim society, women entrepreneurs are employing innovative means to assert their identity and navigate the business world. Hasnah's statement above reflects how the hijab, a headscarf donned by Muslim women, serves as an important marker of religious identity, allowing Muslim women in Thailand to conduct business in the Muslim community successfully. This became particularly salient during the economic downturn following the COVID-19 pandemic. Notably, Phuket, a province that has been a prominent tourist destination since the 1980s, experienced high unemployment rates during the pandemic despite its popularity (Wannaphong 2013). In Thailand, the tourism sector ranks as the fifth highest source of income and thus constitutes a primary driver of the country's economy. Before the global declaration of the coronavirus pandemic, Phuket's economy relied mainly on the service sector (NESDC 2019). However, the pandemic wrought severe economic consequences across Thailand. Measures implemented by the government, including domestic and international travel restrictions, social distancing guidelines, and the temporary closure of small businesses, exacerbated the economic strain (Baum and Nguyen 2020).

In 2021, the Office of the National Economic and Social Development Council (NESDC) examined the strategies which workers and small and medium enterprises (SMEs) in the tourism sector employed to adapt during the pandemic. Among those workers is Hasnah who operates a micro halal enterprise through a family-owned food stall. A key element of Hasnah's business approach involves using the hijab during operation hours. As a symbol of Muslim identity, the hijab assures customers that the food is halal and safe for Muslim consumption. This assurance is crucial given that food stalls selling basically to Muslims are not required to obtain halal certification.

In Thailand, the concept of “halal” has undergone a significant transformation, shifting from its fundamental religious roots to a system intertwined with capitalism, engaged in halal tourism and commercialization. Critics within the Muslim community point out that what was once a religious structure has been mobilized and manipulated by religious authorities. Regardless, the Thai government continues to support the Halal Standard Institute of Thailand, an exclusive statutory religious organization governed by the Central Islamic Committee of Thailand (CICOT).