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The Rise of the “Ant Army”: The Maklon Trend and Halal Industrial Cluster Strategy in Indonesia for Building Global Competitiveness.
Introduction
Indonesia’s business landscape is entering a new era characterized by fundamental changes in production structures, consumption patterns, and marketing strategies. In the past, corporate success was largely determined by the scale of investment required to build factories and control production assets. Today, however, this paradigm is gradually shifting toward an economy driven by innovation, branding, and digital networks. This transformation is being accelerated by advances in information technology, the Fourth Industrial Revolution, the digital economy, and the emergence of contract manufacturing, commonly known in Indonesia as maklon, which enables entrepreneurs to develop and market products without owning their own production facilities (Kotler et al., 2022; OECD, 2024).
At the same time, growing public awareness of halal products—driven not only by religious considerations but also by concerns regarding product quality, safety, and hygiene—has positioned the halal industry as one of the fastest-growing economic sectors worldwide. The Indonesian government has consequently identified the development of the halal industry as a national strategy to enhance economic competitiveness, expand investment, strengthen exports, and establish Indonesia as a global halal industry hub (KNEKS, 2024; Ministry of Industry of the Republic of Indonesia, 2025).
These two phenomena—the rapid growth of contract manufacturing and the accelerated development of halal industrial clusters—are highly complementary. The maklon system enables entrepreneurs to enter the market with relatively limited capital, while halal industrial clusters provide a production ecosystem that meets standards for quality, safety, traceability, and halal certification, thereby strengthening the international competitiveness of Indonesian products (UNIDO, 2023; BPJPH, 2025).
The synergy between these two models has the potential to generate thousands, or even millions, of new entrepreneurs capable of building local brands with global quality. This phenomenon could become an important foundation for transforming Indonesia’s economic structure toward an economy based on innovation, value creation, and sustainable industrial development (World Bank, 2024; OECD, 2024).
A Paradigm Shift: From Factory Ownership to Brand Ownership
For decades, building a successful brand was associated with substantial investment. Entrepreneurs had to acquire land, construct production facilities, import machinery, recruit workers, obtain various permits, and establish quality-control systems. These processes required considerable capital and often took years before products could be marketed on a large scale (Kotler et al., 2022).
The development of modern manufacturing has fundamentally changed this model through the emergence of contract manufacturing, or maklon. Under this system, production is carried out by manufacturing companies equipped with production facilities, advanced technologies, skilled personnel, testing laboratories, and quality-management systems that comply with industry standards. Brand owners can therefore focus on product concepts, formulations, packaging design, marketing strategies, and brand identity, while production and packaging are handled by the contract manufacturer according to agreed specifications (UNIDO, 2023; Ministry of Industry of the Republic of Indonesia, 2025).
This business model significantly lowers the entry barriers to entrepreneurship. Capital that would previously have been allocated to factory construction can instead be directed toward higher-value activities, including market research, product innovation, brand development, digital marketing, and improvements in customer experience. As a result, an increasing number of new businesses can enter the market with substantially lower investment risks than under conventional industrial models (OECD, 2024; World Bank, 2024).
This phenomenon reflects a broader transformation from an asset-based economy toward a knowledge-based economy, in which competitive advantage is no longer determined solely by ownership of physical assets but also by the ability to innovate, build brand reputation, and understand consumer behavior (Porter, 1990; Kotler et al., 2022).
Maklon as the Engine of the Digital “Ant Army”
This transformation has given rise to a new generation of entrepreneurs often described metaphorically as the “ant army.” The term refers to millions of micro and small businesses that operate with agility, adaptability, and creativity while leveraging digital technologies to reach markets far beyond their traditional geographic boundaries.
Unlike large corporations, which typically have complex organizational structures and relatively lengthy decision-making processes, small businesses can respond to market trends within a very short period. They use social media, marketplaces, live commerce, affiliate marketing, content marketing, and digital communities as key instruments for building relationships with consumers (OECD, 2024; World Bank, 2024).
The principal strength of this entrepreneurial community lies not in its production capacity, but in its ability to interpret changing consumer behavior in real time, create product differentiation, establish emotional connections with customers, and pursue continuous innovation. In this context, maklon functions as an enabler that allows entrepreneurs to concentrate on high-value activities without being burdened by costly manufacturing investments.
This phenomenon is particularly compatible with the characteristics of Indonesia’s micro, small, and medium-sized enterprises (MSMEs), which are known for their flexibility, innovativeness, and strong capacity to adapt to changing business environments. According to the Ministry of Cooperatives and SMEs of the Republic of Indonesia, MSMEs contribute more than 60% of national GDP and account for approximately 97% of employment in Indonesia, making them a backbone of the national economy (Ministry of Cooperatives and SMEs of the Republic of Indonesia, 2024).
In the digital economy, brand equity can often be considerably more valuable than the physical assets behind a product. A product marketed through an effective digital strategy can grow rapidly even when its entire production process is outsourced through a maklon arrangement. It is therefore unsurprising that, in recent years, numerous new Indonesian brands have developed into national and even international players without ever owning their own manufacturing facilities (Kotler et al., 2022).
From Production Service to Innovation Partner
Modern contract manufacturers are no longer merely providers of production services. As industrial competition intensifies, many maklon companies have evolved into strategic partners offering integrated, end-to-end services to brand owners.
These services may include research and development, product formulation, raw-material development, packaging design, stability testing, process validation, product registration, assistance in meeting quality standards, and facilitation of halal certification in accordance with the requirements of the Halal Product Assurance Organizing Agency (BPJPH) and applicable regulations (BPJPH, 2025; Ministry of Industry of the Republic of Indonesia, 2025).
In the food sector, contract manufacturers generally implement Good Manufacturing Practices for Processed Food (Cara Produksi Pangan Olahan yang Baik, CPPOB). In the cosmetics industry, Good Manufacturing Practices for Cosmetics (Cara Pembuatan Kosmetika yang Baik, CPKB) are applied, while traditional medicine manufacturers implement Good Manufacturing Practices for Traditional Medicines (Cara Pembuatan Obat Tradisional yang Baik, CPOTB) as components of quality-assurance systems supervised by the Indonesian Food and Drug Authority (BPOM) (BPOM RI, 2024). The implementation of these standards improves product consistency, consumer safety, and the competitiveness of Indonesian industries.
The end-to-end approach accelerates innovation, enabling entrepreneurs to launch new products much faster than would be possible if they had to establish their own manufacturing facilities. Speed of innovation is increasingly important in the digital economy, where consumer trends can change within months or even weeks (OECD, 2024).
Furthermore, contract manufacturers are increasingly integrating digital technologies such as Enterprise Resource Planning (ERP), the Internet of Things (IoT), Artificial Intelligence (AI), digital traceability systems, and consumer-data analytics. These technologies improve production efficiency while enhancing supply-chain transparency. This transformation strengthens the position of contract manufacturers as innovation partners that not only produce goods but also help brand owners develop sustainable competitiveness in domestic and global markets (UNIDO, 2023; OECD, 2024).
Why Is the Halal Industry Becoming a National Economic Strategy?
Over the past decade, the halal industry has undergone a significant transformation. Whereas halal was previously understood primarily as a religious obligation for Muslims, the concept has increasingly become part of economic development strategies, international trade, and industrial competitiveness. Halal is no longer perceived solely as a religious attribute but also as an indicator of quality assurance encompassing safety, hygiene, traceability, production integrity, and compliance with international standards (DinarStandard, 2024; KNEKS, 2024).
This paradigm shift has been driven by growing global demand for products that are not only halal but also embody the principle of halalan thayyiban. This concept emphasizes that products should originate from permissible ingredients and be produced through processes that are hygienic, safe, high-quality, environmentally responsible, and beneficial to society. Consequently, the halal industry has become part of economic development agendas in countries with both Muslim-majority and Muslim-minority populations (FAO, 2023; ICD–LSEG, 2024).
For Indonesia, developing the halal industry has strategic significance far beyond meeting domestic demand. As the country with the world’s largest Muslim population, Indonesia possesses substantial comparative advantages, including a large consumer market, abundant natural resources, rich biodiversity, a strong food industry, and more than 65 million MSMEs. The combination of these factors provides Indonesia with a major opportunity to become not merely a consumer but also a leading global producer of halal products (BPS, 2024; Ministry of Cooperatives and SMEs of the Republic of Indonesia, 2024).
The Indonesian government has consequently positioned the halal industry as one of the pillars of national economic transformation through stronger regulation, accelerated halal certification, the development of Halal Industrial Areas, increased investment, development of halal value chains, and integration of the halal industry with the digital economy and international trade. This strategy is aligned with the vision of establishing Indonesia as a global halal production hub in the coming decades (Ministry of Industry of the Republic of Indonesia, 2025; KNEKS, 2024).
The Indonesian and Global Halal Market Opportunity
The government’s strong focus on the halal industry is closely linked to the enormous and expanding global market opportunity. According to the State of the Global Islamic Economy Report (SGIE) 2024/2025, Muslim consumer spending across six major Islamic-economy sectors—including food and beverages, pharmaceuticals, cosmetics, modest fashion, media and recreation, and Muslim-friendly travel—was estimated at approximately USD 2.43 trillion in 2023 and is projected to reach around USD 3.36 trillion by 2028, representing a compound annual growth rate (CAGR) of approximately 5–6% (DinarStandard, 2024).
Several major factors are driving this growth. First, the global Muslim population is expected to continue increasing and approach three billion people by the middle of the century. Second, the expansion of the middle class in many developing countries is increasing purchasing power for high-quality halal products. Third, non-Muslim consumers are becoming increasingly interested in halal products because they may be associated with hygiene, safety, traceability, and rigorous quality standards (Pew Research Center, 2023; DinarStandard, 2024).
Indonesia itself is one of the world’s largest halal markets. According to the SGIE 2024/2025 report, Muslim consumer spending on halal products and related sectors in Indonesia was estimated at approximately USD 281.6 billion in 2025, covering halal food and beverages, pharmaceuticals, cosmetics, modest fashion, Muslim-friendly travel, media, and other related services (DinarStandard, 2024).
This enormous domestic market represents a significant economic opportunity if demand can increasingly be met by domestic industries. Indonesia still relies on imports for some halal-related products and inputs, particularly pharmaceutical and cosmetic raw materials, certain processed-food ingredients, and food additives. Strengthening domestic production capacity is therefore strategically important for reducing import dependence while increasing national industrial value added (Ministry of Industry of the Republic of Indonesia, 2025; World Bank, 2024).
Beyond the domestic market, Indonesia also has substantial opportunities to enter the expanding global halal export market, particularly in member states of the Organisation of Islamic Cooperation (OIC), the Middle East, South Asia, Africa, and Muslim communities in Europe and North America (ITC, 2024).
Halal Certification as a Competitiveness Instrument
The development of the modern halal industry demonstrates that halal certification has evolved from a regulatory requirement into a strategic instrument for enhancing product competitiveness. Halal certification can create additional value by strengthening consumer trust, assuring production quality, improving supply-chain transparency, and facilitating access to international markets (BPJPH, 2025; KNEKS, 2024).
In Indonesia, the implementation of Law No. 33 of 2014 on Halal Product Assurance and its implementing regulations has accelerated the national halal-certification process. Through BPJPH, the government has also introduced various programs to facilitate halal certification for MSMEs, enabling more businesses to comply with national and international halal standards (BPJPH, 2025).
By the second quarter of 2025, the number of products that had obtained halal certification was estimated at approximately 9.6 million, approaching the national target of 10 million products. This achievement indicates growing recognition among businesses that halal certification is no longer merely an administrative obligation but a strategic investment for expanding market access and strengthening brand value (BPJPH, 2025).
In international trade, halal certification is also increasingly integrated into broader quality-assurance systems. Many importing countries require halal products not only to use permissible ingredients but also to comply with appropriate systems for quality management, sanitation, food safety, and traceability. Consequently, halal certification is becoming increasingly interconnected with international standards such as Good Manufacturing Practices (GMP), Hazard Analysis and Critical Control Points (HACCP), ISO 22000, and other food-safety systems (Codex Alimentarius Commission, 2023; ISO, 2024).
For MSMEs, halal certification can also strengthen business credibility, improve bargaining power in modern retail markets, facilitate access to financing, create opportunities to become suppliers to larger industries, and enhance competitiveness on increasingly crowded e-commerce platforms (OECD, 2024).
The Contribution of the Halal Value Chain to the National Economy
The development of the halal industry is not limited to increasing the number of certified products. It also strengthens the broader halal value chain, encompassing raw-material supply, manufacturing, logistics, distribution, Islamic finance, research, certification, marketing, and exports. A value-chain approach enables greater integration across sectors, producing much broader economic benefits than fragmented industrial development (UNIDO, 2023; KNEKS, 2024).
According to publications by the National Committee for Islamic Economy and Finance (KNEKS), sectors included in the halal value chain contributed approximately 26.73% to Indonesia’s GDP in the second quarter of 2025. These sectors include halal food and beverages, agriculture, livestock, fisheries, pharmaceuticals, cosmetics, modest fashion, halal logistics, and Muslim-friendly tourism (KNEKS, 2025).
This economic contribution demonstrates the broad multiplier effects generated by the halal industry. Growth in halal industries increases manufacturing output while simultaneously creating demand for agricultural raw materials, expanding logistics activities, strengthening certification services, stimulating investment, generating employment, and increasing household incomes across different regions (World Bank, 2024; OECD, 2024).
The development of the halal value chain also supports Indonesia’s broader industrial downstreaming agenda. Indonesia possesses enormous biological resources, ranging from agricultural and plantation commodities to fisheries, medicinal plants, and spices. If these resources are processed into high-value halal products, Indonesia can increase export value while strengthening its position as a leading global halal producer (Ministry of Industry of the Republic of Indonesia, 2025).
From a sustainable-development perspective, the halal value chain can also contribute to several Sustainable Development Goals (SDGs), particularly inclusive economic growth, sustainable industrialization, decent employment, responsible consumption and production, and poverty reduction. Thus, the halal industry is not merely an economic instrument but also a component of a national development strategy focused on sustainability, inclusiveness, and Indonesia’s competitiveness in global markets (United Nations, 2023; UNIDO, 2023).
Halal Industrial Areas: Building an Ecosystem, Not Merely a Production Zone
The success of the halal industry depends not only on the number of certified products but also on the ability to establish an integrated industrial ecosystem extending from upstream to downstream activities. This is why the Indonesian government has promoted the development of Halal Industrial Areas as a national strategy to strengthen halal-industry competitiveness while attracting both domestic and foreign investment (Ministry of Industry of the Republic of Indonesia, 2025; KNEKS, 2024).
Unlike conventional industrial estates, which primarily provide land and production infrastructure, Halal Industrial Areas are designed as integrated halal economic ecosystems. Such ecosystems can include halal raw-material suppliers, manufacturing facilities, testing laboratories, halal-certification services, halal logistics systems, research and innovation centers, Islamic financial institutions, business incubators, and export-promotion centers. This integrated approach allows production processes to be conducted efficiently, systematically documented, and aligned comprehensively with the principles of halalan thayyiban (UNIDO, 2023; BPJPH, 2025).
This concept is consistent with the evolution of global manufacturing, which increasingly emphasizes industrial ecosystems rather than merely concentrating production facilities in a particular location. Within an integrated ecosystem, transaction costs can be reduced, coordination among businesses can become more efficient, technology transfer can occur more rapidly, and product innovation can develop through collaboration among industry, universities, research institutions, and government. Such cluster-based industrial development has been demonstrated to enhance productivity and competitiveness in numerous countries (Porter, 1998; OECD, 2024).
Through the Ministry of Industry, the Indonesian government has designated several industrial estates as Halal Industrial Areas, with the aim of developing them into centers for halal food and beverages, pharmaceuticals, cosmetics, halal chemicals, and other manufacturing sectors. This development forms part of the broader Making Indonesia 4.0 agenda, which identifies the halal industry as one of the country’s strategic industrial priorities (Ministry of Industry of the Republic of Indonesia, 2025).
Halalan Thayyiban as the Foundation of the Industrial Ecosystem
The principal strength of Halal Industrial Areas lies in the comprehensive implementation of the halalan thayyiban principle. From a modern industrial perspective, halal means more than simply avoiding prohibited substances. It encompasses production processes that ensure food safety, facility hygiene, environmental sanitation, worker welfare, environmental sustainability, and supply-chain transparency (BPJPH, 2025; Codex Alimentarius Commission, 2023).
This approach is increasingly relevant because global consumers are no longer concerned solely with religious considerations when selecting products. They also pay attention to food safety, quality assurance, sustainability, animal welfare, and corporate social responsibility. Consequently, halal is increasingly viewed as part of a modern production system consistent with Environmental, Social, and Governance (ESG) principles (UNIDO, 2023; World Bank, 2024).
In practice, the halalan thayyiban principle can be implemented through the separation of halal and non-halal production facilities, Halal Assurance Systems, raw-material controls, production-facility sanitation, supply-chain monitoring, digital documentation, and traceability technologies based on the Internet of Things (IoT), blockchain, and Artificial Intelligence (AI). Such digitalization enables every stage of production to be tracked transparently, thereby strengthening consumer confidence and the integrity of halal products (ISO, 2024; OECD, 2024).
In addition to providing assurance to Muslim consumers, these systems can improve operational efficiency by reducing production errors, increasing the accuracy of quality control, and accelerating audit and certification processes (BPJPH, 2025).
Halal Industrial Areas as Investment Magnets
The development of Halal Industrial Areas also has a strategic objective: increasing investment in the manufacturing sector. In recent years, competition among countries to attract industrial investment has intensified. Investors consider not only labor costs and raw-material availability but also regulatory certainty, logistics efficiency, infrastructure quality, ease of licensing, and access to global markets (World Bank, 2024).
Through Halal Industrial Areas, the Indonesian government seeks to create a more competitive investment environment by providing supporting facilities such as integrated one-stop services, streamlined halal certification, logistics infrastructure, reliable utility networks, fiscal and non-fiscal incentives, and integration with ports and national distribution centers (Ministry of Industry of the Republic of Indonesia, 2025).
For investors, such an ecosystem can reduce transaction costs, shorten time-to-market, improve operational efficiency, and reduce regulatory uncertainty. These advantages can make Halal Industrial Areas more attractive than investments developed independently outside an integrated industrial estate (OECD, 2024).
Furthermore, industrial clusters can generate industrial agglomeration effects, whereby the concentration of companies in a particular location creates efficiencies through shared infrastructure, skilled labor pools, supplier networks, innovation centers, and technology transfer. Similar effects have contributed to the success of industrial clusters in Japan, South Korea, China, Malaysia, and the United Arab Emirates (Porter, 1998; UNIDO, 2023).
Export Competitiveness in the Global Halal Market
The development of Halal Industrial Areas is not intended merely to meet domestic demand. It is also designed to strengthen Indonesia’s position in international halal trade. The global halal market continues to expand rapidly due to population growth among Muslims, the expansion of the middle class, and rising demand for products that are safe, high-quality, and sustainable (DinarStandard, 2024).
Products manufactured within halal ecosystems that comply with international standards have greater potential to enter markets in OIC member states, the Middle East, South Asia, Africa, and Muslim communities in Europe and North America. In addition, an increasing number of non-Muslim consumers are choosing halal products because they associate them with hygienic production processes, stringent controls, and consistent quality (Pew Research Center, 2023; DinarStandard, 2024).
Nevertheless, Indonesia continues to face several challenges in global halal trade. According to various government publications, Indonesia’s halal-product exports were estimated at approximately USD 12.33 billion in 2023, while halal-product imports from OIC member states reached approximately USD 29.64 billion. This indicates that Indonesia still experiences trade deficits in several halal-product categories, particularly raw materials and intermediate goods (KNEKS, 2024).
At the same time, the Ministry of Trade and Ministry of Industry reported that the value of halal-product export transactions facilitated through various trade-promotion programs reached approximately USD 64.11 billion in 2024. The difference between these figures reflects variations in calculation methodologies, including whether halal trade is defined broadly by sectoral classification or measured according to export transactions facilitated through government programs. Regardless of these methodological differences, the overall trend indicates continued growth in Indonesia’s halal-export capacity (Ministry of Trade of the Republic of Indonesia, 2025; Ministry of Industry of the Republic of Indonesia, 2025).
Going forward, export competitiveness will depend heavily on the harmonization of international halal standards, product-quality improvements, logistics efficiency, digitalization of supply chains, economic diplomacy, and the ability to build strong Indonesian brands in global markets (OECD, 2024; WTO, 2024).
The Synergy between Maklon and Halal Industrial Areas
Indonesia’s greatest opportunity may ultimately lie in the synergy between the maklon business model and the development of Halal Industrial Areas. The two systems possess complementary characteristics that can help build a more inclusive, efficient, and competitive national industrial structure.
Through maklon, entrepreneurs can start businesses with relatively limited investment without constructing their own manufacturing facilities. Meanwhile, Halal Industrial Areas provide production infrastructure that meets quality and food-safety requirements, facilitates halal certification, and incorporates quality-control systems aligned with international standards. Combining these two systems enables MSMEs to develop export-quality products with substantially lower capital requirements than conventional industrial models (BPJPH, 2025; Ministry of Industry of the Republic of Indonesia, 2025).
This synergy creates a potential fast track to industrialization for MSMEs seeking to scale up. An entrepreneur can start with limited capital, build a brand through digital marketing, use maklon services within a Halal Industrial Area, obtain halal certification more efficiently, and subsequently expand into international markets without owning a manufacturing facility.
This model represents a form of industrial democratization: the opportunity to build brands and enter global markets is no longer restricted to large corporations but is increasingly accessible to micro, small, and medium-sized enterprises with creativity, innovation, and digital capabilities. Such transformation could become an important foundation for more inclusive and sustainable economic development (World Bank, 2024; OECD, 2024).
Challenges That Must Still Be Addressed
Despite the promising prospects of Indonesia’s halal industry, several strategic challenges require serious attention. One of the most significant is the harmonization of halal standards across countries. Differences in certification systems, regulations, and mutual-recognition mechanisms continue to limit seamless access for Indonesian halal products to some international markets (ICD–LSEG, 2024).
In addition, research and development capacity, product-formulation innovation, testing laboratories, digital traceability, the competence of halal auditors, and human-resource development require sustained investment. In a knowledge-based industrial economy, competitiveness is determined not only by production costs but also by the capacity to generate continuous innovation (OECD, 2024).
Another challenge is building globally recognized Indonesian brands. Indonesia possesses enormous biodiversity, natural resources, and culinary heritage. Yet many commodities are still exported as raw materials with relatively low value added. Therefore, industrial downstreaming, product design, intellectual-property protection, geographical indications, and national-brand promotion must advance alongside halal-industrial development (Ministry of Industry of the Republic of Indonesia, 2025).
Access to financing for MSMEs, development of digital talent, utilization of Artificial Intelligence, smart manufacturing, and integration with global e-commerce platforms will also be critical determinants of Indonesia’s competitiveness over the coming decade (World Bank, 2024).
Indonesia’s Future as a Global Halal Industry Hub
The direction of Indonesia’s economic transformation has become increasingly clear. The maklon system has democratized access to manufacturing, allowing entrepreneurs to build brands without owning factories. At the same time, Halal Industrial Areas provide institutional foundations, infrastructure, quality standards, logistics networks, and export connectivity capable of strengthening the competitiveness of Indonesian products in global markets (BPJPH, 2025; Ministry of Industry of the Republic of Indonesia, 2025).
If government policies continue to be implemented consistently, investment in research and innovation is strengthened, halal certification becomes more efficient, international standards are increasingly harmonized, and cooperation between large industries and MSMEs becomes stronger, Indonesia has a significant opportunity to evolve from the world’s largest halal consumer market into a leading producer, innovator, and global halal-industry hub (KNEKS, 2024; DinarStandard, 2024).
The rise of the “ant army” through the maklon business model is therefore more than a phenomenon of the digital economy. It represents part of a structural transformation toward an innovation-driven economy. When entrepreneurial creativity converges with a modern, efficient, sustainable, and internationally standardized Halal Industrial Area ecosystem, Indonesia gains a powerful foundation for shaping the future of the global halal economy.
This transformation could not only increase national industrial value added but also strengthen economic resilience, expand employment opportunities, increase exports, promote regional development, and advance Indonesia’s ambition to become one of the world’s major centers of halal economic growth in an era defined by knowledge, digitalization, innovation, and sustainability.
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