<![CDATA[This study aims to analyze the overview of the viral culinary phenomenon in Sigli City, identify its operational opportunities and challenges, and evaluate these business practices from the perspective of Islamic Business Law. The research employs a descriptive qualitative method with a field research approach. Data collection was conducted through in-depth interviews with business actors and religious leaders, supplemented by documentation techniques from relevant institutions. The findings indicate that the geographical, demographic, and economic stability factors of Sigli City serve as the primary catalysts for the development of viral culinary businesses. Identified strategic opportunities include competitive locations, a broad market share, stable consumer purchasing power, capital accessibility, and the optimization of digital promotion. Conversely, the main challenges comprise intense market competition, volatile consumer trends, capital constraints, fluctuating raw material prices, and long-term business sustainability. Based on the review of Islamic Business Law, this line of business is categorized as halal and permissible (mubah) as long as it implements Sharia principles. The application of core values such as honesty (shidiq), trustworthiness (amanah), justice, and Sharia-compliant promotional ethics proved to be a crucial instrument in mitigating business risks while ensuring blessings (barakah) and long-term business resilience]]>
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