<![CDATA[This study aims to analyze the development, trends, and patterns of research related to the Halal Assurance System (SJH) in Micro, Small, and Medium Enterprises (MSMEs) in the Southeast Asian region using a bibliometric approach. A total of 101 articles indexed in Scopus for the period 2010–2023 were collected through the Publish or Perish application, then analyzed and mapped using VOSviewer software. The results showed that publications related to SJH fluctuated, with the peak number of publications occurring in 2020. Bibliometric visualization revealed four main clusters in research development, namely halal certification, halal food, Malaysia, and halal. Malaysia emerged as the main center of attention due to the success of the internationally recognized JAKIM halal certification system and the effectiveness of integrating halal awareness across various levels of society. Density analysis shows that topics such as halal food and halal certification are the most researched areas, while other themes such as food integrity and company internationalization are still relatively limited and have the potential for further development. Overall, this study provides a comprehensive overview of the direction and gaps in SJH research and opens up opportunities for further research, particularly regarding the harmonization of halal standards across countries and the improvement of SJH implementation in SMEs as an effort to strengthen the competitiveness of the global halal industry.]]>
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