<![CDATA[This article examines how Thai media represents halal as both a religious standard and a broader economic interest from 2020 to 2024. A qualitative analysis of media content was conducted on 21 purposively selected editorial articles from the Bangkok Post and The Nation Thailand. The articles were thematically analyzed, covering certification and trust, export markets, tourism, national policies, Muslim institutions, and development in southern Thailand. There are three phases in the development of the halal narrative during the observed period: the 2020–2021 period focuses on certification, food safety, and economic recovery; the 2022–2023 period concerns tourism, trade, and development in the southern region; while 2024 positions the halal sector as a strategic national industry. Throughout this evolution, the Muslim community has increasingly come to be viewed as an economic contributor through certification and its market networks. The narrative opens opportunities for social recognition and common interests, although it has not proven to create inter-religious harmony.]]>
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