Abstract
Driven by economic exigencies, the Korean government began to strategize entering the rapidly expanding Islamic economy during the early 2000s. Subsequently, decisions to invest into the global halal market ignited public opposition from Korean evangelicals who rejected the positive economic framing of halal—an Islamic concept most commonly used to inform Muslim dietary laws. Based on fieldwork in Korea and analysis of Korean media sources, this article tracks the development of this “halal discourse” through a frame analysis of the discourses created by the Korean government, economic actors, and anti-halal evangelicals, and evaluates the strengths and weaknesses of their arguments. As these competing voices debated halal’s place in Korean society, the supporters of halal had to respond to evangelical pushback against halal, leading to notable shifts in the public discourse on halal, an issue that was rooted in deeper underlying debates concerning multiculturalism, globalization, and competing visions of Korea.
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