[Big read] Why Singapore’s Malay travellers are falling for China

(Edited and refined by Candice Chan, with the assistance of AI translation.)

Travel influencers savouring freshly made halal roujiamo (肉夹馍, meat-stuffed pastry) beneath Xi’an’s ancient city walls; shrieking with excitement while racing down ice slides amid swirling snow in Harbin; posing for photos with seagulls by Erhai Lake in Dali while dressed in ethnic minority costumes — scenes like these from across China are now appearing with increasing frequency on the social media feeds of many Malays in Singapore.

Over the past year, whenever 42-year-old company manager Suhana scrolled through TikTok and came across videos of influencers visiting Xi’an’s old city, the Great Wall in Beijing, or Harbin’s spectacular ice-and-snow landscapes, she felt an urge to bring her children to China. That wish finally came true in late December last year, when her family of five embarked on a winter trip to Beijing and Harbin.

The six-day trip gave Suhana, her husband and their three children — twin boys Zawri and Zain, 11, and daughter Fitriyah, 9 — a deeper understanding of China. Suhana and her civil servant husband Hairi, 45, had previously visited major cities such as Shanghai, but this was their first time travelling to China together with their children.

Suhana said her main concerns were the language barrier and whether halal food would be readily available, so she chose a small-group package from a local travel agency, leaving the itinerary and dining arrangements to the professionals.

“We ate very well for every meal! Many restaurants specially arranged private rooms for our family of five, where we could enjoy halal food to our hearts’ content — seafood, beef and lamb. Even when it was minus 20 degrees Celsius outdoors, our guide contacted a halal lamb hotpot restaurant for us in advance. There is really no substitute for that kind of warmth.”

Suhana added that while it could still be challenging at certain attractions to find restrooms equipped with ablution facilities, China’s overall pace of infrastructure development was astonishing.

Another thing that left a deep impression on her family was the convenience of China’s apps for ordering food, making payments and handling deliveries. “I often heard colleagues say that bubble tea costs less than S$2 (US$1.60) and can be delivered instantly. I finally experienced it for myself.”

She was also deeply touched by the friendliness of the Chinese people. Her adorable twin sons often attracted locals to strike up conversations with the family, reinforcing her impression that many Chinese people love children and are warm and welcoming.

Smiling, Suhana shared that her sons are currently in Primary Five, and their school is preparing to bring a group of students to Xi’an for an exchange programme. She very much hopes her twins will be selected, so they can continue exploring this ancient yet modern country.

In recent years, several local travel agencies that specialise in serving Muslim customers have begun offering tours to China and are now preparing to expand both destinations and group sizes.

Founded in 2022, Senyum Travel focuses on Muslim travellers. Initially, it did not consider China a core destination, but market demand and customer feedback came as a surprise to the team.

Travel consultant Syibrah binte Abdul Latteef, 21, said: “2023 was a turning point for our business. In 2023, we received a high volume of enquiries for China, but we had not yet established partnerships with ground suppliers such as hotels and transportation providers.”

The strong demand prompted the company to quickly develop China routes the following year. In 2025, Senyum Travel officially launched both small and large group tours to destinations such as Xi’an, Yunnan and Harbin. Within just one year, they led 15 to 20 groups to these locations.

The agency is highly optimistic about China tour demand this year. Syibrah noted that they have already received many new bookings — not only small family groups, but also large groups organised by mosques, all choosing China as their travel destination.

“Most of our Singapore travellers prefer destinations with scenic views, nature, and cultural experiences rather than modern city landscapes. Cities like Beijing and Shanghai can feel quite similar to Singapore, whereas places like Yunnan, Xi’an, the Silk Road, and Harbin offer something more unique — from natural scenery and heritage to seasonal experiences that feel very different from home.”

Meanwhile, EU Holidays has also begun experimenting with Malay small-group tours since last year and will significantly ramp up efforts this year, focusing on China tour products tailored specifically for Malay travellers. Bobo Liu, EU Holidays’ Head of China Department, said the company plans to launch tours at the NATAS Travel Fair happening in March to destinations such as Yunnan, Chongqing, Xi’an, Beijing, Gansu, the Silk Road, Ningxia, and Qinghai, which are regions with sizeable Muslim communities.

“Small-group tours are mostly family- or friend-based. They offer relaxed and flexible itineraries, while allowing us to accumulate experience and ensure that Malay travellers feel their customs are respected and well cared for. This also prepares us for launching larger-scale group tours in the future.”

Liu added that all EU Holidays tours for Malay travellers arrange halal-certified restaurants, strictly prohibit alcohol, and ensure time and space for prayers. Hotels are selected with a preference for rooms equipped with smart bidet toilets. Accompanying guides must dress modestly, avoid shorts, refrain from physical contact with group members, and steer clear of topics involving pork or alcohol.

Chongqing-based Chinese tour guide Xiang Lufang, 46, who has worked as an English-speaking guide for over 20 years, observed that Chongqing has seen a growing number of Southeast Asian visitors in the past two years, many of them Malay travellers from Singapore and Malaysia.

“In the past, there weren’t many non-Chinese Singaporeans coming to China, but the numbers have increased noticeably in recent years.”

She noted that Malay travellers in Chongqing share some distinct characteristics. The most obvious is their love for shopping, especially souvenirs, small accessories, keepsakes, and snacks.

Another defining feature is the strong influence of TikTok. Chongqing has gone viral online in recent years, attracting even travellers who do not speak Chinese, purely through TikTok videos. Xiang is convinced that many Malay travellers from Singapore come specifically because of TikTok, determined not to miss any influencer-recommended spots. They often request photo stops at viral landmarks such as Hongyadong and the Liziba monorail station, which passes through a residential building.

“However, they may be less interested in Chinese history and culture, and more focused on taking photos and checking in at internet-famous locations.”

Dr Derrick Lee, a senior lecturer with the School of Hospitality at Republic Polytechnic, said Muslim tourism has become the world’s fastest-growing travel segment.

“According to the 2025 Mastercard–CrescentRating Global Muslim Travel Index (GMTI), international Muslim arrivals reached 176 million in 2024, a year-on-year surge of 25%. By 2030, total spending by this group is expected to reach US$230 billion. With its rich Islamic heritage and highly competitive prices, China is tapping into this lucrative blue-ocean market.”

Against the backdrop of high inflation and rising living costs in Singapore, economic factors are another key driver. Lee noted that the strong Singapore dollar has boosted purchasing power for Singaporean travellers. Compared with higher-cost destinations such as Japan, South Korea or Europe, China can offer experiences of equal or even higher quality at significantly lower prices.

“We often talk about value for money. Singaporean Muslim travellers are also adjusting their spending habits, cutting back on domestic dining and retail, and redirecting consumption to lower-cost destinations like China.”

He believes China is actively expanding halal infrastructure, with cities such as Chengdu, Harbin and Xi’an making it a core pillar of their international tourism strategy and becoming increasingly attractive. While Japan remains a strong competitor for Muslim travellers, China’s advantages in exchange rates and infrastructure expansion are widening the gap.

For travel agencies hoping to capture a share of this market, Lee offered four recommendations: offer products that are value for money, ensure reliability of religious facilities such as prayer spaces, leverage influencer marketing to showcase the “real China”, and integrate nature and wellness themes.

Behind the surge in Muslim travel to China lies the powerful role of social media. The rise of 24-year-old Malay Singaporean influencer Rifqi offers a fascinating snapshot of interactions on the ground between people from Singapore and China.

Late last year, while dining at a hand-pulled noodle shop in Jinan, Rifqi experienced an unforgettable moment. When the shop owner suddenly had to leave to pick up her child, she unexpectedly turned to this foreign diner and asked him to help “watch the shop”.

With only basic Mandarin greetings at his disposal, Rifqi watched the owner hurry off, his role instantly shifting from customer to “acting shop manager”. “My mind went completely blank.”

He recorded the entire episode on video. When delivery riders and curious young couples entered the shop, he did his best to explain using broken Mandarin mixed with hand gestures. Despite the anxiety caused by the language barrier, the sheer trust placed in him by a stranger deeply moved him and reshaped his perception of Chinese people.

The video went viral. In the comments, many Singaporean Malays who had previously viewed China as “conservative” or “unwelcoming” reacted with surprise: “So China is this warm?”

“This sense of community is incredible!”

That single moment not only brought Rifqi a flood of new followers, but also helped many people see a more approachable side of China. “It made me realise how comfortable locals are with one another. Even strangers communicate very naturally, which shows how tightly knit the community is despite not actually knowing each other. I’ve noticed this almost every time I visit China, and it’s something I really admire. It also makes it easier for me, as a foreigner, to strike up conversations because chatting with strangers is already so normalised here.”

Rifqi visited Beijing at the age of eight, but has little memory of the trip. His first adult visit to China came at the end of 2024, and he quickly became captivated by the country.

He travelled with his family to the Bund in Shanghai, went alone to learn martial arts at the Shaolin Temple in Zhengzhou, then visited Kaifeng, Xi’an, and Lijiang. In just over a year, he has travelled to China five times, covering six provinces and 11 cities.

“Before my first proper trip, I was worried because mainstream media often portrays China as racist or unwelcoming, and because it’s a communist country, I assumed people might be more closed off or self-focused. But once I visited, my experience was completely different, and that’s when I realised how inaccurate those portrayals were.”

Rifqi is currently producing a video on how to find halal food in China. He pointed out that compared with Japan and South Korea, halal food in China is more abundant and easier to access.

He explained that by using apps such as Meituan, travellers can easily find reliable halal food. In his view, Xi’an is the most convenient city, with its large Muslim population and ubiquitous halal options. And while Shanghai has fewer Muslims, it still offers many halal restaurants with clear labelling.

He also believes that translation apps have largely resolved language concerns for Malay travellers. He has noticed that many Chinese people proactively take out their own phones to help translate for foreigners.

With affordable prices and a stable standard of living, Rifqi said: “I remember spending the way I normally would in Singapore; taking taxis, eating freely, buying drinks, I only spent around S$200 (US$160) in five days. That included food, transport, attractions, and milk tea. In Japan, US$160 would probably last me two to three days at most.”

At its core, the “China craze” within Singapore’s Malay community is a process of rediscovery driven by better information. From a noodle shop owner’s trust to a winter journey covering thousands of kilometres, China is revealing an unprecedented sense of warmth and accessibility.

Rifqi advises fellow Malay travellers: “Bring your doubts, they won’t last long. Once you hit the streets and taste the local flavours, scepticism turns to surprise. You’ll find that the only thing standing between you and this world is a flight and a little curiosity.”

This article was first published in Lianhe Zaobao as “马来旅团恋神州风光 清真亲切破刻板印象”.

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