Insight Mosaic e-Megazine (First Edition)

Perlis reflects a rustic and unique setting. The emergence of concept cafés coincides with the growing role of social media in shaping travel choices. Platforms such as TikTok and Instagram not only drive discovery but also position these cafés as part of Malaysia’s wider Muslim-friendly tourism ecosystem. This article draws on findings from a recent study conducted in Perlis, focusing on the ways social media contributes to promoting concept cafés and the opportunities they bring to halal gastronomy and Muslim-friendly branding. Social Media as a Gateway to Discovery The study revealed that TikTok and Instagram serve as the main entry points for travelers when discovering cafés in Perlis. TikTok, with its engaging short videos, often introduces hidden cafés to users who are not actively searching for them, whereas Instagram provides a more structured space for visitors to check details such as menus, interiors, and ambience. As one informant explained, “I usually find cafés through TikTok, but I rely on Instagram to see the details and get a better feel of the place”. This reflects the complementary roles of both platforms, where TikTok captures attention and Instagram builds credibility. For small rural cafés in Perlis, this dual-platform visibility is vital because it allows them to compete with larger urban cafés through cost-effective digital storytelling. Informing, Connecting, and Persuading The findings also revealed that social media plays three central roles in promoting concept cafés. The first role is informational, where posts provide practical details such as menus, operating hours, locations, and décor. This helps travelers reduce uncertainty and plan their visits with greater confidence. The second role is relational, as cafés build authenticity by engaging with customers through comments, direct messages, and behind-the-scenes content. Such engagement creates a sense of connection that strengthens loyalty. The third role is persuasive, as aesthetic visuals, influencer reviews, and user-generated posts generate emotional appeal and encourage people to visit. In addition to these roles, two new dynamics emerged from the study. The first is algorithm- driven discovery, where TikTok introduces cafés that users had not searched for. The second is peer influence, where friends’ posts and shared experiences strongly influence travel decisions. Together, these findings suggest that social media is not merely a promotional tool but a strategic resource that shapes tourist behavior. Muslim-Friendly Tourism Opportunities Concept cafés in Perlis can also be viewed through the lens of Muslim-friendly tourism. Malaysiais widely recognized as a global halal hub, with halal eateries certified by JAKIM ensuring confidence and trust among Muslim travelers. By adopting halal certification and highlighting their Muslim-friendly standards, concept cafés in Perlis can strengthen their appeal to both local and international visitors. The Muslim-Friendly Malaysia framework also emphasizes the importance of prayer facilities, ablution amenities, and qiblah directions in 26