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Halal food supply chain concept commonly concerns the Muslim consumers in Malaysia. The Halal concept for a Muslim, in reference to food, is the dietary standard, as prescribed in the Quran; Muslim scripture. General Quranic guidance dictates that all foods are Halal except those that are specifically mentioned as Haram or prohibited. Hence foods or products that are produced in line with Halal prescriptions are readily acceptable by Muslim consumers. Due to the fact that Halal food is in a great demand specifically by the Muslim around the world, food providers tend to create an image of Halal including the use of words related to the Islamic dietary code such as “Muslim”, “Islamic” and “Halal” as part of the brand name. For example, Sixty9 Islamic Steakhouse. Although this may create a positive image among the Muslim consumer, surprisingly research to understand the perception of non-Muslim consumer on Halal image is still scarce. This study explores the perceptions of non-Muslim tourists of the image of Halal Food. It particularly identifies the underlying factors that are likely to influence non-Muslim-s tourist- perceptions towards the image of Halal food. Through an explorative qualitative enquiry the data was collected through a focus group interview of 15 non-Muslim tourists who were randomly selected in the Klang Valley. The data was analysed using the Thematic Analysis. The finding of this study imply that the non-Muslim tourists are aware of the existence of Halal Food and the reason behind it-s the Halal principles. However, a mix respond was found in terms of the perception of the image of Halal. The result of this study sheds lights on the halal food related literature by exploring the perceptions and purchase intention of non-Muslim tourists towards halal food beyond the awareness level.