Brunei is the last Malay Islamic Monarchy, located on the second largest island in the world. In an effort to diversify its economy, Brunei sees tourism as a highly potential industry to bring more income to the country. The country’s cultural and social elements, and its flora and fauna have a lot to offer. As the country is embarking on strengthening the national identity of Malay and Islam, a new opportunity in Halal tourism is seen as a pragmatic strategy to pursue. This chapter introduces Negara Brunei Darussalam, describes tourism and Halal tourism efforts in Brunei and its challenges, and suggests way forward in Halal tourism.
A small oil-rich kingdom, Brunei Darussalam, sits in the heart of Southeast Asia located on the north-west coast of Borneo island. With a land size of 5,765 km2, the sultanate is enclaved by the east Malaysian state, Sarawak, wherein the country is split into two—the Brunei-Muara, Tutong, and Belait districts located on the west and which also make up the larger land composition, while the Temburong district sits on the eastern side. Human settlement has been recorded on the banks of the Brunei River as early as the sixth century, documenting a Malay trading centre and fishing port, known as Kampung Ayer (Cavendish 2007). This river settlement flourished, expanding trade and becoming the centre of administration; it is now known as Bandar Seri Begawan, the capital of Brunei.
The Arabic word Darussalam translates to “the Abode of Peace” and this links the sultanate to around 1,500 years of Islamic history (Mahmud 2014). The population of Brunei stood at 417,500 in 2015, with close to 300,000 (72 per cent) residing in the Brunei-Muara district, while only 9,000 persons live in the Temburong district (Brunei Government 2016). Islam is the official religion of Brunei, and according to the 2011 population census, the majority of the population are Muslims (79 per cent), followed by 9 per cent Christian, 8 per cent Buddhist, and followers of other faiths make up the remainder. In Brunei, a Muslim person is nearly akin to belonging to a Malay racial group, where the Malays are classified as belonging to either one of the following groups: Brunei, Belait, Bisaya, Dusan, Kedayan, Murat, and Tutong (Young, Muhammad, Baker, O’Leary & Abdalla 2017). The socio-cultural environment of the country is, therefore, heavily influenced by the Brunei Malay culture and Islam, guiding traditions, beliefs, lifestyles, and behaviours of residents in the country.
The date 1 January 1984 marked Brunei’s independence from Great Britain after 96 years as a British protectorate state with limited self-governance. Now, Brunei is a sovereign state, and according to Brunei’s 1959 constitution, the Sultan of Brunei is the Head of State holding full executive power, including emergency powers since 1962 (Prime Minister’s Office, Brunei Darussalam n.d.). The British rule left important implications on the country’s administrative and legal framework. The country practises a dual legal system: (1) the English Common Law that covers civil and criminal laws in Brunei and is applicable to all Bruneians, except for Islamic matters, and (2) the Islamic law (Sharia) that mostly deals with Muslims’ household matters (such as divorce, morality, or sexuality offences). From 1995 onwards, Islamic laws began to a play bigger role in the country’s criminal jurisdiction of the Sharia Courts (Lindsey & Steiner 2016), and with some implications on industrial and retail businesses.
The abundant depletable oil and gas resources, coupled with a small population, have propelled the country into one of the richest countries in Southeast Asia. Since independence, Brunei’s economic and social standing escalated with most revenue generated from the hydrocarbon industry. The oil and gas sector contributes more than 60 per cent to Brunei’s GDP and over 90 per cent of total exports. In 2016, GDP per capita stood at USD26,938.50. However, GDP per capita growth was estimated at –3.8 per cent, which is also the lowest in the Southeast Asia region (World Bank n.d.). Long recognising the need to diversify the country’s reliance away from the oil and gas sector, the Government of Brunei issued an alert in 2000 regarding the unsustainable oil and gas resources (Poole 2009). Up to the recent Tenth National Development Plan 2012–2017, the national policies and strategies have been directed at developing the private sector and strengthening the economy. One of the contributors to the national economic development is the tourism sector—recognised for its important role since the Sixth National Development Plan 1991–1996 (Kassim 2003). Potential tourism products included in the country’s Tourism Master Plan 2012–2017 leverage on two features: (1) nature, and (2) Islamic cultural heritage (Asia-Pacific Economic Cooperation (APEC) 2012); because both elements fit and complement Brunei’s natural and socio-cultural environments.
The first documented evidence of Islam in Brunei is an Islamic law documentation dated back in the seventeenth century (Lindsey & Steiner 2016). At the time, Brunei was a large empire spanning between what is currently the state of Sarawak to the southern part of the Philippines. Islamic religion was the law of the land since then, until the country fell under the British protectorate. Under the British influence, the country adopted the civil law as the main judicial system. The British allowed the practice of Islamic law within a limited scope, handling mostly familial matters such as marriage and divorce (Lindsey & Steiner 2016).
On its Independence Day over 30 years ago, the king announced the nation’s main philosophy of MIB (Malay Islam Monarchy). After a long wait, the Sharia code was introduced in 2013. The introduction of the code for the nation is a way forward for an independent Brunei to foster the country’s identity and philosophy. Although Sharia law tends to generate negative publicity, Brunei’s code stresses the criminal jurisdictions of Sharia law and largely does not affect the daily life of the general public. In fact, the adoption of Sharia law, for the country, complements the nation’s aspiration of being a country with a predominantly Muslim population and a state headed by an absolute Islamic monarchy.
The implementation of Sharia strengthens the country’s positioning as an Islamic monarchy government and brings together other piecemeal efforts to inculcate Islamic values and teachings in government and societal activities in the country. The resulting product is a country which presents an appealing Islamic package.
There is a limited discussion on the correct term to use in addressing Islamic influence on the tourism industry or activities. The terms Islamic tourism and Halal tourism are used interchangeably in the tourism literature. Battour and Ismail (2016) argue that the two terms connote different dimensions of Islamic influence on tourism. According to them, instead of Islamic tourism, the term Halal tourism is deemed suitable in this case. While Halal tourism refers to tourism objects—actions, experiences, or events—in the tourism industry that are in line with Islamic teachings and values, and used or engaged in by Muslim tourists, the term ‘Islamic’ that connotes the high degree of Muslim faith just does not fit to represent the influence of Islam on tourism elements (Battour & Ismail 2016). This chapter adopts the authors’ definition of Halal tourism. Generally, adoption of Halal tourism would see destinations offering for instance halal food and eateries and holding halal-friendly events. Effortlessly, Brunei qualifies as a Halal tourism destination.
The Brunei government has placed utmost priority to ensure the running of the country in most aspects complies to Islamic teachings and values. Directly and indirectly, the local tourism industry is highly involved in this process. Realising this opportunity, Halal tourism has become another important initiative undertaken by the sultanate. Upon gaining independence in 1984, this ex-British colonial state introduced the national ideology, Melayu Islam Beraja (MIB, Malay Islam Monarchy), which allows the country to uniquely position itself as a tourist destination rich in Malay traditional culture, one that observes and preserves Islamic values, and one founded on a royal Malay monarchical system at the same time.
As Brunei’s identity revolves around Muslim Malays, goods and services available in the country (such as food and beverages, accommodation, restaurants, public facilities) would certainly meet halal requirements, and attract potential Muslim visitors to the country. In fact, the recent requirement for food manufacturers and outlets to obtain halal certification is a legal step to ensure halal status of food and eateries in the country. Hotels in the country are halal-friendly as it is not permissible by law to sell alcohol, while leisure activities, products, and services prohibited by Islam such as gambling and television channels for adults are not available in the country.
The Ministry of Primary Resources and Tourism (MPRT) has initiated a 2016–2020 strategic plan aiming to raise tourist arrivals from 218,000 in 2015 to 450,000 in 2020, which is estimated to generate BND335 million in revenue by 2020 (Bru Direct 2017). Various projects are undertaken to improve tourism infrastructure, public transportation system, aviation and maritime connectivity, upgrade tourist attraction spots, training of staff in the hospitality and tourism industry, amongst others. Notable infrastructure upgrades include expansion of Brunei International Airport in 2015, and construction of the Temburong Bridge due to complete in 2019. The different initiatives are in line with the nation’s inspiration to diversify reliance from the hydrocarbon industry, to increase the contribution of the travel industry to Brunei’s total GDP. According to the World Travel & Tourism Council (WTTC) (2017), the tourism sector directly contributed 1.4 per cent to total GDP (BND273.5 million) in 2016. Although the figure may seem negligible, the broader impact (including indirect contributions) accounts for 7.2 per cent of GDP (BND1,260.6 million) in the same year.
The country engages in niche tourism, specifically ecotourism and Islamic tourism. The eastern part of Brunei, Temburong district, is mostly covered by pristine rainforest, with a rich ecosystem of flora and fauna; situated in one of the main biodiversity hotspots in the world (Yong & Hasharina 2008). With this rich natural heritage, ecotourism is promoted as one of the main attractions of Brunei with Ulu Temburong National Park accessible only by boat to nature enthusiasts. Other tourist natural resources include Tasek Merimbun, Tasek Lama Recreational Park, certain sites along Brunei River and the Tutong Heritage Drive (Brunei Tourism 2016).
Various activities were initiated and implemented by the Tourism Department in order to achieve the 2016–2020 strategic plan. Three categories of tourism-related services were identified: prime product, emerging product, and activity-based product (MPRT 2017a). Prime products include the main attractions of the country as perceived by potential tourists such as the Ulu-Temburong National Park, Kampong Ayer, and the Mangroves., Emerging products include the potential tourist attractions such as beaches and forest reserves; and activity-based products include diving, birdwatching, Islamic tourism, sport tourism, meetings, and boat cruises.
In the previous Tourism Master Plan 2012–2016, the department placed Islamic tourism as one of its main agendas apart from ecotourism, culture, and heritage (Association of Southeast Asian Nations (ASEAN) 2012; MPRT n.d.). The master plan identified two clusters, i.e. Nature and Culture & Islamic (APEC 2012; Ahmad 2014). According to Ahmad (2015), the products offered are quite similar to the previous 1998 Master Plan that was developed by KPMG with Islamic tourism as an additional niche market. The inclusion of Islamic tourism in the Master Plan 2012–2016 was also initiated by the launching of Islamic Tourism Exhibition at the Sultan Haji Hassanal Bolkiah Islamic Exhibition Gallery in 2011. Consequent to that, in November 2012, the department together with its Malaysian counterpart promoted the ‘Brunei–Malaysia Islamic Tour Package’ in the United Kingdom at the Islamic Cultural Centre, London Central Mosque (ASEAN 2012).
The ‘Brunei Tourism Board’ was established in 2005 to develop the tourism sector in the country (Ahmad 2015). It is a platform to be used by MPRT that links tourism initiatives with stakeholders such as hotel operators, tour guides, other government agencies, etc. (MPRT 2016). Brunei plays an important role in supporting tourism within the ASEAN region. Together with other ASEAN member countries, a joint tourism collaboration called ‘Visit ASEAN 1992’ was launched in Indonesia. Brunei then took its own initiative to boost the tourism sector by declaring 2001 as ‘Visit Brunei Year’ (Ahmad 2015).
The commitment of MPRT in pushing forward the importance of tourism to the economy is shown by the development of tourism from a unit to a division within the Ministry, later upgraded as a department and eventually to the ministerial level (Oxford Business Group 2016a). Various initiatives and projects were identified, developed, and packaged as tourism products to boost tourism to Brunei, and Islamic tour packages play an important role, as outlined in the following section.
A seminar presentation by Mohamed (2015) at the Regional Seminar on the Contribution of Islamic Culture and its Impact on Asian Tourism Market highlighted Brunei as one of the top ten destinations for the Organisation of Islamic Cooperation (OIC) in 2015 by the MasterCard–Crescent Rating Global Muslim Travel Index (GMTI). Part of the 2012–2016 Brunei Tourism Master Plan included Islamic tourism as one of the three segments of tourism offering by the country.
Besides its MIB philosophy, in 2008, His Majesty the Sultan of Brunei declared the country’s inspiration to be ‘Negara Zikir’ (a country that praises and remembers God) (MPRT n.d.). The word ‘Zikir’ is an Arabic word that in the context of Islamic teaching generally represents recitation of brief prescribed syllabuses as acts of remembering Allah. The announcement shows the determination and effort to strengthen the perennial values of Islam in the country. It also offers support and motivation to further current Bruneian Muslim society which held various similar events communally throughout the year. In the context of tourism, it prepares the country to further develop a platform for serious efforts in Islamic tourism.
The first visible commitment toward promoting Islamic tourism in the country was in 2011 when the Sultan Haji Hassanal Bolkiah Islamic Exhibition Gallery was opened to the public. The gallery is currently under renovation and expansion, and will house up to 1,000 Islamic manuscripts and artefacts (Oxford Business Group 2016b). Expected to re-open in 2017, it will be a main attraction for both tourists and Islamic researchers. Like any other exhibition galleries in the country, this gallery is not under the jurisdiction of the Tourism Department.
Beside the Sultan Haji Hassanal Bolkiah Islamic Exhibition Gallery at the State Mufti office, another Islamic gallery exhibits the private collection of His Majesty the Sultan’s Islamic artefacts at the Brunei Museum located at Kota Batu. The gallery houses a vast collection of Islamic artefacts and manuscripts and has opened its doors to the public for quite some time. However, this was not adequately promoted internationally. As mentioned by the Minister of MPRT
Ensuring visitors have easy access to information about the Sultanate’s Islamic tourism products is one of the foremost priorities of tourism operators. Working toward this goal, the Brunei Islamic Tourism and Grand Mosques app gives visitors accessible, on-the-go information on the country’s Islamic heritage, depictions of the most notable grand mosques, a halal food guide and tips on other sites, museums, accommodation and transport.
(Oxford Business Group 2016b)
Tourist attractions as part of the Islamic tourism initiative include the Sultan Bolkiah Mausoleum, Sultan Sharif Ali Mausoleum, Brunei History Centre, Omar Ali Saifuddin Mosque, Jame’ Asr Hassanil Bolkiah Mosque, Islamic Da’wah Centre, Brunei Museum, and the Darul ‘Ifta Building that displays a variety of Islamic artefacts from different parts of the world (MPRT n.d.). Besides promoting Islamic artefacts and sites, the Tourism Department also promotes Islamic activities as part of the Islamic tourism package to Brunei.
The Islamic tourism package was made possible by the full support of the Ministry of Religious Affairs (MORA). MORA supplies the information on religious-related festivals, and liaises with mosques to open Islamic classes such as basic reading of the Quran and workshops to tourist groups. Travel agencies were also involved in developing and promoting these packages to their targeted Muslim tourists. Islamic celebrations, such as Isra’ Miraj, the Prophet’s Birthday, Ramadhan and Tarawikh, Hari Raya Aidilfitri, Hari Raya Aidiladha, as well as other Islamic activities organised by mosques and the Islamic Centre, were promoted in their Islamic tourism booklets. An officer in charge of tourism planning at MPRT sees the promotion of Islamic programmes and activities, especially activities run by mosques, as being successful with groups from several countries taking the package.
The department received a proposal from a local marketing company to package tourism services in the form of different activities, namely: Shop in Brunei; Golf in Brunei; Dive in Brunei; Birdwatching in Brunei; Dine in Brunei; and Trekking in Brunei. Nonetheless, only Dive in Brunei and Birdwatching in Brunei packages were executed due to a change of management at the Ministry level. Dive in Brunei was launched in 2009 and again in 2017. Meanwhile, Birdwatching in Brunei was launched in 2013.
In July 2017, the Brunei Tourism Department launched the new Brunei diving packages at the Serasa Water Sport Complex. It was a collaboration between the department and the local diving providers in Brunei. Eight diving packages were introduced during the event. According to the local diving operator, 38 per cent of their divers come from overseas from a total of 1,400 divers per year. Nonetheless, the department aimed to increase this number to 5,000 divers per year. This will only be achieved with an increase of international tourist arrivals into Brunei as mentioned by the Ministry (MPRT 2017a).
The package was introduced in 2013 in conjunction with the first Brunei Darussalam Nature Festival. It also coincided with the first Borneo Bird Race 2013, a collaboration with the Sandakan, Sabah Bird Club and Tourism Board. The launching of the birdwatching brochure during the event was a milestone for this segment of activity-based tourism in Brunei (MPRT 2013). To further promote Brunei as a destination for bird enthusiasts, a three-day birdwatching workshop was sponsored by the Tourism Department in collaboration with various local and regional NGOs.
Bandar Seri Begawan is the capital city of Brunei. It also includes the famous Kampong Ayer, the oldest settlement in Brunei Darussalam. It has existed for more than 500 years and was the centre of business activities during its high time in history. Kg. Ayer comprises many small villages and each has its own craft and expertise. On 7 January 2017, the Tourism Department launched the ‘Bandar Seri Begawan and Kampong Ayer’ tour packages. They offer eight various combinations of activities that cover the whole of the capital city and Kg. Ayer. The packages were jointly launched by the Ministry of Home Affairs, MPRT, and Ministry of Youth and Sport (MPRT 2017c).
Tutong is one of the four districts in Brunei Darussalam. It is located between Brunei/Muara and Belait district. On 23 August 2017, the Tourism Department in collaboration with Tutong District Tourism Promotion Coordination Body launched the ‘Tutong Destination Packages’. The main aim is to promote various hotspots in the district through eight different packages. Visitors can spend one night and two days or a day visit in Tutong (MPRT 2017d). The packages are considered an emerging tourist attraction that can promote the one village one product (OVOP) initiatives under the Ministry of Home Affairs.
Temburong is another one of the four districts in Brunei. It is mostly covered by the tropical rainforest and separated from the other three districts by Limbang, Malaysia. Visitors can either travel by car via Limbang or take a speed boat ride through Brunei bay. The district is well known for its pristine green rainforest. A major part of the district was declared as the Brunei National Park and is only accessible by the Iban’s long boat. On 1 September 2016, the Tourism Department launched the ‘Temburong Holiday Destination’ tour package (Brunei Tourism 2016)
Another initiative by the department in promoting Brunei as a cultural destination, a nationwide December festival, was launched in August 2017. A total of 30 activities were identified and incorporated into the December festival list. This is an effort to bring together various activities planned by various stakeholders as part of an orchestrated end-of-year celebration. It involved ministries from Home Affairs, Religious Affairs, and the MPRT. The festival was planned in conjunction with Brunei ‘Salebration’ and school holidays (MPRT 2017b) and will be part of the Brunei Tourism Department’s yearly activities.
Brunei’s unique Malay and Islamic heritage, adoption of Islamic governance, and the exquisite flora and fauna are well suited to position the country’s tourism efforts in the Halal tourism industry. Implementation of Sharia and Islamic values in the country may lead to not meeting some common expectations of mainstream conventional tourists. However, positioning the country on the track of Halal tourism offers a sensible platform to inform tourists’ expectations prior to visiting Brunei. Explicitly promoting some of the country’s tourism products could assist in developing and setting tourists’ expectations, and may enable tourism agencies to maximise tourists’ satisfaction, and manage their needs while in the country.
The strategy would also help to overcome the problem with positioning Halal tourism, as in the tendency for the strategy to marginalise certain tourist segments. While Muslim tourists are a highly desirable market segment in capitalising the strategic window that is open for Brunei, other segments like the Chinese, Korean, and Japanese markets are strategically profitable and politically viable. Although the Halal tourism literature discusses Muslim tourists being engaged in Halal tourism, perhaps there is room to market the country to non-Muslim tourists who want to experience tourism within the framework of Sharia. Chen, Chen and Okumus (2013) found that young Taiwanese who have never been to Brunei expressed interest in the sultanate’s cultural attractions, which include unique heritage, diverse and unique ethnic groups and culture—which demonstrates an opportunity for Brunei to explore the non-Muslim markets.
Brunei is a developing nation. The country is currently building and improving the nation’s infrastructure and is on track to achieve Vision 2035. The vision’s master plan must be capitalised on by the tourism agencies to craft the nation’s tourism industry’s way forward. As Brunei’s cultural identity is clearly defined and the country’s vision for an environmentally friendly nation becomes apparent, the country’s tourism identity and positioning could be derived from these two platforms. The country is developing to become an icon of Islamic governance in the Southeast Asia region. Hence, if current and/or future strategies to enhance Halal tourism by the Brunei Tourism Unit are well executed, they may qualify Brunei as one of the region’s top halal destinations.
One of the challenges to Brunei tourism is positioning its uniqueness apart from its neighbouring countries. The country’s social, cultural, and natural resources, its flora and fauna, are similar to a certain degree with its neighbouring countries. On top of that, Muslim-majority countries like Malaysia and Indonesia have been drawing Muslim tourists, as Brunei’s neighbouring countries have aggressively developed and promoted their Islamic tourism industry (Ahmad 2015). Nonetheless, Brunei is the only Malay Islamic Monarchy in the region. The current Sultan of Brunei is known and respected in the Muslim world for his determination to adopt Sharia law in the country. The Malay Sultan is the symbol of Islam in many Malay nations, including Brunei. In addition to the Sultan of Brunei representing a symbol of Islam, he is also the head of the country and is an iconic figure worldwide. In fact, the Sultan himself becomes one of the main attractions for tourists to visit the country whereby the public and tourists alike are invited to visit the palace once a year during the Eid festival.
In line with its Islamic influence as a nation, Brunei has made significant efforts to develop and maintain galleries and sites to attract Halal tourism as discussed earlier. Setting up a variety of galleries that suit different interests may attract a larger number of tourists into the country. For example, a gallery that highlights integration of modern and classic Islamic arts and cultural artefacts, and Islam and science gallery, would serve both as part of the Halal tourism elements and as a local or Borneo centre of learning for educational institutions. In fact, Brunei can position itself as a hub for Islamic learning through compiling the modern and classic Islamic literature. The galleries and centre would strengthen the nation’s identity and philosophy, while offering Halal tourism appealing to tourists.
Its flora and fauna are amongst the main Brunei’s tourism attractions. The diversity and uniqueness of flora and fauna are recognised amongst nature lovers and scientists alike. The country has actively participated in many nature heritage and biodiversity programmes, such as the Convention on Biodiversity, which is part of United Nations’ efforts to protect the Earth’s biological resources. The preservation of nature and appreciation of nature are in line with Islamic values and could be promoted and developed further as part of the Halal tourism efforts to those tourists keen on Islam and natural habitats.
In fact, most of the tourism activities pursued by the Brunei Tourism Board could be augmented to tie in with the Halal tourism theme. For example, the site of the early settlers and the monuments of the earlier kings could be documented to highlight the arrival of Islam in Brunei and the relationship with other Muslim and non-Muslim states. The tour packages that involve Muslim tourists may want to highlight Islamic rituals interspersed with Islamic teachings. Integrating information on other religions in the country not only informs of the country’s peaceful integration of multicultural and religious beliefs, at the same time it underlines the core of Islamic teachings that strongly promotes coexistence of a multi-religious society.
Travel agencies are the heart and soul of the tourism industry in Brunei. The agencies play a primary role in promoting the country abroad and facilitating traveller groups in the country. The government could consider creating incentives to reward agents who successfully bring in a certain number of tourists to the country, and develop unique packages. These initiatives may motivate the travel agencies to attract more tourists into the country. While travel agencies are currently focusing on the Chinese, Japanese, Taiwanese, and Korean tourists, Middle Eastern tourists are a large market that is worth pursuing given the popularity of Brunei in the region. The Halal tourism appeal would surely entice some segments from the market to visit Brunei, on the route of visiting neighbouring countries in the region.
Halal tourism is identified by the Brunei government as a potential area to stimulate growth of the tourism sector of the Malay Muslim Monarchical nation. With attention placed on this niche tourism, the country’s tourism industry would benefit from a focus on Halal tourism appeal. Not only because Halal tourism is a high growth industry particularly in the Southeast Asia region, but Halal tourism is well suited to Brunei’s national identity and ideology. Although contribution to GDP from the tourism industry may be small, Brunei has experienced growth in international visitors over recent years. In 2016, around 54 per cent of the tourists were from ASEAN countries, 24 per cent from the Far Eastern countries, 11 per cent from European and Middle Eastern countries, while the remaining were from Australia and New Zealand (Othman 2017). With the pool of tourists from different regions, Brunei should strategically promote its image according to interests of residents in different regions. Jafari and Scott (2014) explained that other than hajj and umrah (religious pilgrimage), Muslim tourists may opt for ziarat (religiously inspired trips) or for rihia (in search of knowledge). Brunei should actively promote local mosques, Islamic galleries and sites to appeal to the large groups of Muslims around the world under the theme of visiting Brunei for ziarat, or attract them to learn more about Islamic artefacts and natural heritage for rihia purposes. On the other hand, as an attempt to attract tourists from Far Eastern countries, promotions should focus on Brunei’s rich Malay traditional and cultural heritage, Islamic festivals, as well as historical and modern Islamic sites. Positioning the country by regions may eventually boost tourism in the country and strengthen Brunei’s identity as a Malay Islamic Monarchical state.
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