A popular fishery product in East Java, Indonesia, is fish paste made from fermented fish. Although the product is marketable, one of the challenges is acquiring it in compliance with halal certification criteria. This study aimed to design a halal quality assurance system for fish paste production in small and medium enterprises (SMEs). The methodology consists of three steps. Initially, the entire fish paste production process was observed using a checklist based on the Halal Assurance System 23000 (HAS 23000). Next, halal critical points in raw materials and product processing were identified. The final step was to develop a halal quality assurance manual for SMEs producing fish paste, based on HAS 23000. The results show that halal quality assurance must meet five criteria: commitments and responsibilities, materials, halal product processes, product in addition to monitoring and evaluation. SMEs producing fish paste succeeded in meeting two of the five criteria. The material and product criteria were met, while commitments and responsibilities, the halal product process, and monitoring and evaluation did not fully satisfy the HAS criteria. Improvements in managerial aspects and governance within SMEs are needed to enhance the product's value and enable it to reach global markets.