This study was designed to examine the implementation of Islamic business ethics as a form of halal responsibility in business practices in the Tirtoyudo traditional market, Malang, Indonesia. An exploratory descriptive design with a single case study was used in this study. Data was collected through in-depth interviews with several participants who were selected purposively and with snowball sampling. The data was then analyzed using interactive models. The results showed that trustworthy and fair values underlie business practices as a halal responsibility in traditional markets. The successful application of trustworthy and fair values through a continuous coaching process is supported by market entities with existing local cultural synergies. The application of trustworthy and fair values in a mix of local cultures has implications for the sustainability of traditional markets which can be adopted by both traditional and modern markets as a halal market.