February 2022 Welcome
Welcome to the February issue of the USAPEEC ASEAN Regional Newsletter.
This newsletter seeks to provide readers with useful product and major market information for institutional and consumer users of U.S. poultry. Readers will find a variety of general market information, activities as well as useful product information in every issue.
This month's issue:
Contents
Additional Market Information Available
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Global Raw Chicken Meat Market Expected To Grow
The raw chicken meat market, valued at USD 232,489.41 million in 2021, is projected to reach USD 296,150.51 million by 2028, at a compound annual growth rate (CAGR) of 3.5%, reports Research and Markets. As one of the primary protein sources, chicken meat is essential for consumers in several countries.
The animal-derived food products have a protein digestibility corrected amino acid score (PDCAAS) of one or slightly below one. Chicken is easily digestible and is the most budget-friendly of lean protein options. In addition, chicken protein contains all nine essential amino acids.
Based on type, the raw chicken meat market is segmented into whole chicken, chicken breast, thighs, drumstick, wings, and others. Growing preference for white meat is primarily propelling the demand for chicken breast. This segment accounted for the largest market share in 2020 and is expected to register the highest CAGR and revenue share in the market during the forecast period. Chicken breast is a type of white meat obtained from underneath the chicken's pectoral muscle. It is low in fat and has high protein content. It is typically sold without skin and bones as most of the chicken fat is concentrated in the skin.
Asia-Pacific accounted for the largest share of the global raw chicken meat market in 2020, and the region is projected to register remarkable growth during the forecast period, attributed mainly to the rapidly increasing population, economic outlook, high demand and spending power of consumers. The raw chicken meat market is projected to reach USD2.96 million by 2028. (Photo: Olya Kobruseva) Preference for white meat is propelling the demand for chicken breast. (Photo: Alleksana)
U. S. Poultry Masterclasses – Who’s Cooking?
Well, apparently 103 students from the Admiralty, Unity, Canberra, and Edgefield Secondary Schools! They participated in a series of culinary masterclasses organized by USAPEEC and SHATEC. Held over a period of three months at the SHATEC Institutes, the masterclasses aimed to educate students on the benefits of cooking with U.S. poultry products, with the emphasis on quality and versatility. Chefs Jay Teo, Andre Kam, Jacob Ng and Leon Lim demonstrated four recipes, namely U.S. Chicken Roulade, U.S. Poultry Herb Crusted Chicken Breast, Mashed Sweet Potatoes, and Sauteed Medley of Vegetables to the delight of the students. They were thrilled to be in the company of these professional chefs who made them feel like they’re part of this exciting industry. On returning to their respective schools, the students effectively put into practice what they learned, unleashing their creativity to dish out some pretty amazing poultry recipes. Students benefitted from the culinary masterclass sessions held at SHATEC Institutes. Plating U.S. chicken dishes for sampling under the watchful eyes of Chef Leon (second from right). Never too young to learn about mise en place (everything in its place). Putting knowledge into practice – students from Admiralty Secondary School prep for cooking.
The Magical Flavors Of Soy Sauce
A standard addition to stir-fries and Chinese take-outs, soy sauce is a great way to bring umami to the table. A little bit of soy sauce goes a long way in flavoring marinades, brines and all sorts of dipping sauces.
Soy sauce has influenced Chinese cuisine for centuries, with variants of the sauce becoming a staple across Asia, making it one of the oldest condiments on the planet. There are many different kinds of soy sauce but the two most common are light and dark. Both versions are readily available in Asian kitchens. In Japanese cuisine, soy sauce is used as an ingredient and also as a condiment to enhance the flavor of different foods like tofu, sushi, grilled fish and vegetables. Tamari or tamari shoyu is a Japanese sauce made from fermented soybeans, and has a thicker consistency and more balanced flavor than Chinese soy sauce. Soy sauce is typically used for flavoring, marinades, brines and dipping sauces. (Photo: Jonathan Borba) What’s in the sauce?
Traditional soy sauce is made by soaking soybeans in water, and roasting and crushing the wheat. Then the soybeans and wheat are mixed with Aspergillus, a culturing mold and left for two to three days to develop. Next, water and salt are added, and the entire mixture is left to ferment in a tank for five to eight months, though some types may age longer. Light versus dark
The obvious difference is, of course, the light and dark colored sauce. Light soy sauce is almost reddish brown with a thin consistency. This is usually produced from the first press of fermented soybeans. The salty and savory taste makes this sauce very versatile in oriental cooking. Dark soy sauce, aged for a longer period of time, is what makes the difference in the color and consistency compared to the lighter version. To achieve the deep dark color and thicker texture, molasses or caramel is added to the sauce, along with a little corn starch during production. The end result is a rich, glossy sauce with a more full-bodied flavor which is also less salty.
Used on its own or in combination, soy sauce brings out the flavor, color and consistency in a range of applications. For meat and fish, soy sauce adds that extra kick. (Photo: Horizon) Meats and Marinades: Soy sauce offers a lot of flavor benefits to make meat taste meatier. The addition of the sauce to the meat protein can turn it into an appetizing burnished, caramelized color. For meat marinades, soy sauce is the perfect ingredient. From steaks and pork chops to chicken breasts and salmon fillet, almost any type of meat can benefit from marinating in a bit of soy sauce. You can either use soy sauce as is in your marinade or mix it with other ingredients, such as garlic, fresh herbs, apple cider vinegar or citrus zest, to create a more complex marinade. Vegetables: Mixing a few drops of soy sauce into a vinaigrette and using it as a dressing offers layers of richness and flavor to salads. Soy sauce can also enhance cooked vegetables. Tossing some veggies in soy sauce, spices and cooking oil before roasting will help with browning and boost the flavors. Here’s another tip. Drizzling a little soy sauce into a pan when deglazing caramelized onions will whip up a savoriness like no other ingredient! Soy sauce does wonders for soups and broths. (Photo: Bluebird Provisions) Soups and stews: Your soups and broths will never have to be dull or tasteless again when you add soy sauce to the recipe. Just a touch of soy sauce to season your broth or soup is enough to bring out the richness of the dish and its inherent flavors. The ingredient goes especially well with thick stews and other meaty braises because it adds another layer of depth and complexity to the already savory dish. The salty and sweet flavor of soy sauce is perfect for dipping. (Photo: Isabella Mendes) Dipping: It’s common knowledge that soy sauce makes an excellent dipping sauce all on its own. But when you combine soy sauce with ingredients like fresh ginger, rice wine and scallions, you’re bound to get something extraordinary, a real show-stopper! Remember – when you create your dipping sauce, let the mixture sit for a while to meld the flavors. Any leftover dipping sauce can be stored in the refrigerator for days in an airtight container. Is soy sauce high in sodium?
While it’s true, soy sauce does contain high levels of salt but using this also means you won’t need to add it to a dish as you usually would. If you’re concerned about sodium levels, simply dilute the sauce with a little water before using. Thanks to the sodium content, you can substitute salt with soy sauce in many recipes. The fermented product’s umami-rich flavoring gives dishes an extra depth and deeper color than salt.
By the way, you can also find powdered (dehydrated) soy sauce in the market today. It consists primarily of liquid soy sauce that has been sprayed onto maltodextrin, a powder made from the starch of corn, rice or potato. Ideal for use in dry mixes, soup bases, bouillon, sauces, drips and seasoning rubs, and for coating snacks.
The Art of Omakase – Open Your Mind
The phrase omakase literally translates to “I leave it up to you”. And rightfully so as the concept of Omakase revolves mainly around the idea of a menu-less dining where the chef gets to decide what dish to prepare for customers, seated sushi bar style in full view of the cooking. The dishes are usually a reflection of the kitchen’s cooking style and cuisines that are designed to be dynamic and ever-changing to adapt to the seasons, sources and customers. Beginning of Omakase
Omakase style dining originated from Japanese sushi restaurants in the 1990s, when the term started to catch on. Prior to the 90s, sushi restaurants had to deal with high start-up costs and competition. As a way to break even and cater to gourmands looking to experience the fine artisanship of sushi, there came a shift in the culture of sushi following Japan’s bubble economy. Soon after, demand started to grow for what was being served although many new customers had little to no knowledge about fish. Sushi restaurants took this in their stride and invited customers to place an order and leave it to the chef to decide what to serve, based on the day’s market catches. And the Omakase dining concept was born!
The face-to-face concept of dining is rooted in Omakase style dining so that the chef can judge the customers’ preferences based on their reactions while eating and after. This chef-customer intimacy not only allows chefs to experiment with dishes, it frees diners from browsing through menus. Instead, they can sit back, relax and continue socialising at the table. The chef is also at liberty to decide what to cook mid-course – which makes it so interesting. More than just sushi
Given the nature of this highly refined and artistic dining style, it’s no surprise that the dishes are tagged at a heavy price. Two Michelin star-restaurant, Shoukouwa offers traditional Omakase dining with a menu priced beyond $400 as the fish is flown directly from Tokyo’s Tsukiji market daily. However, a quick search online can also land you at more affordable places in Singapore. Hana Hana Japanese Restaurant, Sushi Murasaki and Sushi Kou are some of the restaurants that serve 8-10 course Omakase sets for $50 and under. The design of the seating and cooking space is an essential part of the Omakase dining experience. (Photo: Red Lounge) Monte Risaia’s Antipasto Misto is a fusion of Japanese and Italian ingredients. (Photo: NAHMJ) Omakase style dining has gradually found its way into other cuisines as well, as this hassle-free aspect allows chefs to focus on a few dishes instead of a long list of menu items that may not reach the plate. Monte Risaia, located at Duxton, brings the true essence of Japanese-Italian culinary experience in a contemporary style. The man behind the innovative food is Chef Taizo Yamada, who specialises in Japanese-inspired Italian cuisine using premium and seasonal ingredients from Japan. From the antipasti medley of Prosciutto di Parma with Strawberry, Sakoshi Bay Oyster with Ikura, and Prawn Arrabbiata to the Shiso Omaru Dashi Pasta and Coffee Caramel Ice-cream with Tiramisu, the unique combination of flavors and textures in each course offers an element of surprise, yet evokes a sense of familiarity. U.S. Duck Breast paired with Onion and Eggplant with Miso Dip at the Chef’s Table. (Photo: Fatso Chef) Another Western influenced Omakase restaurant is the Chef’s Table at Tras Street. Helmed by Chef Stephan Zoisl, this TripAdvisor Traveller’s Choice (Best of the Best 2021) restaurant is known for its specific goal of not serving the same dish more than once. Among the exquisite dishes he has created are Pork Collar with Celeriac Purée with Egg Confit and Pork Cracking; U.S. Duck Breast with Duck Thigh Rillet, Onion and Eggplant Dip; and Pan Seared Scallop with Cream Sauce, Buckwheat and Cauliflower. The restaurant also caters to those with dietary restrictions like vegans and vegetarians – easily standing out from other Omakase restaurants. Pigeon Breast and Leg stuffed with Foie Gras. (Photo: Bam!) At the Bam! Restaurant, also located at Tras Street, a fusion of Spanish and Japanese delicacies served Omakase-style awaits discerning diners. The “Modern Shudo” (i.e. contemporary way of sake enjoyment) restaurant is the brainchild of Chef-Owner Pepe Moncayo, who, from his travels to Japan, was drawn to the numerous ways sake brings out the umami flavors in different cuisines. The discovery eventually led to his exquisite culinary creations, complete with delicate sake pairing. The Amuse Bouche comes with 5 or 7 courses of delectable courses of sushi dishes. Among the many popular dishes at Bam! are the Abalone Congee (porridge) with Espardenyes (Spanish sea cucumber); and the Pigeon Breast and Leg Stuffed with Foie Gras served with Baby Beetroot, Barberry, Tsukudani (seafood or vegetable simmered in sweet, savory sauce) and Potato Purée Infused with Coffee. Ready for your next gastro adventure? Just forget about making decisions and let the chef take you on an intriguing omakase ride!
Rice Balls On A Roll
There is no escaping from rice when one is in Asia. From rice bowls to rice noodles to rice rolls, the humble grain is synonymous with cuisines in the region, including Chinese, Indonesian, Thai, Vietnamese and Indian. The staple, which originated in Asia thousands of years ago is one of the most-consumed foods around the world. Rich in nutrients, vitamins and minerals, it is an excellent source of complex carbohydrates.
The popularity of rice can also be explained by the diversity of varieties (there are more than 40 thousand varieties) and methods of preparation. Rice is extremely versatile as a classic accompaniment, a delicious main dish, and even as a dessert. Another example is rice blessings or rice throwing at newly-wedded couples, a tradition that began in China where rice is considered a symbol of prosperity and abundance.
Congee (rice porridge) is a common breakfast item, especially among the Chinese. To take away the blandness, beef, chicken, or vegetable stock is added to water so that the rice soaks up the flavor as it cooks. Adding different flavorings liked minced ginger and garlic, and toppings like chicken and mushrooms further enhance the dish. For lunch and dinner, rice is served with vegetables, meat and dipping sauces, or as a one-dish meal like the Indonesian Nasi Goreng or Indian Briyani with mutton, beef, chicken or lamb. Sushi, a traditional Japanese dish of prepared vinegared rice accompanied by a variety of ingredients, such as seafood, often raw, and vegetables is much loved around the word.
Eating rice has evolved and taken many forms. The latest addition is rice balls, eaten as a snack or finger food. This is rice that is shaped, condensed, or combined to make a ball or any other compact shape. Rice balls are eaten by many Asian cultures and range from savory to sweeter, chewier rice balls. Onigiri is sold everywhere in Japan. (Photo: Luigi Pozzoli) Onigiri: Talking about sushi, the Japanese can also lay claim to the origins of the rice ball or Onigiri, as it is commonly known. Unlike sushi, Onigiri uses plain white rice that is only lightly salted. Usually formed into triangular or round shapes and wrapped in seaweed, Onigiri comes with a variety of delicious fillings such as salmon, umeboshi plums, grilled or pickled mushrooms, or various vegetables. Today, Onigiri is often made at home, and sold throughout Japan, from parks and beaches to convenience stores and upscale grocery stores. Chicken rice balls: Malaysians and Singaporeans can never get enough of Hainanese Chicken Rice. You can find it everywhere. These days, you will also find chicken rice balls, basically chicken-flavored rice rolled into Onigiri-like balls. A speciality in Malacca, it is served with tender chicken meat or crispy roasted pork, chilli sauce and cucumber slices. In Singapore, Sing Swee Kee is one of the few eateries serving the dish but instead of the traditional chicken rice balls, they also offer a crunchy deep-fried version. A variation of the traditional chicken balls is the crunchy, deep-fried version. (Photo: Mothership) Khanom Bua Loy is a mixture of coconut milk, sticky rice balls, and sliced fruit. (Photo: jcomp) Khanom Bua Loy: This Thai version of rice balls is a sweet treat made with sticky rice balls and coconut milk, served as a warm dessert dish. In Thai, the word bua means “lotus” and loy means “floating,” so put together, the name of this coconut milk dessert translates as “floating lotus.” The lotus refers to the seeds since these little sticky rice dumplings are a similar size. There are many other colors and variations to this dessert, like pandan, pumpkin, taro and blue pea flower. Besides the different colors, you can also crack and poach an egg in the coconut milk. Chè trôi nước: This delightful Vietnamese sweet soup combines sweet ginger-flavored soup and rice balls. The soup is sweetened with palm sugar and flavored with pandan leaves, while the filling traditionally includes a combination of coconut milk and mung bean paste. It is typically served during Tet (Lunar New Year) celebrations and as a wintertime dessert. Each glutinous rice ball in this Vietnamese dessert is filled with mung bean paste. (Photo: Wok & Kin)
Global Halal Market To Hit USD2 Trillion By 2024
With a global presence of 2.2 billion people or 28.7% of the total world’s population, Muslim consumers are a fast-growing segment. And with greater awareness and acceptance among Muslims and non-Muslims alike on the concept of Halal, this comes as a boon for industries like food and beverage, clothing and apparel, cosmetics and pharmaceutical, media and entertainment, travel and finance. The State of the Global Islamic Economy Report 2019/20 issued by Dubai Islamic Economy Development Centre in collaboration with Thomson Reuters projects the global Muslim spend on food and beverage alone to reach USD2 trillion by 2024.
The pandemic has created new market opportunities, particularly in Halal food e-commerce and delivery business sectors, as well as new food product categories. Online Halal food marketplaces, cloud kitchens and home deliveries are redefining Halal dining. Halal food products are fast becoming synonymous with food safety, hygiene and health - spurring demand for healthier options among Muslims and non-Muslims. Developments in the industry mark the beginning of a potentially huge market, fuelled by a large, fast-growing and young Muslim population across Asia Pacific, Middle East and Africa. Sizing up the ASEAN Halal Market
Malaysia remains a major global leader in the Halal economy, sustaining its top position in the Global Islamic Economic Indicators (GIEI) for eight consecutive years. The government has set RM12.63 million (USD3 million) for 2022 to support the development of the country’s Halal industry. The market is expected to contribute 8.1% to the GDP with export revenue estimated to be RM56 billion (USD14 billion) in 2025.
Indonesian Muslims spent a total of USD1.17 trillion on Halal food worldwide in 2019. The Mastercard-CrescentRating Halal Food Lifestyle Indonesia Report 2021 on Indonesian Muslim dining habits showed Gen X to be the biggest spenders in terms of per capita spending and total spending, accounting for 30% of the population, followed by millennials, who account for 28% of the local Muslim population. Gen Xers and millennials account for close to 60% of the dining expenditure. The large number of Muslim tourists visiting Indonesia, mainly from Middle East countries offer a great opportunity to promote Indonesian Halal food.
Thailand is emerging as a major supplier of a wide range of products and services deemed permissible for consumption under Islamic law. Despite having a Muslim minority, Thailand’s government and private sector have leveraged the country’s manufacturing, quality assurance, marketing experience and rich culinary traditions to take advantage of a growing global appetite for Halal products. According to the Board of Investment, the country also ranks first for Halal exports among ASEAN countries. Halal food currently accounts for 20% of Thailand’s global food exports with more than 60% of Halal exports going to Indonesia, Malaysia, and Brunei.
Singapore's Halal food scene has seen a rapid expansion in providing a wide variety of Halal cuisines, driven by local Muslim millennials. Although local cuisines dominate the Halal eatery space, it’s not all Muslim food. There is a growing list of restaurants, cafes, and eateries that serve delicious, authentic food that is Halal-certified like Halal Mexican and Italian fare, decadent beef ribs and traditional dim sum. Singapore Muslims' expenditure on dining and delivery was estimated at USD520 million in 2019.
In the last decade, there has been an increase in the number of Halal lifestyle events and campaigns held across the region designed to stimulate interest in Islamic travel, foods, fashion, cosmetics and financial services. Despite the ongoing pandemic, the Islamic economy is forecast to diversify and grow, guided by a large and growing Muslim population and national strategies to develop Halal products and services. The Global Muslim spend on food and beverage is set to reach USD2 trillion by 2024. (Photo: The Glint) Non-Muslims have a positive view of Halal food and perceive it as being more hygienic and healthier. (Photo: Mazza)
Cambodia
Habit Burger Grill opens fifth outlet in Phnom Penh In a joint partnership with the Kampuchea Tela Company, The Habit Burger Grill opened its newest restaurant in Chamkarmon, Phnom Penh on February 7. The fifth location is the brand’s first opening for the year, with several more new locations planned for Cambodia before the end of the year. The grill currently serves the Phnom Penh community with handcrafted, chargrilled food with a California-fresh flavor. At the global level, it plans to establish 10,000 outlets, a third of which will be in APAC.
Indonesia
Starbucks opens interactive Coffee Experience Center in Bali Starbucks Indonesia just launched a Coffee Experience Center in Bali. Located at the coffee chain’s Dewata Coffee Sanctuary, Starbucks’ latest project is to promote a series of interactive experiences to celebrate the country’s rich coffee culture. The Coffee Experience Center will showcase the journey of the brand’s favorite beverages, from seed to cup, starting from sourcing, roasting, brewing, and delivery to the table. Indonesia is currently the fourth largest Arabica coffee-growing region in the world and the only producer of Sumatra coffee which has been a staple at the stores since 1971.
Malaysia
Shake Shack set to launch 10 stores The SPC Group is taking American fast-food restaurant chain Shake Shack to Malaysia with 10 stores slated to open by 2031. Malaysia’s first Shake Shack restaurant is scheduled to launch next year. This also marks the sixth country Shake Shack has entered in Asia. The expansion plan in Malaysia will increase the number of contracted Shake Shacks with the SPC Group to 45 by 2031. The South Korean retail giant currently operates 30 brands, including Paris Baguette, Paris Croissant, Passion 5, Coffee@Works, LaGrillia, Queens Park, Vera, Bizeun, and Glucksschwein, operating more than 7,000 stores worldwide.
Singapore
Tiong Bahru Hainanese Boneless Chicken Rice opens third outlet After 30 long years in Tiong Bahru Food Centre, Tiong Bahru Hainanese Boneless Chicken Rice has ventured out with the opening of its third outlet at the Food Loft in Ang Mo Kio. Known for its fragrant and fluffy rice and signature steamed chicken (also known as white chicken), the stall has received the Michelin Bib Gourmand for six consecutive years. The other two outlets are located in Chinatown and Changi Village.
New flavors from Mr Homes Bakehouse Mr Holmes Bakehouse is adding new savory flavors to its “cruffins,” a croissant and muffin hybrid, as well as crispier, twice-baked croissants and brioche donuts. The bakery which opened in July last year at the Pacific Plaza, is the only existing outlet for the brand that closed shop in San Francisco due to the pandemic. The fully revamped menu includes its first-ever dip into savoriness with the Sundried Tomato & Bacon Jam Cruffin, made with gruyere, balsamic glaze, tomato, chive cream cheese) and bacon jam, Mango Chilli Lime made with tangy mango lime curd and chili powder, and the Everything Donut, which is piped with chive and caper cream cheese, glazed with spicy Sriracha honey and a special house-made seasoning.
Vietnam
Grocery platform Mio secures USD8 million Mio, a Vietnam-based social commerce startup, has raised USD8 million, boosting investments raised to USD9.1 million. Founded in June 2020, Mio uses a network of resellers to sell fresh produce such as fruit, vegetables, and meat. A year after its inception, it had 150 active resellers and today that number has grown by 10 times to 1,500. Mio’s gross merchandise value (GMV) has also increased by more than 50 times in the last 12 months. The company’s growth is credited to its referral programs, which offer a fee to resellers who can onboard other people to the platform. Existing resellers also get additional bonuses if the individual they refer performs well. Mio plans to use the fresh funding to set up more fulfillment centers and tap into new cities in Vietnam. It currently covers Ho Chi Minh and its satellite cities, such as Binh Duong, Dong Nai, and Long An, which are located in the southern region of the country. This year, it plans to enter the northern region where Hanoi is located.
Regal Food opens first premium food complex Premium food and hotel brand Regal Food has opened the first Regal Food Victoria food complex at Regal Victoria villa in Quang Nam province. The complex includes the Regal Deli supermarket, which offers high-quality processed foods and premium organic meats. It also has a restaurant that serves dishes made from these ingredients. The food complex marks the reopening of Vietnam to tourism after the 4th wave of COVID-19.
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