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New Country Reports

Country Reports from USDA offices in the ASEAN region have been updated. See Export Assistance under Resources and Library.

In The Region

Cambodia
Little Caesars makes its foray into Cambodia
Consumers in Cambodia can now enjoy affordable pizza offered by the world’s third-largest pizza chain in Phnom Penh which opened its doors on Nov. 10. The local franchise partner, Rithy Sear of Worldbridge Group, has already planned for a second location in early 2025.

Indonesia
New high-quality chicken brand launches in Indonesia
Japfa Comfeed, one of Asia’s leading chicken integrators, has launched Olagud, a high-quality chicken brand targeting health-conscious consumers in Indonesia following its success in Singapore, which first entered the market in mid-2023. Olagud’s chicken meat is touted as juicier and healthier than others because it uses broilers fed with probiotics. In addition, the broilers are raised cage-free, with no added antibiotics and hormones, and to modern farming standards.

Malaysia
Second outlet for Shake Shack in Malaysia
The brand famous for its flavorful chicken burgers among other things, will launch its second outlet in the state of Selangor months after debuting its first outlet in April.

Borenos Fried Chicken expands to a new state
The popular fast food restaurant known for its crispy and juicy fried chicken typically paired with mashed potatoes and coleslaw, currently has four outlets in Sabah and is debuting its newest outlet in a new state — Selangor.

Myanmar
YKKO opens first international franchise in Thailand
YKKO, a restaurant chain specializing in authentic Burmese cuisine with 41 branches in Myanmar, has opened its first international franchise in Thailand as part of its long-term strategy to evolve from a household name in Myanmar into a leading regional brand. YKKO is best known for its signature Kyah Oh dish, a noodle soup served with different protein options like chicken and pork and is also available as ready-to-cook meals.

YKKO is operated by Yoma Strategic Holdings, a leading conglomerate and the largest restaurant operator in Myanmar.

Philippines
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Singapore
Most Singaporeans prefer cage-free eggs
A national consumer survey by GMO Research found that 83% of Singaporean consumers want foodservice operators and retailers to source cage-free eggs, with 69% more inclined to patronize food brands that sourced only cage-free eggs. The majority of consumers are also more willing to pay a premium for cage-free eggs, with 57% willing to pay 10-25% more. Over the past few years, an increasing number of food companies in the country such as Subway, Ascott, and Swensen’s have committed to sourcing only cage-free eggs to meet the evolving consumer values.

Wingstop’s new limited-edition salted egg-fried wings
Wingstop is collaborating with Irvin’s, a popular brand that sells salted egg-flavored snacks, to launch limited edition fried wings coated with thick salted egg sauce. The flavor was created after one year of research and development.

HAR HAR Chicken! opens second outlet in the span of a few months
The fast food chicken brand, specializing in har cheong gai (shrimp paste chicken) dishes like burgers, wings, and rice boxes, first opened its doors in July as a mall food kiosk. Following its success, it has expanded to a second mall location, introducing a world-first: grilled har cheong gai.

Famous South Korean fried chicken chain opens first flagship in Singapore
Doran Chicken, which originates from Daegu, known to be the heart of Korea’s fried chicken scene, has been around for more than a decade. The chain’s main offerings are Korean fried chicken in four flavors: Original Fried, 1978 Soy Sauce, Dalcom Spicy, and Sweet Volcano. Its sauces undergo a 7-day aging process in onggi, traditional earthenware Korean pots, which gives them a deeper and richer flavor.

Thailand
New authentic Korean fried chicken brand debuts in Thailand
A Thai national founded Spice Boy to provide an authentic Korean fried chicken experience for Thais. A South Korean chef with over a decade of experience was brought in to lead the kitchen. Diners can enjoy a menu of authentic Korean fried chicken offerings and sauces. To maintain the authenticity of the recipes, all spices and main sauces are imported directly from South Korea.

Vietnam
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