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Singapore – FHA 2026 Is Upon Us!

Thai Egg Farmer’s Cooperative Raises Farm-Gate Prices

Indonesia Affirms U.S. Commitment to Halal Regulations

News – Strait of Hormuz Closure Hits ASEAN Poultry Industry

Vietnam – USAPEEC Tailored Seminar and Cooking Contest for Haiphong Tourism College

Cambodia – U.S. Poultry Masterclasses with the Professional Institute of Excellence

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
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Indonesia
Unhealthy Food Regulations to be Implemented
The Indonesian government, in partnership with the World Health Organization (WHO), will be implementing measures meant to boost transparency and discourage the consumption of unhealthy processed foods. Dietary factors have become the third-largest contributor to death and disability in Indonesia, largely due to the prevalence of cheap and convenient processed foods in the market, such as sugary drinks and instant noodles.
Adult obesity rates have soared, one in five teenagers are overweight, and nearly over the age of three drinks more than one sugar-sweetened beverage daily, while on 3.3% eat the minimum recommended portions of fruit and vegetables.
In response, the WHO provided the Indonesian government with a set of recommendations in 2024. The government enacted new regulations based on the WHO’s guidelines on July 26, 2024, with a two-year schedule to implement them.
Among the regulations are laws that mandate nutritional labeling on the front of food packages, menu labeling for ready-to-serve foods, and the reformulation of products to reduce sugar, salt and fat contents. Additional measures have been introduced to regulate how unhealthy foods can be advertised, and parliamentary discussions are underway on whether to introduce a new tax for processed foods.
Indonesia’s Food and Drug Authority (BPOM) is confident that such laws will shape what Indonesians eat, resulting in a healthier society. BPOM will continue working with the WHO to monitor the impact of these regulations and develop new measures as necessary.

Malaysia
Boycott-Born Fried Chicken Chain Gains Ground; Expands to 35 Outlets
Ahmad’s Fried Chicken, a Malaysian fried chicken chain founded in 2024 has expanded to 35 outlets across Peninsular Malaysia in 2025, and plans to reach 110 by the end of 2026.
The brand was created as a response to boycotts of Western brands with perceived ties to the Israeli government. Founders Lailatul Sarahjana Mohd Ismail and her husband Mohd Taufik Khairuddin were initially aiming simply to satisfy their young children’s fast-food cravings while maintaining solidarity with the movement by frying up their own chicken drumsticks at home.
Upon learning that their experience was shared with many other Malaysian diners and parents, the couple established their small-scale business, first via food truck, and soon after evolving to the viable competitor in the Malaysian market it is today.
Ahmad’s Fried Chicken is one of several Malaysian foodservice brands that was born out of the boycotts of Western brands that intensified since 2023. Interestingly enough, Malaysian consumers have reported that once trying local brands, many are now reluctant to shift back to global brands, regardless of their stance on foreign policy.
Even if the boycott were to end, consumer sentiment has shifted in the region, with an upswell of Malaysians preferring to patronize domestic and regional brands due to a rise in localist-minded consumption, and a preference for offerings that are more in tune to local palates.

Myanmar
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Philippines
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Singapore
Filipino Bakery-Café Chain Opens First International Outlet in Singapore
Café Mary Grace, a Filipino chain of bakery-cafés with over 140 outlets in the Philippines, has opened its first international outlet in Singapore.
Known for serving comfort food, diners can look forward to international café staples, alongside classic Filipino pastries such as the signature Mary Grace Ensaymada, as well as a few items exclusive to the Singaporean menu such as Salted Egg Ensaymada and Crabcake Brioche.
“Bringing Cafe Mary Grace to Singapore is truly a dream for our family,” said brand founder Mary Grace Dimacali in a press release, “Every pastry, every dish, every corner of the cafe carries the warmth and care we’ve shared with our guests in the Philippines for decades. We can’t wait to welcome a new community and share a little taste of home with them.”

Thailand
Egg Prices to Rise Across the Kingdom
Thailand’s egg farmers’ cooperative network has implemented a farm-gate egg price increase from 3.20 baht (US$0.10) to 3.40 baht (US$0.11) per egg, representing an increase of 6 baht (US$0.20) per tray.
Speaking on behalf of the cooperative, Chanuwat Siwamok, CEO of Kings Eggs (Thailand) Co said that the price increase was due to several factors that added pressure on small and medium businesses, including rising production costs, extended periods of low egg prices, and high temperatures which have slowed egg production among layer hens.
This is the first price increase by the cooperative in eleven months. Farm-gate prices were previously raised in April 2025, due to similar reasons.
Chanuwat noted that demand for eggs has risen amid renewed cost-of-living concerns since the start of the conflict in the Middle East, as Thai consumers look for affordable protein sources. He said that future egg prices will largely depend on weather conditions and feed costs, which may be affected by the conflict if global energy and commodity prices remain high.

Vietnam
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