April 2017



Welcome to the April issue of the USAPEEC ASEAN Regional Office’s 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 in every issue a variety of general market information, program activities as well as useful product information.

This issue, we share several activities that took place in Southeast Asia.


  • News bites
  • Market impact from the tainted meat issue on
    Brazilian poultry
  • Singapore’s local vegetable farms go high tech
  • Establishment of its first food safety department in Ho Chi Minh City
  • Vietnam is a fast growing consumer foods market
  • Pairing poultry with coffee
  • Dishes for warm weather
  • Measures taken to cope with the slowing economy
  • The East-meets-West phenomenon



Additional Market Information Available

We have updated our website to include more information on market reports and export documentation guidelines.

You can visit our ASEAN website at: www.usapeecasean.com




News Bites


Super Duper to launch second branch
Super Duper, a Western-styled 24-hour supermarket, will open its second branch in June this year. The owner, Canadian Kirk MacManus, said that there is strong demand from expatriates and locals for western-style supermarkets with clean wide aisles selling a wide range of local and imported grocery products.


Singapore supermarket chain will open six more
budget stores

FairPrice supermarket chain, one of Singapore’s largest supermarket chains, announced plans to open six more budget stores, bringing its total number of budget stores to 12. The budget stores, which are one tenth in size of its normal supermarket stores, are located in public housing estates of low income families and will feature a narrow range of products that are lower in price, It will also retail house brand ‘Value Fresh’ range of vegetables which are priced five to ten per cent lower than the FairPrice’s Pasar house brand vegetables.


MK on hunt for trendy global restaurant brands
SET-listed MK Restaurant Group Plc's chief executive and chairman, Rit Thirakomen, said the company is looking forward to operating restaurant brands with ‘international chains and image exposure’. MK, with a reported total revenue of B15.5 billion (US$451.24 million) and B2.1 billion (US$61.14 million) in profit in 2016, currently operates 600 outlets throughout Asia. It is currently in talks with several international food brands ranging from fast food to cafes. The chief executive added that the company plans to open 40 new restaurants a year for the next four years and is looking at an annual investment budget of up to B500 million (US$14.56 million).


Market impact from the tainted meat issue on Brazilian poultry

Reports on the official investigation about the tainted meat scandal in Brazil recently led to import bans on March 20 by China and Hong Kong, two of the largest poultry export markets for Brazil. However, the import suspension was short-lived. Within a week, China and Hong Kong announced that they will lift their import suspensions on Brazilian meat and poultry products. However, the import ban will still be placed on 21 suspended Brazilian plants.

The Agri-Food & Veterinary Authority of Singapore announced that Singapore does not import any meat from the 21 Brazilian establishments under special surveillance. Only Singapore-accredited Brazilian plants are approved for export to the Singapore market.

The three largest export markets in the ASEAN Region for Brazilian poultry are Singapore, Vietnam and the Philippines. In 2016, Brazil exported 97,300 metric tons of poultry to Singapore, 26,000 metric tons to Vietnam, and 37,300 metric tons to the Philippines. If there are subsequent import restrictions against Brazilian poultry, other country suppliers like the United States, Thailand, Netherlands, and Argentina are well placed to fill up the supply gap. In recent weeks, trade sources noted that there is an upward trend for the export prices of U.S. poultry parts to the Singapore market as there is a discernible swing away from the purchase of Brazilian chicken parts.


Brazilian chicken parts on display in a major supermarket


Singapore’s local vegetable farms go high tech

As a small island nation and with an equally small land area of 700 square kilometers (270 square miles), it is expected for Singapore to be completely dependent on imports for the foods its population consumes. Surprisingly, vegetable farm sectors are becoming increasingly productive and combine technology with intensive farming to supply approximately 23,000 metric tons of vegetables annually or about five per cent of its total annual consumption, estimated at around 509,000 metric tons.

Since 1986, Singapore focused on intensive farming with the establishment of six agro technology parks. It encouraged the development of indoor vegetable farming. Vegetables are grown in climate-controlled environments and placed on multi-layer shelves. Five farms have implemented artificial lighting for the growing of vegetables. Red and blue LED lights have replaced sunlight, reducing the average cultivation time of traditional outdoor vegetable farms by 50 per cent. Optimum temperature, humidity, air-conditioning, and calibrated ventilation are monitored and controlled to provide the fresh air that these vegetables require to grow. The range of indoor vegetables includes a variety of popular local vegetable selections as well as lettuce, mizuna, kale, rucola, and ice-plant. Most of the productions from these high tech farms are sold to hotels and major supermarkets.


Some of the home-grown vegetables displayed in a supermarket in Singapore


Ho Chi Minh City establishes its first food safety department

For the first time in history, Ho Chi Minh has established its first Food Safety Board, which will be responsible for food hygiene and safety. The city named Pham Kanh Phong Lan as its first head of the Food Safety Board. She will have two deputies, one seconded from the health department and the other from the agriculture department. The new Food Safety Board is expected to carry out regular inspections on local markets and traders.


Market stalls in Ho Chi Minh City


Vietnam is a fast-growing consumer foods market

According to a report prepared by USDA office in Ho Chi Minh City, Vietnam is fast becoming an important market for U.S. consumer-oriented products. Imports of U.S. consumer-oriented agricultural products jumped from US$756 million in 2015 to US$808 million in 2016. It currently ranks as the 13th largest market for U.S. consumer foods in 2016, up from the ranking of 16th largest the year before. Tree nuts (US$332 million), dairy products (US$120million), poultry and poultry products (US$ 79 million) are the largest categories of U.S. consumer foods imported into the country.

The same USDA report mentioned that factors contributing to the fast-growing import market for consumer-oriented foods include rising per capita income, an expanding middle income class, rapid urbanization, a larger proportion of working women in the labor force, the high regard for U.S. and western brands in terms of quality and food safety standards and greater acceptance of processed and packaged products.

Read more on Vietnam Retail Foods by clicking into link Retail Foods_Hanoi_Vietnam_3-7-2017



A standard mid-tier supermarket in Vietnam


Pairing poultry with coffee

Food pairing is usually carried out to enhance flavors of a dish and forms part of a restaurant’s push to upsell to diners. Apart from wine, coffee is often paired with poultry. Coffee has a plethora of flavors, ranging from intensity and aroma. The versatility of coffee makes it ideal to pair with poultry1.

To determine which coffee pairs best with a type of poultry, it is important to identify the roast and body of the coffee through taste and scent. Roasting is a heat process that highlights different aromas and flavors of the coffee beans. There are three different categories of roasts. Light roasts may have fruity, spicy, acidic, or floral flavors. Medium roasts may feature notes of flowers, and/or chocolate. Lastly, dark roasts may have woody, roasted, smoky, or bittersweet notes2. The body of the coffee describes how coffee feels on the tongue. It also has three unique categories, which are light, medium, and full. Light-bodied coffee is light on the palate and has a clean finish while full-bodied coffee is heavier with lingering flavors3.

After determining the roast and body of the coffee beans, it is recommended to take note that foods with similar major flavors and aromatic compounds will harmonize in taste when paired4. It is ideal to choose the dominant flavor in the poultry dish and pair with coffee that has similar notes for the perfect food pairing5. For example, latitude coffee beans from Carta Coffee produce a sweet and nutty flavored coffee. It can be paired with apricot-dijon glazed turkey with herbed pilaf to enhance its sweet flavor6. Foods such as poultry and fruity pies go well with medium-bodied coffee. Light-bodied coffee can be paired with fruits, hard cheese, and pastries. Full-bodied coffee and creamy desserts or spicy foods pairs well together7.

Colombian coffees have a wine-like texture and an herbaceous finish with subtle notes of citrus. They pair well with seasoned turkey of a drier texture8. Costa Coffee offers a series of sandwiches, pastries, and sweets that are paired with its signature coffee. According to media reviews, their grilled chicken and prosciutto ham sandwich taste better when coupled with a cup of café latte9.

Coffee tasters paid more attention to the sensory experience when pairing coffee with poultry during the 1970 Specialty Coffee Movement. Additionally, the Coffee Taster’s Flavor Wheel was invented in 1995, based on the Wine Taster’s Flavor Wheel10. With over 1,500 aromatic and flavor compounds discovered in coffee, coffee is the new “wine” to pair with poultry.

1 Carta Coffee Merchants. (2016). COFFEE PAIRING: THE ULTIMATE GUIDE TO PAIRING FOOD WITH KONA COFFEE. [online] Available at: http://www.cartacoffee.com/blogs/island-blog/coffee-pairing-pairing-food-with-kona-coffee
2 Carta Coffee Merchants. (2016). COFFEE PAIRING: THE ULTIMATE GUIDE TO PAIRING FOOD WITH KONA COFFEE. [online] Available at: http://www.cartacoffee.com/blogs/island-blog/coffee-pairing-pairing-food-with-kona-coffee
3 Coffee At Home. (2016). Taste the Differences. [online] Available at: http://athome.starbucks.com/taste-the-differences/ 
4 Coffee Kind. (2014). Pairing Coffee With Foods: A Simple Primer and a Little Science. [online] Available at: http://www.coffeekind.com/reading-room/pairing-coffee-with-foods-a-simple-primer-and-a-little-science/ 
5 Coffee Kind. (2014). Pairing Coffee With Foods: A Simple Primer and a Little Science. [online] Available at: http://www.coffeekind.com/reading-room/pairing-coffee-with-foods-a-simple-primer-and-a-little-science/ 
6 Carta Coffee Merchants. (2016). COFFEE PAIRING: THE ULTIMATE GUIDE TO PAIRING FOOD WITH KONA COFFEE. [online] Available at: http://www.cartacoffee.com/blogs/island-blog/coffee-pairing-pairing-food-with-kona-coffee
7 Coffee Kind. (2014). Pairing Coffee With Foods: A Simple Primer and a Little Science. [online] Available at: http://www.coffeekind.com/reading-room/pairing-coffee-with-foods-a-simple-primer-and-a-little-science/ 
8 Canterbury Coffee. (2016). COFFEE PAIRINGS FOR YOUR PERFECT THANKSGIVING FEAST AT HOME. [online] Available at: http://www.canterburycoffee.com/coffee-pairings-for-your-perfect-thanksgiving-feast-at-home/ 
9 ABS-CBN News. (2016). Food shorts: Coffee, sandwiches, breakfast sets. [online] Available at: http://news.abs-cbn.com/lifestyle/02/17/16/food-shorts-coffee-sandwiches-breakfast-sets
10 Flight Coffee co. (2016). Taste, Flavor and Aroma. [online] Available at: http://flightcoffeeco.com/blogs/news/9721204-taste-flavor-and-aroma  



Costa Coffee paired with chicken sandwich


Dishes for warm weather

According to a report by Channel NewsAsia, temperatures reached a high 35 degrees Celsius in Singapore on 9 January, 20171. Thailand recorded an all-time national high of 44 degrees Celsius in April 2016 while Malaysia’s abnormally high temperatures has resulted in dried lakes and withered crops2. Under such circumstances, Asia has several dishes that can help combat the unbearable tropical heat.

Ayam Bakar Taliwang
Consuming spicy foods can assist in lowering body temperature as it induces a phenomenon known as gustatory sweating. It refers to the perspiration on the face when salivary glands are stimulated. This helps to cool the body as sweat evaporates4. An example of a spicy dish is the Indonesian ayam bakar taliwang. It consists of a grilled free-range chicken that is topped with large amounts of chili and garlic. It is known to be spicy, salty, and sour, due to a squeeze of lime in its chili dip5. Ayam bakar taliwang is an iconic dish from the Indonesian island of Lombok6. Even though it originates from Lombok, this dish can also be found in most Jakarta restaurants7. These restaurants prepare partially-grilled chicken and display them in glass cabinet shelves. Once customers place their orders, the chicken is grilled immediately and served piping hot to customers8.

Vietnamese Pho
Cooking may become uncomfortable in warm weather as the heat from the stove increases the surrounding temperature further. A dish that can be prepared simply is Vietnamese pho. It is prepared by pouring boiling water over spices, herbs, noodles, bean sprouts, beef stock, and thin beef slices. The hot water cooks all of the ingredients together9. Consuming the Vietnamese pho on a warm day helps to keep the body hydrated. This dish is nutritious as it contains water-soluble vitamins and minerals10. Sipping on the hot broth induces perspiration, which helps to keep the body cool11.

Plaa Haeng Tang Ulit
Warmer weather means a higher amount of water is lost from the body through perspiration. To stay hydrated, plaa haeng tang ulit is a dish that keeps the body hydrated. This popular traditional Thai dish is best consumed during summer and is also served as an appetizer in restaurants12. It is easily prepared by adding sugary dried fish flakes and crispy shallots on top of watermelon chunks13. Since watermelon has 90 per cent water content, this dish is ideal for replenishing fluids in the body quickly14. Also, watermelon is high in nutrients such as lycopene and beta-carotene which helps to protect skin from sunburn15.

1 Channel NewsAsia. (2017). Warmer weather expected to ease; showers forecast: NEA. [online] Available at: http://www.channelnewsasia.com/news/singapore/warmer-weather-expected-to-ease-showers-forecast-nea/3425002.html?cid=fbcna
2 Cable News Network. (2016). Killer heatwave wreaks havoc in Southeast Asia. [online] Available at:  http://edition.cnn.com/2016/05/12/homepage2/southeast-asia-drought-el-nino/
3 Goody Feed. (2016). Eating spicy food on a hot day can cool you down. It’s science, not hearsay. [online] Available at: http://goodyfeed.com/eating-spicy-food-hot-day-can-cool-science-not-hearsay/ 
4 Migrationology. (2016). Ayam Taliwang: Life-Changing Grilled Chicken in Indonesia. [online] Available at: https://migrationology.com/ayam-bakar-taliwang/ 
5 Wonderful Indonesia. (2016). Lombok’s Delicious Halal-Cuisine. [online] Available at: http://www.indonesia.travel/en/post/lombok-s-delicious-halal-cuisine
6 Migrationology. (2016). Ayam Taliwang: Life-Changing Grilled Chicken in Indonesia. [online] Available at: https://migrationology.com/ayam-bakar-taliwang/ 
7 Migrationology. (2016). Ayam Taliwang: Life-Changing Grilled Chicken in Indonesia. [online] Available at: https://migrationology.com/ayam-bakar-taliwang/ 
8 The Telegraph. (2016). No-cook Vietnamese pho. [online] Available at: http://www.telegraph.co.uk/food-and-drink/recipes/no-cook-vietnamese-pho/ 
9 Citypassguide. (2016). IS VIETNAMESE FOOD REALLY HEALTHY? [online] Available at: https://www.citypassguide.com/en/living/vietnam/health/blog/is-vietnamese-food-really-healthy
10 Los Angeles. (2016). Why Eating a Giant Bowl of Pho Is a Smart Idea on a 118-Degree Day.[online] Available at: http://www.lamag.com/digestblog/eating-giant-bowl-pho-smart-idea-118-degree-day/ 
11 Bangkok Post. (2016). Historic House Allows Diners To Step Back In Time. [online] Available at: http://www.bangkokpost.com/print/1041473/ 
12 Bangkok Bits. (2016). 6 popular Thai dishes to eat in Summer. [online] Available at: http://www.bangkokbits.com/food/6-popular-thai-dishes-to-eat-in-summer/ 
13 Accuweather. (2016). 5 foods to help you beat the heat. [online] Available at: http://www.accuweather.com/en/weather-news/five-foods-to-help-beat-the-he/15367080
14 Authority Nutrition. (2016). Top 9 Health Benefits of Eating Watermelon. [online] Available at: https://authoritynutrition.com/watermelon-health-benefits/ 


Plaa Haeng Tang Ulit consumed for hydration


Measures implemented to cope with slowing economy

According a report by The World Bank, Malaysia, Thailand, and Singapore are experiencing a slowing economy1. Malaysia’s economic growth rate eased in 2016 while Singapore’s economy contracted2. As a result, restaurants operating in these Southeast Asian countries were impacted. For instance, Singapore’s restaurant sales declined by 9.8 per cent in March 2016 as compared to March 20153.

Through time, restaurateurs discovered that relying solely on serving quality and delicious meals are not enough to keep restaurants afloat during an economic downturn. To remain sustainable, restaurants considered engaging new business models such as tapping onto partnership opportunities in the F&B industry to reach out to more consumers and ultimately, increase sales.

Food delivery services are gaining popularity in Southeast Asia. This could be attributed to consumers prioritizing convenience, coupled with adoption of a digital and mobile lifestyle4. According to the ASEAN Briefing Research, revenue for online food orders in the region was forecasted to exceed US$1 billion in 2016 and grow by almost 35 per cent annually over the next five years5. Majority of restaurants collaborated with domestic online ordering and delivery service providers in order to expand sales channels and increase revenue6. foodpanda, a food delivery service provider that works with restaurants in the Southeast Asia, collaborating with over 1,000 restaurants and delivering in 24 countries including Singapore, Thailand, and Malaysia7. Restaurants that partnered with foodpanda in Singapore include Long Chim, Peony Jade, Mouth Restaurant, and Michelin-starred restaurant The Song of India8. Similarly, Malaysian restaurants such as Village Roast Duck and Madam Kwan’s have partnered with them for efficient food deliveries9.

Online reservation applications for dining are implemented by restaurants to increase staff productivity and enable online reservations10. This results in lowering labor cost and gaining more customers. It enables restaurants to conduct direct marketing to customers through their database11. A popular reservation service provider that restaurants partnered with is Quandoo. It has partnered with 13,500 restaurants globally12. For instance, Singapore’s Latteria Mozzarella Bar implements Quandoo’s services to manage reservations and has benefited from the service greatly. The partnership helps the restaurant to save time, increase website traffic, and boost online reservations by 60 per cent13. Additionally, restaurants in Malaysia and Thailand partner with Malaysian startup TableApp to manage their reservations more efficiently. TableApp has collaborated with 500 restaurants in Malaysia and Thailand and has helped restaurants seat more than 200,000 diners14.

Food courts are thriving across ASEAN due to the variety of offerings to consumers at a more affordable price15. Restaurants are opening spin-off outlets in food courts to attract a wider market segment of consumers and increase sales. For instance, Astons and Pepper Lunch have affordable outlets at food courts of major malls in Malaysia, such as Mid Valley and IOI City Mall16. In 2013, ramen restaurant Ippudo opened its first international quick service outlet Ippudo Express at Asia Square Food Garden in Singapore to provide quick and affordable ramen bowls for working adults at the CBD area17.

1 The World Bank. (2016) Thailand Weakest ASEAN Economy in 2016. [online] Available at:  https://aecnewstoday.com/2016/thailand-weakest-asean-economy-in-2016-world-bank/
2 Bloomberg Markets. (2016). Bleak Exports Haunt Southeast Asian Nations Bracing for Trump. [online] Available at: https://www.bloomberg.com/news/articles/2016-12-27/bleak-exports-haunt-southeast-asian-nations-bracing-for-trump
3 The Straits Times. (2016). Restaurants' takings suffer amid slowing economy. [online] Available at: http://www.straitstimes.com/singapore/restaurants-takings-suffer-amid-slowing-economy
4 ASEAN Briefing. (2017). Hungry for More: A Taste of ASEAN’s Foodservice Industry. [online] Available at: http://www.aseanbriefing.com/news/2017/01/03/hungry-for-more-a-taste-of-asean-foodservice-industry.html
5 ASEAN Briefing. (2017). Hungry for More: A Taste of ASEAN’s Foodservice Industry. [online] Available at: http://www.aseanbriefing.com/news/2017/01/03/hungry-for-more-a-taste-of-asean-foodservice-industry.html
6 ASEAN Briefing. (2017). Hungry for More: A Taste of ASEAN’s Foodservice Industry. [online] Available at: http://www.aseanbriefing.com/news/2017/01/03/hungry-for-more-a-taste-of-asean-foodservice-industry.html
7 Today. (2016). Foodpanda offers two weeks’ free delivery. [online] Available at: http://www.todayonline.com/lifestyle/food/foodpanda-offers-two-weeks-free-delivery
8 SGnow. (2016). Now you can eat fancy meals from this Michelin-starred restaurant without even leaving the house. [online] Available at: http://sg.asia-city.com/tech/news/now-you-can-eat-fancy-meals-from-this-michelin-starred-restaurant-without-even-leaving-the-house
9 Collectoffers blog. (2016). Don’t Miss A Chance To Save When Ordering Your Favorite Food! [online] Available at: https://blog.collectoffers.com/tag/online-food-delivery-malaysia/ 
10 Restaurant Engine. (2016). The Best Online Booking App For Your Restaurant Website. [online] Available at: http://restaurantengine.com/online-booking-app/
11 Restaurant Engine. (2016). The Best Online Booking App For Your Restaurant Website. [online] Available at: http://restaurantengine.com/online-booking-app/
12 Yahoo Finance. (2016). Quandoo Reports 22 Million Seated Diners in More Than 13,500 Restaurants Establishing Itself as Market Leader in Seven Countries. [online] Available at: http://finance.yahoo.com/news/quandoo-reports-22-million-seated-082200587.html
13 Computer World. (2016). Why F&B businesses in Singapore and HK need to leverage online reservation platforms. [online] Available at: http://www.computerworld.com.sg/print-article/98497/ 
14 Tech in Asia. (2016). 14 Malaysian startups poised for breakout in 2016. [online] Available at: https://www.techinasia.com/14-malaysian-startups-poised-breakout-2016
15 ASEAN Briefing. (2017). Hungry for More: A Taste of ASEAN’s Foodservice Industry. [online] Available at: http://www.aseanbriefing.com/news/2017/01/03/hungry-for-more-a-taste-of-asean-foodservice-industry.html
16 Have Halal Will Travel. (2016). 10 HALAL FOOD CHAINS YOU HAVE TO TRAVEL TO MALAYSIA FOR (NOPE, NOT HALAL IN SG). [online] Available at: http://www.havehalalwilltravel.com/blog/10-halal-food-chains-you-have-to-travel-to-malaysia-for-nope-not-halal-in-sg/ 
17 Urban Journey. (2016). UrbanJourney's Guide to Asia Square. [online] Available at: http://urbanjourney.com/food-and-drink/asia-square-restaurants-797  



Affordable ramen served at food courts


The East-meets-West phenomenon

Popularized by food and travel shows, fusion cuisine concept is one of the emerging food trends since 2013. These shows educate and expose the audience to unique foreign foods and flavors, enticing consumers to try new and bold combinations when ordering food1.

Fusion cuisine involves combining two or more different cuisines to create a harmonized dish that enhances flavor profiles. Through this manner of food preparation, marrying two or more cuisines allows diners to experience different cultures on a plate. Furthermore, fusion cuisine encourages chefs to be creative in experimenting with different combinations of dishes and introduce new flavor profiles to diners2. These dishes display a balance of salty, sour, sweet, hot, and cool flavors3. Ingredients that are commonly used in Southeast Asian cooking include soy sauce, cilantro, sesame oil, curry paste, coconut milk, and ginger4. For some chefs in Asia, they define Asian-Fusion cuisine by combining tastes from their diverse ethnic roots with culinary techniques5.

As Asian cuisine is one of the most popular ethnic cuisines in the United States, Asian-Fusion cuisine is especially prominent6.7. When Chef Keizo Shimamoto created the ramen burger in 2013 at a food festival in Brooklyn, it was an instant hit8. Over time, Asian-Fusion options have become a huge opportunity for many eateries to explore and attract more diners9. With many diverse cultures and ethnicities in Asia, there are plenty of fusion foods that are created such as Korean fried chicken, chicken karaage burger, and sushi burrito.

Korean Fried Chicken

Korean fried chicken is a Korean twist on the traditional Southern fried chicken in the United States10. The dish includes different bold flavors, from sweet hot sauce known as yangnyeom to barbecue and hot-pepper sauce with toppings such as spring onions, cheese, and garlic11. Its popularity is attributed to the popular Korean drama, My Love from Another Star, whose main character loves chimek, which is a combination of chicken and beer. The hit show had over two billion downloads in China alone12,13. This dish has led to Korean-based chains franchising overseas to the United States, China, and Southeast Asia14. Korean fried chicken is crispier as it is fried twice to achieve a crunchy texture and usually served with pickled radishes and beer or soju15.

Chicken Karaage Burger

The chicken karaage burger is the combination of the Japanese chicken karaage and western burger. Preparing this dish involves marinating chicken thigh meat with soy sauce and using potato starch as the batter. This method allows the meat to remain moist with a crunchy exterior16. A standard American fried chicken incorporates flour or beer while the chicken karaage burger uses potato starch as its coating instead17.

Sushi Burritos

Sushi burrito is a Japanese dish with Mexican influence. The dish serves a sushi roll, equivalent to the size of a burrito, stuffed with traditional sushi ingredients and presented like a burrito18. The sushi burrito is a fusion favorite and the ingredients offered are customizable19.

1 Flavor & the Menu (2013). The Rebirth of Fusion [Online] Available at: https://www.getflavor.com/the-rebirth-of-fusion/
2 Lucky Foods (2015). Why Asian Fusion Restaurants Are So Popular [Online] Available at: http://luckyfood.com/blog/why-asian-fusion-restaurants-are-so-popular/
3 TansIndus (2015). SOUTHEAST ASIAN CUISINE [Online] Available at: http://www.transindus.co.uk/blog/southeast-asian-cuisine
4 The Kitchn (2013). 15 Basic Ingredients for Cooking All Kinds of East Asian Food [Online] Available at: http://www.thekitchn.com/15-basic-ingredients-for-cooking-all-kinds-of-asian-food-184504
5 CNN International (2015). Hottest Asia food trends in 2015 [Online] Available at: http://edition.cnn.com/2015/08/16/travel/asia-food-trends/
6 VOA News (2015). Top 10 Most Popular Ethnic Cuisines in US [Online] Available at: http://blogs.voanews.com/all-about-america/2015/05/18/top-10-most-popular-ethnic-cuisines-in-us/
7 Euromonitor International (2015). Interest in Asian Cuisines is Driving New Concept and Menu Trends [Online] Available at: http://blog.euromonitor.com/2015/05/interest-in-asian-cuisines-is-driving-new-concept-and-menu-trends.html
8 First We Feast (2014). The Passion of Keizo Shimamoto: How the Ramen Burger Became a Stateside Phenomenon [Online] Available at: http://firstwefeast.com/eat/2014/05/keizo-shimamoto-ramen-burger-interview
9 Single Platform (2016). The Rise of Asian Food [Online] Available at: http://www.singleplatform.com/blog/2016/6/3/the-rise-of-asian-food
10 SBS TV (2016). There’s nothing hotter than Korean fried chicken [Online] Available at: http://www.sbs.com.au/food/article/2016/10/23/theres-nothing-hotter-korean-fried-chicken
11 The Korea Herald (2016). History of Korean-style fried chicken [Online] Available at: http://www.koreaherald.com/view.php?ud=20160527000733
12 Munchies (2016). Behind Korea’s Obsession with Fried Chicken and Beer [Online] Available at: https://munchies.vice.com/en/articles/behind-koreas-obsession-with-fried-chicken-and-beer
13 DramaFever (2014). 'My Love from Another Star' sparks chicken and beer craze in China [Online] Available at: https://www.dramafever.com/news/my-love-from-another-star-sparks-chicken-and-beer-craze-in-china/
14 CNN International (2015). Watch your wing, KFC! Korean fried chicken (and beer) is here [Online] Available at: http://edition.cnn.com/2015/06/21/travel/south-korea-beer-chicken/
15 Paste Magazine (2015). 5 Asian Fried Chicken Styles That Give The South a Run for Its Money [Online] Available at: https://www.pastemagazine.com/articles/2015/07/5-asian-fried-chicken-styles-that-give-the-south-a.html
16 MATCHA Japan Travel Web Magazine (2016). Learn More about "Karaage", the Japanese Take on Fried Chicken [Online] Available at: https://matcha-jp.com/en/2212
17 Gurashii (2016). Fried Chicken vs Karaage: What’s the Difference? [Online] Available at: http://www.gurashii.com/fried-chicken-vs-karaage-whats-the-difference/
18 Business Insider Singapore (2014). San Franciscans Are Lining Up To Eat This Sushi-Burrito Hybrid Chicken [Online] Available at: http://www.businessinsider.sg/sushirritos-sushi-burrito-is-sweeping-san-francisco-2014-10/?r=US&IR=T#fOlu9wvlFrl9mZGw.97
19 Channel NewsAsia (2016). Gastronomic gimmicks: A look at culinary trends taking New York City by storm [Online] Available at: http://www.channelnewsasia.com/news/world/gastronomic-gimmicks-a/2805346.html



Disclaimer: All opinions and views expressed in the articles published in the newsletter are those of the individual journalists and do not necessarily reflect those of the publisher, the newsletter's sponsors or USA Poultry & Egg Export Council.

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