Welcome
Welcome to the December 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
-
Market News
-
Food Service
-
Industry Trends
-
In The Region
More news and updates available on www.usapeecasean.com
For USDA Country Reports go to Export Assistance under Resources and Library.
|
|
|
2024: The Year of the Green Wood Dragon
|
|
|
Green Wood Dragon in 2024 – a year of growth and renewal [Photo: The Chinese Zodiac].
|
|
|
As we welcome the year 2024, anticipation and excitement surround us, for it marks the arrival of the Green Wood Dragon, a symbol of renewal, growth, and transformation in the Chinese zodiac. According to Chinese astrology, each year is associated with an animal sign and one of the five elements, creating a 60-year cycle. The Green Wood Dragon blends the qualities of the dragon – known for strength, ambition, and vitality – with the rejuvenating and grounding influence of the wood element.
In Chinese tradition, the dragon is a symbol of good fortune, intelligence, and adaptability. Paired with the nurturing attributes of wood, 2024 is poised to be a year where innovation and sustainable growth take center stage. The green wood energy promotes balance, harmony, and eco-conscious practices, encouraging us to reflect on our relationship with the environment.
Individuals born in the Year of the Dragon are believed to embody traits such as courage, resilience, and a flair for leadership. Combined with the influence of the wood element, this year may bring opportunities for personal and collective development, emphasizing the importance of nurturing our connections with nature and embracing sustainable practices.
As we navigate the year of the Green Wood Dragon, let us welcome positive change, focus on environmental stewardship, and harness the dragon's energy to fuel our ambitions. May 2024 be a year of growth, prosperity, and meaningful transformations for us all.
|
|
|
Culinary Mastery Unveiled: Chef Demonstrations Featuring U.S. Poultry
|
|
|
Chef Eric Low highlights U.S. Poultry Excellence in Cooking Demonstrations
|
|
|
In a feast for the senses, the USA Poultry and Egg Export Council (USAPEEC) took center stage with two remarkable events showcasing the versatility and excellence of U.S. poultry. The first act unfolded on December 12 and 13, 2023, as USAPEEC orchestrated an enlightening affair – the Product Education and Cooking Demo Sessions. Renowned Chef Eric Low, boasting over 30 years of culinary expertise, led the demonstration with an emphasis on U.S. poultry products.
Chef Low, celebrated for championing Asian cuisines, delved into the culinary tapestry with three mouthwatering recipes. From the indulgent Sup Itek Buntut (U.S. Duck Oxtail Soup) to the aromatic Ayam Bakar Bumbu Kicap Manis (Grilled U.S. Chicken with Sweet Soy Sauce Marinade) and the tantalizing U.S. Turkey Satay Lilit with Sambal Tomat (Skewered and Grilled U.S. Turkey), the demonstration unfolded as a sensory journey. Aligning with the theme "A Culinary Taste Experience through the streets of Indonesia," Chef Low's expertise aimed to impart culinary wisdom to 29 students, including those pursuing Diplomas and Nitec, over two engaging days.
|
|
|
U.S. Poultry Masterclass with Chef Jerome Rezel
|
|
|
Following this culinary symphony, on December 15, 2023, USAPEEC continued to orchestrate a U.S. Poultry Masterclass, captivating students and lecturers with three exquisite dishes – U.S. Chicken Parmigiana, U.S. Chicken Cacciatore, and U.S. Duck ala Orange. Guiding this gastronomic journey was Chef Jerome Rezel, the Executive Sous Chef at the InterContinental Singapore Robertson Quay and a distinguished alumnus of SHATEC. The Masterclass had a specific focus: to equip culinary students with the skills and knowledge needed for the upcoming "SIZZLE SHOWDOWN" National Culinary Championship 2024, hosted by USAPEEC. Additionally, Mr. Thomas Tan, USAPEEC ASEAN consultant, complemented the session by highlighting the advantages of U.S. Poultry.
These culinary showcases not only celebrated the excellence of U.S. poultry but also served as a platform for culinary enthusiasts and aspiring chefs to refine their skills and explore the diverse possibilities that poultry offers. As the aroma of delectable creations filled the air, these events stood as a testament to the continual pursuit of culinary mastery and innovation in the world of poultry.
|
|
|
Singapore Chefs Association Dinner Gala Sun Down Party
|
|
|
USAPEEC ASEAN Consultants alongside with Chef Eric Neo, President of SCA
|
|
|
On December 5, 2023, the USAPEEC ASEAN Consultants were graciously invited to attend the annual Singapore Chefs Association Gala Sun Down Party. Recognized as the official non-profit national chefs association, the Singapore Chefs Association plays a pivotal role in representing professional cooks in the local food and beverage industry. The Gala Sun Down Party provided an invaluable opportunity for networking and engaging in discussions on potential business ventures. Attended by a diverse audience, including Professional and Junior Chefs, F&B Professionals, Local Importers, and more, the event served as a hub for culinary professionals to connect and collaborate.
|
|
|
|
Food & Hotel Hanoi 2023 Unveils Culinary Excellence and Innovation
|
|
|
USAPEEC shines at Food & Hotel Hanoi
|
|
|
From November 21 to 23, 2023, Food & Hotel Hanoi became the focal point of culinary innovation, hosting over 100 companies from 19 countries and regions, including 12 group pavilions. This vibrant event provided a dynamic platform for showcasing a diverse array of food products, cutting-edge equipment, and services. Enthusiastic buyers explored top-quality offerings across various categories, including food and beverages, ingredients, catering equipment, specialty coffee tools, bakery utensils, tableware, and disruptive technology for both back-end foodservice and front-end guest experiences.
Among the active participants were USAPEEC Members, including Mountaire, IQ International Trading, and Globex International, who seized the opportunity to establish valuable connections. Throughout the three-day extravaganza, trade visitors immersed themselves in a culinary journey, sampling a variety of U.S. Chicken dishes. This collaborative effort not only emphasized the excellence of U.S. poultry but also facilitated meaningful connections and engagements within the vibrant Vietnamese market.
In addition to the main event, USAPEEC participated in the FAS reception for the HRI industry, aligning with the FHH trade show and showcasing U.S. foods and drinks. The reception saw significant success, attracting 168 guests from the HRI and retail industries. USAPEEC's involvement extended to having a dedicated table to serve roasted U.S. turkey meat, adding a flavorful touch to the event and contributing to its overall success.
|
|
|
Indulge in Culinary Tradition: Celebrating National Peking Duck Day
|
|
|
Peking Duck Served with Thin Pancakes [Image: Red House Spice]
|
|
|
On January 18, 2024, culinary enthusiasts worldwide join together to commemorate National Peking Duck Day, an exclusive occasion dedicated to paying homage to China's legendary national dish. Embedded in tradition, the art of preparing Peking duck has evolved over millennia, its origins intricately tied to the establishment of the Yuan Dynasty.
The meticulous process of crafting Peking duck is a culinary legacy passed through generations, serving as a testament to the opulent gastronomic heritage of China. Once considered an exclusive delicacy, Peking duck has transcended borders and become a global delight, gracing the menus of Chinese restaurants around the world.
The pinnacle of an exceptional Peking duck lies in its signature crispy, flavorful skin—a result of a time-honored cooking process. Every step, from the meticulous selection of the duck to the precise roasting technique, contributes to the creation of a culinary masterpiece.
The intricate preparation involves plucking, separating fat, soaking in boiling water, skewering, and a drying process. During this phase, the duck is coated with sugar, intensifying the crispiness of the skin. The final act includes the roasting of the duck, artistically sliced in front of diners, and traditionally served in three portions.
As we celebrate National Peking Duck Day, let's not only relish the delectable dish but also acknowledge the rich history and craftsmanship integral to its preparation. Whether indulging in your favorite Chinese restaurant or attempting the creation of this culinary marvel at home, savor the crispy, succulent experience that defines Peking duck. Join in the global celebration of a dish that effortlessly transcends borders, uniting people through the sheer joy of gastronomy.
|
|
|
The World of Food Challenges
|
|
|
Singaporean YouTuber Takes on a 9kg Noodle Challenge [Image: Zermatt Neo’s Youtube]
|
|
|
Embark on a global culinary phenomenon with food challenges, captivating seasoned eaters and daring foodies to push their gastronomic boundaries. From spicy wings to colossal burgers and massive ice cream sundaes, these challenges not only provide a spectacle but also foster a sense of camaraderie among participants.
Savoring the Spice: The "Spicy Challenge"
Enter the world of the "Spicy Challenge," where contenders brave dishes infused with some of the world's hottest peppers. From fiery curries to scorching hot wings, participants endure the heat and spice, resulting in a mix of triumphant victories and entertaining struggles that spice up the culinary scene.
Feasts and Feats: The "Quantity Challenge"
For competitive eaters, the "Quantity Challenge" beckons, involving the consumption of massive portions within a set timeframe. Enormous burgers, towering stacks of pancakes, and oversized bowls of noodles become the battleground. Beyond the physical feat, these challenges demand strategy, speed, and an iron stomach.
Sweet Conquests: The "Sugar Rush Challenge"
Satisfy your sweet tooth with dessert challenges featuring colossal sundaes, towering milkshakes, and enormous cakes. The "Sugar Rush Challenge" entices those with a penchant for sweets to conquer indulgent treats within a limited timeframe, creating a delightful spectacle.
Beyond the thrills of victory and the lessons of defeat, food challenges unite communities. Local eateries, diners, and national chains leverage these challenges to engage with customers and generate excitement around their establishments.
In the grand tapestry of the culinary world, food challenges add a flavorful dimension. They invite individuals to push their boundaries, creating a taste of victory or the spice of defeat. Whether pursued for personal achievement or driven by a love for good food, these challenges continually captivate the imaginations and appetites of adventurous eaters globally.
|
|
|
Cambodia
Texas's 3rd Anniversary Celebration: 1000 Free Chicken Sets, Scratch Card Prizes, and Influencer Collaborations
In honor of Texas's third anniversary, the brand is offering a special commemorative promotion, presenting 1000 complimentary chicken sets until December 31st. To participate, customers can engage in the celebration by making a minimum purchase of $10, which qualifies them to receive a scratch card, providing an opportunity to win various exciting prizes. Enhancing the festive atmosphere, Texas has partnered with influential figures like Mengly Gaming and Miss Srey Meaw, who will be featuring and promoting Texas Chicken during their live streams. Winners will be announced post-live stream and are required to collect their prizes at the designated mall location.
Indonesia
Sarirasa Group's Exclusive Christmas Offerings for Limited Time Only
The Sarirasa Group, a prominent Indonesian F&B company overseeing several top-tier restaurants in the local culinary landscape, is once again introducing a range of limited-time offerings to celebrate Christmas. From November 27, 2023, to January 8, 2024, enthusiasts of culinary delights can relish not only special dishes but also exclusive deals. Whether opting for dine-in or takeaway, patrons can savor an array of menu selections, including Bistik Jawa (Chicken and Beef), the invigorating Huzarensla Salad, Red Soup, and delectable Bitterballen.
Malaysia
Potato Corner Debuts in Malaysia Serving Flavored Fries and Chicken Pops
Potato Corner, the Filipino food franchise known for its flavored fries and chicken pop, has inaugurated its first Malaysian outlet at Sunway Pyramid through a collaboration with local distributor Rocks Foods. Since its inception in 1992, Potato Corner has grown into an international brand with a footprint in 16 countries. To mark the opening, Potato Corner distributed 1,000 complimentary fries to the public, showcasing their best-flavored fries, featuring signature flavors such as Cheese, BBQ, Chili BBQ, and Sour Cream.
Domino's Pizza Malaysia Unveils Chief Spicy Officer Position Alongside Spicy Ssamjeang Pizza Comeback
Domino's Pizza Malaysia is introducing its Chief Spicy Officer position in conjunction with the comeback of the popular Domino's Ssamjeang pizza. The latest addition, the Ssamjeang loaded supreme pizza, is a fiery delight featuring streaky beef strips, crunchy chicken, nori strips, and a bold Ssamjeang sauce. Complementing the lineup are new spicy variants: Ssamjeang Smokey Beef, Ssamjeang Chicken, and Ssamjeang Tuna. As Domino's continues to spice up its menu, the Chief Spicy Officer role provides a unique opportunity for spice enthusiasts to play a pivotal role in overseeing these flavorful offerings. Linda Hassan, Domino's Pizza Malaysia & Singapore Group Chief Marketing Officer, invites passionate individuals to apply for this distinctive position and become part of Domino's spicy journey.
Philippines
California Pizza Kitchen Expands its Global Reach with a New Philippine Store
California Pizza Kitchen (CPK) continues its international franchise growth with the opening of a new franchise location in Muntinlupa City, Philippines. Operated by its international franchise, Pi Co., Inc., this marks CPK's 24th international outlet. The store showcases the brand's latest design package, featuring refurbished wood for a warm ambiance and golden interfaces that pay homage to the Pacific. Offering extended operating hours and an extensive breakfast menu, this location promises a unique, all-encompassing experience for customers, making it the first CPK outlet in the Philippines with such offerings. The menu boasts signature items like The Original BBQ Chicken Pizza and The Original BBQ Chicken Chopped Salad, allowing patrons to savor the distinctive flavors straight from the West Coast.
Singapore
KFC Singapore Spices Up Holidays with 'Dip 'N Share' Bucket and 'You Dip, You Share' Card Game
KFC Singapore is introducing a festive twist with the launch of its Dip ‘N Share Bucket and a limited-edition 'You Dip, You Share' KFC card game. Developed by R/GA, the game aims to unite people during the holiday season through saucy conversations over KFC's finger-lickin' good fried chicken. Players choose a dipping sauce, draw cards to answer saucy questions, and face penalties for refusal. To showcase the game, KFC collaborated with SGAG to host a lively gameshow. This marks KFC's first venture into launching its own party game, adding a flavorful touch to gatherings and creating lasting memories for fans. Ms. Juliana Lim, Senior Director, Marketing & Innovation at KFC Singapore, expresses excitement about the campaign's potential to bring joy and fun to KFC enthusiasts. The Dip ‘N Share Bucket and card game are available at all KFC Singapore restaurants for a limited time, priced at $17.50 and $14.95, respectively.
Halal-Certified Festivity: J65 at JEN Singapore Tanglin Wins Best Buffet Award and Unveils Delectable Christmas Spread
JEN Singapore Tanglin by Shangri-La is offering a halal-certified Christmas buffet at J65, which won the prestigious Best Buffet award in the Halal Awards 2022. This festive season, they are showcasing a buffet with over 50 delectable items. A highlight is their Nyonya Style Roasted Boneless Turkey, expertly deboned for a hassle-free dining experience. Complementing the turkey are irresistible dishes like Truffle Oil-Infused Mashed Potatoes and Braised Brussels Sprouts with Turkey Bacon. Celebrate Christmas with this award-winning and diverse culinary spread at J65.
Thailand
Survey Reveals 67% of Thai Meat Eaters Plan to Reduce Meat Consumption in the Next Two Years
According to a survey conducted by Madre Brava, a science-based advocacy group, 67% of Thai meat consumers express an intention to decrease their meat intake over the next two years. The reasons cited include concerns for health, environmental impact, and animal welfare. The study, based on interviews with 1500 Thai consumers in October 2023, indicates that 44% plan to shift to legumes and tofu, 29% prefer meat alternatives, and 28% are open to a combination of both. While Thai consumers generally view alternative proteins as healthier and more eco-friendly, there is apprehension about the potentially higher cost of highly processed options compared to regular meat.
SHOW DC Elevates Shopping Experience with Food Street
SHOW DC, Bangkok's largest outlet shopping destination, has enhanced its retail and entertainment offerings with the introduction of Food Street, a new food concept located on the 5th Floor. Positioned at the heart of Rama 9, Food Street aims to be a standalone food destination catering to the growing residential and business community in the area. The modern, air-conditioned space offers over 200 menu items, featuring a contemporary twist on traditional Thai street dishes. From Som Tam Moo Grob (Papaya Salad with Crispy Pork) to Khao Lad Kaeng Kali Kai Grob Khai Onsen (Japanese Curry with Crispy Chicken and Onsen Egg on rice), and beloved favorites like Khao Phad Tom Yum Haeng (Dried Tom Yum Fried Rice), Moo Phad Kapi (Stir Fried Pork with Shrimp Paste), and Kuay Tiao Tom Yum (Crispy Wonton Tom Yum Soup), Food Street showcases the best of Thai cuisine. The concept also serves as an opportunity for local food entrepreneurs to operate their own in-mall food stalls, focusing on authenticity and quality while offering popular Thai dishes at affordable prices.
KFC Invests $14.2 Million in Expanding Digital Stores in Thailand
Central Restaurant Group, the entity managing KFC operations in Thailand, is set to allocate $14.2 million towards the establishment of 15-20 new KFC digital stores and the transformation of 15-20 existing branches into digital outlets in 2024. These innovative outlets will feature digital ordering and payment kiosks, with all menu items and advertising banners displayed on screens. Since their introduction in 2022, 75% of customers have demonstrated a preference for digital ordering, while 25% continue to opt for traditional methods. The company aims to achieve a total of 335 KFC branches in Thailand by the end of 2023.
Vietnam
Sojitz acquires NEW VIET DAIRY, expanding market reach in Vietnam
Sojitz Corporation, in collaboration with Sojitz Asia Pte. Ltd. and Sojitz Vietnam Company Ltd., has successfully acquired full ownership of DaiTanViet Joint Stock Company, known as NEW VIET DAIRY, Vietnam's largest wholesaler of commercial food. Specializing in commercial foods, foodservice, and dairy ingredients, NEW VIET DAIRY holds a significant market position with an annual sales figure of approximately JPY 37 billion in 2022. As the exclusive food importer in Vietnam granted approval by the Authorized Economic Operators program, the company is strategically positioned to benefit from the growing demand in Vietnam's dining industry. Sojitz plans to integrate NEW VIET DAIRY into its consolidated subsidiary, Huong Thuy Manufacture Service Trading Corporation, to establish a comprehensive wholesale food distribution business catering to various retail sectors and hotels. This acquisition aligns with Sojitz's strategy to strengthen its value chains and expand sales channels in Vietnam through collaboration with its group businesses.
Ho Chi Minh City's Culinary Delights Go Global in Media Blitz
Since December 2023, the Ho Chi Minh City Department of Tourism has launched an international campaign spotlighting the city's diverse cuisine. The captivating video "All You Can Eat" is featured on CNN Asia, Discovery, and Asian Food Network, reaching global audiences. Using digital platforms and social media, the campaign showcases Ho Chi Minh City's culinary delights. Additionally, the Heritage Guide, distributed on all Vietnam Airlines flights in November and December, offers a quick guide to famous food streets and markets. Notable dishes, including roast duck, chicken pot, and flat steamed rice dumplings, invite visitors to savor the city's distinctive gastronomy.
|
|
|
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.
You are receiving this email because you have registered to get newsletters from USAPEEC ASEAN. If you prefer not to receive these updates, please
click here
to unsubscribe. Do not reply to this email. For enquiries, go to www.usapeecasean.com
® USA POULTRY & EGG EXPORT COUNCIL 3 Ang Mo Kio Street 62, #07-05 Link@AMK Singapore 569139 Tel: (65) 65860940 | Email: marcom@usapeecasean.sg
|
|
|
➤
| | | | | | | | | | | | |