February 2020
Welcome
Welcome to the February 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 a variety of general market information, activities as well as useful product information in every issue.
In this month's issue:
Contents
-
Market News
- MTA Singapore welcomes Year of the Rat
-
Food Service
- Oodles and Oodles of Noodles
- Porto de Phuket: City’s First Open-Air Lifestyle Mall
-
In The Region
- ASEAN News in Brief
-
Industry Trends
- Sustainability, Health and Technology
- Dining Without Whining
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
|
MTA Singapore welcomes Year of the Rat
The Meat Traders Association of Singapore held a sumptuous Lo Hei luncheon at Ban Heng@HarbourFront on February 4 to celebrate the Lunar New Year festival, and welcome the Year of the Rat. In attendance were members and VIP guests including USPEEC-ASEAN Regional Director, Margaret Say. Member of Parliament (MP) for Tampines GRC, Ms Cheng Li Hui was the Guest-of-Honor. Lo Hei, also known as Yusheng is interpreted as an increase in abundance. Yusheng literally means "raw fish" and since fish is commonly associated with abundance, it is used as a symbol of abundance and prosperity.
MTA President Alvin Kwek presenting MP Cheng with a prosperity scroll to mark the joyous occasion
A pose before the toss – distinguished guests and MTA members at the luncheon
Yusheng or Prosperity Toss is a raw fish salad. It consists of strips of raw fish, mixed with shredded vegetables and a variety of sauces and condiments, among other ingredients. The higher the toss, the greater the prosperity, good fortune, and good luck you will receive!
|
Oodles and Oodles of Noodles
Economic or simple food is a popular breakfast choice among locals with little time to spare in the mornings. In Asian countries especially, food courts or stalls can be found on every street corner to cater to this maddening crowd. Economic food usually comes in the form of noodles, served with sides like luncheon meat, sunny-side-up egg, hot dog and fish cake, just to name a few.
From classic choices to fuel for breakfast, these affordable tummy-filling noodle dishes have been winning hearts for generations.
Jollibee Spaghetti
(Source: Philippines Lifestyle News)
Sweet on Spaghetti
At the popular fast food chain, Jollibee, the Filipino Spaghetti Bolognese is the go-to-dish for many locals. The secret to its popularity lies in the tangy flavor of the tomato spaghetti sauce, sweetened with banana ketchup. Combined with ground beef, onion and garlic, this scrumptious Filipino dish is served with slices of meat like fried chicken or sausage.
Economic Bee Hoon Noodles
(Source: Spring Tomorrow)
Breakfast at Holland V
The love for economic noodles and cheap prices is the reason behind the long queues at peak breakfast and lunch hours in Singapore. The Holland V Fried Bee Hoon offers two choices: Bee Hoon or Hokkien Yellow Noodles. Office-goers can choose fried eggs, luncheon meat slices, chicken cutlet, braised duck and stir-fried vegetables as side orders, topped with a drizzle of Sambal Chili Padi to spice up the dish.
Pad See Ew
(Source: The Woks of Life)
Ready to Wok
Pad See Ew, roughly translated as ‘stir-fried soya sauce noodles’ is known for its mouthwatering char-grilled flavor. In Thai restaurants like Nailao Ladna, the rice noodles are caramelized and stir-fried in a wok along with Chinese broccoli, garlic, egg and thinly sliced chicken. Dark and light soya sauce, vinegar, oyster sauce and sugar are key ingredients that make this hearty meal a top choice for the budget conscious.
Barack Obama and the late Anthony Bourdain bond over Bun Cha
(Source: Bun Cha Huong Lien’s Facebook Page)
Fusion of Flavors
Famously advertised as ‘Obama Noodles’, Bun Cha was already a beloved Vietnamese dish before President Barack Obama’s visit to Bun Cha Huong Lien restaurant in 2016. This authentic dish marries economic rice noodles with barbequed pork, pickled vegetables and fish sauce dipped in broth, resulting in its trademark sweet and sour flavors. Definitely a dish not to be missed the next time you stop by Vietnam!
|
|
Porto de Phuket: City’s First Open-Air Lifestyle Mall
Entrance to Porto de Phuket
(Source: CENTRAL Group's website)
The city of Phuket in Thailand is not just a magnet for tourists with its world-class accommodation and serene beaches. This spot is also known for its gourmet selection of foods that appeals to locals and tourists. The Central Group's Porto de Phuket is the first open-air lifestyle center spanning across 40,000 sqm in Cherng Talay, Thalang District. In the secluded area clustered with star-worthy hotels and villas, the Porto de Phuket is made up of five minimalist warehouses, paying tribute to Phuket's traditional Sino-Portuguese architecture.
Here, visitors can explore seven zones, such as the Central Food Hall, Pet-Friendly Zone, Phuketian Mercado, The Fame, Multi-Design House, Healthy Heaven and Kid Learning Space.
Sneak in some grocery shopping at the Central Food Hall, complete with a dine-in section reminiscent of Bangkok's favorite Central Chidlom or take a peek into Phuket’s first ever Cheese Room. With different food bars: Ocean Bar, Grill Bar, Deli Bar, and Sushi Bar, tech-savvy visitors can choose from a huge range of dishes using the iPads provided, such as the Crispy Pork, Hand-Cranked Beef Bolognese Pasta, and the newly launched Tex-Mex Nachos.
In "The Fame" zone, food enthusiasts can enjoy curated dishes on-site from restaurants like Spice House, catching on to Bangkok’s Russian food trend. Main offerings include the Russian Ravioli with a choice of either beef, chicken or pork. Spice House also serves Thai fusion cuisine like the Gai Ho Bai Toey that combines oyster and chili sauce fried chicken with sugar, milk, garlic and coriander, wrapped in Pandan leaf and served with Thai sauce.
Tu Kub Khao, the first out-of-Phuket-town outlet, takes diners to their favorite dishes like Moo Hong (stewed pork knuckle) and Nam Prik Koong Sod (Phuket-style chili paste with shrimp). Other restaurants include the Wine Connection’s flagship restaurant.
Beyond fancy dining, the Phuketian Mercado which will eventually be the main food hub when it opens in mid-year has gastronomists holding their breath - promising a one-stop collection of international restaurants, bars, and cafes.
Central Food Hall Dining
(Source: CENTRAL Group's website)
Central Food Hall
(Source: CENTRAL Group's website)
Minimalist Warehouses at Porto de Phuket
(Source: CENTRAL Group's website)
|
Cambodia
Meal Temple expands into Bhutan
Leading Cambodian food delivery startup, the Meal Temple Group is partnering with DrukRide, a Thimphu-based ride-hailing company to expand into Bhutan’s first food delivery service. DrukFood.com locally deploys their tech and operations, working with over 80 restaurants and thousands of drivers to offer meals to customers throughout the city. Meal Temple operating in Phnom Penh, Siem Reap and Sihanoukville has already entered the food service sector in Laos and Myanmar. The startup is optimistic about its prospects in Bhutan’s untapped market and its high consumer demand for online delivery services.
Indonesia
A thousand stores for Kopi Kenangan by 2022
Indonesian-styled coffee chain, Kopi Kenangan is planning for a Southeast Asia expansion, for a Southeast Asia expansion, with over 1,000 new stores in the next two years. The “grab-and-go” coffee franchise is a hit among consumers with its mid-range price point between upscale international coffee chains and instant coffee sold at street stalls. The chain currently serves 3 million cups each month at its 200 outlets.
Malaysia
Hawker Chan’s Chicken Rice now available in Kuala Lumpur
Hawker Chan, famed for dishing out the cheapest Michelin-starred Chicken Rice in Singapore recently opened its second Malaysian outlet in Kuala Lumpur, after Ipoh. The new addition located in Petaling Street serves its signature Chicken Rice coupled with garlic fragrant rice and beans. Popular favorites include Hong Kong Soy Sauce-Glazed Chicken, Char Siu (BBQ pork), Siu Yuk (roasted pork), and Pork Ribs enjoyed with a side of either rice, noodles, or Hor Fun.
Myanmar
Growing foreign supermarkets and retail malls to meet consumer demand
Myanmar’s landscape of foreign supermarkets and retail malls is expected to increase 25%, according to EuroCham’s Consumer Goods Guide 2020. Larger cities are experiencing a higher number of supermarkets and convenience store establishments due to changing consumer preferences with grocery among the top five categories. Since the government’s 2018 policy to permit fully foreign-owned companies and joint ventures between international and domestic investors, foreign retailers like MyCare Unicharm and DKSH from Thailand, Unilever from Netherlands, ADM and Frontir from the US have entered the market with products like consumer goods, foodstuffs and household products. Foreign joint ventures are also adding resources to domestic partners to improve existing setups. The liberalization of the retail and wholesale sector has positively impacted the economy, bringing greater choices and affordability to local consumers.
Philippines
MOS Burger to open 50 branches countrywide by 2027
Japan’s MOS Burger launched its first outlet at Robinson’s Galleria this month. The chain is known for its rice burgers that comes with a mix of rice, barley, and millet formed into a bun, and stuffed with a patty of ground chicken and daikon (radish). MOS Burger aims to open 50 branches in the Philippines by 2027 that include outlets at SM Megamall, Robinson’s Magnolia, O Square in Greenhills, and Robinson’s Place Manila. A MOS Café is also in the works and will feature an upscale menu with exclusive food items.
Singapore
Grab opens first cloud Kitchen
Taxi-hailing and food delivery service, Grab has launched its first cloud kitchen at 63 Hillview Avenue. The shared kitchen houses ten restaurants such as PlayMade, Wolf Burgers and Thai Dynasty. It also has a dine-in area for small groups. Consumers can choose from an array of dishes at varying price points. Bridging food demand and supply gaps, Grab Kitchen has brought the brand’s cloud kitchen network of 50 to Southeast Asia.
Don Don Donki opens largest outlet in Jurong
Don Don Donki opened its largest Singapore outlet at the Jem Mall in Jurong, hosting a supermarket, food court and a bar. Along with Japanese fresh produce, deli food and snacks, the supermarket has a dedicated meat section offering platters of Iberico pork collar slices, Shabu Brazilian beef, Japanese “cross-breed Wagyu beef” as well as pieces of chicken leg Karaage (Japanese fried chook). Also available from the deli are pre-packed bentos, fried grub and Onigiris for consumers on-the-go. The food court has a total of six Japanese eateries, with four being new-to-market and among them, E-Gaya - Teppan Kappou Kenji’s latest concept specializing in Nagoya street food.
|
Sustainability, Health and Technology
ASEAN is iconic for its mouth-watering delicacies and as it continues to grow, demand for nutrition, protein sources, bespoke food and beverage products will increase too. Consumers are now more open than ever to non-traditional food as their incomes rise. Lifestyle decisions as such, change with product choices, altering consumption, diets and the food trade immensely.
The year may have just begun, but trends in food service are already giving a glimpse of the industry in the next 10 years.
Here’s what’s happening:
Surplus food is available via the Grub Cycle app at discount prices
(Source: Grub Cycle’s Facebook)
The Considerate Consumer
Consumers today are not only concerned with their health, but the planet as well. Conscious eaters are on the hunt for eco-friendly practices among their trusted food brands, from packaging to product, to suit their appetite for an all-round sustainable diet.
Garda Pangan, an Indonesia-based startup saves food from the hospitality industry and redistributes it to the poor or farms, which then convert these into compost. Malaysia-based startup Grub Cycle raises awareness on food wastage among consumers. Through their app, Grub Bites, they help supermarkets, farms and restaurants reduce waste by allowing consumers to purchase surplus food at bargain prices.
Le Lapin Sandwiches
(Source: Le Lapin Bangkok’s Facebook)
A Diet Just for You
Information is everywhere, and with that - accessibility. Now, we’re able to customize and personalize our diets and health regimes. Brands have even come up with product offerings to help consumers with their mood and brain health.
If you’re looking for a mood-boosting diet, high-quality proteins are essential like lean chicken and turkey breast meat. These help our bodies to produce serotonin, a neurotransmitter that affects our mood, and the melatonin hormone that regulates sleep. Lean poultry also reduces symptoms of depression and helps produce adrenaline, another mood-affecting hormone. Le Lapin Bangkok takes lean meat and dresses them fancy in their subs like Greek Chicken and the iconic BLT – delivering right to your doorstep, if you’re too moody to step out.
Blockchain improves transparency and traceability across the supply chain
(Source: AMFEIX)
Taste for Tech
Traceability on packaging and its reassurance on the origin and integrity of products will be more accessible among consumers and millennials, in particular, those who are conscious just as they are critical. With rising levels of awareness on carbon footprints, the food value chain is expected to reshape, with blockchain as its primary force, to tackle all three ends of the critical consumer, food manufacturer and retail issues.
With key information provided through blockchain such as transparency and traceability, consumers will be empowered to make informed choices, such as selecting and unselecting brands that are not consistent with their values. Whether their choice of meat is raised on organic feed under the most humane conditions or a lower carbon footprint count, the reach of information via blockchain is set to benefit more than just consumers. Food manufacturers and retailers will also rely on new and emerging technologies to ensure food safety and reduce food wastage across the supply chain.
|
|
Dining Without Whining
Forget ‘Happy Meals’ and 2-minute Mac N’ Cheese meals. Fine dining restaurants in ASEAN are opening their doors to young diners. Now the kiddos get to dip their fingers into proper 4-course meals with their parents, awakening their tiny taste buds to a world beyond burgers and fries.
Corn Fed Chicken at Dewakan
(Source: Malaysia Most Wanted Food)
Traditional with a Twist of Modern
Recognized as the best Malaysian restaurant, the Dewakan in Kuala Lumpur City Centre is ranked 46th among the top 50 restaurants in Asia, known for its spectacular service and eye-catching plating. Young ones and adults are welcome to try the personalized menus serving traditional Malaysian dishes with a modern twist. A must-try is the Corn Fed Chicken where tender meat lies beneath crispy chicken skin, topped with Buah Keluak sauce and Kailan puree. The restaurant also has an open kitchen concept that gives curious kids a glimpse of the action behind the scenes.
Saint Pierre’s Poached Chicken
(Source: Trip Advisor)
Nurture Your Budding Gourmand
At One Fullerton, the two Michelin star Saint Pierre restaurant has had a child-friendly policy since it first opened in 2001. Kids aged nine and below can learn how to spell fancy with the standard 4-course menu that includes caviar, pigeon, cheese and petits fours. For toddlers under four, the restaurant serves even smaller plates of pasta or purees. The sweet Poached Chicken with Foie Gras Terrine topped off with an Iced Grape is a hot-favorite. Reward your kid for good behavior with a tour around the kitchen too!
Emoji Menu from Gaggan Anand
(Source: Anders Husa Website)
Fun with New Sensations
Your kids can have some fun in the heart of Bangkok at Chef Gaggan Anand’s self-titled two Michelin star restaurant. Located in Sukhumvit, the eatery eliminates the pretentiousness of the fine dining industry with its modern Indian cuisine - tingling taste buds with the right texture, temperature, taste, and surprise. See your emojis come to life in their dishes like Pork Vindaloo and Thai Green Curry on a Crispy Chicken Skin. When making reservations online, diners can expect interesting questions like, “What is your favorite band?” and “What are your plans before and after dinner at the restaurant?” All part of the effort to personalize meals for everyone!
|
|
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 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
541 Orchard Road, #15-04, Liat Towers, Singapore 238881 Tel: (65) 67371726 Fax: (65) 67371727
Representative Office registered in Singapore