January 2018



Welcome to the January 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.


  • Seize a sterling opportunity to participate in the Food & Hotel Asia 2018 Show
  • High enthusiasm garnered among workshop participants in Vietnam
  • New turkey dishes in family restaurant chain generate diners’ interest during Christmas season
  • News bites
  • Sky-high restaurants in Singapore
  • Embark on a culinary adventure with Omakase
  • 2017 food trends in Singapore: Yay or Nay?



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




Seize a sterling opportunity to participate in the Food & Hotel Asia 2018 Show

Take the opportunity to participate in the Food & Hotel Asia Show from April 24 to 27, 2018 at the Singapore Expo. It is Asia’s premier international trade show. The event garnered 78,000 regional trade visitors from over 100 countries in its 2016 show. With 3,198 exhibitors from 71 countries spread over 97,000 square meters, it is the one-stop showcase for leading food brands from the United States, Europe, South America, Middle East, Indian subcontinent, and the Asian continent.

Extensive media coverage on the show and products is expected by over 200 media representatives for the 2018 show. USAPEEC Singapore will manage a U.S. poultry pavilion that co-hosts with nine leading U.S. poultry exporters. Visit them at booth 7C3-01 in Hall 7. U.S. poultry exporters who are interested in participating in the USAPEEC Pavilion at the Food & Hotel Asia Show may contact USAPEEC Singapore at msay@usapeec.org.sg.


Front view of USAPEEC Pavilion at Food & Hotel Asia 2016 Show


High enthusiasm garnered among workshop participants in Vietnam

A two-day poultry knowledge and handling workshop was carried out in conjunction with the promotion of U.S. poultry in two retail outlets of specialty foods retailer, U.S. Shop. This created excitement among participants who were keen to learn more about U.S. poultry nutrition, storage, handling, and cutting.

USAPEEC Singapore had collaborated closely with well-known Chef Norbert Ehrbar to organize the two-day poultry workshop in U.S. Shop outlets in District 7 and Tan Binh District in Ho Chi Minh City in November 2017.

The U.S. shop carried out product tasting of U.S. chicken and turkey dishes along with the poultry training workshop.

Participants expressed interest in the versatility of using U.S. turkey and chicken in various Asian dishes. Participants shared that while they were previously acquainted with U.S. turkey, the majority of participants were unaware of the nutritional qualities of U.S. poultry, proper hygiene, food handling, and correct preparation of U.S. chicken products. Training during the poultry workshop included the appropriate length of defrosting time, roasting duration, various cooking methods, and usage of turkey leftovers.



Chef Norbert demonstrating the finer points of poultry preparation

Chef Norbert conducting a training session at the U.S. Shop

Taste testing carried out at the U.S. Shop outlet


New turkey dishes in family restaurant chain generate diners’ interest during Christmas season

During the festive period in November and December, diners at Swensen’s restaurants in Singapore were greeted by digital screen images of turkey and USAPEEC logo at the shop front of the Swensen’s outlets.

Eye-catching Christmas dine-in menus featuring U.S. turkey products and ingredients were presented to diners. This was a novel experience as turkey products were previously not offered in the regular menu of this family restaurant chain in Singapore. Besides the traditional turkey, grilled turkey salad, grilled turkey aglio olio, combo meal and turkey roll with wild rice and chestnuts stuffing were also offered.

Online orders of U.S. turkey and turkey products were featured in Swensen’s online Christmas catalogue during the promotional period. The response to the turkey promotion was overwhelming and several thousand covers were sold during this period.



Section of a Swensen's restuarant with hanging turkey mobile

Promotional display at one of Swensen's outlet


News Bites


Thailand's Makro opens first supermarket in Phnom Penh
Makro recently launched its first supermarket in Phnom Penh. Makro Cambodia will be operating under cash-and-carry scheme, a system of wholesale trading where goods are paid for in full at the time of purchase and taken away by the buyer. Makro Cambodia is a joint venture between Thailand’s Siam Makro and Cambodia’s LYP Group. Makro Cambodia will offer more than 10,000 different products, selling food and non-food items primarily to registered members, including small- and medium-sized businesses (SMEs), retailers, caterers, and public institutions.


Indonesian Hotel Association to construct own online travel agent (OTA)
The Indonesian Hotels and Restaurants Association (PHRI) has said it will construct and launch an Indonesian online travel agent (OTA) platform to compete against foreign OTAs such as Agoda, Expedia, and Airbnb. PHRI deputy chairman, Rainier Daulay, said the Indonesian OTA platform will charge hotels and restaurants less than the 15 to 30 per cent commission that is currently demanded by foreign OTAs. Airbnb, on the other hand, charged a commission of only three to five per cent. Mr. Daulay said a local OTA will help domestic hotels, eateries, and specifically three-star hotels that were caught in between the higher rates from foreign OTAs and much lower priced Airbnb services.


Café Amazon chain opens 12 more outlets
PTT Philippines, a subsidiary of Thailand’s largest gas and energy company PTT Public Company Limited, plans to open 12 more Café Amazon outlets, mainly in Luzon. The energy giant launched its Café Amazon brand in 2002 when it was diversifying into non-oil markets. The subsidiary company in Philippines also plans to invest US$9.9 million to boost its gasoline stations and retail network in the Philippines in the near future.


Hans Im Gluck debuts in Singapore
Hans Im Gluck, a casual German burger restaurant, launched its first outlet in Singapore in December 2017. The restaurant is located in Orchard shopping district. It serves vegetarian, beef, and chicken burgers. The company plans to open two more outlets in 2018. The restaurant currently operates 49 outlets in Europe while the Singapore outlet is their first in Asia.


Sky-high restaurants in Singapore

Romantic candlelit dinners for date nights. Social gatherings among friends over food and drinks. Enjoying a meal at sky-high restaurants in Singapore is an experience not to be missed. With charming decorations and delicious spread offered, here are three restaurants to visit that offer stunning views of the Singapore skyline at night.

Salt grill & Sky bar by Luke Mangan

Located in the heart of Orchard Road on the 55th floor, Salt grill & Sky bar by Luke Mangan offers an unparalleled view of the city1. The restaurant serves premium Australian cuisine to its diners. Some of their appetizers include house-cured “duck bresaola”, Bangalow pork belly, and Freemantle octopus2. The fancy restaurant is popular for their meat selections. Their mains include Cape-Grim pasture-fed tenderloin, corn-fed chicken breast with foie gras, and Westholme Wagyu rump. The restaurant sells cookbooks for diners who wish to home cook some of their favorite dishes.


Widely known for having one of the best views when fine-dining in the city, the Equinox restaurant is located on the 70th floor of Swissotel The Stamford Hotel3. This fancy restaurant offers a panoramic view of the Marina Bay skyline. Known for serving modern European cuisine, diners flock to this restaurant for its luxurious ambience and lavish dining experience. Some of its exquisite dining options include roasted chicken broth, seasonal oysters, free-range chicken, duck breast, and prime cuts.

CÉ LA VI Singapore

Perched above the iconic SkyPark Observation Deck at Marina Bay Sands, CÉ LA VI provides diners with a spectacular view of the Marina Bay skyline and Singapore Straits4 . Award-winning chefs serve modern Asian cuisine and paired with an extensive list of premium wines to enhance the flavor profiles4. Some of the dishes include freshly shucked Atlantic oysters, roasted free-range chicken breast with Szechuan chili glaze, and tamarind braised short ribs.


1. Salt grill & Sky bar. (2018). Restaurants. [online] Available at: https://www.lukemangan.com/restaurants/salt-grill-sky-bar-singapore/

2. Salt grill & Sky bar. (2018). Restaurants. [online] Available at: https://www.lukemangan.com/restaurants/salt-grill-sky-bar-singapore/

3. Equinox Restaurant. (2018). Equinox Restaurant. [online] Available at: https://www.swissotel.com/hotels/singapore-stamford/dining/equinox-restaurant/

4. CÉ LA VI. (2018). Dining. [online] Available at: http://sg.celavi.com/dining/


View of the city skyline at night

Meal served in Salt grill & Sky bar by Luke Mangan


Embark on a culinary adventure with Omakase

Omakase is short for omakase shimasu. It is Japanese for “to entrust you”1. It is a form of dining menu offered to patrons at a traditional Japanese restaurant 2.

Dining omakase is a great indication of respect to the chef2. By opting for this choice of dining, it showcases the high amount of trust a diner places in the chef’s recommendations. This enables the chef to display his expertise in curating the meal and customizing it specifically for the diner, using seasonal
ingredients1. The dining experience is exciting as diners will not know what to expect beforehand3. An omakase dining setting is cozy and intimate where diners get to observe how the chef prepares their meals in front of them.

In Singapore, omakase dining can stretch a diner’s wallet at fancy Japanese restaurants3. For instance, Cho Omakase is an omakase-only restaurant that offers this dining option for lunch and dinner3. The standard menu features appetizers, sushi, and sashimi. Diners can opt for high-quality choices such as Wagyu meat. A luxurious omakase dinner might cost up to SG$150 (US$113)3.

However, there are some Japanese restaurants that serve omakase without needing to break the bank3. For example, Ryo Sushi offers a ten-course omakase meal starting from S$18 (US$14)3. This includes having edamame as an appetizer, seven kinds of assorted sushi, a hand-roll sushi, and a bowl of soup to complete the meal. At Sushi Murasaki, a lunch omakase set includes a starter, ten pieces of assorted sushi, miso soup, and dessert. Costing at SG$48 (US$36), diners can expect being served with high-quality ingredients4.

Dining omakase is a distinctive alternative to the standard dining experience where the diner places order from the a la carte menu. As diners do not know what will be served, it is perfect for those who are adventurous in looking to experience new dining options. For beginners, some expert tips include being receptive to the chef’s tips1. When in doubt, ask the chef. The chef will guide diners through the process to enhance the dining experience. Diners are encouraged to share their dietary restrictions or preferences upon ordering so the chef can tailor his offerings accordingly.


1. Dallas Observer. (2016). Omakase for Beginners: How to Let Go and Give the Chef Ultimate Control. [online] Available at: http://www.dallasobserver.com/restaurants/omakase-for-beginners-how-to-let-go-and-give-the-chef-ultimate-control-8457721

2. Sushi.com. (2018). What is Omakase Dining? [online] Available at: https://www.sushi.com/articles/what-is-omakase-dining

3. Seth Lui. (2017). 11 Omakase Sets Below $80 In Singapore To Trust The Chef With Your Money. [online] Available at: https://sethlui.com/afforable-cheap-omakase-singapore/

4. The Smart Local. (2017). 7 Omakase Restaurants In Singapore To Dine At Like Royalty For $50 And Below. [online] Available at: http://thesmartlocal.com/read/cheap-omakase


Assorted sushi platter

Assorted sashimi platter


2017 food trends in Singapore: Yay or Nay?

From convenient vending machine meals to actively reducing food wastage, here’s a round-up of the most popular 2017 food trends in Singapore.


The rise of the vending machines

Ready-to-eat meals from vending machines grew increasingly popular in 2017 among Singaporeans1. Gone are the days where dull-looking bags of chips would dispense out of a vending machine. Today, customers can purchase hot meals and snacks from vending machines such as flaky pastries from Polar Puffs & Cakes, chili crabs from House Of Seafood, and fresh salad by Shake Salad1. Pizza vendor Shiok! Pizza provides customers with two pizzas that can be heated up and prepared within four minutes3. With reduced cost of capital, labor, and operating fees, we can expect vending machines to stay for the long run3.

Sandwich from a vending machine

Instagram-worthy food

From oozy salted egg yolk to unicorn-colored ice cream, Instagram-worthy food conquered social media in 20171. The quirkier the food item, the more likes it will get online. For example, PUNCH is a minimalist café that presents their offerings that are aesthetically pleasing for snaps. They serve their famous all-day breakfast dishes such as poached eggs with avocado toast, earl grey pancakes, and American porridge4.

The battle against food wastage

The amount of food wasted in Singapore grew approximately 40 per cent in the last ten years1. According to the study conducted by the National Environment Agency (NEA), the quantity of food wasted in 2016 was nearly comparable to the weight of over 3,500 MRT trains1. As an effort to tackle this issue, NEA debuted a guidebook to reduce food waste at supermarkets in 20172. This comprehensive book shared a step-by-step guide on how operators in supermarkets can install food waste minimization strategies, resulting in effective cost savings from the implementation. For example, popular local supermarket chain NTUC FairPrice offers reduced pricing to customers for blemished fruits and vegetables2.

Image credit: @punch.gram

Supermarket offers reduced prices for food nearing expiration dates



1. The Straits Times. (2017). Food trends that ruled 2017, and a look forward to 2018. [online] Available at: http://www.straitstimes.com/lifestyle/food/the-good-the-bad-and-the-faddish

2. The Straits Times. (2017). Food-waste reduction guide for supermarkets launched as shopping malls are lauded for waste-cutting efforts. [online] Available at: http://www.straitstimes.com/singapore/food-waste-reduction-guide-for-supermarkets-launched-as-shopping-malls-are-lauded-for

3. Business Insider. (2017). We checked out Singapore’s biggest cluster of vending machines – and here’s what it’s like. [online] Available at: http://www.businessinsider.sg/we-checked-out-singapores-biggest-cluster-of-vending-machines-and-heres-what-its-like/

4. AsiaOne. (2017). The chicest, Instagram-worthy cafes in Singapore. [online] Available at: http://www.asiaone.com/food/chicest-instagram-worthy-cafes-singapore-0


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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