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Korean Vegetarian Food Meets Singaporean ConsumersMAFRA and aT Host the K-Vegetarian Food Show at Suntec City Mall in Singapore

MAFRA (the Korean Ministry of Agriculture, Food, and Rural Affairs) and aT (Korea Agro-Fisheries & Food Trade Corporation) hosted the K-Vegetarian Food Show at the Suntec City Shopping Mall in Singapore from October 9 through 15, with sights set on advancing Korean vegetarian products to the Singaporean market. 

With 11% of its population believed to be vegetarians, Singapore can serve as an indicator of Korean vegetarian food’s chances in other overseas markets. At the show, aT organized sales, tastings, and other promotional events. It sought to bring the attention of local consumers to Korean vegetarian products by inviting visitors to upload pictures using hashtags on Instagram and Facebook.

Many local consumers purchased fresh farm products such as apples, pears, and shine muscat grapes as well as balloon flower & pear juice, vegetarian ramen, and wheat chocolate pies at the show. It is anticipated that once consumers try these products, they are likely to look for them in the future.

Baek Jin-seok, Director of Food Export at aT, said, “Korean vegetarian foods naturally use a lot of Korean farm products as ingredients. We hope to increase overseas sales of Korean vegetarian foods through various marketing tools including the operation of a store exclusively for Korean vegetarian foods at Red Mart, Singapore’s top-ranked online grocery.

Meanwhile, with the aim of advancing Korean dining brands, MAFRA and aT participated in Franchising & Licensing Asia 2017, which took place in Singapore from October 12 through 14. aT set up a Korea Hall there in partnership with eight promising Korean dining enterprises which engaged in brand promotion and business negotiations. As of 2016, 28 Korean dining services entered the Singaporean market and are operating a total of 72 stores. The market is evaluated as promising and steadily growing.

Baek said, “Singapore leads the Southeast Asian dining trends, and we hope that by participating in the fair, more Korean dining brands will be able to break into the Singaporean market.”

Lee Hyun Woo  leehw@agrinet.co.kr

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