Observing the Upgrade of Food Consumption in Southeast Asia through FHA: Health, Convenience, and the Rise of the "Halal Economy"
Duration:
Apr 16 - 18, 2025
Location:
Singapore
As global population growth, resource scarcity, and environmental challenges intensify, the food industry is undergoing structural transformation. In Europe and the U.S., healthy and sustainable consumption has become mainstream. In regions like the Middle East, the "halal economy" leads the way. Meanwhile, Southeast Asia—a market of 650 million people—is emerging as a "new growth market" for global food brands, driven by its expanding middle class, surging e-commerce penetration, and multicultural integration.
The Singapore Food & Beverage Exhibition (FHA-Food & Beverage), regarded as Asia’s food industry "barometer," drew significant attention. Held from April 8 to 11 at the Singapore Expo, the event spanned 12 thematic zones, including food, beverages, halal products, and foodservice technology. It attracted over 1,600 exhibitors from 50+ countries and 60,000 professional buyers, solidifying its position as one of the largest and most influential food industry gatherings in the Asia-Pacific region. With its global and professional focus, FHA serves as a critical springboard for companies aiming to expand into Southeast Asia and beyond.
New Players Eye the Asia-Pacific Market
Singapore, strategically located at the crossroads of the Malacca Strait, is one of the world’s busiest shipping hubs, connecting East Asia, South Asia, the Middle East, and Oceania. Its geographic advantage, pro-business policies, market reach, and industry reputation make it a "strategic hub" for Southeast Asian food trade and a testing ground for global companies entering the region.
At this year’s FHA, exhibitors were predominantly from Southeast Asia and Europe, with nearly 35% being first-time participants. Notably, Australia, this year’s partner country, showcased beef, lamb, dairy products, and wine. Many Australian buyers also attended to explore opportunities in the Asia-Pacific market.
Chinese, Japanese, and South Korean companies also had a strong presence. Chinese exhibitors highlighted frozen foods, snacks, seasonings, and organic agricultural products. Unique offerings like portable herbal teas for tropical climates, low-sugar snacks, and fusion products blending Chinese hotpot flavors with Southeast Asian preferences (e.g., "mild南洋spice") garnered significant interest.
Health, Convenience, and Halal Products Dominate Buyer Interest
Buyers—primarily Southeast Asian distributors, chain restaurants, and European/American importers—focused on halal-certified foods, functional health products, and sustainable packaging solutions.
With the world’s largest Muslim population, halal certification is a "passport" to Southeast Asia’s market, symbolizing both religious compliance and food safety. Meanwhile, demand for convenience foods and beverages is rising. In premium markets like Singapore and Brunei, organic and functional products are prioritized, while Indonesia and Philippines lean toward affordable staples and snacks.
The exhibition also featured cocktail and mixology challenges—all based on non-alcoholic beverages. Organizers noted this aligns with regional preferences and health trends, aiming to spur innovation in products that resonate with modern consumers.
Building Trust Through Health-Conscious Practices
Key concerns among buyers included whether products met local certifications and whether ingredient lists were transparent and reliable. These factors directly determine a product’s ability to enter markets and secure long-term partnerships.
Southeast Asia’s fragmented certification landscape poses challenges. For example, Malaysia’s halal standards are globally recognized as the gold standard, while Indonesia’s BPOM (Food and Drug Monitoring Agency) and Thailand’s FDA require tailored compliance. Many buyers demand third-party testing reports (e.g., SGS) or prefer "test-before-scale" partnerships.
Cross-Border Platforms Gain Traction
Made-in-China.com, FHA’s media partner, debuted at the event, attracting attention from both buyers and sellers. Questions like "How to find high-quality Chinese suppliers?" and "How to identify the right products?" dominated discussions. On-site staff assisted over 100 buyers in sourcing products through the platform, offering tailored solutions for specialized needs. As a leading cross-border e-commerce platform, Made-in-China.com has spent two decades bridging Chinese suppliers and global buyers, combining online and offline efforts to drive precise matches—ultimately transforming "Made in China" into "served globally."
The Singapore Food & Beverage Exhibition (FHA-Food & Beverage), regarded as Asia’s food industry "barometer," drew significant attention. Held from April 8 to 11 at the Singapore Expo, the event spanned 12 thematic zones, including food, beverages, halal products, and foodservice technology. It attracted over 1,600 exhibitors from 50+ countries and 60,000 professional buyers, solidifying its position as one of the largest and most influential food industry gatherings in the Asia-Pacific region. With its global and professional focus, FHA serves as a critical springboard for companies aiming to expand into Southeast Asia and beyond.
New Players Eye the Asia-Pacific Market
Singapore, strategically located at the crossroads of the Malacca Strait, is one of the world’s busiest shipping hubs, connecting East Asia, South Asia, the Middle East, and Oceania. Its geographic advantage, pro-business policies, market reach, and industry reputation make it a "strategic hub" for Southeast Asian food trade and a testing ground for global companies entering the region.
At this year’s FHA, exhibitors were predominantly from Southeast Asia and Europe, with nearly 35% being first-time participants. Notably, Australia, this year’s partner country, showcased beef, lamb, dairy products, and wine. Many Australian buyers also attended to explore opportunities in the Asia-Pacific market.
Chinese, Japanese, and South Korean companies also had a strong presence. Chinese exhibitors highlighted frozen foods, snacks, seasonings, and organic agricultural products. Unique offerings like portable herbal teas for tropical climates, low-sugar snacks, and fusion products blending Chinese hotpot flavors with Southeast Asian preferences (e.g., "mild南洋spice") garnered significant interest.
Health, Convenience, and Halal Products Dominate Buyer Interest
Buyers—primarily Southeast Asian distributors, chain restaurants, and European/American importers—focused on halal-certified foods, functional health products, and sustainable packaging solutions.
With the world’s largest Muslim population, halal certification is a "passport" to Southeast Asia’s market, symbolizing both religious compliance and food safety. Meanwhile, demand for convenience foods and beverages is rising. In premium markets like Singapore and Brunei, organic and functional products are prioritized, while Indonesia and Philippines lean toward affordable staples and snacks.
The exhibition also featured cocktail and mixology challenges—all based on non-alcoholic beverages. Organizers noted this aligns with regional preferences and health trends, aiming to spur innovation in products that resonate with modern consumers.
Building Trust Through Health-Conscious Practices
Key concerns among buyers included whether products met local certifications and whether ingredient lists were transparent and reliable. These factors directly determine a product’s ability to enter markets and secure long-term partnerships.
Southeast Asia’s fragmented certification landscape poses challenges. For example, Malaysia’s halal standards are globally recognized as the gold standard, while Indonesia’s BPOM (Food and Drug Monitoring Agency) and Thailand’s FDA require tailored compliance. Many buyers demand third-party testing reports (e.g., SGS) or prefer "test-before-scale" partnerships.
Cross-Border Platforms Gain Traction
Made-in-China.com, FHA’s media partner, debuted at the event, attracting attention from both buyers and sellers. Questions like "How to find high-quality Chinese suppliers?" and "How to identify the right products?" dominated discussions. On-site staff assisted over 100 buyers in sourcing products through the platform, offering tailored solutions for specialized needs. As a leading cross-border e-commerce platform, Made-in-China.com has spent two decades bridging Chinese suppliers and global buyers, combining online and offline efforts to drive precise matches—ultimately transforming "Made in China" into "served globally."