Page 22 - FoodFocusThailand No.169 April 2020

SPECIAL INTERVIEW
The Republic of Singapore has only 710.2 km of land,
2
about the same size as Thailand’s Phuket island, and
Special Interview:
approximately 5.7 million of population (as of June 2019), Ms.Supranee Kongkiatkamon
which has increased by 1.2% thanks to a growing number Director
of international labor migrants. Despite its geographically Office of Commercial Affairs (Thai Trade Center)
Royal Thai Embassy, Singapore
small size, Singapore is a major trade hub and economically
structured as one of the regional and global trading nations,
acting as a high-potential base for international trade flow
in accordance with its national motto “Majulah Singapura”
or “Onward Singapore”.

Singapore is a highly competitive free market energized with high first implemented by the Health Promotion Board with the objective
purchasing power as it is populated by a large number of expats. The fact that of encouraging food courts and restaurants in residential areas to
Singapore needs to rely on overseas imports and adopt the policies of product provide more healthy food choices. Moreover, the board also offers
sourcing from several different manufacturers opens a door of opportunity for a health and diet tracking mobile application, Healthy 365, that
Thai food and beverage manufacturers. enables users to track their daily steps, count, and calculate the
“The Singaporeans place priority on product quality.” said Ms.Supranee corresponding calories burned. It also helps to track daily food and
Kongkiatkamon, Director, Office of Commercial Affairs (Thai Trade Center), drink intake as well as the calories consumed, thus assisting in
Royal Thai Embassy, Singapore, in an interview with Food Focus Thailand. weight management and enabling a healthier lifestyle.
She added that Singaporean consumers tend to make comparison between
product price and quality as their main concern is not the “low price”, but rather Quality Packaging: Packaging aesthetics are not the main
the “cost effectiveness”. In other words, product quality and price tag must 4concern for Singaporean consumers, who, however, tend to pay
match. more attention to clean and neat packaging with comprehensive
“Thai products are highly valued by Singaporean consumers. An increasing information as required by law.
number of Singaporean tourists visits Thailand each year, and in 2018 the total Mr.Lee Hsien Loong, Prime Minister of Singapore, has called
number reached 1 million. It is a great opportunity for the Singaporean visitors for people to consume more healthy food. This initiative, along with
to get to experience Thai food and purchase it as souvenir or for domestic the annual rise of diabetic patients in Singapore, has led the
consumption.” said Ms.Kongkiatkamon, who also provided 4 important export- government to encourage people to consume brown rice, color rice
related advices for Thai food and beverage manufacturers as follows: (such as riceberry rice), and cereal grains. If consumers purchase
healthy food and beverage products manufactured by officially
Reliable Standards: Singapore is a nation of high standard. Food and
1beverage products must comply with the regulations of the Singapore Food certified manufacturers, they can scan a QR code on the package
to redeem a reward. It is an integrated approach to promote public
Agency and Health Sciences Authority.
health.
Compatible Trade Partners: All imported products in Singapore must be “Singaporeans are usually impressed by the products that are
2properly licensed, and the distribution must be professionally handled by crafted by local people or contain locally sourced natural ingredients,
experienced importers and distributors. The information on local importers, and this is one of the opportunities for Thai manufacturers to create
distributors, distribution channels, and retailers is kept in the database of the a story for their products. Moreover, Halal products are highly popular
Office of Commercial Affairs (Thai Trade Center), Singapore, to provide Thai not only among Muslim consumers but also among the general
manufacturers or exporters with opportunities for business contacts and public.”
negotiations. “The Office of Commercial Affairs, Singapore, is ready to support
Thai entrepreneurs with information and useful advices to optimize
Right Trends: Health is one of the ongoing popular trends in Singapore. their competitiveness in a free market and expand it further into the
3Singaporeans tend to purchase food and beverage with the Healthier regional level.” concluded Ms.Kongkiatkamon.
Choice logo in accordance with the “Healthier Dining Programme”, an initiative

Opportunities for

Thai Food and Beverage Products

in Singapore

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