Bee Cheng Hiang, Singapore’s famous grilled barbecued meat (bakkwa) brand, and the Singapore Tourism Board, have collaborated to launch home meal replacement (HMR) and meat jerky products through South Korea’s CU convenience store. Bee Cheng Hiang’s local name in South Korea is 비첸향.
The partnership aims to generate South Korean consumer interest in Singapore as a tourist destination as travel opens up between both countries.
The limited edition Bee Cheng Hiang items include chili crab pizza, chili crab hot dog and vacuum-packed jerky.
We have seen tourism bodies partnering with food and drink players to promote tourism in overseas market. The Wonderful Indonesia scheme by the Indonesian Ministry of Tourism and Creative Economy (Kemenparekraf) is one of the best examples. Kemenparekraf is very active in promoting Indonesia by collaborating with both local and foreign food and drink brands.