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Pumpui unveils strategy with seven new products, taps global palates and on-the-go consumers

By
Tan Heng Hong
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Thai canned seafood player Kuang Pei San Food Products Public Co., Ltd. operating under the brand Pumpui (aka Smiling Fish) has recently unveiled a bold product diversification strategy including introducing an array of innovative recipes such as cockles, chicken and chili paste, according to a report by Prachachat.net. This move targets an expanded customer base—including families, tourists and Thai restaurants overseas. The brand also spotlighting flexible consumption opportunities like snacking and noodle toppings as well as underscoring key health benefits, featuring high protein and preservative-free ingredient.

According to Pumpui, consumers increasingly perceive canned food as a versatile meal option fit for various occasions—whether enjoyed as snacks, rice or noodle toppings, or ingredients in other dishes—moving beyond its traditional role as emergency food. This evolving perception aligns with the needs of busy, on-the-go urban consumers, despite lingering misconceptions around the healthiness of canned products.

Another hurdle facing the Thai canned fish market is intense price competition. Since 2024, foreign brands—particularly from China—have penetrated the market, prioritising affordability over quality, especially in provincial regions.

Emerging international markets—such as the Middle East—are presenting fresh opportunities for Thai food exports. A rising global interest in Thai culture and cuisine is evident, with increasing numbers of tourists visiting Thailand, including a notable surge from countries like Saudi Arabia.

Pum Pui’s initial launch of seven new products will include both fish and seasoned clam options. This range caters to diverse palates and needs:

  • Teriyaki Mackerel targets children and those who prefer non-spicy flavours, filling a market gap.
  • Fried Sardines in Sambal Sauce is for lovers of intensely spicy food, a growing segment seen with the popularity of Korean noodles.
  • Seasoned Cockles aims at the large market of cockle enthusiasts concerned about hygiene, a currently unmet need in ready-to-eat formats.
  • Other offerings include Fried Fish with Herbs (Lui Suan style), Mackerel Choo Chee, Dried Tai Pla (Fish Kidney Curry) and Jaew Bong.

These new products are expected to hit various retail channels, beginning with convenience stores in July-August 2025.

Additionally, Pumpui will offer a range of ready-to-eat chicken and egg-based meals (eg Green Curry Chicken, Pork and Egg Stew, stir-fried holy basil with chicken) and prepared soup bases (eg Green Curry, Southern Sour Curry, Coconut Milk Noodles) in retort pouches, slated for distribution in various Asian and European countries.

Ms. Kulket Tohtubtiang, Chief Operating Officer, explained that Pumpui’s marketing will focus on encouraging product consumption across various occasions—from instant noodle pairings to travel snacks and camping meals. The goal is to highlight product versatility and health benefits like being preservative-free (due to aseptic packaging), high in protein and featuring reduced sugar and sodium formulas.

Mansome Unveils Bold Brand Refresh to Win Over Gen Z; Thailand’s Leading Functional Drink Embraces Diversity with “Be Your Best You” Concept

By
Tan Heng Hong
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2 June 2025 – Mansome, Thailand’s number one functional drink for men under TCP Group, has announced a major brand refresh designed to resonate with Gen Z consumers and reinforce its market leadership. Centered on the concept “Be Your Best You” the refresh marks a strategic shift toward diversity and individual empowerment. The new look debuted at an immersive event held at Lido Connect, Siam Square, featuring Thailand’s first-ever feel-good talk show format that blended stand-up comedy and live music to engage a new generation.

Ms. Mallika Lungnimitmas, Marketing Department Director, Thailand Country Department at TCP Group, said, “Mansome is evolving beyond a functional drink for men to become a brand that radiates positive energy for everyone. We believe that ‘looking good’ is a personal expression that should not be limited by fixed definitions. Today, Mansome is more than just a product-it is a community that embraces diversity and empowers individuals to feel confident, both inside and out.”

Over the past decade, Mansome has maintained its position as Thailand’s leading functional drink brand for men, operating in a market valued at over 1.2 billion baht annually with consistent growth trajectory. As a pioneering brand, Mansome is evolving its product development and brand communication to align with an era where consumers are more diverse. This involves adjusting the design, collaborating with content creators to produce engaging content, and reaching the lifestyles of the new generation, all while reinforcing the brand’s commitment to supporting everyone to look good in their own way.

New Design Reflects Modern Values

Believing that “good looks” has no single definition in today’s diverse world, Mansome’s brand revamp marks a bold transformation. This includes a modernized logo and features an expanded size to stand out, symbolizing the new generation’s dynamic spirit, their courage to think creatively outside the box, and their commitment to self-expression without compromising respect for others.  The refreshed label also introduces anime-inspired characters that reflect modernity, imagination, and personal expression, all under the core concept of “Be Your Best You.”

The brand also unveiled a new commercial film designed to empower the new generation to embrace their individuality with confidence and take bold steps toward becoming the best version of themselves in every aspect of life.”

The new Mansome still offers all four popular formulations, each developed to address specific lifestyle needs:

  • Blue Variant: Collagen formula optimized for skincare benefits
  • Red Variant: L-Glutathione formula designed for enhanced radiance
  • Yellow Variant: Collagen formula with Honey Lemon flavor for palatability and skin enhancement
  • Light Blue Variant: Less-sugar collagen formula with grey cap for health-conscious consumers

Sustainability Commitment Reinforces Brand Values

Demonstrating a commitment to environmental responsibility, Mansome has transitioned to rPET (Recycled Polyethylene Terephthalate) packaging.  This utilizes recycled plastic that can be continuously recycled for new packaging production.  This initiative reflects the brand’s dedication to global environmental stewardship alongside offering beverages that genuinely enhance the consumer’s appearance and well-being.

Experiential Marketing Creates Pop Culture Moment

The brand launch featured a creative talk show experience, bringing the popular “Katanyu Tonight” program to Siam Square. Host Katanyu Sawangsee was joined by popular influencers like Uno Laothong and George Rubsarb, creating content that inspired audiences to discover and express their individuality while addressing contemporary lifestyle topics. The evening concluded with a performance by Tilly Birds, a Gen Z favorite band representing confident individual style, reinforcing the brand’s connection to authentic generational trends.

“I feel very honored to participate in launching the new Mansome in this fresh format, which conveys understanding and self-acceptance through a platform that resonates with new generation interests,” said Katanyu Sawangsee. “This supports everyone to be confident in their own style while recognizing the importance of self-care to become the best version of oneself.”

This launch of the new Mansome represents not only a modernization of the brand’s image but also a bold new direction aligned with the values of today’s generation. To bring this vision to life, Mansome is rolling out a series of special activities and inspiring content aimed at empowering everyone to “Be Your Best You.” Follow all updates on Mansome’s social media at @iammansome and at points of sale nationwide.

First Cross-Sector Collaboration between ‘Punthai Coffee’ and ‘Kratingdaeng’ in Thailand ‘Energology Drinks’ Campaign Shakes Market with 4 New Energy Beverage Blends

By
Tan Heng Hong
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5 June 2025 – In Thailand’s first collaboration between a coffee brand and energy drink brand, Punthai Coffee teams up with Kratingdaeng to launch the ‘Energology Drinks’ campaign. The four new energy beverage blends represent a new category of drinks that showcases both brands’ DNA – Creative Thai Taste. Their names, which resonate with traditional Thai energy drinks, exude creativity and fun while engaging the younger generation. Designed to expand the customer base for both brands, the campaign underlines the brands’ philosophies: #AnythingIsPossibleWithPunthai and #AchieveGoalsFastAsCourageDoesNotDrop with Kratingdaeng. A roadshow will promote the campaign through both online and offline activities that will engage everyone in an energizing experience.

Ms. Sukwasa Pooshutvanitshakul, Managing Director of Punthai Coffee Company Limited, says, “Today, many factors drive consumption, with new movements happening in the beverage industry constantly. Energy drinks are now a growing trend, as consumers seek energy and functional benefits. Vitamin-infused beverages have also gained popularity as consumers often drink products with vitamins and collagen for beauty benefits. The non-alcoholic drinks trend has also expanded significantly. In this market, brands must be proactive with branding activities, product development, and new marketing strategies. It should also be noted that new-generation consumers come from an independent generation. Beyond being independent, they also seek novelty and differentiated flavors. Some place orders not to satisfy hunger, but rather to create ‘content.’ There is greater emphasis on new experiences and shareable social media moments.”

“To reinvigorate our brand concept #Punthaicanbeanything – the key message that Punthai can do the impossible and is the ultimate innovator – we have partnered with energy drink brand ‘Kratingdaeng.’ Although Kratingdaeng is already a global brand, its Thai essence resonates with Punthai’s brand identity. The collaboration creates excitement by mixing Punthai’s unusual yet tasty beverages with Kratingdaeng’s energy. The new concoctions are designed to appeal to people craving an energy boost – office workers and university students who want good taste, energy, and beneficial ingredients all at once. This new category of beverages from our collaboration addresses consumers’ lifestyles and creates a ‘super energizing experience.’ Drinkers will feel refreshed, active, and invigorated. We hope our collaboration will energize the market and increase traffic to Punthai Coffee outlets by at least 20%,” she adds.

Mr. Varawut Pongchinpak, Chief Commercial Officer – Thailand of TCP Group, says, “Kratingdaeng is expanding our market reach to the new generation. Focusing on creating new experiences for consumers, we are committed to developing innovative products that respond to consumers’ needs and organizing marketing events that satisfy consumers’ craving for new flavors. We have also been pursuing strategic marketing collaborations with new partners. We consider Punthai Coffee a brand that knows how to entertain consumers. Our collaboration with Punthai Coffee achieves synergy between two strong Thai brands from different sectors. All drinks from this partnership don’t just wake up or refresh drinkers – they also ‘energize’ and spur drinkers’ energy. Our customers are energized and motivated to achieve their goals every single day.”

Marketing communications for the ‘Energology Drinks’ campaign aim to engage target groups through a roadshow to Ninja Market in Chon Buri and Saveone Korat Market. During the roadshow, the ‘Energology Drinks Challenge – Unleash Your Energy, Challenge Every Limit!’ will take place. Participants can enjoy this thrilling game and compete to see who can ride the Rodeo Bull Simulator the longest in Thailand, with a chance to win big prizes! The top prize is a year’s worth of free drinks at Punthai Coffee. Runner-ups in second through sixth place will each receive a Max Card Plus. In-store activities will provide customers with the campaign’s limited-edition cup sleeves so they can show their energetic spirit. Online activities invite participants to name new drink menu items, share their energizing experiences, and more. Another highlight is a meaningful social contribution initiative, “Energology Drinks: Spread Courage for Thais.” This initiative will donate all proceeds from sales of the four Energology Drinks menu items between 6:00 PM and 6:00 AM from 1 to 31 July 2025 at the Punthai Coffee Khlong Luang 4 branch (open 24 hours) to charities supporting nighttime rescue and patient care. This initiative aims to provide moral support and energy to frontline workers throughout July 2025.

All new Energology Drinks embrace the Creative Thai Taste concept, which blends unusual creativity with Thai heritage. The concoctions boast both functional and emotional benefits, resonating with Punthai Coffee’s fun character. Though inspired by traditional Thai energy drinks, the names of these new beverage categories connect with the younger generation. They represent a perfect blend of modernity and local wisdom, forming a strong cultural foundation.

Menu Items:

  1. Chang Yok Kamlang Ting (Espresso Energy Boost with Kratingdaeng) – A maximum energizing menu item inspired by the “Espresso Martini,” featuring a double-shot espresso that takes flavor off the charts with half a bottle of Kratingdaeng for an extra punch. A touch of tangy lemon balances the taste, delivering an energy boost that will keep drinkers wide awake all day. (79 baht)
  2. Ting Sa Dode Kampaeng (Lime Soda with Kratingdaeng) – A refreshingly classic Highball-style drink that blends half a bottle of Kratingdaeng with sparkling soda and fresh lime, providing an energizing, revitalizing boost for the afternoon. (69 baht)
  3. Kamlang Chang Sao (Lychee Yogurt Smoothie Plus Collagen with Kratingdaeng) – This collagen-enriched drink is perfect for beauty-conscious consumers, with a smooth yogurt base balanced by the sweet and tangy aroma of lychee, a shot of Kratingdaeng, and strawberry jelly. With ingredients well-blended together, it promises to refresh drinkers and help them stay alert while studying late into the night. (89 baht)
  4. Chang Krateub Ngan (Apple Yogurt Smoothie Plus Vitamin B12 with Kratingdaeng) – This beautifully colored yogurt smoothie exudes a delightful apple aroma, enhanced with a shot of Kratingdaeng and enriched with vitamins B6 and B12. Chewy strawberry jelly adds texture, making it both delicious and refreshing while helping power drinkers through the day. (89 baht)

Enjoy the tasty and fun items from the Energology Drinks campaign at Punthai Coffee branches nationwide or have them delivered between 3 June 2025 – 18 August 2025. These creative beverages will be available while supplies last. Special privileges for Max Card members: Redeem 100 points through the Max Me application for a 30 baht discount (limited to 1,200 redemptions/day) on Energology drinks. Discounts are not available at airport branches or for delivery. This offer is valid from 20 – 30 June 2025 (1 redemption per campaign for Max Card holders; 2 redemptions per campaign for Max Card Plus and EV members, with 1 redemption per day). For more information, visit www.facebook.com/punthaicoffee or www.punthaicoffee.com

Mini Me Insights key takeaways: The foodservice sector represents the next major growth frontier for energy drinks.

‘Meow-julah 60” Arrives: Cat & the Fiddle’s Heart-to-Home Sweetness for SG60

By
Tan Heng Hong
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Singapore, 23 June 2025 – As Singapore turns 60, Cat & the Fiddle joins in the nationwide celebration with the all-new Meow-julah 60 Set; a limited-edition trio of red-and-white treats that honour the nation’s birthday with joy, flavour, and plenty of heart.

Reminiscent of the funpacks many grew up with, this sweet set calls to mind school celebrations, parades, fireworks, and belting out “Home” with pride. Thoughtfully created to evoke that familiar spirit, the Meow-julah 60 Set ($46.60) will be available from 23 June 2025 to 9 August 2025 online at www.catandthefiddle.com, as well as all Cat & the Fiddle outlets – perfect for sharing over meals, or simply savouring whilst soaking in the festivities, with plenty of Instagram-worthy snaps along the way.

Packed with SG pride and housed together in the brand’s signature 7-inch yellow whole cake box, the set includes a Petite Sweet Strawberry Cheesecake; a Special Macaron Set featuring red-hued favourites like Red Velvet, Strawberry Lychee, and Lychee Rose; and a brand-new Strawberry Éclair, filled with luscious strawberry-infused cream cheese and topped with white chocolate glaze, a delicate dusting of coconut finished with a daisy chocolate topper.

Proudly born and baked in Singapore under the creative direction of renowned local pastry chef Daniel Tay, Cat & the Fiddle has delighted dessert lovers since 2014 with its inventive cheesecakes and playful spirit. Known for its whimsical take on cheesecakes that takes inspiration from Asian flavours, the brand has since expanded beyond Singapore with outlets in Indonesia and plans to expand internationally.

For more information on Cat & the Fiddle and its current promotions, please visit the following official webpage of social media accounts:

●      Official website: www.catandthefiddle.com

●      Instagram: www.instagram.com/catandthefiddlecakes

●      TikTok: www.tiktok.com/@catandthefiddlecakes

●      Facebook: www.facebook.com/catthefiddle

 

F&B trade show SIGEP Asia returns with speciality segments, immersive programming and Singapore National Coffee Championship

By
Tan Heng Hong
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  • SIGEP Asia, Speciality Food & Drinks Asia and Speciality Coffee & Tea Asia 2025, co-located with the 6th edition of Restaurant Asia, will gather and inspire the best industry players and decision-makers across the entire F&B and foodservice supply chains 
  • Prioritising high-impact programming, the event extends beyond traditional trade booths, featuring dozens of fringe activities such as themed lounges, bar takeovers, live demos and masterclasses 
  • These include an interactive edible art installation by Singaporean chocolatier Janice Wong, live demos by Michelin Starred Chefs and Italian MasterChef Winner Tiziana Stefanelli, and exciting competitions such as the Singapore National Coffee Championship 2025, and the Panettone World Cup – Asian Selections
  • A dedicated pavilion for Nightlife & Entertainment will debut this year, featuring local bar collectives, live cocktail action, entertainment and brand showcases

Singapore, 24 June 2025 – Singapore’s most-anticipated trade event for the gelato, pastry, bakery, coffee, tea, pizza, chocolate, foodservice and nightlife sectors, SIGEP Asia, returns to Sands Expo & Convention Centre from 16 to 18 July 2025. Spanning three halls across 10,000sqm, this event is co-located with Restaurant Asia, Speciality Food & Drinks Asia (SFDA) and Speciality Coffee & Tea Asia (SCTA), and will bring together F&B owners, distributors, artisans, chefs, restaurateurs and innovators from across Southeast Asia and beyond for curated experiences and strategic networking opportunities.

Organised by IEG Asia, SIGEP Asia and its co-located events SFDA, SCTA and Restaurant Asia are expected to host 12,000 trade visitors and buyers. SIGEP Asia is the Southeast Asian extension of the world-renowned SIGEP WORLD trade show originating from Rimini, Italy 47 years ago. Following a highly successful edition last year which attracted over 11,000 visitors, conference delegates and attendees, SIGEP Asia will feature an expanded lineup of curated zones, live showcases and immersive networking experiences tailored for foodservice professionals, distributors and retail operators in the region.

“Joining SIGEP Asia 2025 are some of the most passionate creators and experts in gelato, pastry, bakery, pizza, speciality food, beverages, coffee and tea, and together we seek to elevate South East Asia’s vibrant culinary scene to new heights. We’re especially excited to go beyond the norm and reimagine industry gatherings by being a dynamic, immersive platform with world-class competitions, live demos and masterclasses, and themed experiences,” said Ilaria Cicero, Chief Executive Officer of IEG Asia.

Over 350 brands & exhibitors from more than 30 countries

SIGEP Asia, SFDA and SCTA 2025 feature a diverse range of exhibitors, from local artisanal businesses to renowned global brands, including Cheerful Goat, Ecolab, Boncafe International, Santino Coffee, Ecopack S.p.a, SoluM Singapore, MILKLAB, Coconut&Co, and many more. Major exhibitors, spanning foodservice, equipment and artisan ingredients, such as Gan Teck Kar, Universal Steel Industries, Carpigiani, Fabbri 1905 S.p.A., Aromitalia, Novacart, Leagel, FRA.GI Srls, Il Granaio delle Idee and Nip Food will also be present.

Uniquely curated zones and themed experiences

An immersive experience awaits all attendees – from Janice Wong’s Edible Chocolate Wall at the Chocolate Pavilion to the latest tech innovations at the Technology & Innovation Pavilion (TIP), the vibrant Nightlife & Entertainment Pavilion featuring themed bars by local collectives, and food delights from around the world at the international pavilions.

Spotlight on the world of chocolate: Partake in a global celebration of cacao, featuring artisanal producers from Singapore, Peru, Thailand, Italy and Japan. At the Chocolate Pavilion, award-winning pastry Chef and SIGEP Brand Ambassador Janice Wong will present a striking 9-metre edible art installation at SIGEP Asia & Restaurant Asia 2025, created in collaboration with Valrhona. Inspired by her signature approach to transforming chocolate into immersive art, the wall features hundreds of handcrafted bonbons made with premium single-origin chocolate.

At the heart of the display are two signature creations:

  • Madagascar Sunrise– A vibrant blend of passionfruit, vanilla and hazelnut featuring Valrhona OQO 73%. This single-origin chocolate from Madagascar delivers a unique experience, with crunchy cocoa bean pieces that evoke ancient cocoa roots. It offers a raw texture and unfolds with bright acidic notes, followed by warm roasted cocoa flavours.
  • Brazilian CafĂ© Culture– A creamy tribute to Brazil’s coffee heritage, featuring Valrhona Hukambi 53%, coffee, Valrhona Dulcey 35% and toasted coconut. Hukambi, a single-origin from Brazil, offers cocoa-rich, bitter and biscuity notes. Dulcey adds caramelised milk and toasted shortbread aromas, evoking childhood memories. Coffee and toasted coconut enhance the blend with rich flavours and textures.

Each bonbon acts as a “pixel” in a living artwork that evolves as guests can taste and interact with it — an ever-changing fusion of flavour and visual storytelling. This installation celebrates both culinary craftsmanship and artistic innovation, making it one of the must-see highlights of the show.

Janice Wong will also present culinary demos on the Demo Stage on 17th and 18th July, featuring chocolate flavours and bean-to-bar creations.

“As an artist and chef, I believe deeply in the power of food to inspire. SIGEP Asia provides a unique platform to share that creativity with the region,” says Janice Wong, award-winning pastry chef and SIGEP Brand Ambassador. “To bring this vision to life through a chocolate wall art installation viewed by thousands is truly a dream. But more importantly, what SIGEP does so well is highlight the narrative of the pastry world — showcasing new techniques, technologies, and innovations. I’m sure it’s going to be an exciting and inspiring show.”

The latest Foodtech innovations in action: The Tech & Innovation Pavilion (TIP), co-organised with Conectere Pte. Ltd., returns with a robust showcase of cutting-edge tools, from robotics and Artificial Intelligence (AI) to Internet of Things (IoT) solutions. The new Sandbox Area will showcase next-gen sustainability and digital transformation solutions. Visitors will be able to explore hands-on applications of emerging technologies, from AI-based kitchen tools to waste-reduction systems, and even a plasma flame exhibit by Egnite.

Tastes and innovations of the world: Visitors can also look forward to a showcase of rich culinary and cultural heritage at International Pavilions, where exhibitors from Japan, China, India, Italy and other European countries present country-specific innovations and offerings.

Explore the Japanese pavilion with speciality exhibitors, including the Yamaguchi Industrial Promotion Foundation; the Italian Trade Agency Collettiva featuring key brands like Bussy, TLM, Spinel, Labcaffe, Packint Chocolate Machines, Officine Meccaniche Murialdo, Locatelli Saline Di Volterra, Battocchio, Torronalba and DF Italia, as well as other Italian companies such as Leagel, Fabbri, Carpigiani, Aromitalia, Novacart and IceTeam at Universal Steel Industries. In addition, explore offerings from China’s leading F&B manufacturers offering equipment and high-quality, cost-efficient solutions.

Leading a new wave of tea appreciation: Visitors can explore the world of speciality tea at the Tea Pavilion, with exhibitors such as the Taiwan Tea Creative Industries Association (TTCIA), Taiwan’s Dancing Tea and Kien Yu Company, Vietnam’s Cat Nghi Tea Manufacturing, the USA’s Revolution Tea, among many others.

Thrilling competitions for coffee-making and panettone-baking excellence

  • Singapore National Coffee Championship 2025: The Singapore National Coffee Championship (SNCC), organised by the Singapore Coffee Association (SCA), will return with four exciting categories: the Singapore National Barista Championship, Singapore National Brewers Cup (sponsored by TIMEMORE), Singapore National Latte Art Championship, and Singapore Cup Tasters Competition. The various competitions aim to spotlight the craftsmanship, creativity and passion across the different aspects in the world of coffee, with winners from each category set to represent Singapore at the World Coffee Championships 2026.

“We’re excited to support a show that blends regional relevance with a global mindset, as it’s an important opportunity for the coffee and cafe industry to see what’s next in speciality, sustainability and retail innovation. The return of the annual Singapore National Coffee Championship also marks a proud moment for our community, and we look forward to seeing local baristas not only raise the bar at home, but also represent our nation with passion on the world stage,” says Victor Mah, President of the Singapore Coffee Association. 

  • Panettone World Cup – Asian Selections: Originating from Italy, the panettone is recognised globally among the pastry scene as an artisanal masterpiece and a difficult-to-master traditional Italian Christmas treat. Master baker Giuseppe Piffaretti will be bringing the Panettone World Cup to Asia for the first time, with regional selections held at SIGEP Asia. Top competitors will move on to the 2026 finals in Milan.

Fostering strategic alliances through insightful dialogues and partnerships

  • SCA will be organising its Coffee Industry Ambassador Luncheon, bringing together representatives from the ASEAN Coffee Federation (ACF), ASEAN Coffee Institute, ambassadors from coffee-producing countries, and key industry players. This year’s luncheon will focus on the introduction of the newly launched ACF Coffee Appreciation Protocol (ACAP), and key industry developments within Singapore and the region.
  • The International Food & Beverage Association (IFBA) will host its second Asia-focused roundtable, uniting F&B stakeholders to explore resilient sourcing strategies, emerging consumer trends in Asia, and new models for regional collaboration. Welcoming delegates from China, the roundtable will also cover China’s Belt & Road initiative that aims to globalise businesses across industries – including F&B, foodservice and hospitality.
  • IEG Asia has also secured an exclusive three-year partnership with the Airline Catering Association (ACA) based in Belgium, opening new opportunities for suppliers to connect with in-flight dining decision-makers. This is the first time the ACA is participating in an Asian F&B trade show, and they will be sending a 15-member delegation to the event. This collaboration brings to the event professionals who represent 64% of the global airline catering industry, collectively responsible for serving up to 4.7 million in-flight meals daily, opening direct access to a highly influential and specialised buyer segment.
  • There will be a spotlight onyouth and education as students from the Institute of Technical Education’s (ITE) Culinary Institute, AT-Sunrice GlobalChef Academy and Beacon International College will engage exhibitors onsite and offer fresh perspectives to industry professionals.

Other fringe events and activities

The SIGEP Asia 2025 experience is designed to extend beyond having traditional trade booths. Other fringe events and activities include hosted business-matching sessions at themed lounges; Chef demos for pasta, pastry, gelato and chocolate; tea ceremonies; bar takeovers; and cultural activations.

The 2025 lineup includes:

  • Culinary cultural exchanges:Celebrating Italy and Singapore’s 60th anniversary of bilateral trade, Singapore Chefs’ Association’s Edward Siew will showcase an east-meets-west creation: a “Singapore’s Chicken Rice” Risotto, while Michelin-starred chef Daniele Sperindio will bring Italian flair to a local favourite with From Singapore with Love, Granita “Kachang” – an Italian twist on Singapore’s beloved Ice Kachang.

Executive Chef Alessio Pirozzi will also showcase the signature Traditional Italian Tortellini from Torno Subito by Massimo Bottura.

  • Culinary get-togethers and tastings: Italian MasterChef winner Tiziana Stefanelli will be hosting an Italian Aperitivo featuring Mottra caviar, renowned for its exceptional quality, alongside wine pairing by Angra Wine & Spirit.
  • Franchise opportunities: MrBeast Burger launches in Singapore, with X-Inc Group holding the master franchise for the region. Businesses can attend a demo and tasting to explore how tapping into the buzz around the MrBeast brand can enhance their offerings and menus.
  • Coffee-brewing demos:BoncafĂ© will conduct coffee-brewing demos, sharing insights on the ideal water for brewing utilising their Best Water Technology.
  • Chocolate masterclasses and demos: For seasoned chocolatiers and dessert professionals looking to sharpen their craft, local artisan Chef Janice Wong will lead a tasting session on the diverse profiles of cocoa, followed by a demo and sampling of Singapore Origin bean-to-bar chocolate.

Blend business and leisure with SIGEP’s Xperience Programme

SIGEP Asia offers attendees an experience unlike any other, blending business and leisure (bleisure), with the Visitor Xperience Programme. Trade visitors enjoy exclusive hotel and airfare deals, airfare discounts and attraction passes for brands such as Singapore Airlines, Scoot, Mandai Wildlife Reserve, Gardens by the Bay and Marina Bay Sands – ensuring a fulfilling trip in Singapore.

Attendees will also receive exclusive dining privileges at some of Singapore’s top culinary destinations — including Cedric Grolet Singapore, Garibaldi, AMI Patisserie, Tess Bar, Baia, and more. Other participating outlets within Marina Bay Sands include Gordon Ramsay’s Bread Street Kitchen, LAVO Singapore, Mott 32, Maison Boulud and Spago, all of which will extend special offers.

Connect with top-level decision makers with BuyerX

BuyerX, the event’s hosted buyer programme, provides a platform for businesses to explore partnerships, collaborations and expansions with authentic hosted buyers – powered by an industry database and market research. This year, more than 100 high-level C-suite executives and purchasers from ASEAN, APAC and the Middle East will be invited to Singapore. To maximise the value of their visit, hosted buyers will have the opportunity to connect directly with exhibitors and association leaders at the exclusive networking reception (invite only) on 17 July, held at the MONTI restaurant.

Well supported by partners and valued sponsors

SIGEP Asia & Restaurant Asia 2025 is proudly supported by a host of partners and sponsors – a testament to its international business appeal.

Supporting the event as the Platinum Sponsor is NPE Print, showcasing hyper-realistic, high-quality wallpaper prints that transform spaces and elevate ambience with immersive visuals. The Gold Sponsor is Network for Electronic Transfers (NETS), which will showcase next-generation digital payment solutions tailored for F&B businesses. On the first day of the event (16 July), NETS will be hosting an exclusive (invite-only) Aperitivo networking session from 4pm to 6pm at the NETS VIP Lounge.

Key strategic partners include the Airline Catering Association (ACA), Association of Catering Professionals Singapore (ACAPS), Hospitality Alliance Singapore (HAS), International Food & Beverage Association (IFBA), Singapore Association of Food Equipment Manufacturers & Suppliers (SAFEMS), Singapore Nightlife Business Association (SNBA), among others. Other partners include Boncafé, F&N Foods, ride-hailing platform TADA, and premium French chocolate manufacturer Valrhona, among many others.

 

To visit SIGEP Asia, Restaurant Asia, SFDA and SCTA, register here.

Sun Life Malaysia Names Ho Teck Seng as President and Country Head

By
Tan Heng Hong
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  • Teck Seng is also the Chief Executive Officer of Sun Life Malaysia Assurance Berhad
  • As President and Country Head, he oversees Sun Life Financial’s businesses in Malaysia

Kuala Lumpur, 25 June 2025 — Sun Life Malaysia (Sun Life Malaysia Assurance Berhad and Sun Life Malaysia Takaful Berhad), a leading life insurance and family takaful provider, today announced the appointment of Ho Teck Seng as its new President and Country Head of Sun Life Malaysia and Chief Executive Officer of Sun Life Malaysia Assurance Berhad effective 1 July 2025. He succeeds Raymond Lew, who is retiring on 30 June 2025.

With over 30 years of experience, Teck Seng brings extensive leadership and diverse expertise from senior roles across insurance institutions. His background spans distribution, operations, digital transformation, client experience and financial management.

In his role as President and Country Head, Teck Seng will oversee Sun Life Financial’s businesses in Malaysia, lead the company’s strategic growth and drive business innovation. Sun Life Malaysia currently has assets under management of RM7 billion.

Prior to this appointment, Teck Seng served as President Director of Sun Life Indonesia, where he was responsible for expanding the company’s business growth, profitability and managing overall strategy development. He first joined Sun Life Malaysia in 2013 as Chief Operating Officer before being promoted to Deputy Chief Executive Officer in 2016. He worked closely with the board and management team to strengthen the company’s bancassurance, bancatakaful and agency businesses, enhance client experience, improve digital transformation, and bolster brand and marketing efforts.

Announcing the appointment, Dato’ Noorazman Abd. Aziz, Chairman of Sun Life Malaysia, said, “We are delighted to welcome Teck Seng back to Sun Life Malaysia. His deep industry expertise, leadership and unwavering commitment to client experience make him the ideal leader to steer the company into its next phase of growth. The Board is confident that Sun Life Malaysia will continue to strengthen its position as a trusted insurance and takaful partner in helping Malaysians achieve financial security and well-being under his stewardship.”

“I am honoured to lead Sun Life Malaysia at such a dynamic time in our journey. As we continue to grow and evolve, my focus remains on delivering greater value to our clients, empowering our people and driving meaningful innovation across the business. I believe that by staying client-focused and future-ready, we can make a lasting impact in helping Malaysians achieve lifetime financial security and live healthier lives,” Teck Seng said.

Sun Life Malaysia is a joint venture by Sun Life Assurance Company of Canada and Khazanah Nasional Berhad.

Malto unleashes graffiti-fueled branding with ‘Shake It Off’ slogan and Jang Won Young

By
Tan Heng Hong
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Aiming squarely at the teen demographic, LOF International Dairy has revitalised its Malto line with striking new packaging. The brand now projects a daring, nonconformist vibe through a bolder, more matured and darker aesthetic, highlighted by the ‘Shake It Off’ tagline in dynamic graffiti. This transformation is a clear move away from Malto’s former cute-character branding.

To embody this fearless spirit, Malto tapped IVE singer Jang Won Young whose “Lucky Vicky” mantra of unwavering optimism perfectly aligns with the brand’s audacious vibe. As a global idol who motivates young people, she was the obvious choice to represent Malto in Vietnam.

Malto’s product range:

  • Sparkling Yogurt – Vietnam’s first carbonated yogurt drink, containing 5 billion Postbiotic Lactobacillus, offering a refreshing taste, helping with digestion, and eliminating heaviness.
  • Jelly Shake Fruit Juice – made with natural fruit juice and chewy jelly pieces, providing a boost in spirit and enhancing connections.
  • Chocolate Mint Barley Milk Jelly Shake – an exciting chewy drink experience with a unique blend of chocolate and mint flavors, supplying energy for an active day. Enriched with vitamin D3 and calcium for bone growth, along with vitamins B1, B3, and B6 to support brain function.
  • Natural Fermented Yogurt Drink with Grape Flavor and Jelly Shake – packed with soluble fibre to aid digestion, helping young people stay fueled and passionate.

When brands lean into a ‘dare-to-be-different’ persona, they must embed authentic counterculture cues throughout their identity to keep that edge alive. Malto’s real challenge will be sustaining that rebellious spark over time.

 

Orgalife debuts Delisoup Milk & Vegetables and Vegan O’go Macadamia Smoothie for on-the-go wellness

By
Tan Heng Hong
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Orgalife, a Vietnamese nutrition brand that specialises in scientifically formulated health foods and medical nutrition products, has recently launched two new products – Delisoup Milk & Vegetables and O’go Macadamia Smoothie.

Delisoup Milk & Vegetables is a scientifically nutritious milk soup, helping to supplement energy and fibre in a healthy and convenient way. The soup contains:

  • Milk and vegetables to provide a comprehensive range of essential nutrients
  • Natural fibre and FOS (fructooligosaccharides) for healthy digestion and enhance nutrient absorption
  • B vitamins—specifically B1, B3, B5, and B6 to increase energy levels and support the nervous system
  • Omega-3 and Omega-6 fatty acids, derived from rapeseed oil, to maintain cardiovascular health.

The product is ideal for:

  • Office workers, busy people – Need nutritious, convenient snacks.
  • People with poor digestion – Need natural fibre supplementation.
  • Children over 3 years old – Picky eaters of vegetables, need healthy development.
  • Pregnant and breastfeeding women (requires guidance from a healthcare professional) – Need safe nutritional supplementation.

O’go Macadamia Smoothie provides comprehensive digestive support through a powerful blend of natural fibers derived from brown rice, cocoa and oat. Additionally, it delivers plant-based protein from soy, crucial for optimising nutrient absorption.

This vegan, lactose-free smoothie provides a balanced Omega-3, 6 and 9 ratio from macadamias and canola oil for heart health and cholesterol regulation. It’s also enriched with B-complex vitamins (B3, B5, B6, B12) to support memory and reduce stress.

O’go Macadamia Smoothie is ideal for the following consumers:

  • Busy office workers – Need quick, healthy energy supplementation
  • People with poor digestion – Need more fiber to improve gut health
  • Vegans – Want easy-to-absorb plant-based protein supplementation
  • People concerned about cardiovascular health – Need Omega 3-6-9 to support stable heart health

Omachi rolls out Asian street food-inspired meals with innovative cold-drying tech

By
Tan Heng Hong
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Masan’s Omachi instant noodle brand has released its latest Omachi QuĂĄn XĂĄ ChĂąu Á (Omachi Asian Street Food) Meal Box on shelves at retail points and e-commerce platforms in Vietnam.

The Omachi Quán Xá Chñu Á meal box delivers the comforting experience of a hot, restaurant-style dish, packed with generous portions of meat and vegetables. Each dish is made using cutting-edge cold-drying technology, originally used in Omachi’s self-heating hotpot and rice lines, enabling long-lasting freshness without the need for preservatives. Conveniently stored at room temperature, each meal is priced at VND 26,000 (around 1 USD).

The five Asian street food experiences are: 

  • Taiwanese Beef Noodles
  • Hong Kong Tomato Meat Egg Noodles
  • Japanese Seafood Miso Noodles
  • Bangkok Tomyum Noodles
  • Beijing Roast Duck Mixed Noodles

Omachi aims to expand this collection to 30 signature Asian dishes by the end of 2026, offering consumers the experience of “restaurant-quality meals at home” with everyday convenience.

With declining consumer spending, brands are now focusing on expanding in-home dining options by offering affordable, restaurant-quality meals.

Key takeaways: expanding in-home consumption with restaurant-quality, affordable meals

PT Forisa Nusapersada launches Pop Ice Sultan Matcha series to capture Indonesia’s matcha momentum

By
Tan Heng Hong
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PT Forisa Nusapersada is tapping into the ever-growing matcha craze with the launch of its indulgent new line—Pop Ice Sultan Matcha Series in Indonesia. This exciting trio of flavours includes Matcha Caramel, Matcha Coffee and Matcha Cookies, each crafted to offer a rich and elevated matcha experience.

Blending the earthy charm of premium matcha with creamy, dessert-inspired notes, the Sultan Matcha Series brings a sophisticated twist to the beloved Pop Ice lineup, appealing to both loyal fans and adventurous flavor seekers.

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