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HKTDC Debuts at THAIFEX – Anuga Asia Showcasing Hong Kong F&B Products to Tap Asian Market

By
Tan Heng Hong
-

Reinforcing its commitment to help Hong Kong businesses expand and capture emerging opportunities across Asia, the Hong Kong Trade Development Council (HKTDC) will debut a Hong Kong Pavilion at THAIFEX – Anuga Asia 2025, one of the region’s most influential F&B trade shows.

Monday 19 May 2025 – The event in Bangkok is expected to welcome over 90,000 trade visitors, with more than 3,100 exhibitors from over 50 countries and regions.

The Pavilion’s 17 exhibitors, representing over 20 distinguished Hong Kong brands, will feature a diverse selection of products, including pastry and bakery, grocery products, condiment, coffee and tea, ready-to-eat food, beverages and more.

To facilitate business development and industry exchange, we will also host business matching meetings and co-organise a seminar-cum-networking reception with the Hong Kong Economic and Trade Office in Bangkok, Invest Hong Kong, and Thai-Hong Kong Trade Association, to foster valuable dialogue and connections between Hong Kong and regional enterprises on emerging market trends and collaboration opportunities.

The Hong Kong Pavilion will highlight Hong Kong’s unique fusion of time-honoured traditions and contemporary tastes. Among the featured heritage brands are Hang Heung Cake Shop, a century-old bakery famed for its iconic wife cake and award-winning egg roll, and Hiang Kie Coffee Group, a beloved 80 year-old-brand showcasing its signature Hong Kong-style milk tea known for its rich and silky flavour.

An array of authentic local flavours will also be featured, ranging from Ka Vo Food International’s cookies and pasties and Realfit CHK’s specialty condiments to Fung Lung Trading’s premium dried shrimp roe noodles and Tapas G. Catering’s innovative upcycled snacks, including protein and fibre-rich okara cookies and chips.

In addition, other Hong Kong’s time-honoured brands, such as On Kee, known for premium abalone selections, and Wai Yuen Tong, a trusted name in traditional herbal supplements, will be showcased alongside modern offerings, like Cookies Quartet’s natural aromas and healthy cookies, Tai Po Chun Hing’s premium meatballs and KK Food Trading’s imported rice noodle. Each represent the diversity and quality of Hong Kong’s flavour.

A series of side activities will be organised to facilitate connections between Hong Kong and Thai businesses, including a seminar-cum-networking reception on 28 May at Amber 1, IMPACT Muang Thong Thani, providing exhibitors valuable market insights and networking opportunities with local businesses.

Visitors can also engage in live product presentations highlighting Hong Kong’s food offerings and participate in an interactive Hong Kong-style dim sum roulette that features exclusive prizes, offering participants a unique blend of business engagement and entertainment

THAIFEX- Anuga Asia 2025 – HKTDC Hong Kong Pavilion
Date: 27-31 May 2025
Opening hours: 27-30 May: 10am – 6pm
31 May: 10am – 8pm
Venue: 9-GG47, Hall 9, IMPACT Muang Thong Thani, Bangkok, Thailand

DKSH Malaysia Partners with Eastroc Beverage to Enhance Beverage Distribution in Peninsular Malaysia

By
Tan Heng Hong
-

DKSH has been appointed as an authorized partner and distributor for Eastroc Beverage (Malaysia) Sdn. Bhd. to drive the growth and expansion of Eastroc’s beverage portfolio. 

Petaling Jaya, Malaysia, April 16, 2025 – DKSH Business Unit Consumer Goods, a leading partner for companies seeking to grow their consumer goods business in Asia and beyond, has entered a strategic partnership with Eastroc Beverage (Malaysia) Sdn. Bhd., a global provider of a high-quality and innovative portfolio of beverages. This collaboration will enhance the availability of Eastroc’s beverages across modern trade channels in Peninsular Malaysia, where the beverage market has shown consistent growth with consumers demonstrating a strong preference for products that offer both functionality and premium experiences.

As part of this partnership, DKSH Malaysia will provide comprehensive Market Expansion Services, including sales, field activation, distribution and logistics, and credit and collection. The collaboration ensures the seamless distribution of Eastroc’s beverages, beginning with Eastroc Energy Beverage and more innovative beverages in the future.

Building on DKSH’s proven track record of successfully launching and growing beverage brands in Malaysia, the collaboration leverages an extensive distribution network spanning hypermarkets, supermarkets, convenience stores, chain mini-marts, and petrol marts across Peninsular Malaysia. This comprehensive coverage ensures that Eastroc’s beverages will be readily available wherever consumers prefer to shop.

Leonard Tan, CEO of Eastroc Beverage (Malaysia) Sdn. Bhd., expressed his confidence in the partnership, stating: “As one of the leading beverage brands, we see tremendous potential for expansion in Malaysia. With DKSH’s strong market expertise and distribution network, we are confident in strengthening our brand presence and achieving sustainable growth in the region.”

Daniel Schwalb, Vice President, Fast Moving Consumer Goods at DKSH Malaysia, added: “We are excited to partner with Eastroc Beverage in bringing their high-quality and innovative beverage portfolio to Malaysian consumers. Through DKSH’s extensive distribution network and deep market expertise, we will ensure that every Malaysian consumer can enjoy these thoughtfully crafted beverages, whether they are seeking refreshment, energy, or a moment of sophisticated indulgence. Our track record in successfully growing beverage brands in Malaysia combined with our understanding of local consumer preferences positions us perfectly to drive Eastroc’s growth in this dynamic market.”

About Eastroc Beverage (Malaysia) Sdn. Bhd. 

Eastroc Beverage, listed on the Main Board of Shanghai Stock Exchange (605499), a company focused on providing high quality and innovative portfolio of beverages for consumers, committed to become the leading multi-category beverage group globally. The company experienced a CAGR of more than 20% in revenues and more than 63% in net profit from 2018 to 2024. Eastroc Beverage has exceeded 20 billion in revenue, solidifying its position as a leading company in the beverage industry with both scale production and comprehensive sustainability capacity.

Bold, ‘kaw’ flavours shine through in new Karta campaign

By
Tan Heng Hong
-

16 May 2025 – Coconut water brand, Karta, has adopted the succinct Malaysian expression ‘kaw’ to communicate its unique rich and bold taste. This distinct taste was picked up by consumers in a blind taste test conducted by lead agency Muma Malaysia at the campaign development phase and it is this distinguishing selling point that birthed the ‘So Kaw-Kaw-Nut’ creative idea.

When a coconut becomes a Kaw-Kaw-Nut

Living in the tropics with sunny days all year round, everyone is familiar with the refreshing and hydrating benefits of coconut water. With sophisticated palates to discern even the slightest distinction, the richness of Karta’s pure coconut flavour got the thumbs up from over 80 per cent of respondents.

Karta’s conveniently packed ready-to-drink is made from 100% pure coconut water with no additives. Packed with electrolytes to replenish fluid loss from sweat and physical activity, it is nature’s ultimate hydration from fruit to you.

Thompson Chuah, Head of Marketing, Signature Brands at Kara Marketing said, “Muma has created a strong campaign concept that communicates the distinguishing feature of Karta coconut water, perfectly encapsulated in one word that every Malaysian knows. And as a testament to their creativity, they took it even further with a brilliant play of words to rhyme with our core ingredient, the coconut. It is invigorating to work with a partner who understands our product and finds the best way to communicate with our consumers.”

The award-winning boutique agency worked with film director Gavin Simpson and Directors Think Tank to produce a humorous 30s video that invites everyone to enjoy the rich and bold flavours of Karta coconut water and unleash their vivacious and ‘kaw’ personality to the world.

Simpson, a celebrated creative leader turned commercial film director said, “‘The So Kaw-Kaw-Nut’ storyboard was already bursting with fun and personality, and my job was to match that energy and playfulness on screen and convey it to the audience.”

The campaign launched in May on digital OOH and social media, with trade support through in-store POSM and mobile activation.

Buy now at Karta Malaysia Online Shop – https://kartasupermall.com/brands/karta/

Keluang Man Unites Over 7,000 Fans in Malaysia’s First Original Superhero Fun Run

By
Tan Heng Hong
-
Back, Left to Right: Amy Gan, Vice President of Marketing, Etika; Santharuban Thurai Sundaram, CEO of Etika Group of Companies for Malaysia, Singapore, Brunei & Exports (Halal); YBhg. Dato' Seri TPr (Dr.) Maimunah binti Mohd Sharif, Mayor of Kuala Lumpur; YM Raja Jastina Raja Arshad, Executive Producer of Keluang Man & Head of Astro Shaw; Pan Vui Shang, Head of Distribution at GSC. Front, Left to Right: Anwaar Beg Moghal; Keluang Man; Shweta Sekhon; Mr Nas Muammar Zar; Datuk Rosyam Nor; BeBe; Mat Saad Abd Ghani

Held in conjunction with DBKL’s Car-Free Morning, the 5 km run marked a milestone moment in Astro Shaw and Etika’s cultural branding campaign fusing fitness, fandom, and film in one action-packed morning ahead of the 29 May cinematic release.

18 May 2025, Kuala Lumpur – To further fuel excitement ahead of the upcoming
live-action release of Keluang Man, premiering in cinemas nationwide on 29 May, Astro
Shaw has delivered an immersive film experience through the ‘Keluang Man WONDA Fun
Run’—Malaysia’s very first original superhero-themed run.

This landmark event marked the inaugural collaboration between Keluang Man, Wonda Coffee, and Dewan Bandaraya Kuala Lumpur (DBKL), held in conjunction with the Car Free Morning programme.

Staged for the first time in Kuala Lumpur, the 5 km run flagged off from Menara DBKL and
attracted over 7000 participants across all age groups. The event kicked off at 6:45 am with a warm-up session before the official flag-off at 7:00 am, officiated by Keluang Man,
BeBe and the Mayor of Kuala Lumpur, YBhg. Dato’ Seri TPr (Dr.) Maimunah binti Mohd Sharif. The event was also graced by key figures, including Executive Producer of Keluang
Man and Head of Astro Shaw Raja Jastina Raja Arshad, Chief Executive Officer of Etika
Holdings, Mr Santharuban Thurai Sundaram, and Head of Distribution at GSC, Pan Vui
Shang.

Left to Right: Mat Saad Abd Ghani; Anwari Ashraf, Director of Keluang Man; YM Raja Jastina Raja Arshad,
Executive Producer of Keluang Man & Head of Astro Shaw; Amy Gan, Vice President of Marketing, Etika; Pan Vui
Shang, Head of Distribution at GSC; Santharuban Thurai Sundaram, CEO of Etika Group of Companies for
Malaysia, Singapore, Brunei & Exports (Halal); Mr Nas Muammar Zar; Anwaar Beg Moghal.

What made the event truly unique was the vibrant turnout of participants dressed in their
creative interpretations of the iconic Keluang Man character. Adding to the excitement,
the fun run featured appearances by the film’s cast, including Nas Muammar Zar, Datuk
Rosyam Nor, Shweta Sekhon, Anwaar Beg Moghal, Sham Sunder, and Razzuan Rosli, as
well as the film’s theme song vocalist Krisya and local rock band S.O.G., along with other
celebrity guests.

Raja Jastina Raja Arshad, Executive Producer of Keluang Man and Head of Astro Shaw,
shared, “We’re deeply grateful for the overwhelming support from Keluang Man fans,
event participants, and our partners Wonda Coffee and DBKL for making today’s Keluang Man WONDA Fun Run a success. This isn’t just a celebration of the film’s upcoming
release—it’s about bringing the Keluang Man universe closer to the people. Keluang Man
embodies courage, strength, and agility, and we hope these values inspire Malaysians to
stay active and believe that everyone has a superhero within them.”

Amy Gan, Vice President of Marketing at Etika shared, “At Etika, we believe in celebrating
stories that bring Malaysians together, and Keluang Man is one of those rare icons that bridges generations. Through our collaboration with Astro Shaw and DBKL, the Keluang Man x WONDA Fun Run allowed us to connect with the community in a meaningful, energetic, and uniquely local way. It’s not just about coffee or running, it’s about showing
up, dressing up, and standing proud for something homegrown. We’re honoured to be
part of this celebration of strength, courage, and national creativity.”

The Keluang Man x WONDA Fun Run also served as the latest milestone in Wonda
Coffee’s nationwide campaign to celebrate local heroes and energise cultural pride
through immersive storytelling. Following the successful launch of the limited-edition
Wonda Keluang Man can series, exclusive Keluang Man merchandise promotions, and the
collaborative Wonda-ful Keluang Man Burger with myBurgerLab, the Fun Run brought the
campaign full circle, turning brand love into real-world action. To date, over 2 million cans
of Kopi Kluang have been sold, further testament to the campaign’s strong resonance
with Malaysians. From coffee to costumes, Malaysians across all walks came together to
celebrate the values of courage, endurance, and unity that Wonda and Keluang Man
proudly share. The activation reflects Etika’s ongoing strategy to translate nostalgia into
engagement, turning local culture into a meaningful, multi-sensory brand experience.

The event also featured a host of engaging activities at dedicated booths, including
meet-and-greet photo sessions with the Keluang Man cast and BeBe mascot, live
performances by Krisya and S.O.G, lucky draws, exclusive Keluang Man merchandise, and
live broadcasts by Malaysia’s no.1 radio station ERA. Participants also enjoyed Wonda Kopi
Kluang samples, the Wonda-ful Keluang Man Burger, as well as special offers and
showcases from Iconic Animation Studio, Fung Keong, and Abstrax, bringing together
creativity, nostalgia, and community in one unforgettable morning.

The Keluang Man film is produced by Astro Shaw in collaboration with GSC, Idea River Run, and strategic partner Wonda Coffee and co-produced by Pasal Productions. Directed by Anwari Ashraf, the film stars Nas Muammar Zar, Dato’ Remy Ishak, Anwaar Beg Moghal, Datuk Rosyam Nor, Shweta Sekhon, Halim Othman, Amelia Henderson, Sham Sunder, Dennis Yin, and many more.

Stay updated with the latest Keluang Man news and exclusive clips via TikTok, Instagram,
X, and Facebook through Astro Shaw and Astro Gempak. Don’t forget to share your
thoughts and excitement using the hashtags #KeluangMan and #KeluangManMovie.

 

Calbee Thailand ignites taste buds with Jaxx Habanero Chili Sauce Chips

By
Tan Heng Hong
-

Calbee Thailand has introduced its latest spicy innovation—Jaxx Habanero Chili Sauce Potato Chips. Accompanied by a flavourful dip, these chips allow you to customise your heat level, creating a personalised fiery snacking experience.

New MAMA Mala-flavored instant noodles in cup format

By
Tan Heng Hong
-

Thai President Foods has launched a Mala-flavoured instant noodle in a cup format in Thailand. The company has launched Mala-flavoured products in the past to capitalize on the growing consumer interest in the spicy mala flavour. which continues to captivate the interest of Thai consumers.

Key takeaways: Mala flavour on the rise

Ready-to-eat porridge from the pouch by Ajinomoto Thailand

By
Tan Heng Hong
-

Ajinomoto has launched a ready-to-eat congee under Ajinomoto Quick Meal, providing consumers with a quick and convenient solution for a satisfying meal. The porridge is made with 100% real jasmine rice and contains real meat (pork/chicken) in every spoonful.

Ingredients (Ajinomoto Quick Meal Pork): Congee (Jasmine rice, water) 92.7%, Pork 6%, Pork Seasoning Powder (Iodized salt, sugar, garlic powder, pepper powder) 1.3%, Flavor Enhancers (Monosodium L-Glutamate, Disodium 5′-ribonucleotides), Food Additive (Maltodextrin), Natural Color (INS 150a), Natural and Artificial Flavors.

Ingredients (Ajinomoto Quick Meal Chicken): Congee (Jasmine rice, water) 92.7%, Chicken 6%, Chicken Seasoning Powder (Iodized salt, sugar, garlic powder, pepper powder) 1.3%, Flavor Enhancers (Monosodium L-Glutamate, Disodium 5’-ribonucleotides), Food Additive (Maltodextrin), Natural Color (INS 150a), Natural and Artificial Flavors.

Allergen Information: Contains wheat, soybeans, and may contain milk, shrimp, crab, and fish.

How to Serve:

  • Heat the pouch in the microwave for 1 minute (800 watts).
  • Be cautious of the heat when removing the pouch from the microwave.
  • Tear open the pouch and eat directly.

Product Shelf Life: 18 months from the date of manufacture (as indicated on the packaging).

Key takeaways: ready-to-eat from the pouch

POWCO fuses energy gel and energy bar into a single product

By
Tan Heng Hong
-

Thai-based firm Smile Organics has unveiled its latest innovation, the POWCO Energy Bar – Gel in Bar, which combines the benefits of both an energy gel and an energy bar into a single product.

It is easy to consume, rapidly absorbed, and provides an immediate burst of energy, keeping you satisfied throughout your activity. This energy bar is ideal for running, cycling, and other types of training. It is available in complete formulas for both Recovery & Endurance, and is 100% vegan.

The new product contains cluster dextrin, BCAA, and MCT oil, enhancing performance and endurance.

Smile Organics also produces POWCO ULTRA BOOST, the only energy gel in Thailand with a medium glycemic index, as well as the POWCO Coconut Energy Bar (Cluster Dextrin + MCT Oil + BCAA) and POWCO Potassium Energy Gummy.

Kantin Lab debuts RIA with three exciting flavours

By
Tan Heng Hong
-

Kantin Lab in Malaysia has launched its latest brand, RIA, a potato chip line featuring three exciting flavours: Himalayan Salt, Thai Green Chili, and Sambal Berapi. Made with 100% imported potatoes, RIA offers a satisfyingly crunchy texture.

In another development, Kantin Lab’s Salted Egg Yolk and Sambal Pedas potato chips are now at MR D.I.Y.

BJC offers new crispy multigrain snack

By
Tan Heng Hong
-

Berli Jucker Foods in Thailand has recently launched its latest BJC Dozo Rice Mix, a crispy multigrain rice snack made from rice, oats, and whole wheat. This triangle-shaped treat is available in two delightful flavors: Savory Original and Tomato & Cheese.

 

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