ASEAN watch: Our Top 10 ASEAN stories from the past year

Asean Focus
We reveal the top 10 ASEAN food and beverage stories from the past year (Getty Images)

We reveal the top 10 ASEAN food and beverage stories of 2025, spanning trade and regulatory developments, supply chain challenges and emerging innovation across the region

Philippines faces rice price instability amid global unrest

Rice is the major food commodity in most Asian countries, including the Philippines which is also one of the world’s major importers.

Historically though, rice prices in this market have been anything but stable, even before the pandemic.

Over the past year, due to the effects of El Nino last year causing a dip in local supply, as well as a rice export ban by major supplier India to manage its own rice supply needs in 2023.

Philippines President Ferdinand Marcos Jr. announced a major drop in rice import duties from the regular 35% to 15% last year in order to attract more rice imports, but now the potential supply crisis has passed, calls are rife to have tariffs increased again as unchecked rice imports are harming local farmers, according to Nueva Ecija Representative Rossana Vergara.

Export enthusiasm: Nestle Malaysia ‘confident’ for positive 2025 despite FY24 profits downturn

Nestle Malaysia voiced confidence for a positive 2025 despite seeing large declines in its FY2024 profits.

It planned to emphasise its position as a halal manufacturing hub and export capabilities.

Nestle Malaysia’s FY2024 full-year financial results reported a -11.7% decline year-on-year in turnover to RM6.22bn (US$1.39bn) as well as a -37% decline year-on-year in profits after tax to RM659.9mn (US$147.7mn). Its Q4FY2024 profits after tax also saw a major -72.2% drop year-on-year.

The firm attributed the dips to consumer hesitancy, a drop in purchasing power as well as a high baseline.

However, the firm has It is confident in achieving a return to healthy growth levels as it observed signs of recovery in consumer sentiment and confidence through the later part of the year.

Indonesia’s WTO winning streak could threaten EUDR viability

Implementation of the EUDR has been a major point of concern for producers of agri-food commodities such as palm oil and cocoa in producer markets from Indonesia to Brazil.

Continuous palm oil wins for Indonesia at the WTO has cast doubts on how the EUDR will impact sustainability and trade.

Indonesia has won four WTO cases against the EU over palm oil-related trade measures

The latest 2025 WTO ruling found the EU’s RED II sustainability criteria discriminatory against palm oil.

Industry experts say the EU’s trade barriers are being systematically dismantled by WTO rulings.

The EU risks further WTO challenges if it gives preferential treatment to US producers under the EUDR.

Cell-cultured coffee: Food tech firm eyes Asia for large-scale launch to combat supply chain woes

Cell-cultured coffee could address pricing, quality, and other supply chain inefficiencies in Asia, says Singapore foodtech firm Another Food.

The firm is leveraging plant cell culture to optimise coffee production, significantly shortening the harvest cycle. It aims to produce a harvest every 14 days – roughly 20 times faster than traditional farming.

“A small coffee farm typically produces around 800 kilograms of coffee per year. Using our technology, we could scale up to 15 to 20 tonnes annually,” said CEO Stéphane Chen.

He hopes to also establish a genetic bank that includes a diverse range of coffee species and varieties, which can be propagated using cell culture technology.

BLACKPINK Jisoo-recommended tomato chips expands flavours, packaging

Fashion Food tomato chips, made viral by BLACKPINK’s Jisoo in 2023, have launched bold new flavours and packaging to grow their social media snack success.

The Thai-based snacking firm struck gold two years ago when popular K-pop star Jisoo, of girl group BLACKPINK fame, posted an Instagram story with the tomato chips that almost instantly went viral.

“We were grateful to Jisoo for liking our tomato chips – we still don’t really know how it happened that it went so viral [as there wasn’t a formal collaboration], but are very pleased with the outcome,” Fashion Food international sales manager Pisit Tiaworapakin told us.

Indonesia halal authority issues warnings after multiple food products found to contain pork

DNA analysis has shown that multiple confectionery products in the Indonesian market contained pork.

Indonesia formally enforced regulations mandating all products being traded in the local market, including foods and beverages, to be halal-certified in October last year.

However, based on the results of spot-checks conducted jointly by BPJPH and the Indonesia Food and Drug Agency (BPOM), multiple confectionery products have been confirmed to contain pork or porcine content.

All nine offending products were from the confectionery category, mostly jellies and marshmallows imported from other markets such as the Philippines (two products) and China (six products), as well as a sole local offender PT Hakiki Donarta which sold food gelatin.

Chinese food brands localising products to crack South East Asia

Chinese food brands are making inroads into South East Asia by localising innovation to compete with entrenched global players.

Dairy and snacks present major growth opportunities, but Chinese brands must localise to compete with dominant incumbents.

“Chinese brands remain significantly underrepresented across several consumer sectors in South East Asia, highlighting substantial untapped potential for market disruption,” said Emil Fazira, APAC Insight Manager for Food at data analytics firm Euromonitor International.

Fazira added that South East Asia’s packaged food market, projected to be APAC’s fastest-growing region, requires a strategic blend of localisation and agility.

Malaysia-US Trade Agreement: Food Sector Implications

Malaysia’s latest trade deal with the United States could have significant impacts for the food sector – but not so soon, and not all will benefit.

Malaysia signed a new trade agreement with the United States at the recent ASEAN Summit in Kuala Lumpur, agreeing to reduce tariffs on 98.4% of US products in order to get a lower reciprocal tariff rate on products it exports to the US.

The reciprocal tariffs implemented by US President Donald Trump earlier this year have fluctuated in value for some markets since first announced in March, with Malaysia first hit with a 24% tariff, then 25%, and now finally 19% after the negotiations resulting in this new trade agreement.

Here are some of the most significant food-related changes likely to impact the industry – or not.

Carlsberg Malaysia pledges to continue with premium strategy despite Singapore sales dip

Carlsberg Malaysia is forging ahead with its premiumisation strategy across Malaysia and Singapore despite sales in the category dipping in the last quarter of 2024.

The firm observed a a decline primarily in premium sales in Singapore – this has been due to the transition of the firm’s anchor Japanese premium beer brand from Asahi to Sapporo. It also saw the need to respond to steep discounting implemented by competitors in the market.

Premium product sales declined by 7% across both markets, mainly due to the situation in Singapore where the drop was unable to be offset even with a growth in premium sales in Malaysia.

That said, Carlsberg Malaysia has expressed its commitment to continue with Sapporo as a major product in this market.

‘Super-sensorial’ indulgent foods pegged as major growth category in South East Asia

South East Asian consumers are placing ever-increasing value on sensorial experiences, particularly within indulgence categories such as confectionery and desserts.

Sensory aspects of food consumption such as texture and mouthfeel have always been important in Asian food innovation, but in recent years there has been a significant uptick in demand for unique sensory experiences across multiple categories.

According to food corporation Cargill, this has been particularly evident in the indulgence food categories.

“There is a growing consumer shift towards rich, indulgent food experiences in South East Asia, where the food and beverage industry is extremely dynamic and growing rapidly,” Cargill Southeast Asia, Australia and New Zealand R&D Lead and Innovation Centre Head Beh Kok Wei told FoodNavigator-Asia after the launch of the firm’s Transformed Innovation Centre in Singapore.