That’s according to the Japan External Trade Organization (JETRO) Singapore.
The three main categories highlighted at the recent Food Japan 2024 event in Singapore were health products, alcoholic beverages, and ready-to-eat/drink offerings.
This year’s showcase reflects the increasing variety of products being introduced across Asia-Pacific, driven by curiosity and a rising interest in wellness, said Hideto Aonuma, senior director of business development & PR at JETRO Singapore.
Singapore as a gateway to Asia
JETRO views Singapore as the ideal entry point for Japanese products into the broader Asian market.
Exhibitors at Food Japan 2024 stated the country’s economic stability, strong financial foundation, and multicultural consumer base as key reasons for its strategic importance.
“In Singapore, there are already all kinds of Japanese foods, so consumers are now looking for something new – especially health products and unique beverages,” said Aonuma, who was speaking to FoodNavigator-Asia at the event, held at Suntec Singapore Convention & Exhibition Centre from 24–26 October.
In response, Japanese brands are exporting a diverse range of products to meet emerging consumer preferences in Asia, in particular Singapore.
Health and beauty
One prominent trend is the growing interest in functional foods and beverages that promote health and beauty from within.
JETRO is supporting innovative offerings like silkworm protein powder, a nutrient-dense product still relatively novel even in Japan.
Silkworm protein may raise eyebrows, but Aonuma believes it has a niche potential.
Kaiko Protein, for example, is made from silkworms transformed into edible powder, which are marketed as nutrient-dense and can help to regulate blood sugar.
Other health-oriented products include Jerusalem artichoke tea, valued for its benefits to digestive health, blood sugar control, and immune function.
There are also teas containing inulin, a prebiotic linked to gut health.
In line with the gut health trend, brands are also showcasing natto, a fermented soybean product beneficial for the microbiome. Although its pungent flavour may not suit all palates, suppliers remain optimistic about its potential in Singapore.
Expanding Japanese alcoholic beverage offerings
JETRO is also broadening the range of Japanese alcoholic beverages available in Singapore.
“For years, Singapore only knew of Yomeishu. I think the market here is ready for a broader range of alcoholic beverages. We’re bringing in new flavours and combinations to appeal to a broader and more adventurous consumer base – such as sakes and liquors made with fruits like citrus, kiwi, and strawberry, as well as herbal liquors inspired by health traditions, similar to Yomeishu,” Aonuma said.
Yomeishu has long been popular for postpartum recovery.
The latest alcoholic offerings, in contrast, are positioned as casual, refreshing beverages, with fruity sakes and botanical liquors intended for relaxed social settings or as light dessert wines. The goal is to diversity the role of Japanese liquor in regional markets like Singapore.
Shiraso Brewery, for instance, will be introducing its yuzu yoghurt liquor, strawberry yeast sake, and sweet potato sochu. This range is versatile and can be paired with meals or sweet desserts like ice creams and sodas.
Another is Tomin Nama Sake, a range of unpasteurised sake served frozen. Others include citrus craft beer by Tokyo Blues, and unfiltered kiwi sakes from Mitaka city.
Convenience-driven products
Given today’s hectic lifestyle, Japanese brands are introducing products designed for on-the-go consumption.
Freeze-dried rooibos tea cubes, for instance, offer an easy way to prepare tea by simply adding water.
There are also more ready-to-eat options.
JETRO is introducing salads, soups, and baby food that are additive-free and align with clean-label expectations. According to Aonuma, “there’s a demand for natural and organic ready-to-eat foods, and we’re seeing consumers become more particular about ingredients, especially in baby food.”
Nisshoku Co., specialising in frozen bentos, is also looking to launch plant-based and seafood options here. Made for busy individuals who need a quick meal in between or after work, these ready-to-eat bentos can be reheated and consumed immediately.
Demand for halal offerings
Japanese brands are also tapping into the growing demand for plant-based and halal-certified foods across Asia.
Aonuma observed that halal foods, in particular, are often perceived as healthier.
“There’s a perception that halal products are healthier because they don’t contain certain animal ingredients, which appeals to a wide range of consumers interested in plant-based and alternative proteins,” he noted.
This influx of unique Japanese products illustrates how curiosity and health consciousness are shaping consumer preferences in Asia. As Aonuma concluded, “Consumers here are ready to try new things, and this willingness opens up many opportunities for Japanese suppliers. It’s an exciting time for us to bring these innovations to the region.”
