| Izah Azahari |
THE Asean-Korea Centre (AKC) will be organising the Asean Fair, one of its flagship programmes, to expose Asean products to the Korean business community and enhance cultural exchanges between the two regions, from November 2-5 at Coex, Seoul, South Korea.
The centre will be inviting 100 Asean companies, comprising 10 companies from each country, from the food and beverage sector to exhibit food and related products at the fair.
In a collaboration between the Energy and Industry Department at the Prime Minister’s Office (EIDPMO), the Ministry of Foreign Affairs and Trade (MoFAT), and DARE (Darussalam Enterprise), 10 companies have been selected to represent Brunei in the fair: Tasconi’s International Sdn Bhd, Seri Pekatan Sdn Bhd, AmalHadizat Enterprise, Syarikat Rizqussalam, Ghanim International Corporation Sdn Bhd, ASEANA Taste, Eman Enterprise, SPHI Foods, and Sahamada Corporation Sdn Bhd.
A pre-departure briefing providing details of the event was held yesterday for the companies at the International Convention Centre, Berakas.
Other than promoting the diverse Asean food to the Korean market and public, the Asean Fair aims to provide updated information on trade and business environments, targeting both Asean and Korean business community.
During the fair, participants will be taking part in a trade forum to share knowledge and stimulate better understandings of the food market of the Asean member states (AMS) and offer appropriate strategic assistance for AMS to advance their competency in the Korean food market.
The fair also lets Koreans experience the exotic Asean culinary culture and traditions including activities such as the Asean Culinary Festival and the Asean Live Cooking Show.
Haji Mohd Muinuddin bin Haji Saidin (R) and Mohamad Hapiz bin Abdul Wahab from Syarikat Rizqussalam, during an interview. – IZAH AZAHARI
The Bulletin had the opportunity to interview a number of company representatives.
Haji Mohd Muinuddin bin Haji Saidin and Mohamad Hapiz bin Abdul Wahab from Syarikat Rizqussalam, said that this is their first invitation to participate in a fair outside the country.
The duo decided to participate not only for themselves, but also for the country.
They hope any success in this fair could help expand their company, which will in turn help attract more unemployed local youths to seek work with their company.
Rizqussalam hopes to introduce their products Sambal Tahai and Air Kausar which use the recipe of Haji Mohd Muinuddin’s late mother into the Korean market. He will also be participating in the Cooking Show during the fair by cooking fried noodles and Prawn Sambal.
Meanwhile, Omardani Yusof, Senior Sales Manager from Ghanim International Corporation Sdn Bhd, and Mohd Nur Khalid bin Haji Ilias, Managing Director of Sahamada Corporation – both of whom had participated four times in the fair – agreed that despite their participation in the Asean Fair, it is difficult to break into the Korean market. Still, they carry hopes of achieving it this year as they will be bringing products that are currently trending in Korea.
“We also try to outsource our raw materials and some of the machines that Korea can provide us, as the latest technology and packaging are very important for us,” said Mohd Nur Khalid.
The Senior Sales Manager of Ghanim International, on the other hand, explained that Ghanim’s objectives are to carry out market research on what other Asean member countries are selling to get insight on what is currently trending in the market.
The manager sees the fair as an event not for selling products but for sampling, as it provides the opportunity to meet potential partners or customers face-to-face, allowing them to talk about the products they are bringing.
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