■Introduction
Hokkaido Exhibits Again at Asia Pacific Food Expo (APFE) in Singapore.
At the Asia Pacific Food Expo (APFE), an annual food fair held in Singapore, Hokkaido participated once again following the previous year. In addition, a Hokkaido Food Business Meeting was held at a separate venue on the first day of the event, making it a valuable occasion to promote Hokkaido’s food industry. This report provides an overview of the APFE and the Hokkaido Food Business Meeting.
■About Asia Pacific Food Expo
・Organizer：Singapore Food Manufacturers’ Association (SFMA)
・Date & Time：December 5 (Fri) – December 8 (Mon), 2025 | 11:00 – 21:00
・Venue：Singapore EXPO Hall 4（1 Expo Door, Singapore 486150）
・Overview：One of Southeast Asia’s largest B2C food fairs, with approximately 200 exhibitors each year and around 300,000 visitors.
From Hokkaido, “Hokkaido Dosanko Plaza” took the lead in showcasing products from 18 companies across the prefecture. The products featured a wide range of Hokkaido specialties, including sweets, cheese, delicacies, instant noodles, and frozen scallops. Through live demonstrations and tastings at the booth, many visitors were drawn in to experience the offerings firsthand.
Exhibiting businesses shared their feedback, noting that, unlike domestic events, visitors provided clear and direct opinions, making it easier to understand market needs—a valuable learning experience. Some also observed, for example, that while Singaporeans are known to enjoy “sweet” and “spicy” flavors, products with strong saltiness were less well received. Overall, the event provided a valuable opportunity to introduce the appeal of Hokkaido-produced foods to the people of Singapore.
▲ Hokkaido Booth @ APFE
■Overview of the Hokkaido Food Business Meeting
On the first day of the event, a Hokkaido Food Business Meeting was held at a separate venue within the event facility where APFE was taking place. A total of 15 companies and organizations from Hokkaido participated, promoting their products to local business stakeholders.
Participating Hokkaido businesses shared feedback such as: “It was valuable to hear directly from local distributors about market demand trends.” “We were able to exchange business cards with representatives from local branches of major trading companies and department stores, which we feel will help build future relationships.”
The meeting provided an important opportunity for Hokkaido companies to connect with local partners and gain insights into the Singapore market.
▲ Hokkaido Food Business Meeting
■Conclusion
Participation in this event served to strengthen the relationship between Singapore and Hokkaido and represents one of the initiatives aimed at expanding exports of Hokkaido-produced foods. We will continue our efforts to promote Hokkaido’s food products, contributing to the development of the prefecture’s food industry.
