English

■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.

■Introduction

In this month’s local report, we feature Singapore and Malaysia, highlighting popular travel destinations within Hokkaido and how visitors from these countries prefer to spend their time during their stay. The insights are based on feedback gathered from visitors at recent travel fairs our office participated in.
The number of foreign tourists who visited Japan and Hokkaido from each country in FY2024 is as follows:

■Singapore

Singapore, which is smaller in area than Sapporo and enjoys a warm climate all year round, is known for its strong enthusiasm for travel. Many Singaporeans travel abroad in search of seasonal scenery and activities, and numerous travel fairs and tourism promotion events are held throughout the year.

Among the various destinations, Hokkaido — with its vast land, rich natural environment, and cool climate — is one of the most popular choices for Singaporean travelers. For first-time visitors, areas such as Sapporo, Noboribetsu, Hakodate, and Furano are especially favored for their famous Hokkaido cuisine, snow activities, and flower fields.

For repeat visitors, however, there is growing interest in exploring destinations that cater more to personal preferences, such as the Northern and Eastern Hokkaido regions. At “NATAS Holidays,” Singapore’s largest travel fair held this August, inquiries included topics such as how to reach remote islands and available accommodations there, recommended areas for camping, and places with beautiful stargazing opportunities.

In addition, many Singaporeans enjoy self-drive trips, citing reasons such as “I want to experience driving on Hokkaido’s wide roads” and “It’s more convenient to travel by car when bringing along three generations of my family.”

▲Hokkaido Booth at NATAS Holidays 2025

■Malaysia

Like Singapore, Malaysia has a tropical climate with little seasonal variation, making Hokkaido, with its snowy landscapes and flower fields, a highly appealing travel destination.
According to the Japan National Tourism Organization (JNTO), most Malaysians have not yet travelled to Japan, and at “MATTA Fair,” Malaysia’s largest travel exhibition held in September, many visitors expressed interest in visiting Hokkaido for the first time. Popular experiences included not only snow activities, which are impossible to enjoy in Malaysia, but also flower fields, which drew strong interest from many who saw them featured in brochures.
As approximately 60% of Malaysia’s population is Malay, many travellers are mindful of halal dining options when choosing their destinations. Therefore, urban areas with more restaurants and accessible information often better meet their needs. In Hokkaido, there are ramen shops, dessert stores, and other establishments that cater to halal requirements, and some travellers mentioned that they researched these options in advance so they could fully enjoy Hokkaido’s local cuisine.

▲Hokkaido Booth at MATTA Fair 2025

■Findings

As ASEAN countries are generally hot and humid throughout the year, many people find Hokkaido — with its completely different climate and environment — especially appealing. Our office will continue to actively promote the attractions of Hokkaido to further expand inbound tourism from the region.

■Introduction

“NATAS Holidays 2025,” held from August 15 (Fri) to 17 (Sun), is Singapore’s largest travel fair, where tourism professionals from around the world gather to promote destinations from various countries and regions. Representing Hokkaido, the Hokkaido Tourism Organization, along with many local governments and related companies, participated in the event to showcase the charm of Hokkaido to Singaporeans searching for holiday destinations. This local report brings you a closer look at the event’s highlights.

■Tourism Promotion at the Hokkaido Booth

In Singapore’s year-round warm climate, there is strong interest in snow activities and seasonal flowers, making Hokkaido one of the most popular travel destinations among Singaporeans. At the Hokkaido Tourism Organization’s booth, a total of 13 organizations — including our office — participated to promote tourism in Hokkaido to event visitors.

Many attendees were repeat travelers who had already visited Hokkaido, and we received numerous specific inquiries about travel itineraries, timing, and transportation options. At the same time, there was also great enthusiasm for exploring new areas, with many visitors seeking information about Northern and Eastern Hokkaido. When we explained that there are direct flights from Haneda Airport to regional airports across Hokkaido, many showed strong interest.

In addition to snow activities and gardens, visitors expressed diverse travel interests such as enjoying hot springs, camping, and stargazing. Meanwhile, some Muslim visitors voiced concerns about the availability of halal food at travel destinations, reminding us of the importance of greater consideration and preparedness on the receiving side.

■Presentation by Hokkaido Smile Ambassador, Mr. George Lim

At both the main stage and the Hokkaido booth stage, a presentation was delivered by Mr. George Lim, a Hokkaido Smile Ambassador and VISIT JAPAN Ambassador appointed by the Japan National Tourism Agency.

Focusing on the theme of summer in Hokkaido, Mr. Lim introduced visitors to the attractions of Northern and Eastern Hokkaido — including outdoor activities, natural scenery, and local cuisine — effectively showcasing the lesser-known charms of the region.

■Conclusion

Although Singapore is known for having a high rate of FIT (Free Independent Travelers), this event once again reaffirmed the effectiveness of B2C promotions in the local market, as many Singaporeans were actively gathering information on their own.

Our office will continue to collaborate with relevant organizations and partners to make the most of various event opportunities, steadily promoting the many attractions of Hokkaido to the public.

（Picture 1 & 2）Hokkaido Booth　（Picture 3）Presentation by Mr. George Lim

■Introduction

Hokkaido produced food are very popular in Singapore, and can be found in various stores across Singapore. Among them, dairy products have particularly strong brand recognition. This time, we will introduce Hokkaido dairy products sold in Singapore.

■「HOKKAIDO FRESH SERVE」Soft Serve Ice Cream

Located in the Marina Bay area, a major tourist destination, featuring the Merlion, this ice cream shop offers soft serve ice cream, made from Yakumo Town’s Motoyama Farm. It features the vanilla, and Hokkaido melon flavor, attracting many tourists. The shop also displays the “Hokkaido symbol mark for export”, which promotes Hokkaido brands overseas. This mark is trademarked in Hong Kong, Taiwan, China, South Korea, Vietnam, Singapore, and Thailand, and can be used by restaurants in these countries and regions, helping to showcase the appeal of Hokkaido’s food products.

■Hokkaido Cheese on Local Supermarket Shelves

In Singapore, supermarket cheese sections are larger compared to those in Japan, and the popularity of wine—particularly among affluent consumers—has driven up demand for cheese. At major local supermarket Cold Storage, Hokkaido cheeses are sold alongside imported varieties, including Camembert cheese, which is especially popular among Singaporeans for its smoky aroma.

■Yotsuba Dairy Products

In Singapore, supermarket cheese sections are larger compared to those in Japan, and the popularity of wine—particularly among affluent consumers—has driven up demand for cheese. At major local supermarket Cold Storage, Hokkaido cheeses are sold alongside imported varieties, including Camembert cheese, which is especially popular among Singaporeans for its smoky aroma.

■Conclusion

We hear that many Singaporeans, unable to forget the flavors they experienced during their trip to Hokkaido, continue to seek those memorable tastes by purchasing Hokkaido products at local supermarkets after returning home. Our office will continue to seize various opportunities to promote the appeal of Hokkaido’s food, so that even more Singaporeans can discover and enjoy the unique charm of Hokkaido products.

▲　HOKKAIDO FRESH SERVE

▲Yotsuba Dairy’s café au lait and roasted green tea latte on display at Gokoku Shichifuku

▲Hokkaido cheeses are also sold at Cold Storage

■Introdution

Singapore has seen remarkable economic development, but like Japan, it is facing the challenges of a declining birthrate and an aging population, leading to a labor shortage. In this context, we will focus on Singapore’s approach to securing human resources, particularly through the acceptance of foreign workers.

■Current Situation of Foreign Workers in Singapore

In Singapore, foreigners must obtain a work visa in order to be employed. There are several types of work visas, including the Employment Pass (EP) for managerial and professional positions, the S Pass for mid-level skilled workers, and the Work Permit for sectors such as construction, manufacturing, and domestic work. Each of these visas comes with specific requirements such as minimum salary thresholds, quotas on the number of foreign workers allowed, and in some cases, nationality restrictions.

According to the Singapore government’s “Population in Brief 2024” report, the total population of Singapore as of June 2024 stands at 6.04 million, representing a 2.0% increase from June of the previous year. One contributing factor to this growth is the increase in foreign workers, particularly in construction and other sectors, as the country catches up on projects delayed during the COVID-19 pandemic.

In everyday life in Singapore, it is common to see Bangladeshi workers at construction sites and Filipino domestic helpers who live in and assist with household chores and caregiving.

■Recent Policies on the Acceptance of Foreign Workers

In recent years, there has been a growing trend of foreign talent being introduced into highly public sectors such as healthcare and law enforcement. For example, in emergency medical services, the shortage of personnel has become critical due to increasing demand driven by an aging population. In response, the Singapore Civil Defense Force (SCDF)—the national emergency service agency—has announced that starting in March 2025, it will begin recruiting emergency medical technicians and paramedics from ASEAN countries.

Additionally, Auxiliary Police Officers (APOs), who support the duties of regular police officers, were traditionally recruited from Singapore, Malaysia, and Taiwan. However, as of January 2024, the Singapore government has expanded the list of eligible countries, and now recruits APOs from Sri Lanka, Myanmar, the Philippines, India, and China.

■Conclusion

Singapore faces challenges similar to those of Japan, such as labor shortages and a declining birthrate coupled with an aging population. However, by leveraging its high wage levels and its strategic location at the heart of Southeast Asia, Singapore has been actively and flexibly attracting labor from neighboring countries. We will continue to gather and share local information with the aim of introducing initiatives that could serve as useful references for addressing issues faced by Hokkaido.

▲　Construction site scene (Photo taken by author)

▲　Ambulance on standby for emergency dispatch (Photo taken by office staff)

■ Introduction

In Singapore, Japanese content, especially anime, enjoys high popularity, with many Japanese TV shows and movies being widely watched. While terrestrial TV broadcasts and cinemas are available in Singapore, various VOD streaming services have become widespread nationwide. Among them, Netflix has a large user base, and it is common to see Japanese productions ranking in the platform’s Top 10.

In this article, we will introduce some of the most popular Japanese content currently trending on Netflix in Singapore.

■ Netflix Trends in Singapore

With English and Chinese as official languages, Singapore has a broad audience for multilingual content, making Netflix a popular choice among viewers.

According to a report published by the data platform Statista in September 2024, approximately 89% of respondents in Singapore reported watching Netflix. Additionally, a survey released in January 2024 indicated that Netflix’s annual paid membership in the Asia-Pacific region, including Singapore, reached approximately 45.34 million by the end of 2023, a significant increase from about 6.5 million in 2017.

With the expansion of VOD streaming services, local cinemas, which had temporarily closed during the COVID-19 pandemic, have resumed operations. However, some theaters have struggled to regain audiences and were forced to shut down.

■ Anime

Japanese anime enjoys immense popularity in Singapore, with many titles attracting a dedicated fan base. For example, Attack on Titan and Demon Slayer are highly acclaimed and widely supported by anime enthusiasts.

As of March 20, 2025, the Singapore Netflix TV show rankings featured SAKAMOTO DAYS at 9th place, highlighting the strong interest in newly released Japanese anime.

Most anime titles are watched with Japanese audio and English or Chinese subtitles, with many young viewers developing an interest in learning Japanese through anime. Meanwhile, popular children’s shows, such as Pokémon, are often available with English-dubbed versions to cater to younger audiences.

■ Movies

Similar to anime series, Japanese films are widely watched in Singapore. Studio Ghibli films attract viewers across all age groups, and many titles are available with English and Chinese dubbed versions.

Due to the strong popularity of anime, live-action adaptations also perform well. Recently, titles such as Kingdom, Rurouni Kenshin, and City Hunter have gained significant attention, making it into the Singapore Netflix movie rankings TOP 10 after their release.

■ Dramas & TV Shows

In terms of dramas, “First Love: 初恋” and “Alice in Borderland”, starring actors such as Takeru Satoh and Kento Yamazaki, have attracted a large audience.
Notably, “First Love: 初恋” was filmed in Hokkaido, and during travel fairs and events where our office participated, many attendees brought it up in conversation.
Additionally, according to our local staff, past releases like “Terrace House” and “Midnight Diner” were highly popular and even ranked in the Top 10 on Singapore’s Netflix.

■ Conclusion

As of March 2025, my assignment has come to an end, and I will be returning to Japan.

Although my reports may have been humble, I sincerely appreciate everyone who has followed them over the past one and a half years. I hope they have helped you gain a better understanding of our office’s activities and life in Singapore.

This month, I introduced popular Japanese content on Netflix in Singapore, but our office will continue to publish resident reports on various topics. I would be grateful if you continue to read and support them in the future.

■Introduction

In this month’s report, we bring you a look at The Japan Rail Fair 2024 held in Singapore. Our office collaborated with Yotsuba Milk Products Asia (The Singapore branch of Yotsuba Milk) to showcase a Hokkaido booth, promoting Hokkaido’s food and tourism appeal.

○The Japan Rail Fair 2024 Organizer：JR East Southeast Asia Business Development (Singapore Branch of JR EAST) Dates：October 11 (Friday) – October 13, 2024 (Sunday)　11：00～20：00 (Closing at 18：00 on the final day) Venue：Urban Park at Guoco Tower(1 Wallich Street Singapore 078881) Overview：Japanese local governments, and companies exhibited booths to promote the appeal of Japan’s food, tourism and culture.

■Event Highlights

The event featured 22 organizations, including municipalities such as Hokkaido, Akita Prefecture, Yamaguchi Prefecture, Azumino City, Akita City, as well as the Fukuoka Tourism Association, San’in Inbound Organization, Hoshino Resorts Tomamu, JR Kyushu, Air Japan, and KIRIN Holdings, each promoting their offerings. At the Hokkaido booth, our office distributed Hokkaido tourism brochures and held a lucky draw, while Yotsuba Milk provided free samples of four varieties of milk available at local retail stores (plain, strawberry milk, milk tea, and coffee milk), drawing many visitors. On the final day, we held a Hokkaido presentation, sharing information on Hokkaido tourism and the product lineup of Yotsuba Milk.

■ Visitor Comments

・”We’re planning a family trip to Hokkaido in December and we will be meeting family members who live in the U.S. over there.”

・”We’re planning a 10-day trip to Hokkaido in June next year and are looking forward to enjoying the natural scenery, hot springs, and gourmet foods.”

・”I love Yotsuba’s strawberry milk and buy it often. I’m thrilled to have had a chance to try the coffee milk this time.”

■Observations

This event served as an excellent opportunity to promote Hokkaido’s food and tourism through a joint effort between public and private sectors. We will continue to utilize similar events to actively promote the charms of Hokkaido.

 

■Introduction In this month’s report, we will highlight the popular travel destinations in Hokkaido from the feedback that our office has gotten from visitors and travel agencies that we have encountered at travel fairs our office have participated in, focusing on 3 ASEAN countries: Singapore, Philippines and Indonesia. Additionally, the number of foreign tourists from each country who visited Japan and Hokkaido is as follows. Inbound tourists to Japan (*1) Inbound tourists to Hokkaido (*2) Singapore 616,962 70,100 Philippines 712,925 22,200 Indonesia 463,770 21,000 ※１：Based on inbound tourism statistics from Japan National Tourism Organization (JNTO) ※２：Based on the Hokkaido Tourism Visitor Survey Report ■Singapore According to JNTO Singapore office, the percentage of FIT (Foreign Independent Travelers) is as high as 95%, with a trend of them gathering information online or via social media, and arranging their own trips. There are also many repeat visitors to Japan, especially to Hokkaido, as its vastness often requires multiple visits to explore. Notably, these travelers do not limit themselves to Central Hokkaido but explore the entire region. Many are seasoned travelers who take domestic flights from Haneda Airport to local airports in Hokkaido. At a travel expo in August, we have heard several interesting stories, such as “I photographed a wild deer at the Notsuke Peninsula in Winter”, “Can you recommend a hotel on Rishiri Island?”, and “I visit Kikonai because the expressway opened.” It was surprising to see how many travelers were seeking more niche travel destinations in Hokkaido. As for how they spend their time during their stay, their preferences varied from “I want to drive on wide roads since Singapore is so small”, “I want to visit different hot springs,” “I want to cycle around various areas of Hokkaido,” to “I just want to eat delicious food in Hokkaido all day, every day” ■Philippines Although there has been an increase in travelers to Honshu due to the addition of flights between Manila and Kansai, many expressed a strong desire to visit Hokkaido at the travel expo held in Manila this February. When we distributed tourism brochures, many people eagerly turned to the winter pages and asked questions such as ‘Where can we see snow?’ and ‘When is the Snow Festival?’ indicating a high level of interest in winter travel. According to local travel agencies, package tours focusing on Central Hokkaido, which require less travel, are popular. These tours often include a one-night stay at a hot spring resort and tend to offer a relaxed sightseeing experience within a relatively small area. ■Indonesia At the travel expo held in Jakarta last month, there were more visitors with experience or plans to travel to Hokkaido than expected, and we provided various tourist information to them. Many attendees seemed interested in Hokkaido due to the anime ‘Golden Kamuy,’ which features Ainu culture, and we had opportunities to introduce ‘Upopoy’ and ‘Akan Lake Ainu Village’ at the expo. Additionally, because many trains in Indonesia are former Japanese models, there was interest in ‘railfanning’ in Hokkaido, with some considering travel plans using the Hokkaido JR Pass. According to local travel agencies, while many people visit Hokkaido for its magnificent natural landscapes, food can be a barrier for Muslim travelers, which often complicates travel plans to Japan. ■Looking Ahead Although the level of awareness of Hokkaido varies by country, Hokkaido tourism is a compelling content that attracts many people. We will continue to work on promoting Hokkaido’s charm to expand inbound tourism.

 

■Introduction
For the first time, the Singapore Food Manufacturers’ Association (SFMA) participated in Hokkaido’s largest trade show, the “Hokkaido Products Trade Business Meeting” to promote “Made in Singapore” food products to the attending buyers. Established in 1967, SFMA is one of the influential industry association in Singapore, boasting over 450 members. In addition to organizing large-scale food fairs domestically, SFMA actively participates in food events overseas.

○ Overview of Hokkaido Products Trade Business Meeting Date：June 11, 2024 (Tue) – June 12, 2024 (Wed) Venue：Grand Mercure Hotel Sapporo Organizers：Hokkaido Government, Sapporo City Hall, The Hokkaido International Trade & Industry Promotion Association Notes：Nearly 300 companies participated to expand the domestic and international sales channels for Hokkaido products. With over 2,000 buyers attending, this is the largest trade show in Hokkaido.

■Background
SFMA has been a crucial partner in promoting Hokkaido food products in Singapore. Key figures, including Chairman David Tan, have attended Hokkaido food promotions held in Singapore as honored guests. SFMA aims to expand the market for Singaporean food products in Japan, which led to their participation in the Hokkaido Products Trade Business Meeting.

■Venue Atmosphere
At the SFMA booth that was set up at the trade business meeting venue, a variety of Singaporean food samples, including noodles and the local coffee “Kopi,” were displayed. Among the offerings, the Chinese buns (Pau) filled with the Singaporean specialty “Chili Crab” received high praise from attendees, with comments such as “The rich crab flavor and the perfect mild spiciness are amazing.”

■Looking Ahead
Hokkaido aims to market its local food products in Singapore and the ASEAN region, while SFMA seeks to promote Singaporean food products in Hokkaido and Japan. Following this trade business meeting, both parties intend to further develop their existing relationship and leverage each other’s networks. This collaboration aims to foster mutual trade expansion and economic exchanges. Our office is committed to continuing to collaborate closely with SFMA and other stakeholders to further promote the charm of Hokkaido.

■Event Pictures

This month, we will introduce the “Scenery of Japan Photo Contest” that is currently being held in Singapore. This photo contest is organized by the Embassy of Japan in Singapore, among others, and our office is also participating in a supportive role.

○ “Scenery of Japan Photo Contest” Organizers： Embassy of Japan in Singapore, Japan National Tourism Organization (JNTO) Singapore, Japan Local Government Center (CLAIR) Singapore Office Supporters：Japan Airlines (JAL), All Nippon Airways (ANA), Fujifilm, Nikon, Sony, Canon, East Japan Railway Company (JR East), JTB Corporation, Hokkaido Gov Rep Office Eligibility：Individuals aged 18 and above, residing in Singapore who holds a passport from a country other than Japan Photo Requirements: Photos submitted must been taken by the applicant themselves in Japan after October 2022. Submission period: March 28th (Thursday) to June 30th (Sunday), 2024 Award Ceremony：Scheduled to be held between July and September 2024

■About the photo contest

This photo contest marks the first initiative led by the Embassy of Japan in Singapore to widely promote the charm of Japan to the people of Singapore. With the aim of introducing the unique attractions and experiences of Japan through the eyes of foreign tourists, they are inviting submissions of photos taken throughout Japan during all seasons.

The photos will be exhibited at the Japan Creative Centre, a hub for disseminating information about Japanese culture in Singapore.

There are also exciting prizes to be won, such as round-trip air tickets to Japan and high-performance digital cameras, etc. From our office, we are proud to offer Hokkaido-produced wine “Jewel of Tokachi”, which represents one of Hokkaido’s finest exports to the world.

■Observations

Japan has always been a popular travel destination for people living in Singapore, but recently, with the ongoing trend of a weaker yen, there has been a further increase in the number of travelers to Japan. Among travelers, Hokkaido stands out as a destination with delicious cuisine, magnificent nature, and a wide variety of activities, making it a favorite among repeat visitors. Therefore, our office believes that there are many opportunities for travelers to capture stunning photos. We would be delighted to receive as many submissions as possible of photographs taken in Hokkaido. We are eagerly looking forward to the announcement of the results to see which photographs will be awarded the prizes!