K-meat gains ground in Singapore as hanwoo, handon exports expand

Premium Korean beef and pork are making significant inroads into the Singapore market, with the first exports of hanwoo (Korean beef) and handon (Korean pork) successfully launched. South Korea's Ministry of Agriculture, Food and Rural Affairs, along with the Korea Agro-Fisheries & Food Trade Corp. (aT), have accelerated marketing initiatives targeting Singapore's high-end food sector since quarantine procedures for products from Jeju Island were completed in November 2025.

By the end of June, hanwoo exports to Singapore had reached US$840,000, and handon recorded its inaugural exports to the country. The products officially debuted in January at a launch event at Marina Bay Sands, which included government officials, industry representatives, and media. The event highlighted the quality of Korean premium livestock while also featuring other high-end Korean food items like strawberries and Shine Muscat grapes.

To build on this initial market awareness, the South Korean government and aT are running the "Meet the K-Meat Festival" promotional campaign through August. This campaign aims to demonstrate that Korean hanwoo and handon can rival established premium products such as Japanese wagyu and Spanish/Portuguese Iberico pork. Restaurants are also creating new dishes featuring Korean meats, and a traditional liquor pairing event is being held in cooperation with the South Korean Embassy in Singapore.

Jeon Gi-chan, director of export foods at aT, stressed the importance of broadening the consumer base for sustainable growth. "We will expand our collaboration beyond premium restaurants to more mainstream dining channels to raise awareness of hanwoo beef and handon pork and continuously broaden the consumer base," Jeon stated. Overall, South Korea's agricultural, forestry, livestock, and food exports to Singapore saw an 18.2 percent increase in the first half of 2026 compared to the previous year.

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We will expand our collaboration beyond premium restaurants to more mainstream dining channels to raise awareness of hanwoo beef and handon pork and continuously broaden the consumer base.