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Updated August 2025

China cements its position as one of the world’s largest consumer markets, its appetite for quality imported food continues to grow.

Amid increasing demand for food that is safe, premium, and culturally resonant, Singapore has emerged as a highly attractive source market for Chinese food buyers.

But what’s driving this demand — and why are Chinese importers turning to Singapore F&B brands with growing interest?

1. Trust in Singapore’s Food Safety and Traceability Systems

Singapore consistently ranks among the global leaders in food safety and security. In the Global Food Security Index 2023, Singapore ranked #1 in Asia and #3 globally for its overall food system strength — including traceability, regulatory oversight, and safety standards. ^[1]

In contrast, China has faced several high-profile food safety scandals in the past. As a result, Chinese buyers and distributors are prioritising imports from countries with reliable regulatory frameworks, especially for urban consumers who are increasingly brand-conscious and health-aware.

Chinese importers increasingly prefer Singapore food products due to Singapore’s robust food-safety framework, strong regulatory oversight, and world-class traceability systems — all of which align with China’s import requirements under GACC and CIQ inspections. ^[2][3]

2. Appeal of Halal and Multicultural Food Products

Singapore’s multicultural landscape allows it to offer a wide range of ethnically diverse and halal-certified food products. This resonates particularly well with regions in China where Muslim populations are significant (e.g. Xinjiang, Ningxia), and where halal food is in high demand.

Through Halal Digital Solutions and the support of the Islamic Religious Council of Singapore (MUIS), Singapore exporters are able to offer verified halal certification — a mark of both authenticity and trust. ^[4]

But halal and multicultural offerings from Singapore are not limited to niche regions. Major Chinese cities like Beijing, Shanghai, Guangzhou, and Shenzhen are seeing growing demand for diverse and globally inspired cuisine. Singaporean products meet this need with authenticity, safety, and quality — giving importers a compelling value proposition for the national market.

3. Singapore brands Are Perceived as Premium and Modern

Singapore has cultivated an international reputation for quality, cleanliness, and innovation — and its food exports benefit from this brand halo.

Chinese consumers, particularly in first- and second-tier cities, associate Singapore food brands with:

•        High production standards

•        Attractive packaging and branding

•        A mix of tradition and innovation

Popular examples of Singapore exports include:

•        Ready-to-eat meals such as laksa kits or Hainanese chicken rice

•        Premium snacks like bak kwa and pineapple tarts

•        Sauces and condiments such as sambal, satay peanut sauce, and chilli crab paste

•        Instant beverages like kopi-o or teh tarik sachets

These products strike a balance between cultural familiarity and novelty, which helps them stand out in a crowded marketplace.

4. Ease of Trade and Government-Backed Platforms

Singapore’s trade ecosystem makes it easier for Chinese buyers to access and import food products with confidence. Support from Enterprise Singapore, trade fairs like the Taste of Singapore Food Fair, and integration with larger expos such as Food2China Expo (Guangzhou) have streamlined the path to market.

Programmes like these offer:

•        1-to-1 business matching with vetted Chinese importers

•        Up to 50% grant subsidies for Singapore exhibitors

•        Regulatory guidance on GACC registration, customs processes, and labelling compliance

•        Trialorder arrangements to de-risk the entry process

This structured and reliable trade support makes working with Singapore brands attractive and efficient for Chinese partners.

5. Taste Profiles That Resonate Across China

Singapore cuisine shares many flavourfoundations with Chinese cuisine — such as soy-based sauces, braised meats, andsavoury spice blends — but introduces new ingredients, textures, and cookingformats that feel exciting without being too foreign.

As Chinese consumers explore more regional and global cuisines, Singapore’s distinctive mix of Chinese, Malay, Indian, and Peranakan influences offers a compelling food experience that feels premium yet familiar.

This appeal is not limited to niche consumers or expatriate communities — there’s growing interest across China’s mainstream markets in new flavours with authentic cultural backstories. From ready-to-cook meal kits to premium snacks, Singapore food offers the modern Chinese consumer a blend of taste, trust, and storytelling.

Conclusion

As Chinese buyers look for food imports that combine trust, taste, and trade-readiness, Singapore ticks all the right boxes. Its strong regulatory framework, halal and multicultural product offerings, premium branding, and institutional trade support make it one of the most reliable and exciting food partners for China’s growing middle-class market.

With the help of initiatives like the Taste ofSingapore Food Fair, more Chinese distributors are discovering why “Made inSingapore” is not just a mark of origin — it’s a mark of quality.

References

[1] Economist Impact.(2023). Global Food Security Index.

https://impact.economist.com/sustainability/project/food-security-index

[2] China Briefing.(2022). Understanding China’s New Rules on Import and Export Food Safety.

https://www.china-briefing.com/news/understanding-chinas-new-rules-on-import-and-export-food-safety/

[3] Today Online.(2023). Singapore eyes China’s food security market with traceability tech.

https://www.todayonline.com/world/food-security-tech-singapore-china-2142526

[4] MUIS. Halal Certification Framework – Singapore.

https://www.muis.gov.sg/halal/for-business/

Updated July 2025

China’s dynamic food and beverage (F&B) market is one of the most lucrative and fast-evolving in the world. With a growing middle class, increasing demand for premium and international products, and a rapidly developing retail and digital landscape, it presents enormous opportunities for global F&B brands. However, entering this market also comes with unique challenges.

Above: Xu Sitao, Chief Economist of Deloitte China, talks about internal and external pressures on China’s economy, from price wars & deflation, to the trade tensions with the US. He says he expects China’s economy to grow 4.8% this year.

Why China?

China is the world’s largest consumer market by population and the second largest by spending. In 2023, China’s F&B market was valued at over USD 900 billion and is projected to keep growing as consumers seek diverse, high-quality, and healthier food options.

Rising disposable incomes and urbanization have driven demand for imported goods, creating opportunities for international brands to establish a strong presence.

Understand Local Preferences and Trends

Chinese consumers have increasingly sophisticated tastes and prioritize health, freshness, convenience, and novelty. Some notable trends include:

• Functional foods & beverages: Products that boost immunity, improve digestion, or offer other health benefits are highly sought after.

• Plant-based and sustainable products: Driven by younger consumers’ focus on sustainability and wellness.

• Premium and niche offerings: Artisanal, authentic, and high-end products often command higher value.

Above: The webinar by EU SME Centre covers three key areas that are crucial for SMEs looking to do business in China: the commercial channels available to SMEs, how to be in compliance with Chinese regulation, and how to protect intellectual property rights (IPR).