Gulfood visitors enjoy oodles of noodles
Singapore-inspired cuisine gains favour in the Middle East
Dubai UAE, Tuesday 01 March 2011
Chef Lai Chong Seng from the noodle house, the flagship brand of Jumeirah Group’s dedicated restaurant division, serves oodles of noodles to passersby at the Tasty Singapore Pavilion during Gulfood, currently taking place in Dubai.
International Enterprise (IE) Singapore, the lead government agency promoting international trade and Singapore companies’ growth overseas, and Singapore Food Manufacturers’ Association (SFMA) collaborated with the noodle house to host a live cooking demonstration as part of its activities during the preeminent annual trade event for the food and beverage industry.
Breaking its own participation record set last year, Singapore has a show presence of some 40 food and beverage companies represented at the Tasty Singapore pavilion this year. Out of these, 17 exhibitors are first-time participants at Gulfood. The increased number of participants follows the growth in Singapore’s F&B domestic exports to the GCC, valued at S$137.5 million in 2010.
Using a variety of unique and authentic ingredients from the 40 exhibiting Singapore food companies, Chef Lai prepared wokfuls of delicious aromatic Southeast Asian dishes for hungry Gulfood visitors including Curry Laksa and Chicken Rice.
The chef demonstration at the Tasty Singapore pavilion proved one of the busier lunchtime pit stops during Gulfood, underscoring the increasing popularity of Southeast Asian cuisine among Middle Eastern audiences.
“Our collaboration with the noodle house seeks to demonstrate, by example, the regional market’s penchant for Singapore food. The noodle house is one of the UAE’s most popular casual dining restaurants and has now expanded into other MENA markets. This cooking demonstration reinforces the enthusiasm for Singapore-inspired cuisine within the Middle East. Our food manufacturers are well placed to respond to this growing market demand,” said Dean Tan, Centre Director for IE Singapore in Dubai, UAE.
A native Singaporean, Chef Lai says Singapore’s distinctive fusion style of cooking – which combines Malay, Indian, Chinese and British flavours – makes it more accessible to international palates.
“Singapore cuisine is light, fresh and easy to prepare. We typically combine the best flavours of Asia, but introduce a modern take on more traditional recipes. That is what makes the noodle house such a successful franchise business. Our food holds strong international appeal,” said Chef Lai Chong Seng.
The Tasty Singapore Pavilion is located in Halls 7 & 9 of the Dubai International Convention and Exhibition Centre from 27 February – 2 March 2011. The Tasty Singapore pavilion cooking demonstration in partnership with the noodle house will be held in Hall 7 each day from 1300 –1500 hrs.
About the Singapore food manufacturing industry
Over 700 Singapore food manufacturing players are engaged in various aspects of food production, with over half catering mainly to overseas markets. Some S$2 billion, or 49%, of Singapore’s food domestic exports was made up of exports to key markets like Japan, China, Malaysia and Indonesia. In 2010, Singapore’s total food domestic exports amounted to S$4.04 billion, up 15.07% from S$3.51 billion on year.