After Britain left the European Union, the government promised a “golden opportunity” for British food and drink companies to sell more products in Asia. However, British food is still trailing behind European competitors in terms of sales and reputation across Asia.
- British food exporters are struggling to gain a foothold in Asian markets
- They are up against European solid rivals like Italy and France
- Many Asian consumers still consider British cuisine “boring” or “not special.”
So why is British food having such a hard time catching on in Asia? Let’s examine the situation more closely.
Britain’s Culinary Image Issues in Asia
When you think of food from Britain, what comes to mind? For many people in Asia, responses include:
- Sausages
- Fish and chips
- Plain or boring dishes
This bland image of British cuisine is one major obstacle exporters face. Italian, French and other European foods have an established reputation and following across Asia. As one cheese seller at a Singapore food expo explained:
“The French, Swiss, and Italians have been doing it a lot longer than we have. We’re coming in late, so we must get that message across.
European Rivals Pull Out All the Stops
Meanwhile, Britain’s European competitors are going all-out to win over Asian food lovers. Take Italy, for example – selling food to Asia is seen as cultural diplomacy. An Italian exhibitor said:
“Our foodies love their food and tradition. We have this in common with Asians, which makes it easier to spread Italian cuisine around the world.”
From mobile virtual reality experiences to free food samples, the Italians spare no expense in attracting and educating potential Asian consumers about their products.
Extra Costs Limit British Efforts
However, funding is a significant limitation for cash-strapped British suppliers. The UK government hosts events at Asian trade shows, but companies receive no subsidies or grants to pay for their booths and displays. A British businessperson lamented:
“It makes it very difficult to stand out against other European groups almost fully funded by their governments. We must pay out of our pockets just to be here.”
With less money for promotion and marketing, British brands need help to raise awareness about their high-quality meat, cheeses, drinks and other foods.
Creativity and Patience Required
Despite the challenges, some suppliers are getting creative to get their name out there. For example, one cheese company built a fun “virtual reality” demonstration to explain their products engagingly.
However, British food companies know that building a solid reputation and Asian client base will take time. After being overshadowed by French, Italian and other European cuisines for so long, it will take consistent effort and patience to change perceptions. As one exporter said:
“It’s a massive job educating people about what makes our food special and unique.”
In Conclusion…
British food remains a niche, overlooked option in many Asian markets compared to other European imports. However, exporters hope that through persistent marketing, competitive pricing, and product quality, they can eventually carve out a more significant presence in the fast-growing Asian consumer market.
Only time will tell if Britain can leverage its post-Brexit freedoms to truly become a new global food superpower beyond Europe’s borders. What unique strategies should British brands employ to win over Asian diners?
