A Singapore kaya brand is now the market leader in South Korea, thanks to a Korean man’s love for kaya toast, and a 61-year-old home-grown company which produces unique coconut coffee has also found a niche here.
Coffee companies Owl and Gold Kili have won coveted spots on supermarket shelves there.
A representative from Owl told The Sunday Times its most popular product was coconut coffee, which accounts for 40 per cent of their sales.
“The Korean market is very hard to penetrate because local brands like Maxim are very strong. But our special flavours have found a niche market here and are doing very well. Our coconut coffee has a sweet and unique fragrance that the Koreans like,” he said.
Singapore kaya has also become popular, after K-pop singer Dasom – from disbanded girl group, Sistar – made kaya toast on the variety show, Happy Together, in 2013.
Mr Rak Namkung, who first imported Sing Kee Kaya into South Korea in 2006, said he sold 5,000 bottles in 1 1/2 hours after the show aired.
He fell in love with kaya toast 11 years ago when he stayed in Singapore to learn English.
The brand is now a market leader here and counts cafes and bakeries including the major chain, Tous Les Jours, among its many customers.
“Nobody knew about kaya when I first brought it in, but I persisted in promoting it. Now we are doing well and our sales is growing 10 per cent every year,” said Mr Namkung.
