Australian red meat continues to build momentum across Southeast Asia

05 May 2026

Meat & Livestock Australia (MLA) is continuing to strengthen demand and deepen relationships for Australian beef, sheepmeat, goatmeat and livestock across Southeast Asia, supported by strong on ground promotion, senior level market engagement and an expanding footprint in both established and emerging markets.

A key highlight was MLA’s participation at Food & Hospitality Asia (FHA) in Singapore, where MLA coordinated a strong Australian red meat showcase.

The MLA stand hosted 14 Australian exhibitors, with a further nine to ten Australian meat companies exhibiting within the broader Australian pavilion, reinforcing Australia’s reputation as a reliable supplier of premium, safe and sustainably produced red meat.

Throughout the event, MLA delivered a comprehensive activation program designed to drive preference for Australian red meat among chefs, buyers and foodservice operators.

Activities included daily cooking demonstrations and tastings by Aussie Beef Mates and Lambassadors from around Southeast Asia, a chef forum attended by more than 100 trade guests to a full house, and a young chefs’ culinary competition highlighting innovative applications of Australian red meat. These initiatives were supported by targeted industry networking and direct exhibitor engagement.

MLA Managing Director Michael Crowley said Southeast Asia remains a critical growth region for Australia’s red meat industry.

“Southeast Asia accounts for around 15 per cent of Australia’s global red meat and livestock exports, valued at approximately $3.4 billion in 2025,” Mr Crowley said.

“Markets including Malaysia, Indonesia, Vietnam and Thailand continue to play a vital role in our global portfolio.

“Our focus is not only on promoting the quality and versatility of Australian beef and lamb, but on building long-term partnerships with customers and governments across the region.”

A further highlight was the Australian Red Meat Networking & Trade Appreciation Evening, which attracted around 380 guests from across Southeast Asia’s trade, retail and foodservice sectors. The event showcased Australian beef and lamb through curated menus prepared by six Aussie Beef Mates and Lambassadors, tailored to regional dining trends and flavour preferences.

“Events like this allow us to connect directly with the people who influence purchasing decisions and menus,” Mr Crowley said.

“They are instrumental in building trust and reinforcing Australia’s reputation as a premium red meat supplier.”

MLA’s engagement in Southeast Asia extends beyond trade shows, with broader marketing and brand activity supporting demand for Australian red meat. This includes Aussie Beef’s recent partnership with leading ASEAN football competitions, leveraging the region’s strong passion for sport to build brand awareness and consumer connection across multiple markets.

MLA’s commitment to the region was further reinforced through market visits to Singapore, Malaysia, Thailand, Vietnam and Indonesia by Mr Crowley, General Manager – International Markets Andrew Cox, and MLA Board Member Russell Lethbridge.

The visits focused on strengthening trade relationships, supporting industry partners and gaining insights into evolving market dynamics. In Indonesia, MLA also participated in the annual live export importer–exporter meeting alongside the Australian Livestock Exporters Council (ALEC) and LiveCorp.

Mr Cox said Indonesia remains strategically important to Australia’s red meat sector, particularly for cattle live export opportunities delivered through the Livestock Export Program (LEP).

“Indonesia is a key partner for Australia, and the live cattle trade plays an important role in supporting food security, employment and local supply chains,” Mr Cox said.

“Our work through the LEP, which is jointly funded by LiveCorp, is focused on enhancing productivity and maintaining strong animal welfare outcomes while supporting sustainable, mutually beneficial trade.”

Beyond Indonesia, Mr Cox noted continued opportunity across Southeast Asia’s growing foodservice and modern retail sectors, driven by rising incomes, urbanisation and changing consumer preferences.

“Australian beef, sheepmeat and goatmeat are well positioned to meet demand for high quality protein,” Mr Cox said.

“This is supported by MLA’s ongoing investment in education, promotion and market development.”

MLA continues to deliver education and retail and foodservice promotions with key trade partners, including menu promotion in Malaysia, Ranch Market in Indonesia and Go Wholesale (Central Retail Group) in Thailand, supported by Southeast Asia’s network of Aussie Beef Mates and Lambassadors.

This includes initiatives such as Ranch Market’s ready to cook packs featuring Aussie Beef Mate recommendations.

In Vietnam, MLA has worked with Golden Gate Group, a leading foodservice operator with more than 400 outlets, to incorporate Australian beef and lamb into menus. MLA technical experts, including Lambassadors from South Korea, supported cut optimisation and authentic menu development tailored to K BBQ dining formats.

MLA is also extending its marketing footprint in Thailand, an increasingly important emerging market. Reflecting this opportunity, MLA will exhibit at THAIFEX in Bangkok for the first time, with the event running from 26–30 May 2026.

“Thailand represents an exciting opportunity for Australian red meat,” Mr Cox said.

“Our debut at THAIFEX underscores our commitment to building awareness and demand in markets where consumption is growing and customers are looking for trusted suppliers.”

Through coordinated trade engagement, culinary activation, brand promotion and senior leadership involvement, MLA continues to position Australian red meat and livestock for sustained growth across Southeast Asia.

Check out Episode 9 of MLA’s popular On The Ground podcast which discusses Australia’s Global Meat Strategy with MLA’s Managing Director, Michael Crowley