Asia’s Fresh Obsession and What Your Fruit Says About You

Scott Mathias
Jul 30
3 min read

Step into a Seoul supermarket and you’re not just shopping for grapes, you’re navigating a K-pop concert in aisle four. Shrink-wrapped mangoes next to Labubu plush toys, pineapples in luxury box sets, and strawberries that could pass for engagement rings. This isn’t grocery shopping. It’s identity shopping. And according to Karina Keisler of Hort Innovation Australia, that’s exactly the point. Asia's fresh obsession!

Karina Keisler of Hort Innovation Australia, Mixed fruit presentation pack. — Source: Karina Keisler of Hort Innovation Australia. - Carrefour fruit advertising

“A quick walk through an Asian supermarket today isn’t just about what people eat, it’s a living, breathing snapshot of what they value,” says Karina Keisler fresh off a whirlwind retail reconnaissance through Southeast and East Asia. “Each market has its own flavour, but the common thread is experience. Fruit is no longer just food, it’s social currency.”

South Korea, says Karina Keisler, is rewriting the produce playbook. “Seoul is the hype beast of fresh food. K-pop branding, gift-with-purchase offers, and surprise drop culture are driving foot traffic. Everyone wants the limited edition, the exclusive, the Instagrammable.”

It’s not just apples and oranges, it’s a market flex. And the ripple effect is real - “What Seoul does today, much of Asia does tomorrow.”

Source: Karina Keisler of Hort Innovation Australia and PFN Archives Malaysia fresh fruit and vegetable display. (bottom middle)

In Taipei, things are more restrained, but no less refined. Traditional markets still thrive, but not at the expense of quality or aesthetics. “Taiwanese shoppers value the story behind the produce,” Karina Keisler says. “Origin, trust, and loyalty drive decisions. If you get that right, they’ll stay with you for life.”

Hyper-dense Hong Kong, efficiency meets indulgence. “You’ve got beautifully packaged cut fruit next to luxury snack packs. Gifting is huge. It’s not about price as it’s about perceived care and premium.” Think fruit trays that look like jewellery boxes. Because, why not?

In Ho Chi Minh City old meets new as it straddling two worlds. Wet markets still dominate, but modern retail is catching up fast. “Younger, aspirational consumers are curious about imported fruit, especially from Australia,” says Karina Keisler. “Visual appeal matters more and more. The market’s evolving right before our eyes.”

In Kuala Lumpur, it’s a melting pot of market formats with hypermarkets, night markets, wet markets, all coexisting. “There’s a strong value lens,” Karina Keisler observes, “but premium produce with a good story, like sustainability or local origin, wins hearts.”

And then there’s Singapore - sleek, status-conscious, and health-obsessed. “Kiasu kiasi culture, fear of losing, fear of risk, means shoppers follow health trends religiously. Fruit is safe, social, and smart. That’s a triple win.”

Across all six markets, one thing stands out, Brand Australia carries weight. “There’s real respect for Australian produce,” says Karina Keisler. “Consumers recognise it for safety, taste, and traceability. It’s a strong platform, but we can’t take it for granted. These markets are moving fast.”

Let’s be clear, this isn’t a fruit bowl, it’s a battleground of culture, clout, and convenience. In Asia, where shoppers aren’t just filling their baskets, they’re broadcasting their values. H3 -Health, Heritage and Hype.

And for exporters, retailers, and anyone hoping to play in this arena,Karina Keisler's message is simple: “Understand the nuances. Invest in presentation. Tell the story. The fruit is just the beginning.”

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