SURIMI & SURIMI SEAFOOD IN ASEAN

MARKET STATUS & CONSUMERS’ TRENDS

May 31, 2018
Korea-ASEAN International Seafood Symposium
Bangkok, THAILAND

Global SURIMI LEADER

Dr. CHEONG-IL JI
 Webpage www.surimiproducts.com

Address 1/74-75 Samutsakorn Industrial Estate,

Rama II Rd., Moo 2, Thasai, Muang,
Samutsakorn 74000 THAILAND

J/V between Korea and Thailand, established in Y1990

An affiliate company and factory in Poland
Main products lines are world-class varieties of Surimi Seafood
All types are available for ready-to-eat/cook, sushi, hot-pot, noodle, cold dishes and salad etc.
Trading across the five major oceans and in all six continents of the entire world

VISION: World Front-runner Company in Surimi Seafood Industry

MISSION: To Create & Realize New Value of Surimi Business

THAILAND POLAND
* LUF-THAI * LUF-EURO

1
1 WHAT ARE SURIMI & SURIMI SEAFOOD? PLANT TYPES FOR SURIMI PRODUCTION 5

2 FISH RESOURCES FOR SURIMI GLOBAL SUPPLY & DEMAND 6

3 FISHING AREAS & GEARS OF SURIMI FISHES SEAFOOD PROCESSING IN ASEAN 7

4 HOW TO MAKE SURIMI & SURIMI SEAFOOD SURIMI & SURIMI SEAFOOD IN ASEAN 8

2
01

WHAT ARE
SURIMI & SURIMI SEAFOOD

3
MINCED FISH, FROZEN SURIMI AND SURIMI SEAFOOD
• Surimi and Surimi Seafood Product process in general & its terminology

RAW FISHES
• Heading & Gutting
• Meat Separation

MINCED FISH
• Washing
• Refining
• Dewatering
Raw Fishes

RAW SURIMI Minced Fish

• Mixing Cryo-protectants
• Freezing

FROZEN SURIMI
• Mixing with Salt & Ingredients
• Heat Processing

SURIMI SEAFOOD
Frozen Surimi
Surimi Seafood
4
WHAT IS SURIMI
• Japanese: 擂り身 or すり身, literally “ground meat”. A paste made from fish or other meat

Surimi is refined and stabilized Fish Myofibrillar Proteins, a wet concentrate of the fish muscle proteins
• obtained from mechanically deboned fish flesh that is washed with water, where all oil, blood and soluble proteins are removed
• finally blended with cryoprotectants to protect the proteins from denaturation and aggregation during frozen storage
* Processes: heading > gutting > filleting > deboning > washing > dewatering > refining > mixing with cryoprotectants, and freezing
• possesses enhanced gel-forming, water-holding, fat-binding, and other functional properties relative to minced fish

Surimi is an intermediate product

• produced in compact blocks, conveniently and economically transported, stored and handled
• used in a variety of products ranging from the traditional “Kamaboko” products of JAPAN to various surimi seafood products 5
WHAT IS SURIMI SEAFOOD
• ASEAN countries, global processors of warm water fish frozen surimi and wide variety of surimi seafood

CRAB STICK

FRIED-KAMABOKO

FISH BALL

CHIKUWA

SHRIMP

6
PRODUCTION OUTLINE FOR VARIOUS SURIMI SEAFOOD
• Its classification

Frozen surimi Fishery products

Thawing Filleting, mincing, and washing

Thawed surimi Washed fish meats

Grinding with 1-3% NaCl and other ingredients

SURIMI PASTE
Shaping and setting

Steaming Roasting Boiling Deep frying

STEAMED KAMABOKO ROASTED KAMABOKO BOILED KAMABOKO DEEP-FRIED KAMABOKO

• Odawara kamaboko • Yakinuki kamaboko • Hanpen • Tempura
• Konbumaki kamaboko • Chikuwa • Fish balls • Satsuma-age
• Sasa-kamaboko • Tsuke-age

NOTE
1. Even though various products with different names are made using surimi, they are often called KAMABOKO regardless of their classifications.

2. Three (3) important steps for Quality Control of Products, according to various industry experts in JAPAN
A. Selection of fresh fish or frozen surimi
B. Preparation of homogenous surimi paste by grinding surimi with NaCl under appropriate conditions
C. Regulation of the heating process for the formation of preferable texture
7
02

FISH RESOURCES
FOR FROZEN SURIMI

8
WARM WATER FISHES FOR SURIMI
• Mainly from CHINA, VIETNAM, THAILAND, INDIA > Over 90%

Global Surimi Production in Y2017: About 808,200 MT * Warm water fish surimi: 66% (or 530,000 MT)

ITOYORI 실꼬리돔류 THREADFIN BREAM Nemipterus spp.

KINTOKIDAI 뿔돔류 BIGEYE SNAPPER Priacanthus spp.

ESO 매퉁이류 LIZARD FISH Saurida spp.

TACHIUO 갈치류 RIBBON FISH/HAIR TAIL Trichiurus spp.

HIMEJI 촉수류 GOAT FISH/RED MULLET Upeneus & Parupeneus spp.

SHIRO-GUCHI 민어류 WHITE CROAKER Pennahia & Johnius spp.

RENKODAI/HIREKODAI 도미류 SEA BREAMS Dentex spp. / Evynnis spp.

TOBIUO 날치류 FLYING FISH Cypselurus spp.

KUROSAGI 게레치류 SILVER-BIDDY Pentaprion & Gerres spp.

HAMO 갯장어류 PIKE-CONGER EEL Congresoxs spp.

KAMASU 꼬치고기류 BARRACUDA Sphyraena spp.

KLATHI 쥐치류 LEATHER JACKET Stepphanoleptis & Navodon spp.

MIXED 잡어 MIXED FISHES

9
COLD/MODERATE WATER FISHES FOR SURIMI
• Mainly from USA

Global Surimi Production in Y2017: About 808,200 MT * Cold/Moderate water fish surimi: 34% (or 278,200 MT)

ALASKA POLLOCK * WALLEYE POLLOCK Theragra chalcogramma

NORTHERN BLUE WHITING Micromesistius poutassou

SOUTHERN BLUE WHITING Micromesistius australis

PACIFIC COD Gadus macrocephalus

PACIFIC WHITING * HAKE Merluccius productus

HOKI Macruronus spp.

ARROW-TOOTH FLOUNDER Atheresthes stomias

10
PELAGIC DARK-FLESH FATTY FISHES FOR SURIMI
• A migratory of deep-sea fishes with small dark-flesh fatty fishes

ATKA MACKEREL & SARDINE (JAPAN) Pleurogrammus azonus

JACK MACKEREL (CHILE) Trachurus murphyi

INDIAN MACKEREL (SE ASIA) Rastrelliger kanagurta

INDIAN OIL SARDINE (MAMAKARI, SE ASIA) Sardinella longiceps

SARDINE & SARDINELLA (MOROCCO, G/S 300-500) Sardinella spp.

ANCHOVY (PERU) Engraulis ringens

SALMON (ALASKA) Oncorhynchus gorbuscha

11
OTHER FISH RESOURCES FOR SURIMI
• Squid and aquafarm fishes

GIANT SQUID (PERU)

AQUA-FARM FISHES

. SILVER CARP (CHINA)

. PANGASIUS SPP. (VIETNAM, THAILAND)

12
03

MIDWATER TRAWLING FOR ALASKA POLLOCK

FISHING AREAS & GEARS

OF SURIMI FISHES

13
RAW FISHES FOR SURIMI & CATCHING AREA
• Global supply

Northern blue whiting

(NBW)

Alaskan pollock Atlantic cod

Atka mackerel Pacific whiting (Hake)

Silver carp Gulf menhaden
Hairtail
Arrowtooth flounder

Seabream

Itoyori
Kinmedai
Giant squid
Sardine Eso

Guchi Jack mackerel

Barracuda
Himeji
Silver biddy Southern blue whiting
Hoki (SBW)

FAO
Major Fishing Areas

14
FISHING GEARS
• For surimi fishes > Midwater trawl + Bottom trawl + Purse seine

1. Prawn Trap
2. Dive
3. Groundfish Bottom Longine
4. Shrimp Beam Trawl
5. Groundfish Otter Trawl
6. Midwater Trawl
7. Hook & Kine
8. Purse Seine
9. Midwater Gillnet (* Salmon)
10. Pelagic Longline (* Swordfish)
11. Harpoon (* Swordfish)
12. Purse Seine
13. Bottom Trawl
14. Offshore Hydraulic Dredge (* Clam)
15. Dredge (* Scallop)
16. Pot and Trap (* Lobster)
17. Bottom Gillnet (* Groundfish)
18. Bottom Longline (* Groundfish)
19. Pot and Trap (* Crab pots)
20. Dive

15
04

HOW TO MAKE
SURIMI & SURIMI SEAFOOD

16
CONVENTIONAL SURIMI PRODUCTION PROCESS
• www.alfalaval.com
© Alfa Laval

H&G WHITEFISH
Meat Separator Discharged skin and bones

Mince

Add water Leaching tank

Dewatering Screens Water to waste

Add water Leaching tank

Dewatering screens Water to waste

Add water Leaching tank

Dewatering screens Water to waste

Mince

1st Refiner 2nd refiner Discharged skin, bones &

connective tissues
Mince Mince

Screw press Screw press

PRIMARY GRADE SECONDARY GRADE

17
PRODUCTION FLOW CHART OF TYPICAL CRAB STICK
• Steamed & Crab-flavored seafood stick, Kani Kamaboko, Kanikama,カニカマ, 게맛살

Frozen storage
(Surimi) Dry ingredients Water

Temper or flake
(Frozen surimi) Comminuting

Film removal

Cutting
Color co-extrusion Sheet extrusion
* Eliminates color wrapping
Packaging
1st cooking

Cooling Metal detection

Slitting
Pasteurization * 3 HACCP CCPs
Bundling CCP: CRITICAL CONTROL POINT
Chilling
Color wrapped in film Wrapping

Cutting Freezing

Flake, stick
Frozen products
2nd cooking
(Color setting

Cooling Chilled products

18
 05

PLANT TYPES
FOR SURIMI PRODUCTION

19
1. OFFSHORE SURIMI PLANT
• A Factory Trawler for Alaska pollock surimi production in Alaska, USA. © American Seafoods Company, LLC

Surimi
Production

Holding Weighing & Filleting Block Roe Grading & Freezing

Sorting Packing Packing

Frozen
Cold Storage Boxing

Fish Oil &

White Fish Meal
Production

20
 DEWATERING BLENDING
FRESH FISH HOLDING AND SORTING

HOLD

FILLETING AND MINCING

REFINING PRESS FREEZING CASE-UP AND
STOWAGE
WASHING

21
2. ONSHORE SURIMI PLANT 01/03
• An Onshore Plant for Alaska pollock surimi production in Alaska, USA. © Westward Seafood, Inc. Surimi processing flow 01/03.

1. Arrival of Fishing boat with full loaded 2. Connected fish pump to Fishing boat 3. Separation by catch fish and debris to
of Fresh Pollock and sucking with fish with water drop out of Pollock

4. Sorting fish to five (5) size by Main 5. Filleting machine : BAADER and 6. Auto fish insert machine (Oscillator)
sorting roller Butterfly filleting machine TOYO for TOYO with Heads up direction

22
2. ONSHORE SURIMI PLANT 02/03
• An Onshore Plant for Alaska pollock surimi production in Alaska, USA. © Westward Seafood, Inc. Surimi processing flow 02/03.

7. Butterfly fillet by TOYO, Filleting speed 8. After Meat Separator, send to Meat 9. After rinsed fish meat, send to de-
is max. 280 fish/min wash tank for rinsed fish meat watering rotary screen for adjustment
moisture of meat

10. Remove small bone, black skin and 11. De water process by Screw Press 12. Mixing with ingredients of Surimi by
unnecessary part of meat by Refiner machine to targeted moisture of Silent Cutter machine
meat
23
2. ONSHORE SURIMI PLANT 03/03
• An Onshore Plant for Alaska pollock surimi production in Alaska, USA. © Westward Seafood, Inc. Surimi processing flow 03/03.

13. Wight check and filling bag then into 14. Quick freezing by Plate freezer less 15. After removed freezing pan, thru to
freezing pan than two (2) hours X-Ray machine and Metal Detector
for inspection

16. Packed with two blocks into a box 17. Quality control for fish freshness, 18. Gel strength testing to each lot
and printed production date, Lot temperature, bacteria, etc, during sample for grading by special skilled
number, Grade as required 24hours by special skilled stuff stuff
24
3. INLAND SURIMI PLANT
• Typical process for warm water fish surimi production In SE Asia

1. INCOMING RAW FISHES Fish Washing I & De-scaling

PRE-PROCESSING

2. HEADING & GUTTING Fish Washing II

3. MEAT SEPARATING

4. MEAT WASHING I Screening I Leaching I

MEAT WASHING II Screening II Leaching II

MEAT WASHING III Screening III

PROCESSING
5. REFINING 6. DEHYDRATING

7. MIXING Forming Panning

8. FREEZING De-panning Metal Detecting Packing & Labeling

9. COLD STORAGE Shipping

25
 06

GLOBAL SUPPLY & DEMAND

OF SURIMI & SURIMI SEAFOOD

26
GLOBAL SURIMI PRODUCTION
• about 808,200 MT in Y2017 > 65% from ASIA: warm water fish surimi 530,000 MT (66%) + cold/moderate water fish surimi 278,200 MT (34%)
The 3rd Surimi Forum JAPAN. February 2018. Tokyo, JAPAN

Alaska Pollock
237,000 MT
(* 207,000 USA + 30,000 Japan + 0 Russia)
N. Blue Whiting
3,200 MT

Atka Mackerel
0 MT
Silver Carp (F/W)
> 50,000 MT

Pacific Whiting (Hake)

30,000 MT

Threadfin Bream
&
Other Tropical Fishes
Giant Squid 480,000 MT
0 MT

S. Blue Whiting
Jack Mackerel
0 MT
Hoki  Thailand 52,000
 India 95,000
8,000 MT 0 MT  China 160,000
 Vietnam 160,000
Hoki  Others 13,000

* Indonesia 40,000 + Malaysia 20,000 + Pakistan 5,000 + Myanmar 2,000 in Y2017 (est.) 27
 GLOBAL SURIMI & SURIMI SEAFOOD MARKET
• surimi 831,000 MT + (surimi seafood) 2.7 Mil. MT in Y2017. slowly growing up 2-3% YoY
The 3rd Surimi Forum JAPAN. February 2018. Tokyo, JAPAN

E-Europe S-KOREA
EU 20,000 120,000
USA 50,000 (80,000) (350,000)
35,000 (150,000)
(100,000)
CHINA
200,000 JAPAN
MIDDLE EAST (1,200,000) 280,000
0 (540,000)
(5,000)

SE ASIA
AFRICA 100,000
S-AMERICA 0 (240,000)
1,000 (5,000)
(5,000)
OCEANIA
0
(5,000)

Note
* Surimi + (Surimi Seafood) 28
SEAFOOD BIZ CIRCUMSTANCES
• Global Fisheries & Seafood Industry faces “Multiple & Interlinked Challenges”

29
THE SEAFOOD CONSUMERS WANT …
• The major tastes and preferences of consumers in food consumption, as well as expected changes

Safety & Quality Ethics

* Corporate social responsibility (CSR)
Convenience

Nutritious & Healthy Benefits Information

Food Origin + Production system &

Ethnic Sustainability
Natural & Fresh Innovations

30
GLOBAL SURIMI SEAFOOD MARKET TRENDS
• Healthy & tasty seafood at Japanese style sushi restaurants, deli and hot pot shops and CVS + Salad & snacking

• Sugar 50% less • Premium quality crabstick for sushi • Snacking

• Allergens (* Egg) free • DHA enhanced • Snacking at CVS • Hot pot

• Sodium 30% less

31
 07

SEAFOOD PROCESSING
IN ASEAN

32
ASEAN ECONOMIC COMMUNITY (AEC) AT A GLANCE
• The fish production in ASEAN, expected to reach 24% of global output by 2030 > in ASIA, around 70% of global fish consumption by 2030

33
ASEAN ECONOMIC COMMUNITY (AEC)
• Potentials in ASIA: It’s emerging economy
Fact Sheet-ASEAN Economic Community, 2018

34
SEAFOOD PRODUCTS OF SE ASIA
• Globally significant

CANNED TUNA & SEAFOOD

SURIMI & SURIMI SEAFOOD SHRIMPS

01
02
08

03
READY-TO-EAT/COOK 07
SALMON
04
06
05
PET FOOD
FISH SNACK

SPECIALTY SEAFOOD

FISH SAUCES
35
 08

SURIMI & SURIMI SEAFOOD

IN ASEAN

36
SURIMI PRODUCERS, THAILAND
• 14 factories, 52,000 MT (Do. 27,520 * 52% + Ex. 24,980 * 48%) in Y2017 * Markets > Local, Japan, EU/Russia, Korea, Singapore, Hongkong
The Department of Fisheries (DOF), Thailand
Surimi Forum JAPAN, 2018

BANGKOK 1
01. B.S. Manufacturing Co., Ltd. (BS)

SAMUTSAKHON PROVINCE 7
02. Apitoon Enterprise Industry Co., Ltd. (API)
03. Andaman Surimi Industries Co., Ltd. (ASI)
04. Anusorn Mahachai Surimi Co., Ltd. (AMS)
01 05. Pacific Marine Food Products Co., Ltd. (PAM)
06. Sea Royal Marine Food Product Co., Ltd. (SRM)
02-08 07. Starfish Co., Ltd. (STF)
08. Lucky Food (Thai) Co., Ltd. (LFT)

SOUTHERN AREA 6
09 09. Siamchai International Food Co., Ltd. (SIFCO), Ranong
10. Kantang Seafood Co., Ltd. (KSF), Trang
11. Thaveelarp Fisheries Ltd. Part (TVL), Trang
12. Buyoung General Co., Ltd. (BG), Songkhla
12-13
10-11 13. Man A Frozen Foods Co., Ltd. (Man A), Songkhla
14
14. Chaicharoen Marine (2002) Co., Ltd. (CMR), Pattani

37
SURIMI SEAFOOD (* CRAB STICKS) PRODUCERS, THAILAND
• 10 factories, 124,500 MT (Crab sticks 95,000 + Fish cake/ball 22,000 + Dried fish snack 7,500) in Y2017
The Department of Fisheries (DOF), Thailand
Anucha Techanitisawad, Andaman Surimi Industries Co., Ltd., Thailand

BANGKOK 1
01. B.S. Manufacturing Co., Ltd. (BS) TH 1067

SAMUTSAKHON PROVINCE 8
02. Lucky Union Foods Co., Ltd. (LUF) TH 1004
03. A.P. Frozen Foods Co., Ltd. (APF) TH 1026
04. A&N Foods Co., Ltd. (A&N) TH 1001
05. Kibun (Thailand) Co., Ltd. (KIBUN) TH 1100
06. Smile Heart Foods Co., Ltd. (SHF) TH 1180
07. Thaveevong Industry Co., Ltd. (TVI) TH 1161
01 08. Big Kitchen Co., Ltd. (BK) TH 3124
09. Starfoods Industries Co., Ltd. (SF) TH 1183
02-09

SONGKHLA PROVINCE 1
10. Pacific Fish Processing Co., Ltd. (PFP) TH 1070

Thai Domestic Consumption, upstream

* Sales of local surimi seafood: 61,000 MT (‘16) > 64,800 MT (‘17)
* Market expansion into the neighboring countries
. Cambodia, Vietnam, Laos and Myanmar, New AEC markets

10 Total Export Sales of Surimi Seafood, increased

* 45,000 MT (‘16) > 52,200 MT (‘17)

Social & Environmental Aspects of Sustainability, improved

* Forced labor, human trafficking, fisheries management, and over-
fishing etc. in seafood supply chain etc. 38
SURIMI PRODUCERS, VIETNAM
• About 40 factories, 160,000 MT in Y2017 * Markets > Korea, Japan, Thailand, EU, Singapore, China

M AIN F ISHING P ORTS & A Core Country for Tropical Surimi Production
S URIMI F ACTORIES . A fast growing economy and market in AEC

Surimi Factories, about 40

H AI P HONG . Vung Tau, Kien Giang, Ca Mau, Da Nang, Quang Tri,
Tra Vinh-Ben Tre, Can Tho, Ham Tan, Thanh Hoa,
T HANH H OA
Hai Phong etc.

Surimi Seafood Factories, about 5

. Da Nang, Vung Tau, My Tho, Bac Lieu

Main Fish Species for Surimi

. Northern & Middle Area: Hirekodai, Flying fish
D A N ANG -Q UANG T RI * Fishing trips are short > Fresh fishes
. Southern Area: Itoyori, Eso, Hairtail, Guchi, Himeji
* Baria Vung Tau: 15-20 days fishing trip
* Kien Giang + Ca Mau: 5-7 days fishing trip

Hireko-dai

C AN T HO
V ARIA V UNG T AU
K IEN G IANG

C A M AU
T RA V INH -B EN T RE
39
 SURIMI PRODUCERS, INDONESIA
• 15 factories, 40,000 MT in Y2017 * Markets: Japan, Korea, Taiwan, Singapore, Malaysia, Thailand

01-02

03

04 05-10 15
11-14

SUMATERA 3
01. PT. Pulau Mas Moro Mulia, Kepulauan Riau 02. PT. Lee Seng, Moro island (* small) 03. PT. Sumber Laut Utama, Jambi

JAVA 11
04. PT. Java Seafood (JSF), Indramayu, West JAVA
06. PT. Blue Sea Industry, Pekalongan, Central JAVA
08. PT. Holi Mina Jaya, Rembang, Central JAVA
10. PT. Bintang Karya Laut (KML Food), Rembang, Central JAVA
12. PT. Southern Marine Products, Probolinggo, East JAVA
14. PT. Tridaya Jaya Manunggal, Pasuruan, East JAVA
05. PT. Nam Kyung Korea Indonesia (NKI), Tegal, Central JAVA
07. PT. Sinar Bahari Agung, Kendal, Central JAVA
09. PT. Indo Seafood, Rembang, Central JAVA
11. PT. Starfood International (KML Food), Lamongan, East JAVA
13. PT. QL Hasil Laut, Brondong, East JAVA

PAPUA 1
15. PT. Djajanti Group, Alu island, PAPUA
The largest continental shelf area, about 2.7 Mil. KM2 , Itoyori > Kintoki-dai > Kurosagi > Himeji + Guchi + Eso etc.
* Peak season for Itoyori: Oct. to Mar., for Kurosagi: Jan. to Jun.
* The strong currents of government fishing restrictions, especially for bottom trawlers 40
 SURIMI PRODUCERS, MALAYSIA
• 9 factories, 20,000 MT in Y2017 * Markets: Japan, Taiwan, Southern China, Singapore

05-06

04

01
03
02 09
07-08

01. QL Foods Sdn Bhd., Hutan Melintang, Perak

02. Japanese Maruha/Malaysian Joint Venture, Kuala Lumpur (* for their fish sausage production)
03. QL Endau Marine Products Sdn Bhd., Padang Endau, Johor 04. Fudo Surimi Sdn Bhd., Sandakan, Sabah
05. QL Marine Products Sdn Bhd., Kota Kinabalu, Sabah 06. Global Ocean Seafood Sdn Bhd., Kota Kinabalu, Sabah (* Small)
07. Sea Horse Corp. Sdn Bhd., Kuching, Sarawak (* small)
08. Dahfa Foods Manufacturing Sdn Bhd., Kuching, Sarawak (* For their own use) * QL Group’s production in 2016
09. KTS Food Industries Sdn Bhd. (KTS group), Sibu, Sarawak . Surimi: 40,000 MT (* 25,000 in Malaysia + 15,000 In Indonesia)
. Surimi seafood: 55,000 MT (* largest fish ball range manufacturer) 41
SURIMI PRODUCERS, MYANMAR
• 3 factories, 2,000 MT in Y2017 * Markets: Korea, Japan, Singapore, Thailand

01. MIN ZAR NI Co., Ltd., Yangon (since Y2003)

02. Pyilonechantha Trading Co., Ltd., Yangon (since Y1994)

03. A.S.K. Andaman Limited, Myeik (since Y2005)

01-02

FISHING BAN PERIOD, JUNE-AUGUST

* Coastline, 1,930 KM + Total catches, Over 4 Mil. MT in Y2014
03
RAW FISHES, ITOYORI > KINTOKIDAI > ESO > GUCHI ETC.
* Recently, the raw fish landings are getting better in Yangon area
* Highly fresh with short fishing journey 42
SURIMI PRODUCERS, PAKISTAN
• 4 factories, 5,000 MT in Y2017 * Markets: Korea, Thailand, Japan

01. KANESIRO (PVT) Ltd., Karachi (since Y2006)

02. PK International Foods (PVT) Ltd., Karachi (since Y2015)
03. SEA ARABIAN (PVT) Ltd., Karachi (since Y2017)
04. QADRI NOORI (PVT) Ltd., Karachi (since Y2018)

Itoyori Guchi

01-04

PEAK SEASON, AUG-NOV (PEAK) > MAR-MAY (MIDDLE) > DEC-FEB (LOW)
* Fishing ban period: 2 months * June 01 - July 31
RAW FISHES, ITOYORI 60% > ESO 10% > CROAKERS ETC. 30%
* A competition with exporters to China & Singapore
* Highly fresh and bigger size 43
SURIMI SEAFOOD MARKET IN ASEAN +
• Estimate of the consumption, MT/year
LUF’s Internal Info, THAILAND, 2018

1,200,000

50,000
* F ISH BALL
20,000
* F ISH BALL
18,060
3,500
65,000
* S EAFOOD
3,600
* F ISHERY PRODUCTS

11,000
Market Growth in Y2018 50,000
* F ISH BALL
Up
Steady 16,800

44
 THAILAND
Market Update

High Quality Products > Snow crab leg/Osaki style/Sashimi or sushi toppings etc.
• Modern Trade stores are well developed + CVS items are booming
7-Eleven (9,542 with 11.7 Mil. Customers each day) + Family Mart (1,140) + Mini Big C (391) + Big C
Hypermarkets (125) + Big C Market (55) + TESCO Lotus (1,800 with 12 Mil. Customers each week) + Makro (98
with 3.0 Mil. registered customers) + Makro Food Service (17, HoReCa biz) + Siam Frozen (8, Frozen food center)
• Standing out for growing economies and rising middle-classes of consumers.

Healthy Hot Pot products > Fish ball/tofu, Pre-fried fish cakes etc.

Cartoon Characters Series > Kids Market

Korean/Japanese Style Oden (* Fish cake) Soup > CVS stores

Chilled Market, growing up > Healthier snacking in wholesale & retail markets

On-line Market and Service for Home Delivery > Fresh food, grocery & non-food products

Molded, Skewered products > Street food stands

• Molded Shrimp, Molded crab/lobster claw and Jumbo sticks/crab leg etc.

45
THAILAND
Market Update

SEASONED & DRIED FISH SNACKS AT CVS

* made from Surimi
46
THAILAND
Market Update

CHILLED SURIMI CRAB STICKS AT SUPER- AND HYPER-MARKET

* sold as Sashimi
47
THAILAND
Market Update

CHILLED SURIMI CRAB STICKS AT CVS

* sold for Snacking with Wasabi & Soy sauces
48
INDONESIA
Market Update

Surimi Seafood Market > Bulky and assortment sales for “Steam Boat” or “Suki”
• Fish balls (Fish, Squid and Shrimp) etc.
• Frozen or Chilled are together in the super- and hyper-market
• Taiwanese style products are preferred

Japanese style restaurants are booming

• Items for Sushi, sashimi or Suki etc.

Local suppliers of crab sticks > Started from Y2014

• Surimi seafood is still mainly imported from Malaysia, Thailand etc.

49
 MALAYSIA
Market Update

Street food

Food & Beverage market > Urban consumers are brand conscious and prefer to shop in stores.
• With a Muslim population of 65%, the demand for HALAL foods has increased over the years.
• Retail sector: 56% small + 43% Modern stores (supermarkets, hypermarkets & department stores) + 1% CVS
• Food service sector: tend to dining out rather than dining at home

Surimi Seafood Market > 11,000 MT in Y2017 (est.) + Surimi Seafood consumption = 30-40 MT /day
• Quality first + Health awareness + Steam boat items, quite popular
* Fish ball, Fish cake, Kamaboko, Fish sausage, Battered & breaded, Crab sticks, Fish noodles, Chikuwa etc.

Fish balls > 2nd largest processed fish-based production after “Fish Cracker”
• White and chilled one, more preferred

50
MYANMAR
Market Update

Surimi Seafood Market > Highly potential growth market

• For Sushi, Dim sum & Hot-pot Franchise restaurants are booming up
• Local products > very colorful and diverse shapes with low-medium quality
• Imported products > Medium-premium quality from Thailand and Singapore etc.

Japanese & Korean style restaurants are getting popular

• Items for sushi, sashimi or oden etc.
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LAOS
Market Update

Surimi Seafood Market > Wet markets and street stands are main sales routes
• Skewered and charcoal-grilled products are popular

Modernized shops, opened recently

• with cold chain systems
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Value-Creative
PROCESSING & INNOVATION?
The food processor makes
good products that
People want to eat and enjoy

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CRISIS CREATIVITY + CHANGE + CHALLENGE CHANCE

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SIMPLE DIVERSE + VARIOUS PRODUCTS LINES

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CLOSED·LIMITED VISUAL·EDUCATIONAL·INFORMATIVE MARKETING & SALES

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 TUNA PROCESSING
Mostly canned or pouch packaging, principal species for processed tuna products: Skipjack, Yellowfin, Albacore, and Southern Bluefin Tuna

Product Brochure, THAI UNION GROUP, 2017 58

BY-PRODUCTS AND ITS USAGE IN TUNA PROCESSING INDUSTRY
Full utilization

Skin Back bones

. Gelatin . Artificial bone
* capsule, jelly . Dietary supplement
* healthy food & cosmetics * calcium

Eyes Dark muscle

. EPA/DHA . Pet-care foods
* healthy food . Dietary supplement
* heme-irons

Cooked water Viscera Head/fin bones

. Natural seasonings . Salted & fermented products . Feed ingredients
. Taurine * healthy food . Fish meals * fermented silage . Fertilizer
. DNA * healthy & functional food
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 SARDINE & MACKEREL PROCESSING
Mostly canned products

Product Brochure, THAI UNION GROUP, 2017 60

 SHRIMP PROCESSING
Mostly plastic bag packaging in frozen or chilled condition, NOT immediately ready for consumption by final consumers

Product Brochure, THAI UNION GROUP, 2017 61

 SALMON PROCESSING
In Thailand and Vietnam: particularly canned Alaska salmon for Korean market from Thailand

Product Brochure, THAI UNION GROUP, 2017 62

 PET-CARE PRODUCTS
Mostly canned or pouch packaging, wet seafood-based cat foods, and dog food

Product Brochure, THAI UNION GROUP, 2017 63

 SPECIALTY SEAFOOD
Pangacius shark catfishes are also significant seafood products, especially from Vietnam

Product Brochure, THAI UNION GROUP, 2017 64

 BAKED FISH SNACK
Surimi-based seasoned & grilled fish snacks

Product Brochure, THAI UNION GROUP, 2017 65

 READY-TO-EAT/COOK PRODUCTS
Diverse sushi topping items

Product Brochure, THAI UNION GROUP, 2017 66

SURIMI & SURIMI SEAFOOD PRODUCTS
SE Asian countries, global processors of warm water fish frozen surimi and wide variety of surimi seafood

CRAB STICK

FRIED-KAMABOKO

FISH BALL

CHIKUWA

SHRIMP

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