The full report also contains a comprehensive alphabetical compendium of Asian foods, animals, customs and festivals, providing brief descriptions/explanations of their symbolic importance. The report also lists the Islamic status for the permissibility of various food additives.

A report of the study, “Asian Festivals and Customs: A Food Exporter’s Guide”, provides recommendations on ways our food exporters can sell their products for various festive occasions. (see back page for ordering details)
It says Australians must consider important cultural issues including the role of colours, numbers and symbols and adopt this auspicious cultural symbolism for packaging, signage and logos.

Opportunities created by the festivities result from family celebrations, a tradition of open houses, celebrations at work and between businesses and an extremely common practice of gift giving, especially of food items.
Most consumers also are willing to spend more on food products during their festive seasons.

The study

Analysis of these three festive seasons in Singapore, Malaysia and Indonesia was undertaken. Opportunities for Australian exporters were logged and a compendium of products, events and terms was created.

In the Chinese study, a series of festive occasions is listed and examples of good and bad uses of names, numbers, colours and symbols are recorded. The research was concentrated on celebrations associated with Chinese New Year, the Mid Autumn Festival, The Feast of the Hungry Ghosts, Qing Ming and the Dragon Boat Festival.

The objective was to show some of the actual food practices, invariably occurring in a cultural setting, reflecting Chinese belief systems.

While the researchers said it was harder to uncover details on Muslim festive seasons, they have listed several major events which have important food implications.

Included is the food planning that goes into feeding mass groups of pilgrims in Indonesia about to leave for Mecca, while they stay in dormitories near various official air departure points.

Details also are recorded on precise dietary practices required in the holy Koran, which records the teaching of the Prophet Mohammad, and specifies to Muslims how they should live. The two key precepts are halal – that which is permissible and Haram – that which is prohibited.

Again the objective was to show Muslim cultural food practices, principally those revolving around the Ramadan – the ninth month in the Islamic and Arabic calendars and fasting month.

In studying Christian festive seasons celebrated in Asia, the study sought to identify who celebrated events like Christmas and Easter, the amount of time and attention given to these events in the three countries, and impact on food requirements.

As well as recording data about Christian festive seasons, the study also investigated how these countries catered for an influx of tourists during Christian holidays, and the impact of this on opportunities for marketing food.

The results

Chinese festivals

Most of the festivals are considered cultural festivals and not linked to any one religion, as Chinese may belong to one of any number of religions (eg, they may be Buddhists, Christians, Confucists, Muslims, Taoists or members of minority ethnic groups).

Often, their celebrations are based on cultural rather than religious significance. But many devout followers of a specific religion celebrate the festival at a temple or shrine and consider the event more than cultural.

While there are local variations in the celebration of these festivals, generally the best festive season foods that can be afforded are consumed mainly as a show of status.

In some places the festive food becomes a symbol of cultural identity for isolated groups of Chinese.

In Southeast Asia, other Asian cuisines and availability of new ingredients has influenced festive foods, showing there is room for innovation in the introduction of new foods used during the Chinese festive seasons.

Actual food practices invariably occur in a cultural setting reflecting Chinese belief systems. These include the influence of symbols, colours, and numbers.

The study showed that certain foods are preferred with certain festivals. Also, it revealed that symbolism is a major issue in marketing. Numbers, such as seven and eight, and colours, like red, gold, and yellow have great symbolic appeal and are very auspicious.

Other numbers, such as four, and some colours, usually white, should be avoided. Most foods have great symbolic appeal – eg, fish at Chinese New Year. Foods can have particular meanings and incorporating them into a food marketing strategy is a major advantage.

Major lessons drawn from the Chinese festivals’ study relate to:

While retailing often is seen as the preferred outlet for food, the study shows that for major festive periods, restaurants and hotels should be a primary target because of their need to differentiate themselves at these crowded dining-out times.
Muslim festivals

Several major events for Muslims have important food implications. Ramadan, the ninth month of the Arabic calendar, is known as the month of fasting. Idul Fitri, the feasts shared with family and friends, marks the end of the fasting month.
During Idul Fitri, most people go to their families or visit close relatives and friends.

The 10th month of the Arabic calendar is Lebaran. Many special foods are consumed during these two long Muslim festive seasons. Ironically, total food consumption increases during the fasting month.
The day of sacrifice, Idul Adha, is the day that goats, sheep, and cows are slaughtered and meat is distributed to the poor.

Increasing incidence of breaking the daily fast during Ramadan is leading to many food opportunities. Fast breaking buaka puasa buffets at hotels are becoming popular and accept new foods.

The popularity of dates as a high sugar food to break the fast is well known. This raises the possibility of developing a high-energy break-fast food for children who are just learning to fast.

The food service sector should be a major market target during the Muslim festivals. Hotel competition will lead them to explore new foods to attract patrons. Also, the role of small food outlets in shopping malls is rapidly increasing.

At the retail level, there is a need to think of much larger unit purchases compared with Australia. This is partly because of larger family sizes, but also because Ramadan and Idul Fitri are festivals where people spoil their families with extra food treats.

The fasting month is a good time to market prestigious foods.

Above all, food marketers need to become conversant with halal requirements to the point of having their product registered with either their own or the importing countries’ Islamic authorities.
Christian festivals

Christmas is the major Christian festive season celebrated in Asia. As an official holiday in the three countries studied, it is viewed as a universal celebration with a secular meaning of peace, joy and sharing.

But the amount of time and attention Christmas receives varies widely.

In Singapore, it is widely celebrated, not just by Christians but by many more as a universal celebration of hope. The country’s traditional year-end bonuses give the religious festival an added secular boost.

More food items are offered by supermarkets and delicatessens sell elaborate meals, including items that traditionally appeal more to Chinese.

In Jakarta, the focus in the supermarkets is on chocolates and colas in special packaging.

Restaurants catering to tourists and hotel restaurants are keys in providing high quality complete Christmas meals and/or the total Christmas environment.

Large numbers of tourists visit areas such as Bali to spend the holidays in the tropics and ironically, while they have travelled to a “foreign” country for Christmas, many still demand the traditional fare – such as turkey – from “home”.

Clubs and associations often hold parties, lunches or dinners. Also businesses may have special dinners or parties. Christmas therefore provides a major marketing opportunity.

Summary

Packaging size and design are important. Because specific groups have their own cultural requirements, it is necessary to consider designing packaging for each festive season. One may need red and gold packaging for Chinese festive seasons, and green colour with ketupat symbols packaging for the Muslim festive seasons.

Colours, numbers and/or symbols from one group may not be appropriate for another. Names are important. Many products for Chinese New Year use auspicious names written in Chinese characters.

In designing special packaging to appeal to several of these festive seasons it is important that the design be neutral. For example, the use of red with gold lettering would indicate either a Christmas or Chinese New Year or festive season product to a Muslim.

Because increased numbers of Asians live in Australia, North America, and Europe, it is possible they also may want special foods during festive seasons. Although there might be differences in taste preferences, food marketers should develop their products with main geographic targets in mind.

Markets in Asia will continue to develop for specialty products. Festive seasons can offer an opportunity to initially reach the consumer with products. Then suggestions for future usage can be offered.

Use of convenience foods will increase so that frozen or chilled products for example, introduced during festive seasons, may gain usage at other times.

The report says the duration of the three festive seasons offers a longer period to promote products in contrast with western festivals such as New Year’s Day and Valentines’ Day which have a much shorter promotional time.

There are numerous other festive seasons in Asia, eg, the Hindu celebration of Deepavali has much in common with family sharing food.

Asia also is rich with traditional rituals associated with agriculture and bringing the rain for the crops. It is hoped that these rich traditions as well as the tremendous diversity of traditional foods will be continued.

While the Asian consumer is changing, the demand for traditional foods remains, especially during festive seasons. Divergent trends are often found and at first may appear confusing.

Although there is a visible interest in western foods including fast foods, there also is an interest in foods from other regions of Asia. So it is possible that new Asian dishes will be created for festive seasons while others may prefer to eat the very best of the very traditional.