Singapore lies on the crossroads of major air and sea routes within the Asia Pacific region, and about 25 percent of ASEAN's $24 billion in imports of food and agricultural products move into or through Singapore. The island nation is almost entirely dependent on imported foods, with total imported consumer-oriented food values exceeding $3.4 billion in 2006. With the second highest per capita incomes in Asia and a population of 4.6 million, Singapore is the most developed economy within the ASEAN region. 

Malaysia is another of the most developed nations in Southeast Asia, with a population of around 26 million. Malaysia continues to be a net importer of food products, with annual imports of more than $4.5 billion. About 61 percent of the nation’s population falls into the middle to upper income group of consumers, and households spend an average of 24 percent of their income on food-related purchases. Due to rising affluence and higher education levels, Malaysian consumers have become more sophisticated and demand higher-quality goods. Additionally, Malaysians are becoming more familiar with western foods from an increase in international travel as students, tourists or businesspeople.