In Asia, chatting about cuisine can spark long conversations akin to talking about the weather.
However, it was discovered that some cuisines left even foodies dumbfounded when the news recently went to one of the top food and drink festivals in the area.
A confused-looking Thai woman says, “British food?” “Well… Really, I have no idea what that is. Is that similar to sausage?
Nearby, a Malaysian man was less reluctant to voice his thoughts: “It’s dull! Nothing extraordinary, for sure,” he chuckles.
For British exporters who were hoping for simple access to profitable new markets following Brexit, these are sobering remarks.
For example, in 2021, former International Trade Secretary Liz Truss told UK food farmers that they had a “golden opportunity” to seize.
