K-Pet Wellness Brands Make Southeast Asian Debut at Singapore Pet Festival 2026

A government-backed Korean student trade team under the GTEP program supports the export launch process — from market research and buyer outreach to on-site B2B meetings — for two premium Korean pet wellness brands.

At a Glance

· Two premium Korean pet wellness brands — PETOAID and PENEFIT — make their official Southeast Asian debut at SGPF 2026, led by a government-backed student trade team under Korea's GTEP program
· Targeting the $3.5B Southeast Asian pet care market (11% CAGR) with clinically backed feline hydration and capsule-format powder toppers
· PETOAID‘s Jeju Flounder Drink and PENEFIT’s Palette Powder set for Southeast Asian debut
· 15 premium Singaporean distributors pre-matched before arrival; aiming for $500,000 in on-site export MOUs

SINGAPORE, July 2026

Two premium Korean pet wellness brands are making their official Southeast Asian debut at the Singapore Pet Festival 2026 (SGPF 2026), entering one of the fastest-growing markets in the global pet care industry.

PETOAID, by AMAN Co., Ltd. and PENEFIT, by JM UNITEQUE Co., Ltd. will be exhibited at Booth D524b during the three-day event at Marina Bay Sands Convention Center (July 31-August 2). Both brands bring function-oriented product concepts and distinctive formats tailored to premium pet retail: Jeju-origin hydration drinks, capsule-format powder toppers.

Why Singapore — and why now

Singapore was not an arbitrary choice. The city-state offers the most affluent and pet-literate consumer base in Southeast Asia, a transparent regulatory framework that serves as a reliable launchpad for broader ASEAN distribution, and a retail environment where premium positioning holds. The Southeast Asian pet care market reached approximately $3.5 billion in 2026, growing at an 11% compound annual growth rate (Euromonitor) — driven by rising disposable incomes, urban pet ownership, and a tropical climate that has accelerated demand for functional health solutions.

SGPF 2026, the region's largest pet industry convention, concentrates months of distributor outreach into a single venue, drawing buyers, specialty retailers, and e-commerce power-sellers from across ASEAN. For brands entering the region for the first time, there is no more efficient starting point.

PETOAID — Jeju-Origin Feline Hydration Drink

PETOAID's Jeju Flounder Drink addresses a persistent and largely overlooked challenge: voluntary hydration. Chronic dehydration in cats is the primary driver of kidney and urinary tract disease, with chronic kidney disease (CKD) ranking as the second leading cause of feline mortality.

Based on established clinical research (Tsuruta et al., 2019) showing that palatable hydration effectively increases a companion animal's voluntary water intake, the formula was developed to maximize voluntary water intake by over 60% compared to standard water, achieving a true clean-label solution completely free of artificial flavors or additives.

The product is slow-brewed from 100% Jeju Olive Flounder (Paralichthys olivaceus), a premium white-flesh flatfish farmed exclusively on Jeju Island — renowned across Asia for its clean water sources and UNESCO-designated biosphere reserve status. The result is a moisture-rich liquid broth, not a supplement, delivering bioavailable taurine, rapid-absorption Omega-3 (DHA/EPA), and 19 probiotic strains that support digestion, gut health, and urinary tract function. Free of preservatives and artificial flavors, low in sodium, and HACCP certified, each box contains 20 × 50g pouches formulated to human-grade, grain-free standards.

For specialty retailers and premium e-commerce operators, the combination of clinical provenance, a clean ingredient label, and a traceable origin story gives the product strong shelf and listing potential across the region.

PENEFIT — Capsule-Format Palette Powder Toppers

PENEFIT approaches premium pet nutrition from the angle of ritual and precision, targeting pet owners who hold their pets' daily supplementation to the same standard as their own.

The Palette Powder is a daily topper supplement for cats and dogs. The product is available in two protein base variants — fish (bonito) and meat (chicken liver and beef liver) — each paired with six natural flavor options: chlorella, broccoli, purple sweet potato, psyllium husk, kabocha, and beetroot. At SGPF 2026, PENEFIT will present the fish-based line, which uses bonito powder as its protein base alongside taurine and a Dutch vitamin and mineral premix.

Each capsule contains 4g of powder — approximately four servings at 1g per scoop. The product is available in a variety pack — six capsules (24g) featuring different flavors in a single box — as well as single-flavor boxes of 15 capsules (60g). To use, peel open the capsule seal, scoop the powder with the included spoon, and sprinkle over the pet's existing food.

The capsule format solves a structural weakness long endemic to powder supplements. Conventional powder products are exposed to oxidation and contamination from the first opening onward. Nitrogen sealing at the individual capsule level eliminates that problem entirely: the last capsule in the box delivers the same freshness as the first.

For distributors, the implications are practical — a defensible premium price point, consistent repurchase cadence, and none of the shelf-life liability that comes with bulk powder formats.

Singapore Pet Festival 2026 — where to find them

Both brands will be available for product presentation and B2B discussion throughout the festival.

· Event: Singapore Pet Festival 2026 (SGPF 2026)
· Dates: July 31-August 2, 2026
· Venue: Marina Bay Sands Convention Center, Hall A, B, C
· Booth: D524b

Pre-scheduled meeting slots are available on request prior to arrival — via email or through our landing page.

The team behind the launch: student-led, government-backed

The market entry is being executed by HUFS GTEP Team WON:DER, seven South Korean university students operating under the Global Trade Expert Incubating Program (GTEP) — a government-backed initiative funded by Korea's Ministry of Trade, Industry and Resources (MOTIR) and administered by the Korea International Trade Association (KITA).

The team‘s scope goes beyond booth management. Prior to departure, WON:DER independently conducted landscape analysis of Singapore’s online and offline retail channels and executed targeted LinkedIn and cross-border buyer outreach. The result: 15 pre-qualified premium distributors and top-tier Shopee and Lazada operators confirmed for on-site B2B meetings. The on-site target is $500,000 in export MOUs.

“We did not go to Singapore simply to stand at a booth. Our goal is to close at least $500,000 in export MOUs on-site and establish a lasting distribution corridor for Korean premium pet products across ASEAN.” — Woochan Jeon, Team Lead

Beyond Singapore: the ASEAN roadmap

Singapore is the entry point, not the destination. Distribution relationships established at SGPF 2026 are intended to serve as the foundation for phased market entry into Thailand, Malaysia, Vietnam, and Indonesia — markets where functional pet nutrition remains significantly underpenetrated relative to consumer demand and purchasing power growth. The K-pet category, bolstered by the broader Korean Wave influence on lifestyle and wellness purchasing, has demonstrated early traction across the region that both brands are positioned to accelerate.

Schedule a meeting at SGPF 2026

Distributors, specialty retailers, and e-commerce partners interested in the PETOAID or PENEFIT portfolio are encouraged to schedule a meeting ahead of the festival.

· Booth: D524b, Hall A/B/C, Marina Bay Sands Convention Center
· Dates: July 31-August 2, 2026
· Email: hufs.wonder@gmail.com
· Landing page: https://woochan-jeon.github.io/SGPF_Petoaid-X-Penefit-/

High-resolution product images, clinical reference materials, and interview availability with Team Lead Woochan Jeon are available upon request.

언론연락처: WON:DER Woochan Jeon Team Lead

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