This brings to mind that old joke where in Heaven the cooks are French, the policemen are English, the mechanics are German, the bankers are Swiss, and the lovers are Italian - whereas in Hell the cooks are English, the policemen are German, the mechanics are French, the lovers are Swiss, and the bankers are Italian.

Do the British people seriously think British food have a chance in Asia?

The British don't even like British food. Ffs the national dish is literally indian food.

This should be an April Fool's joke. 😅😂🤣

British food export to Asia? Seriously? If only they realised how bland their food is.

Who's gonna tell them?

No sense of irony from the BBC that EU Member states, Italy, France, Poland, Germany, Belgium and the Netherlands are all selling their food products to Asia WITHOUT the need to leave the EU!

Bland, boiled, boring, and starchy. What’s not to love?

I'm British and i don't even eat British food. The UK has easy access to French, italian, chinese, thai, mexican, indian food so why have a pie.

British food has great opportunity in indian hospitals as it’s bland and boiled without spices.

So a country known for pretty awful food finds it hard to sell the food... Can't imagine why......

No one in Asia goes out for an English takeaway . No one!

Singapore was even British colony and they don’t know nothing about British food.

I'm sorry. "British" and "food" are not words that generally go hand in hand...

British food.............IN ASIA? who tf thought this was a good idea? fire him and bring in someone who aint out of touch lmao.

Asia have Chinese,india, Japanese and middle eastern. Do you think we asian will like that bland salt and pepper food 🤣🤣🤣🤣🤣🤣. And in Europe only Italy and Greece can have have this opportunity

Selling cheese in East Asia?! Most are lactose intolerant!

Look, it’s just not gonna happen. English food isn’t known for its spices.

British food only has itself to blame 😂

Who thought that VR thing was a good idea 🤣 " Try this, you can virtually clean a cows backside " 🤣

No one wants British food compared to what else is out there lol "What should we eat, British food? Nah, there's Italian or French food right there"

TBH, British style afternoon tea is pretty popular in Japan . British Fair held every year in major Japan's cities are always huge success - mostly owe it to scones. They should focus on exporting that sort of food .

It is not about reputation, just about the taste

Indonesian, Malaysian, Singaporean, Thai's, Vietnamese, Chinese, Korean, Japanese, Indian, Arabia & Persia has Great combination of Food no need British food

Well, wonder why there aren’t many British restaurants around. Italian, French, Indian, Chinese, Japanese, you name it, but no British. Nor Dutch for that matter, sorry Orange.

Asia already has a good curry

The UK is known for having terrible recipes…

Anyone who has lived in Asia will know it will never be more than a niche market.

What do you mean you have come in fairly late compared to other europeans? Singapore is literally your former colony... and aside from nepal is probably your only other colony that is proud of having been your colony. They see raffles and farquah as their founders, speak your language and tried very hard to keep your soldiers there.

No one would take this seriously, not even the British.

British sausage rolls and your average pasty are a complete embarrassment in comparison with what’s on offer all over Europe.

We all agree that the British kitchen isn't our strongest point, better to compete in another field 😅

In singapore/s.e. Asia we have this unwritten understanding where if the food is cooked by a western, English speaking chef (angmoh) the food will likely be bland and uninteresting. Other foreign chefs doesn't get this form of discrimination.

Let's face it, all of the racism and exceptionalism shown during Brexit probably hurt the British brand more than helped it. In the end Britain comes across as a nasty piece of work and it was Brexit that created those impressions and feelings.

British food is a joke...

1) Gruel 2) Low meat content sausages 3) Cholesterol, salt & diabetes packed processed food 4) Greasy cold kebabs

Uk food is boring period 😂😂😂 no excitement same as the place cold, dull , heavy rain , heavy winds ,2 weeks of summer

Food all over Asia is already awesome, from Turkey to Japan. Except for the Mediterranean, I can't see any other European food being a success here. Better make Gordon Ramsay their food ambassador - but, hey, he is Scottish.

Creativity can't do shit if your food is bland and tasteless.

Quality or lack of it. If the Co Op offerings are representative of what’s going abroad it’s no wonder UK food isn’t selling. Aldi does a fantastic job of promoting British food. 👍🇬🇧🙏🌈♥️

Lagging behind because its very boring

of all the braindead assumption of how the world would fight to open their economy to the british islanders and even the grandiose return of some romanticized pax britannia in the 21st century, the idea that british food will be considered a top seller even in britain let alone the rest of the world is somehow the most ludicrous of them all.

Should have given them a taste of our Jellied Eels

As a Thai, British food has a certain rustic charm to it. Easy, simple, fresh. Our locals would need to adjust their taste buds quite a bit, though. That's for food. British baked goods and desserts cakes etc., however are very good. Had some while I studied there. If properly marketed, it can be good export.

Yeah sure, Brexit is to blame for our awful food.....

It is no surprise, Brits themselves don't eat British food here in the UK as well.

What the heck is British Food anyway? If you go to London, you eat Indian / French / italian, everything *except* British food. Also, if you got Marks & Spencers in Korea (say), you don't find British food anywhere (only things that are vaguely British are cookies and tea ... that's about it).

Everybody thinks their mother is the best cook in the world until they move out and experience the world. They should still appreciate dear mom, but they will understand difference. The English never do.

Come on. British food, seriously?

increase appetite for western food sure, but mostly toward food like American style stake, Italian pizza, german sparkling wine, not Black pudding

My partner is British. What I've discovered is that British produce is very good and the Brits treat meat dishes with more skill than most. I've had more perfectly cooked meats from Brits than anyone elsewhere and their meat sauces are complex and delicious...and then they use up all their energy on that and proceed to do the bare minimum for sides and vegetables. I've seen a leg of lamb go through a butter and herb rub, stabbed and filled with anchovies in thr crevasses amd 3 temperature changes over 2 hours only for it to be accompanied with boiled cauliflowers and brocc.

1:17 facts

If the Brits really want to push their products and their image to sell to the Asian market, they have to try to create food fusion with the target country. Koreans do like having cheese on their savory food. Maybe try pairing a certain cheese for their stews or fried chicken. Maybe creating a sweet pastry with a different cheese. Maybe some of the sausages can be used as their corn dogs for a different experience. The sausages can be used in their army stews. These are just some ideas. The promoters should do some research into the target countries and create some food fusion.

British food wat? Mashed patatoes, sausages and fish and chips 😂

Have we not been telling them for...centuries? Even the bit he tried looked like he's still chewing it now.

The distance is quite a problem. Keeping things fresh whilst exporting to the other side of the planet is difficult.

But, but the opportunity … 😂

Umm, we are in May. April 1st is long past. I don't get the joke?

I love "British food". By "British food", I meant Turkish Kebab, Indian Curry, Chinese Takeaway, Afro-Portuguese Roast Chicken, and Italian Pizza and Pasta.😅😂

There is a lot of very tasty British food out there, even if it is "bland" compared to dishes full of spices. Lamb chops or lamb steaks cooked with rosemary and salt, mashed potato, greens and gravy will make even the harshest skeptic lick the plate. You just have to get over that it's not covered in ghost chilies

how many people want to eat mash and kidney pies, heinz baked beans and white sausages and fish fingers every day?

the strange thing is, britain actually does make some very good food. but the british as a whole dont spend their money on the good stuff, and instead eat starchy stodge. British sausages are right up there with german and italian ones (and asia is mostly terrible at sausages - all basically frankfurters of very low grade quality) And english bacon is on a par with french and italian. Britain also has a great tradition of smoke houses making some lovely smoked meat and fish (and cheeses) . English cheddar is also far ahead of the american cheddar sold here in thailand. Then theres a huge growing market for beer in asia. A british roast is a lovely thing - but sitting here in phuket in 34 degree sun, roast parsnips just arent going to sell i'm afraid. Clotted cream is a potential seller, potted shrimp are excellent. too. And then sticky toffee pudding and a good fruit crumble are both top desserts. However the big problem is that youre mostly trying to sell winter food to hot countries. And heavy dairy to asia. Tough sell.

I can see certain British food can be made popular like fruit preserves, pies, sausages and biscuits/cookies in Asia, but they might need to tweak some of their products. Like make biscuits that are less sweet or pies with seafood inside. Beside the quality the price should also be reasonable if they want to reach a large population. British cheese would be a hard sell. In general in Asia processed cheese are mostly eaten and cheese that melt for things like pizza or sprinkled on top of food like hotdog or bread. Hard and/or smelly cheeses are not popular except parmesan or similar that they put on pasta.

We are famous for having worst cuisines in the world. Asia has very diuious cuisines.

Disgusting when someone speaks in full mouth.

The only great british food is sheperds pie and sunday roast with yorkshire pudding.. tried it and it's quiet good ..the rest is average and kinda meh Except the dessert it's good 😂

Nothing wrong with uk beef and lamb

They never cared about pronoting their own food around the world. Actually, they never cared to do that even in their own country. And now they want to sell it in Asia?

Lol ❤️ this is humor Oh no now there will be people everywhere drinking afternoon tea and having scones!

Anybody fancy a British?

A message to the Brits and NI, don't lose heart. Your cuisine may not reach the heights of Italian cuisine (honestly no one can). But, you can certaintly make your mark. You guys have some great food in Full English Breakfasts and Sunday Roasts. Heck Haggis and Jellied eels might even find its niche here, South East Asians, particularly the Chinese diaspora aren't squemish to unconventional foods like that. Even if you don't make your mark on the 'dinner' side of things. English tea time is renown for its upper class status, so your gastronomy may be able to succeed there. Although, I must admit, NZ and Australia do better Fish and Chips that you guys (hot take). All the best. Coming from a Malaysian that has tried many types of European cuisine.

True traditional British food is a "Hard Sell" even in Westminster . . . Sincerely: Someone who lived there.

No fish and chip stand 😂

The taste of their food and the look of their women made the British men the best Sailors in the world lol

I will never understand why we are not using the produce that our own country produces and how that's not cheaper for all of us, rather than shipping it to the other side of the world...

Luckily I can get Greggs In Thailand

British what?

Build a reputation? I think they already have one… 😨

British cheese is actually pretty good. However anyone who has been in an Asian convenience store, like 7-Eleven in Japan, will know that most British foods just wouldn't cut it in Asia.

Living in Central London after tasting British Beef several times, I am sorry to say, "Taste of British Beef is worse!!" Being South Asian I tried many spices, less spices on British Beef! No change! All Tastes worse!! But Lamb meats taste very good, I have to admit it.

The Brits have the best breakfast and the finest fish & chips in the world

Reads like something from The Onion

I did not know that Asians’ increasing appetite for Western food includes British food.

I noticed how quick people are to say how bad British food is, but there is a lot that is good. As shown in the video there is, for example, quality cheeses (and other dairy products) and meats (beef, pork, chicken). There are several renowned cakes, deserts and confectionary items. Great fish dishes. Local traditional foods for the more adventurous (e.g. Yorkshire puddings, square sausage, jellied eels, black puddings). I guess the negative reputation British food was in a large part made during a dark period in our culinary history around the 70s and 80s when convenience food became popular, but since then gastronomy has became as much a part of our culture as many of our brothers and sisters on the continent. Before this time the UK was building a reputation in other means, political, economic and military power, artistic works such as literature and music, the stiff upper lip culture, heavy industry, scientific and engineering innovations, and I guess food took a back seat. Also, the UK has embraced so many foreign influences, that many have forgotten their own dishes. Rather than be ashamed, this is one of the strengths though of UK food today having such variety from around the world, often with our own spin.

Mad how Irish food is doing so well in Asia and Northern Ireland's isn't 🤷

Oh me me me 🤚🏻!! I’ll have some English food please! Said no one ever. All love, just breaking balls. Greggs anyone?

Pulling out of the EU was one of the dumbest things Britons have ever done.

British food obviously doesn't have a very good reputation in Asia.

British pork is so watery, shrinks a lot when cooked.

Wow somewhere in our minds we thought our British food could compete with the exotic flavours of Asia. I would be embarssed to present a our unimaginative cuisine. Here's some basic deep fried fish and chips.

Please open restaurants selling pies, fish and chips, and mash and bangers 🙏🙏🙏🙏

competitors for British food products export in the Asian market are not European but it is a product from Australia and New Zealand. Trade agreement makes AUS/NZ products Access to supermarkets in East Asia and Asean.

Because a chippy will go soft and mushy being delivered. Go to the chip shop for a proper fish supper and eat on a park bench while fighting off seagulls 😉

Sausage biscuits😂

Scotch Whisky and Salmon are UK`s biggest food and drinks export by a mile. If Asia wanted British food they would have been buying it long before now. Cheese and `grass fed` beef for goodness sake. The first thing I`d want to know if I was Asian is why we import Australian beef if ours is so good....

Uhm..."champagne cheddar", "mexicana cheddar slices".. idk if "fusion" is the best way to present your national products, that's weird..

British food ? You mean salty fish and chips that no one wants in Asia ?

BBC missed out on posting this on April 1st

C'mon! Who are we kidding?! There's a reason why Asian and East Asian restaurants and takeaways are thriving here in the UK! I mean, can we really compare bangers and mash with, say, an exciting and spicy king prawn madras!? Get out of here!!!

besides the brand of British food, might want to think about the shipping costs as well. much easier selling to Britain's neighbours than half way across the world. let me give you a very good example. Hong Kong, where I reside now, sells Waitrose, Sainsbury's, Tesco and even Iceland stuff here. the prices are MORE than double I buy them in the UK. the products just aren't competitive when it comes to price.