A strategic collaboration between TheFoodhall, a lifestyle-inspiring supermarket chain under PT Mitra Adiperkasa Tbk (MAP), and Meat & Livestock Australia (MLA) has resulted in the launch of K-BBQ Aussie Beef. This premium ready-to-cook product blends the exceptional quality of Australian beef with the bold and savory flavors of South Korea.
This initiative stems from TheFoodhall’s participation in the MLA Aussie Meat Academy program, which organized a retail immersion visit to South Korea in July 2025. The program brought together leading retail groups from Southeast Asia to gain insights into one of Asia’s most advanced red meat retail markets, focusing on value-added products, premium meat counters, and digital retail innovations.
Group photo with MLA representatives, Chef Vindex Tengker and TheFoodhall team at the launch of the K-BBQ Aussie Beef menu “A Flavor Showdown with Chef Vindex Tengker” at TheFoodhall Gourmet, Plaza Indonesia on 4 December.
The program involved 12 retail groups from five Southeast Asian countries, including three premium Indonesian retailers. For TheFoodhall, the experience highlighted strong opportunities to adopt South Korea’s value-added concepts and tailor them to Indonesia’s growing demand for premium, convenient food solutions.
“We are excited to see how TheFoodhall has translated insights from their Aussie Meat Academy journey in South Korea into new products for Indonesian consumers, especially by combining the renowned quality and versatility of Australian beef.”
“This collaboration reflects our commitment to providing education and creating opportunities for retailers to explore how the red meat category can grow through targeted innovation,” said Christian Haryanto, Chief Representative of MLA Indonesia.
Christian Haryanto, Chief Representative of MLA Indonesia, delivering opening remarks at the launch of the K-BBQ Aussie Beef menu, marking a collaboration between Aussie Meat Academy and TheFoodhall at Plaza Indonesia on 4 December.
Inspired by these insights, TheFoodhall developed K-BBQ Aussie Beef, a ready-to-cook menu designed to deliver both authenticity and convenience. Launched in December 2025, the product is available at seven TheFoodhall stores in Jakarta, including Plaza Indonesia, Grand Indonesia, Pondok Indah Mall, Senayan City, Plaza Senayan, Kelapa Gading, and Pantai Indah Kapuk (PIK).
TheFoodhall emphasizes that the product was created to meet the expectations of urban consumers seeking modern culinary experiences without compromising on quality.
“The visit to South Korea through MLA’s Aussie Meat Academy program gave us fresh perspectives on how other markets develop the red meat category in ways that resonate with urban consumers, especially in Jakarta. K-BBQ Aussie Beef is one of our innovations to enrich consumer choices and deliver a modern, practical culinary experience without compromising quality,” said Agus Lawi, GM of TheFoodhall.
The official launch event at TheFoodhall Gourmet Plaza Indonesia featured a live cooking demonstration by Chef Vindex Tengker, who showcased dishes such as Beef Bulgogi with Kimchi & Oyster Mushroom and Spicy Gochujang & Apple-Marinated Beef BBQ. The demonstration highlighted the versatility of Australian beef and how it can be transformed into authentic Korean-inspired dishes that are easy to prepare at home.
From December 2025, the K-BBQ Aussie Beef range by MLA and TheFoodhall will be available at seven TheFoodhall outlets across Jakarta.
Through this collaboration, MLA and TheFoodhall reinforce their shared commitment to innovation, education, and the continued growth of the premium red meat category in Indonesia. K-BBQ Aussie Beef stands as a compelling example of how global insights can be transformed into locally relevant, high-quality culinary offerings.