Asian Flavors Steer Culinary Revolution in 2025

Sixty-five percent of Generation Z consumers are looking for good value for their money when it comes to dining out.

According to Unilever Food Solutions' (UFS) third yearly Future Menus 2025 report, Asian tastes are overshadowing conventional European dishes.

The report said that Chinese Japanese cuisine has risen to become one of the world’s most beloved culinary choices among various demographics globally, with Korean and Mexican tastes gaining traction as well. This worldwide change is fueling four significant dining industry tendencies highlighted in the report.

The initial trend, known as Street Food Couture, involves elevating classic street foods to a more upscale level. Gourmet restaurants are incorporating these casual dishes into high-end menus, driven largely by the preferences of Generation Z who prioritize good value when choosing where to dine. Sixty-five percent of this demographic looks for affordable yet quality meals. Among the trending cuisines include those from Mexico, India, Korea, and the Philippines; particularly notable is the rising popularity of Filipino fare both within the United States and across parts of Asia.

The second trend is called Borderless Cuisine, which emerges as globalization and migration fuse various culinary traditions. In this movement, chefs merge tastes from distinct cultures, frequently inspired by their personal multicultured experiences. It’s worth noting that 76% of tourists express enthusiasm for delving into indigenous food cultures.

Moreover, chefs are embracing Culinary Roots, bringing back traditional and highly localized cuisines. There is an increasing fascination with obscure recipes from areas like Hunan, Emirati, Basque, and Oaxacan territories.

Ultimately, the desire for tailored dining encounters has propelled the emergence of Diner Designed. People are looking for deeper engagement and customized dishes, with 47% opting to invest in experiences over physical possessions nowadays.