Asian Flavors Steer Culinary Transformation 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 Annual Future Menus 2025 report, Asian culinary influences are surpassing conventional European dishes.

The report said that
Chinese
And Japanese cuisine has risen to become one of the world’s top five favorite foods among people of all ages, with Korean and Mexican tastes also gaining traction. This worldwide change is fueling four key dining trends highlighted in the report.

The initial trend, known as Street Food Couture, involves elevating conventional street foods to high-end culinary offerings. Leading this movement are chefs who integrate street food elements into upscale dining settings, driven largely by the preferences of Generation Z. This demographic accounts for sixty-five percent of those looking for affordable luxury in their meals. Among these trends, Mexican, Indian, Korean, and Filipino street cuisines stand out; particularly noteworthy is the growing popularity of Filipino dishes both within the United States and across parts of Asia.

The second trend is called Borderless Cuisine, driven by globalization and migration, which merge various culinary traditions. Chefs are mixing tastes from distinct cultures, frequently inspired by their rich, multicultured heritage. A significant 76% of tourists express enthusiasm for delving into local gastronomic experiences.

Moreover, chefs are embracing Culinary Roots, resurrecting traditional and highly localized cuisines. There is an increasing fascination with obscure dishes originating 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 customization in their culinary adventures, with 47% choosing to invest in experiences over physical possessions nowadays.