Asian flavors lead culinary shift in 2025

65% percent of Gen Z consumers are seeking value for money in their dining experiences.

Asian flavors are overtaking traditional European cuisines, according to Unilever Food Solutions (UFS) third annual Future Menus 2025 report.

The report said that Chinese and Japanese dishes now rank amongst the top five global favorites across all age groups, while Korean and Mexican flavors are also growing in popularity.  This global shift is driving four major food service trends identified by the report.

The first trend, Street Food Couture, sees traditional street foods being elevated to gourmet status. Chefs are bringing street food into fine dining, with Gen Z leading demand. Sixty-five percent of Gen Z consumers are seeking value for money in their dining experiences. Mexican, Indian, Korean, and Filipino street foods are gaining traction, with Filipino cuisine becoming especially popular in the U.S. and Asia.

The second trend is Borderless Cuisine where globalisation and migration are blending diverse food traditions. Chefs are combining flavors from different cultures, often drawing on their own multicultural backgrounds. Seventy-six percent of travelers are eager to explore local food cultures.

Additionally, chefs are turning to Culinary Roots, reviving traditional and hyperlocal cuisines. There is growing interest in lesser-known dishes from regions such as Hunan, Emirati, Basque, and Oaxacan.

Finally, the demand for personalized dining experiences has led to the rise of Diner Designed. Consumers are seeking more immersive and customised meals, with 47% now preferring to spend on experiences rather than material goods.