Fusion cuisine gains popularity amongst Asian consumers

Social media influences consumer choices by raising awareness of diverse cuisines.

Fusion cuisine is on the rise in Asia as consumers seek adventurous dining experiences, according to GlobalData.

The report said casual dining spots are moving away from traditional menus, offering unique flavor combinations and striking presentations to attract a wider audience. This trend is resonating with modern diners across the region.

“The foodservice market in Asia is experiencing strong growth, influenced by changing consumer behaviors due to increased remote work and a preference for on-the-go dining,” said Parthasaradhi Reddy Bokkala, lead consumer analyst at GlobalData. 

“Street food is making a comeback, and traditional street food items are being revitalised with a focus on quality and innovative presentations,” he said.

Bokkala added that there’s also a growing demand for health-conscious options, leading to innovative fusion dishes.

Deepak Nautiyal, consumer and retail commercial Director for APAC and the Middle East at GlobalData, adds, “Foodservice companies are increasingly hyperlocalising their menus by incorporating traditional dishes and ingredients that resonate with local consumers.”

“The emphasis on presentation and the visual appeal of food has also become critical, as consumers are influenced by social media and visual storytelling,” he added.

Bokkala pointed out that social media is influencing consumer choices by increasing awareness of diverse cuisines and cooking processes. This encourages food service operators to celebrate different cultures in their menus and meet consumers' demand for novelty and experimentation. 

Citing a recent GlobalData survey, Bokkala noted that 19% of consumers find social media recommendations essential for purchase decisions, increasing to 27% amongst those aged 25 to 34.