So, this is what the future tastes like
BANGKOK — What happens when cultures clash and flavors mash? It results in the creation of “food that moves us.”
You’ll find them here in the bustling streets of culinary powerhouse Bangkok, renowned for its vibrant street food culture; in ryokans around Kyoto that serve a multi-course kaiseki dinner; in one of the noodle stalls in Hanoi’s old quarter; or in the ancestral homes in the Philippines where each dish tells a story of its people and its culinary heritage.
Or if you were lucky enough like me, you’d find and savor them all under one roof: at the Samyan Mitrtown in Bangkok, to be exact, where the Future Menus 2025, the much-awaited industry-leading report from Unilever Food Solutions, was unveiled last May 23. Here, Bangkok’s iconic sticky mango rice comes in the form of a tart; the lowly Pinoy pares is served in a soft taco shell paired with a piece of sisig and kare-kare-flavored chocolate; and the suan cai yu, a popular Sichuan fish dish, is reinvented by blending Singapore’s multicultural culinary DNA with bold Peruvian flavors.
Indeed, the possibilities are endless when you’re surrounded by chefs on a constant discovery journey — combining techniques, identities and experiences — to create something new but still anchored on authenticity.
Food in motion
Blame it on globalization, migration even. But for these culinary whizzes, food should not only taste and look good. It has to tell a story — about cultural traditions or familial love. It’s about giving a simple meal the power to become not just another food trend, but a lifelong memory as well.
Incidentally, “Food that Moves Us” is the central theme behind this year’s Future Menus.
Now in its third edition, Future Menus 2025 is more than just trend forecasting, but a data-driven guide for chefs, operators and food service leaders to stay relevant “by turning concepts into menus that connect with consumers.”“This theme captures the ever-evolving culinary landscape, where consumer preferences, technology and cultural influences are constantly shifting,” explains UFS global chief marketing officer Angela Klute. “Food that moves us is about the emotional value that food brings to the table.”
The event, which attracted not only culinary leaders, chefs, restaurant owners, food enthusiasts and trendsetters from Thailand but also from the Philippines, Singapore, Malaysia and Indonesia, is a fine opportunity to connect, share, and taste the future of food together.
“By understanding emerging food trends, UFS empowers chefs to create top-performing dishes and a wonderful dining experience for their guests,” adds Kulnipa Lertpimonchai, managing director, UFS SEA Mainland. “We are here to make you three steps ahead of the competition. Because we believe that when you grow, UFS grows. When your kitchen thrives, our purpose comes to life.”
Culled from 312 million online searches, 1,100 chef interviews worldwide and hundreds of hours of research and social listening, UFS Future Menus 2025 translates key findings into critical solutions for industry pain points.
And the four key food trends for 2025 are…
Brought to life at a dazzling regional launch event in Bangkok, Thailand, this year’s report uncovers four global trends: Borderless Cuisine, Street Food Couture, Culinary Roots and Diner Designed.
“UFS Future Menus had its global launch last April in Amsterdam,” shares UFS Phils. country marketing head Monica Reyes during the press briefing over phad Thai, shrimp cakes, and more at The Local, a Michelin-Guide restaurant in Bangkok. “But some of the inspirations they presented were too Western. That’s why UFS decided to hold a regional launch here in Bangkok. The chefs ‘localized’ the trends for the Southeast Asian market.”
And so, what’s next? What’s shifting? What will shape the way we cook, the way we eat, and the way we connect with food?
Read on to discover how each of the four global food trends is shaping the future of food and dining in Southeast Asia.
• Borderless Cuisine. This trend celebrates the fusion of global food traditions driven by globalization, culinary tourism, and migration. During the event, UFS Singapore and UFS Philippines executive chefs Eric Chua and Kenneth Cacho, respectively, wowed the crowd with their reinterpretations of popular local fares: the Suan Cai Yu, a classic poached fish dish; and Beef Pares Tacos with Sisig or Kare-kare-flavored Chocolates on the side.
“Merging hamachi and leche de tigre with pickled mustard greens, Suan Cai Yu unites Peruvian and Chinese traditions in a vibrant, innovative expression,” explains chef Chua.
Chef Cacho, on the other hand, takes inspiration from the Mexicans by serving chocolate alongside his Beef Pares Taco. Well, the Mexicans put chocolate in their savory mole. So why can’t he? The kare-kare-flavored chocolate not only adds an extra layer of flavor, it also makes the taste of the beef pares more pronounced.
Chef RV Manabat, a popular culinary figure from the Philippines, is especially excited about this trend where “the fusion between two or more cuisines not only creates delicious dishes but more importantly, signifies harmony and respect between different cultures.”
He also notices that diners are more willing to explore “new food trends that excite them and are more open to trying unfamiliar dishes.”
• Culinary Roots highlights a return to indigenous ingredients and hyperlocal cuisines. The experiential room, where the food demo took place, showcased herbs and spices that are endemic to Malaysia, Indonesia and the Philippines.
Unilever Indonesia executive chef Gungun Handayana shares that one food ingredient that can be found in every Indonesian kitchen: asam cikala.
“It’s a traditional spice used in Indonesian cuisine, particularly in dishes like asam pedas, which is a spicy-sour dish,” explains chef Gungun. His Arsik Ikan fish dish was a crowd favorite.
UFS Malaysia executive chef Nigel Lee, on the other hand, incorporates turmeric in his Nasi Lemak.
The top cooking methods or techniques in this trend include wood-fire cooking, stewing, infusion, slow-cooking, charcoal grilling and marination.
• Diner Designed. This trend focuses on making dining immersive, multisensory and fun. It’s all about putting personalization at the heart of the culinary experience, with a growing demand for custom flavors.
“In Southeast Asia, we see Gen Z diners are drawn to flavors, vibrant settings, and experiences,” notes Klute. “They’re craving not just delicious food, but also experiences. They’re looking for stories. They’re looking for connection and purpose.”
So what’s a resto owner got to do? Invest in technology. Augmented reality can create interactive menus, while artificial intelligence tailors recommendations based on past preferences. These tools will help diners engage all their senses.
• Street Food Couture. This trend is all about elevating the quality of street food by incorporating high-quality ingredients and refined techniques while maintaining its informal charm and sense of discovery. Again, Gen Z is a major driver of this trend.
Mexican, Indian, Korean and Filipino are four cuisines that are emerging rapidly within street food.
“While the Philippines is gaining more attraction in America and Asia, our street food offerings still need some fine-tuning,” observes Ken Cacho. “While our street food is undoubtedly cheap and delicious, we need to scale up in terms of preparation. And that’s the reason we are sharing this trend.”
By elevating street food, chefs offer diners an informal yet premium culinary adventure, balancing creativity with the roots of traditional street food culture.
Humble in origin, street foods are not just rich in flavor, but also in emotional connection.
As an added treat, we enjoyed an exclusive four-course diner curated by chef Pam-Pichaya Utharntharm and the UFS chef team, featuring inspired dishes crafted around the four food trends.
With a full heart and tummy, participants left the venue with fresh ideas that they can leverage to advance their businesses in the ever-evolving gastronomic landscape.
Coming soon to Philippines Cities
With the Philippines set as a key market in the region, UFS is gearing up for an exciting series of rollouts across major Philippine cities, bringing these innovations closer to home for food service operators eager to elevate their offerings.
Following the Thailand launch, UFS will roll out local activations in the Philippines, including chef workshops, demos, and masterclasses in key cities like Bacolod, Cebu, and Davao — ensuring that local food service operators can apply global insights in ways that resonate with Filipino diners.
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The Future Menus 2025 Trend Report is now available for download. Visit this website to download your copy and start transforming your menu today.
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