SINGAPORE | Asian restaurants have outpaced market growth in every region worldwide, while nearly 40 percent of all ready meals are now Asian dishes.
According to Euromonitor's Asian Cuisine, Global Appetite report, Asian restaurant sales outperformed the overall restaurant industry across every major region globally.
Outside Asia Pacific, the market saw an 11 percent CAGR between 2020-2025, above the 7 percent across all full-and limited-service restaurants.
Popularity of Asian cuisine lies in value-led growth
The value sales growth of Asian full- and limited-service restaurants in the biggest markets, North America and Western Europe, was not due to a fad or entry of new players. The number of outlets rose between one and two percent per region and even fell in Western Europe, showing that the popularity of Asian restaurants was value-led.
Emil Fazira, Asia Pacific insight manager for food at Euromonitor International, said this reflected a genuine uptick in spend, unlike speciality beverage shops and other smaller store formats which can scale quickly and secure presence.
Travel and cultural influence accelerate demand
As one in four global travellers choose Asia Pacific as their travel destination, globalisation and cultural influence have driven mainstream interest in Asian cuisine. Nearly one in six of global consumers rank food quality as a key travel consideration, higher than immersion in local culture, with Asian consumers driving this trend.
Post-travel consumers have also sought to recreate Asian tastes at home, linking memorable travel moments with repeated food purchases.
Korean cuisine provides blueprint for future growth
The K-Wave demonstrated how entertainment, social media and food can reinforce one another. According to Euromonitor, South Korean frozen food broke into the top five cuisines in frozen ready meals globally, recording a 15 percent CAGR between 2020 and 2025.
However, scaling Asian cuisine overseas cannot rely on novelty alone. Brands that want sustainable demand in non-Asian markets must identify the core drivers of consumer appeal and local preferences in terms of flavour, lifestyle habits, and purchasing practices.
Balancing authentic flavour profiles with accessible formats
While consumers value authenticity, mainstream adoption relies on localisation, convenience and ease of use, as consumers prioritise food quality and convenience over strict cultural authenticity when trying new cuisines. Enabling home cooks to recreate depth with minimal effort has been critical in driving repeat purchases.
Asian brands have already adapted to consumer resistance to cooking from scratch, creating a competitive edge in global markets, and accounting for 38 percent of global retail value sales of chilled and frozen ready meals in 2025.
Fazira said that for global companies, Asian cuisines must be offered in formats that aid food preparation or risk low uptake.
“This opens the door for brands that successfully adapt Asian dishes to local dietary needs, tastes, and formats, from halal-friendly adaptations to region-specific spice levels, without diluting cultural cues that keep consumers returning.”
More industry insights here
