The following is a closer look at a trend called Culinary Passports from quench’s 2025 Food & Beverage Trends report. Visit the Trends page on the quench website to request a customized presentation of the report for your brand’s team.
Craving gochujang, harissa, or yuzu? You’re not alone. Gen Z and Millennials are redefining the American palate, and global flavor is their love language.
Food has become a gateway to cultural exploration, driven by travel, TikTok, and an appetite for authenticity. These consumers aren’t just looking for spice—they’re looking for story. They want dishes that reflect real places, real people, and real traditions. That’s why we’re seeing more Filipino adobo on menus, West African jollof rice on shelves, and Southeast Asian herbs popping up in snacks and sauces.
What’s exciting is that global flavors are no longer exotic—they’re essential. Shoppers are picking up sambal with their ketchup and choosing za’atar over ranch. Even mainstream CPGs are introducing regional flavors and traditional techniques, making international taste more accessible than ever.
This isn’t just a trend—it’s a mindset. Younger consumers want to experience the world through food, and they’re eager to discover and celebrate cultures different from their own. But they also expect authenticity, not watered-down interpretations. Respectful sourcing, cultural storytelling, and even co-branding with chefs or communities can go a long way in building trust.
In short: bold is in, borders are out and flavor is the passport.
NEXT STEPS FOR BRANDS
Incorporate global ingredients in thoughtful, respectful ways—whether through limited-time offerings or permanent product lines. Collaborate with chefs, creators, or brands rooted in the culture you’re drawing from. Use storytelling to explain the origin and tradition behind the flavor. And always deliver on taste—it’s the bridge that connects curiosity to loyalty.
