Over the last several years, instore deli departments have begun offering a wider selection of prepared foods inspired by Asian Pacific cuisines.

Myojo, a Japanese noodle manufacturer based in Chino, Calif., has been supplying supermarkets since 1991 but has seen a boost in popularity for Asian cuisine since 2020.

“Recently, the popularity of Asian food has surged,” Myojo said. “Trendy recipes like ‘Birria Ramen’ and ‘Vietnamese Pizza’ are taking over Instagram and TikTok. Asian supermarkets are now easier to find in urban areas, and Asian ingredients and seasonings are becoming essentials in general supermarkets.”

Myojo attributes the increased acceptance of Asian cuisines to consumers experimenting more with at-home cooking in the beginning of the COVID pandemic, the availability of information on the internet, and “the role of second-generation Asian-Americans who actively share their cultural heritage and cuisine on social media, sparking curiosity and interest in authentic Asian dishes.”

Because of this, US consumers know more about Asian cuisines now, and instead of simply referring to everything as “Asian food,” they identify dishes as Chinese, Japanese, Thai, Indian, Korean, Vietnamese, and more, Myojo said. Many US consumers are also aware of specific regional flavors within these countries.

“Chinese cuisine, for example, is now often explored in its regional variations like ‘Szechuan,’ ‘Shanghai,’ ‘Fujian,’ and ‘Hunan.’ As a result, the American palate has gradually begun to demand the authenticity found in these distinct cuisines,” Myojo said.

Citing a study conducted by Pew Research, Myojo said Chinese food is the most common Asian cuisine served in the US (39%), followed by Japanese (28%) and Thai (11%). Myojo predicts Malaysian and Indonesian cuisines will see more growth in the coming years.

Top flavor, ingredient trends in Asian cuisines

One trending ingredient that Myojo identified is chili crisp, a blend of flaked chili peppers, garlic, and chopped onions mixed with oil. “Created in China in 1997, it became popular in the US around the time of COVID, with well-known brands like Fly By Jing and Momofuku leading the way,” Myojo said.

Gocujong, a Korean seasoning made by fermenting a mixture of chili powder and glutinous rice, is also big this year. “It’s become popular in the US for use in salad dressings, as a secret ingredient in stews, for marinating meats, and even as a dip for snacks,” Myojo said. “Some even regard gochujang as the ‘next sriracha’ because of its ability to elevate the flavor of any dish it accompanies.”

Conagra Foodservice said ingredients from Southeast Asian countries such as Thailand, Vietnam, Malaysia, Indonesia and Singapore have been gaining popularity in the last four years. Citing data from Technomic and Datassential, Conagra reported growth for ube, pandan, yuzu, galangal, nuoc cham, and turmeric.

Jie Ying Lee, senior strategic marketing manager for Taste in APMEA (Asia Pacific, the Middle East and Africa) at Kerry said that hot, spicy, and smoked flavors are what consumers crave. 

“The 2024 Kerry Taste Charts show that smoked chili, Korean spicy chicken, Thai satay beef, sambal, Sichuan mala, tom yum, ghost chili, Sriracha, gochujang, yuzu pepper and Chinese five spice are Asian flavors that continue to set appetites on fire,” Ying Lee said.

Ying Lee also said health and wellness is what draws a lot of Americans to Asian cuisines.

“Consumers have always viewed Japanese and Korean food as healthy as both cuisines place great importance on freshness, simplicity, healthier cooking methods, and gut-friendly fermented foods such as miso and kimchi,” Ying Lee said. “Japan has the world’s longest living people who attribute their high life expectancy in part to their diet.”

Japanese staples like sushi, udon noodles, and ramen noodles have been popular for a while, Ying Lee said, but Kerry Taste Charts found that Japanese ingredients such as sake (rice wine), rice vinegar, miso, kinako (roasted soybean flour), fermented tofu and matcha have been growing due to their health benefits.

The third trend Ying Lee identified is fruity and botanical flavors. “Asian fruits such as yuzu, passionfruit, kumquat, Fuji apple and longan are trending based on Kerry’s Taste Charts,” Ying Lee said. “Botanicals like floral, spicy and minty flavors are also gaining popularity.”

Yuzu has been especially popular in both food and alcoholic beverages, Ying Lee said.

“Who would have thought that consumers would welcome unique flavors pairings like yuzu beer miso-infused macarons?” Ying Lee said. “Asian flavors will continue to captivate global consumers as new and exciting flavors continue to be created.”

Sustainability, plant-based in the spotlight

Chef Lon Symensma, owner of ChoLon in Denver, is part of the Kikkoman Kitchen Cabinet, San Francisco-based Kikkoman’s “inner circle of leading-edge chefs and operators.” Symensma said the top Asian food trend to watch from 2024 is “vegetables as the star.”

“I’m particularly excited about the culinary trend of shifting vegetables to be the star of the show,” Symensma said. “We’re witnessing a growing awareness of the importance of environmental sustainability. By placing vegetables in the spotlight and making them the focal point of dishes, we not only elevate the dining experience, but also contribute to a more eco-conscious and ethical approach to dining out. At ChoLon, we’re fully embracing this trend by creating vegetable-forward dishes that showcase the natural beauty of locally sourced, seasonal produce while encouraging a more balanced and conscious way of eating.”

Chef Yuu Shimano, owner of Restaurant YUU in Brooklyn, N.Y., is also part of the Kikkoman Kitchen Cabinet and said there is a “growing respect for farmers, growers, and culinary traditions from around the world,” as more consumers have awareness of sustainability and traceability, as well as an appreciation for traditional styles of cooking.

“With the boom in AI and technology, the connection between chefs and customers is becoming more of a central focus than ever,” Shimano said.

FHA-Food & Beverage, Asia’s leading food and beverage trade show set to be held in Singapore in April 2025, said there has been a “plant-based revolution” in Asia. Citing a Future Marketing Insight report, the organization said there is an estimated 6% CAGR in demand for vegan Asian food globally from 2023 to 2033.

“Asia’s food and beverage industry is making significant progress towards a more eco-friendly and ethical future by decreasing its reliance on animal farming,” FHA-Food & Beverage said. “The sustainable food movement has become integral to Asia’s food and beverage industry, and businesses are meeting the increasing demand for plant-based choices.”

FHA-Food & Beverage identified sustainability, and ethical sourcing among the top trends this year.

“Ethical sourcing is gaining importance in the industry,” the organization said. “Consumers want to know where ingredients come from and if they are sourced responsibly, with fair labor practices and animal welfare in mind. Asia’s food and beverage industry is responding by working with local farmers, supporting community projects, and using eco-friendly practices.”

Merchandising Asian prepared foods

Many retailers, such as Rochester, N.Y.-based Wegmans, feature a display dedicated entirely to grab-and-go sushi and merchandise other types of ready-to-eat meals and side dishes inspired by a variety Asian Pacific cuisines in a separate case nearby. Those dishes might include noodles, rice, pot stickers, eggrolls, dumplings, bao (steamed buns), poke bowls, vegetables, meat, poultry and seafood.

According to Wegmans’ online ordering platform (Shop.Wegmans.com), consumers may find the following Asian side dishes and appetizers in retail stores, depending on their location:

• Pan Seared Pork Pot Stickers (6-pack or party pack)
• Steamed Chicken Teriyaki Dumpling (6-pack or party pack)
• Chicken Curry Steamed Buns (2-pack)
• Spicy Pork Steamed Buns (2-pack
• Vegetable Lo Mein Noodles (family pack)
• Vegetable Fried Rice (family pack)
• Vegetables Eggrolls (2-pack)
• Pork Eggrolls (2-pack)
• Spicy Pork Wontons with Chili Dumpling Sauce (6-pack or party pack)
• Sesame Chicken (family pack)
• Black Pepper Beef (family pack)
• Spicy General Tso’s Chicken (family pack)
• Singapore Noodles with Chicken & Shrimp (family pack)
• Vegetable Udon Noodles (family pack)
• Stir Fry Asian Vegetable Bowl (12 ounces)
• Shrimp Gyoza or Vegetable Gyoza with Natural Colors (5 ounces)

At Wegmans, the family packs for side dishes and appetizers tend to be around 16 ounces, the party packs are around 10 ounces, and the 2-pack and 6-pack portions vary in weight depending on what the product is.

As for grab-and-go Asian entrees at Wegmans, consumers may find bowls with a variety of proteins, including plant-based proteins. The bases for the bowls include Udon Noodles, Lo Mein Noodles, Asian Vegetables and Quinoa Brown Rice. The protein options that may be available are Black Pepper Steak, Spicy General Tso Chicken, Teriyaki Black Pepper Salmon or Chicken, Kung Pao Tofu or Chicken, Sesame Chicken, and Thai Crispy Chicken

There are also Poke Bowls (on quinoa brown rice) and Poke Salad Bowls (on zucchini noodles and arugula lettuce mix). The proteins that may be found on those are King Salmon, Sweet & Spicy Ahi Tuna or Shrimp, Kung Pao Chicken, Beet & Macadamia.

In the sushi section, there is a plethora of rolls with cooked or raw seafood and vegetables and sushi rice or quinoa brown rice, along with Sashimi and Nigiri. There are also small side dishes like Edamame, Seaweed Salad, Inari Parcels (sushi rice and sesame seeds stuffed in seasoned fried tofu pockets), Raw Yuzu King Salmon Salad, Cooked Yuzu Shrimp Salad, Raw Yuzu Tuna Salad and Sesame Kale Salad.

3 trends spotted in Wegmans’ Asian prepared foods

1. According to Wegmans, all seafood used is sustainably sourced.
2. For nearly every type of food, there is at least one plant-based option.
3. Yuzu is a prominent ingredient.

This article is an excerpt from the November 2024 issue of Supermarket Perimeter. You can read the entire Asian Cuisines feature and more in the digital edition here.