Attention all ramen fans across Japan! We’re excited to bring you a story that will pique the curiosity of ramen lovers everywhere. This issue, we’re focusing on “Asian food.” While we usually cover favorites like ramen and yakisoba, this time we’re broadening our perspective to explore how Asian food as a whole is embraced in the United States.

First, let’s take a trip back in time. Chinese food, a staple of Asian food, made its way to San Francisco during the 19th-century gold rush. Sushi began making appearances in the U.S. in the early 20th century. Fast forward to today, Pew Research shows there is at least one Asian restaurant in 73% of U.S. counties. Asian food has long been established in America, and it’s becoming even more common.

Recently, the popularity of Asian food has surged. 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.

In this issue, we’ll delve into why Asian food is booming in popularity across the U.S. Let’s take a closer look at this delicious trend!

 

• Index

• Reason #1: Growing acceptance of authentic Asian food
• Reason #2: Impact of COVID
• Reason #3: Trend of the Asian-fusion cuisine
• Reason #4: Support from Gen Z
• Ingredients and seasonings that symbolize the popularity of Asian food in recent years
• Conclusion

 

■Reason #1: Growing acceptance of authentic Asian food

 
At the beginning of this article, we identified our topic as “Asian food,” but this term is quite broad. It encompasses Chinese, Japanese, Thai, Indian, Korean food, and more. Before the Internet became commonplace, the boundaries between these cuisines were less clear due to limited access to detailed information. Additionally, many authentic Asian foods are spicy and strong in flavor, so menus often had to be modified to suit local tastes in the United States. Examples include General Tso’s Chicken and Chop Suey in Chinese cuisine, and California rolls in Japanese cuisine. While these adaptations increased American acceptance, they also obscured the roots of each cuisine.
However, with the rise of the Internet and social media, access to authentic Asian food has improved dramatically. Now, people in the U.S. can easily learn about foreign cuisines and even experience local culinary traditions from the comfort of their homes. Another unique factor is 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.
This growing interest has led Americans to move beyond the vague concept of “Asian food” and explore specific types such as “Japanese,” “Korean,” “Thai,” and “Vietnamese.” 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.
According to the same Pew Research survey referenced in the previous chapter, Chinese food is the most common Asian food that is served in the U.S. (39%), followed by Japanese (28%) and Thai (11%). While Malaysian and Indonesian cuisines were not explicitly mentioned, it’s likely they will gain more attention as information continues to spread via the Internet.

 

■Reason #2: Impact of COVID

 

It is evident that the extraordinary changes COVID brought to our lives are still fresh in your minds. Many of you, especially those who read this blog, might cite “not being able to eat out at restaurants” as one of the most impactful events. Interestingly, COVID indirectly increased attention to Asian food. With dining out off the table, people turned to cooking at home but quickly grew bored with their usual recipes.
During this time, many began experimenting with authentic Asian spices and seasonings, sparked by information from the internet and social media. These special ingredients, once found only in Chinatown or Koreatown supermarkets, are now easily available online through platforms like Amazon. Recipes for these dishes are just a search away, making it easier than ever to try something new.
Working remotely and staying home more often provided the perfect opportunity for these “kitchen experiments.” People started cooking dishes they wouldn’t normally attempt, broadening their culinary horizons and deepening their appreciation for Asian food.

 

■Reason #3: Trend of the Asian-fusion cuisine

 

In contrast to Americans’ growing interest in authentic Asian food, the Asian fusion food craze that emerged around the same time is also worth noting. The boom might have been sparked by Roy Choi’s invention of Korean Tacos, which combine Korean bulgogi and kimchi with Mexican tortillas. This creative dish embodies the cultural diversity of Los Angeles, where Korean and Mexican cultures intersect.

The point is, Korean Tacos were not developed to cater to traditional American tastes like General Tso’s Chicken or California Rolls. Instead, they represent an innovative effort to surprise people with new taste sensations. This adventurous spirit to expand the possibilities of food has appealed to those willing to try authentic Asian food, previously unknown to them.

Other examples of Asian fusion foods include Banh Mi Tacos, Thai Green Curry Empanadas, and Sushi Burritos. The birria ramen we’ve previously introduced in this blog also fits into this category. These dishes highlight the exciting fusion of flavors that continue to captivate food enthusiasts.

 

■Reason #4: Support from Gen Z

 

The most significant reason for the recent boom in Asian food is Gen Z. Born between 1997 and 2012, Gen Z are true digital natives, having grown up with the Internet. They are proficient users of social media, constantly gathering and sharing information. With $36 billion in purchasing power in the U.S. (source: BBC), they hold significant sway in the consumer market. Interestingly, they spend a lot of money on food, more so than on clothes for men, earning them the nickname “Foodie Generation.”

So, why are they so interested in food? The vast amount of food-related information available online and through social media plays a big role. This generation has been immersed in Internet culture from birth, making the influence of the information they consume much stronger than for previous generations. Additionally, TV cooking shows like Top Chef, MasterChef Junior, Food Network, and Cooking Channel have also shaped their interest in food. Growing up with this rich exposure, they see food choices as an expression of their identity, which also drives their high awareness of sustainability and animal welfare.

So why does Gen Z support Asian food? First, they have no prejudice against Asian food. They evaluate cuisines based on taste rather than origin, thanks to their global mindset and the information they access online. Second, they have a unique obsession with spicy flavors. They are particularly interested in spicy food, and Asian food offers a variety of spicy condiments like gochujang, garam masala, and málàjiàng.

Moreover, they have a high interest in health. Fermented foods such as Korean kimchi, Japanese natto, and Indonesian tempeh are popular for their probiotic benefits. This interest in health also extends to vegan and vegetarian diets. Asian food often features vegetables and natural foods, with proteins like tofu and seitan catering to vegan needs.

Finally, Gen Z seeks unique dining experiences. They enjoy interactive dining experiences like Korean BBQ, shabu-shabu, and hot pot, where friends gather around shared cookware to prepare their own meals. These factors highlight why Gen Z’s tastes and preferences have made Asian food so popular today.
 

■Ingredients and seasonings that symbolize the popularity of Asian food in recent years

Finally, let’s introduce a few ingredients and seasonings that have recently come into the spotlight for both authentic Asian food fans and Asian-fusion cuisine fans. These ingredients weren’t well-known in the past, but they’ve been gaining attention recently due to their versatility and ease of incorporation into various dishes. You might even recognize a few that you’ve already tried.
 

・Chili Crisp

 

Chili Crisp, a blend of flaked chili peppers, garlic, and chopped onions mixed with oil, was created in China in 1997. It became popular in the U.S. around the time of COVID, with well-known brands like Fly By Jing and Momofuku leading the way. Its popularity may be attributed to the rise of “Kitchen Experiments” during the pandemic, as people looked for new ways to spice up their home-cooked meals.
What makes Chili Crisp unique is its versatility. Since it’s a relatively new condiment with less history, people have experimented with it in all sorts of dishes without being restrained by tradition. While used with dumplings to begin with, it’s also found its way onto pizza, pasta, egg rolls, avocado toast, and more. Some adventurous foodies have even tried it with fruit or ice cream. This openness to experimentation has made Chili Crisp a beloved addition to many kitchens.
 

・Gochujang

 

Gochujang, a Korean seasoning made by fermenting a mixture of chili powder and glutinous rice, has a unique depth and sweetness in its spiciness due to the fermentation process. Widely used in Korea for everything from one-pot dishes to stir-fries, gochujang is incredibly versatile and can enhance a variety of foods just as easily as Chili Crisp.
It’s become popular in the U.S. for use in salad dressings, as a secret ingredient in stews, for marinating meats, and even as a dip for snacks. Some even regard gochujang as the “next sriracha” because of its ability to elevate the flavor of any dish it accompanies. Its growing popularity shows its potential to become an essential in many kitchens.
 

・Hojicha

 

Hojicha is a type of tea from Japan, made from the same leaves as green tea. The key difference is that while green tea leaves are steamed, hojicha leaves are roasted, giving it a unique, toasty aroma that sets it apart from green tea. Although hojicha has long been a favorite in Japan, it hasn’t been as prominent as green tea.
Recently, however, the delightful combination of hojicha and milk has gained popularity, especially in cafes and bubble tea shops serving lattes. In the United States, hojicha is often enjoyed as a hojicha latte, and it has become a mainstay on many cafe menus. With less caffeine than matcha, it’s also attracting those who are mindful of their caffeine intake.
 

・Ube

 

Ube is a type of yam known for its bright purple color and mild, vanilla-like flavor. It is particularly popular in the Philippines, where it is commonly used in cakes and ice cream. Recently, ube has quickly gained popularity in the U.S., appealing to consumers who prefer natural ingredients, as its vibrant purple color comes from natural sources.
Ube has been incorporated into a variety of dessert recipes, including brownies, cheesecake, pies, tiramisu, tarts, donuts, cookies, pancakes, and cupcakes. The unique purple hue, rarely seen in many traditional desserts, has generated a lot of interest and excitement.

 

■Conclusion

In this issue, we’ve explored how Asian food has been embraced in the United States and why it’s gaining popularity from various perspectives. What are your thoughts on this trend? We believe that the widespread access to global food information via the Internet and the increased curiosity about authentic cuisines have significantly contributed to the rise of Asian food in the U.S.
Take, for example, tonkotsu ramen. Once considered too strong in flavor for the American market, it has become one of the most popular types of ramen today. The growing demand for authentic flavors has shattered such stereotypes, symbolizing the recent boom in Asian food. While our focus this time was on Asian food, we noticed a common theme across all food categories: people are always seeking new foods, and the Internet has only accelerated this trend.
Curiosity will continue to drive the popularity of not only Asian food but various other cuisines in the future. We’ll keep a close eye on these trends and share our findings with you.
We hope you continue to enjoy our blog as we prepare the next installment of interesting information for you. See you soon!

 

Reference links:

Analysis: Asian Food Winning Over America – The Food Institute
Most Asian restaurants serve Chinese, Japanese or Thai food in the US | Pew Research CenterMost Asian restaurants serve Chinese, Japanese or Thai food in the US | Pew Research Center
This History of Asian Food In AmericaThis History of Asian Food In America
How kids of immigrants made Asian food the most popular cuisines on social media
Asia Cuisine Market Size, Share, Growth and Forecast 2030
The Rise of Asian Flavor Trends: A Closer Look – T. Hasegawa U.S.A.
Gen Z Food Preferences
What Gen Z Wants: A Look Inside Their Food Preferences – Hospitality News
Young America’s Favorite New Ethnic Foods
Gen Z Food Trends: Trending Flavors And Ingredients
Majority of Gen Z Believe What They Eat Defines Their Identity | Big Village
Why Is Chili Crisp So Popular Right Now? – Valley Table
What is gochujang? A whole load of awesome | Marion’s Kitchen
Hojicha: The World’s Favorite Roasted Green Tea – Japanese Green Tea Co.