Looking to East Asia

As consumers look for new flavours outside traditionally popular regions, more than half (51%) say they would like to try Hong Kong cuisine when out of home. However, nearly as many people (45%) say they find this food hard to find when they go out.

East Asia is on the rise in drinks as well as food. OPUS (On-Premise User Survey) shows half of consumers are open to trying East Asian spirits (50%) and cocktails (48%)—significantly higher numbers than for drinks from other regions.

These numbers are proof of the opportunity for foodservice and drinks brands to capitalize on an under-served market, but only if they can understand consumers’ needs and craft a compelling and authentic offer.

The dishes in demand 

NIQ’s Food Insights 2026 report is packed with insights to help foodservice businesses track the opportunities in F&B from East Asia. It spotlights the key ingredients and cooking styles in the area, including the popularity of use of roasting, steaming and stir-frying techniques.

Hong Kong French toast, pineapple buns baked rice are three of the most sought-after dishes. But while around one in ten consumers have already tried these, another 43% would like to do so if they could find them on menus. Dim sum, roast meats and wonton noodle soup are among the other popular options.

These and other East Asian items can also be popular when they are blended with more familiar dishes. Fusions of new flavours and well-known British formats are particularly well suited to on-the-go and third-space food venues.

East Asian drinks reach the mainstream

On the drinks side, highballs, one of East Asia’s most popular drinks segments, are gaining penetration in bars. Japanese whiskey is increasingly recognised as an option in the spirits category.

Meanwhile, beer brands from the region can take advantage of demand for world lager, which now accounts for half (49.7%) of Britain’s lager sales. In soft drinks, matcha and bubble tea have surged in popularity and are now firmly embedded in out-of-home drinking channels.

The people buying all these drinks are among the most important cohorts in the On-Premise. NIQ’s data indicates that they spend an average of £48 more per month than the average consumer. They are also more likely to be young and living in cities—demographics that tend to highly engaged with restaurants, pubs and bars.

Five ways to win

NIQ’s research reveals the best ways for foodservice suppliers and operators to attract these lucrative consumers to East Asian food and drink. Samples can be an effective route to trial, with around half (51%) agreeing these could encourage them to try a new cuisine. Smaller portions (29%) are a similar way for diners to experiment without committing to a full meal.

Word of mouth is an increasingly powerful source of sales. Close to half (49%) of consumers would try a dish if it was recommended to them—10 percentage more than 12 months ago.

Authenticity and trust are two more important areas of focus. More than a third (37%) would be encouraged to sample a fresh cuisine if they knew it was authentic, and nearly as many (35%) would do so if they trusted the restaurant and chef.

Fresh flavours and brands

James Ashurst, Foodservice Client Director at NIQ, says: “Consumers are constantly looking for fresh flavours and brands in food and drink, and millions of them are turning to East Asia for the next big things. This brings some great opportunities for suppliers to act as educators and thought leaders. By helping venues, teams and consumers understand the stories behind the region’s food and drink, they can help their products make meaningful connections across the On-Premise. Our Food Insights 2026 research is here to help businesses get ahead of this trend and capitalize on the surging interest in all that East Asia has to offer.”