November 14, 2024
LOS ANGELES – Gen Z is driving the shift in food trends and shining the spotlight on Filipino cuisine.
Gen Z’s appetite for budget-friendly meals with bold flavors has fueled demand for Filipino food, which has surged by 50 percent over the past year, according to Tastewise 2025 “Flavor Chase” trends.
The younger generations have made Filipino cuisine a major contender and not just a niche option in America’s diverse foodscape, as they explore Filipino dishes and drinks, such as adobo and pandan iced coffee.
Tastewise’s AI-based research revealed that Gen Z is drawn to affordable, flavorful Filipino meals.
“Filipino food is gaining popularity in the U.S. largely due to the increasing influence and visibility of the Filipino-American community, which is the fastest-growing among the Asian-American and Pacific Islander population,” Billy Dec, CEO of Sunda New Asian restaurants, told The Food Institute.
With over 4.2 million Filipino Americans in the US, there has been a steady growth of Filipino restaurants featuring modern Filipino fusion dishes.
In addition, celebrity chef Andrew Zimmern predicted in a 2017 interview that Filipino food will be America’s next big food trend in the US.
Tastewise Co-founder and CEO Alon Chen attributed this food hype to social media-driven curiosity and the cost-of-living crisis.
“The cost-of-living crisis is pushing consumers to find affordable ways to enjoy high-quality meals,” said Chen.
“Especially as 89% of U.S. dining happens at home, there’s a growing demand for budget-friendly yet elevated dishes.”
Social media platforms are also stoking Gen Z’s curiosity. “With just one click, people can explore food trends from around the globe, encouraging them to experiment with and embrace these exciting new cuisines,” added Chen.
As foodie explorers take on bold flavors, adventurous food experiences have increased by 29 percent since last year with Southeast Asian cuisines, including Filipino fare, taking the lead.
The growing interest in Filipino flavors reflects the younger generation’s quest for culinary adventures that won’t break the bank.
Screenshot from Tastewise’s report
Filipino-flavored coffee and other drinks, and dishes like sinigang, adobo, pancit and lumpia satisfy Gen Z’s craving for unique food experiences.
Additionally, there has been a 26 percent growth in the Filipino beverage landscape over the past two years.
Gen Z has moved past the ube latte craze and has ventured into drinks like pandan iced coffee, coffee jelly sago and coconut milk coffee with pandan foam.
Screenshot from Tastewise’s report
“The beverage format allows Gen Zero to experiment with indulgent and exciting new flavors without breaking the bank,” the report stated.
Meanwhile, the report for 2025 trends also identified a surge in Asian street food, Middle Eastern flavors and hyper-personalized nutrition options with Filipino cuisine’s bold flavors aligning well with these cultural shifts.