Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

In today’s hyper-connected globe, the meaning of national identity is no longer rigid, and we’re seeing a dissolution of cultural borders as we travel through our devices. This shift in mentality is happening against a turbulent geopolitical backdrop as countries prioritise regional allies.

From miso to gochujang, Asia flavors are sweeping menus and delighting palates across America. But as chefs and home cooks take a pan-Asian approach to crafting new dishes, the popularisation of modern Asian flavors comes with warnings to tread carefully and respectfully to avoid appropriation.

As ideas around what it means to eat well evolve, brands looking to serve up better-for-you options must keep in mind that Gen Yers no longer believe in abstaining from certain items or adopting a one-size-fits-all approach. So, what can they offer to meet this cohort’s discerning tastes?

With the pandemic seeing people experiment with new flavors, bakeries in the US are capitalizing on desires for novelty. Infusing sweet treats with traditional Asian flavors, Californian bakery Sunday Bakeshop is embracing offbeat pairings and educating people about Asian-American culture.

Bringing street food-inspired snacks into the home, the Carnival Kitchen range by Addo Foods homes in on the growing demand for international flavours. As Britons indulge in snacks around the clock, the potential for what constitutes a satisfying nibble is thrown wide open.