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.

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.

Harlem Chocolate Factory utilizes the New York neighborhood’s cultural roots and heritage in order to weave an engaging narrative around its products. By blending comfort food with nostalgia to create a unique product, the chocolatier is resonating with customers through localized appeal.

From restaurant closures and the growing convenience of food delivery apps, the UK high street has suffered and many businesses have shuttered as a result. Wimpy, a fast-food chain founded in 1954, has navigated pandemic uncertainty and is reigniting people's love for nostalgic dining.

The 80-year-old chocolate brand M&M’s has gone from strength to strength thanks to its innovation and character-led storytelling. From co-created products to the opening of two new flagship stores, the Mars Group company is a heritage brand that knows how to keep up with the times.