International influence and the rise of Seoul food

Despite the fact that international flavours have become, or are becoming, part of the standard local fare in many markets in the region, there is considerable difference in preference for international food among various nations. 

For example, consumers in China are still inclined to stick to what they know. Among Chinese consumers surveyed, 86% said that they choose to eat locally produced food either most of the time or always. 

Korean consumer trends followed in the same direction, with 38% saying they rarely or never choose to eat food produced overseas. 

In contrast, consumers in both Singapore and Australia have embraced international flavours with Singapore’s melting pot of food cuisines evident in its popular hawker centres—where eight out of 10 Singaporeans most commonly choose to eat at when not at home. 

Australia is witnessing a growing passion among consumers to explore new tastes and flavours, with experts predicting that certain foreign flavours, such as Korean and Scandinavian cuisine, will become more sophisticated and increasingly available.