Gen Z drives America’s love for Filipino food, data shows | Inquirer
 
 
 
 
 
 

Gen Z drives America’s love for Filipino food, data shows

Interest in Filipino food has surged, driven by the growing influence and visibility of Filipino Americans
/ 11:51 PM November 12, 2024

Gen Z drives America’s love for Filipino food, data shows

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.

Your subscription could not be saved. Please try again.
Your subscription has been successful.

Subscribe to our daily newsletter

By providing an email address. I agree to the Terms of Use and acknowledge that I have read the Privacy Policy.

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.

ADVERTISEMENT

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.

You may also like: 5 Filipino recipes from Erwan Heussaff to get to know our cuisine better

ADVERTISEMENT

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.

Gen Z drives America’s love for Filipino food, data shows

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.

Gen Z drives America’s love for Filipino food, data shows

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.

Want stories like this delivered straight to your inbox? Stay informed. Stay ahead. Subscribe to InqMORNING

Don't miss out on the latest news and information.
TAGS: Filipino food, Gen Z, research, Trending
For feedback, complaints, or inquiries, contact us.
Your subscription could not be saved. Please try again.
Your subscription has been successful.

Subscribe to our newsletter!

By providing an email address. I agree to the Terms of Use and acknowledge that I have read the Privacy Policy.




This is an information message

We use cookies to enhance your experience. By continuing, you agree to our use of cookies. Learn more here.