SERVING UP FOOD TRENDS

Despite the Department of International Trade Promotion suggesting that Thailand has moved towards sustainable food trends in 2025, the one major trend, inside and outside the kitchen, has been affordability.

- STORY: NIANNE-LYNN HENDRICKS

While buyers and sellers are both watching their wallets, there have been a few trends that people have agreed to splurge on. Life lists a few for you.

The collection featured four limited-edition egg tart flavours, each reflecting the distinctive identity of its collaborator: truffle honey cheese egg tart with Ohkajhu, a Thai restaurant chain specialising in organic, farm-to-table food; the aromatic dirty coffee and fresh mochi egg tart with Songwat Coffee Roasters, a speciality café renowned for its artisanal coffee; the modern Thai pandan custard and palm sugar caramel egg tart with Kaew Boutique, a contemporary dessert brand; and the refreshing Kyoho grape jelly and cream cheese egg tart with Jiancha, a premium tea brand.

Needless to say, the Portuguese must be very happy their soft power is spreading across the world.

Burger joined in the trend and introduced its first-ever Tokyo Hamburg Rice Burger.

The latest entrant to the ever-expanding market is Kiwamiya from Fukuoka — the brand opened its first Thai branch at Dusit Central Park and already has lines similar to the ones seen outside Rotiboy in 2006. Talk about coming a full circle in Silom.

MATCHA

It was widely reported that global demand for matcha outpaced Japan's ability to supply it. However, this did not stop Thailand from quenching its thirst.

The ongoing health trend has boomed this year, mainly due to the fact that people see it as a replacement for caffeine. Kasikorn Research Centre reported that matcha has 1,384 more antioxidants than other foods, making it a top runner in the health food industry. In Thailand, social media engagement for matcha exceeded 5.2 million interactions in less than two months this year.