Why Asian Cuisine Is Booming

Diners are becoming more sophisticated and curious.

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Every year, the National Restaurant Association shares the results of its “What’s Hot” survey. In 2025, Southeast Asian foods were forecast to be all the rage. Vietnamese and Filipino cuisines were scoring big points with consumers, along with Korean and Indian (though those cuisines are technically East Asian and South Asian, respectively).

More familiar Asian foods like Chinese, Japanese, and Thai are growing in the franchise industry as well, but less-established regional flavors are especially hot.

“As the years have progressed, two important trends have occurred concurrently,” says Hudson Riehle, the National Restaurant Association’s senior vice president of research. “First, Asian cuisines and their supply chains have grown in diversity and availability. Second, diners and their global palates have become more sophisticated and knowledgeable. As a result, there is a much broader and receptive audience.”