Ted Chung is a man who’s thought long and hard about hot sauce. “It’s something I take very personally and spiritually,” says Chung, the founder of Cashmere, a marketing agency that targets multicultural millennials. As the son of Korean immigrants to the U.S., he noticed as far back as the 1970s that his parents put Tabasco on everything, wherever they ate. “They were longing for the spiciness that is common in Asian foods,” he says.
Today, the Chungs don’t have to rely solely on Tabasco for their hit of heat. While Tabasco accounts for 18% of the hot sauce market, there are now hundreds of varieties available in the U.S.—from Tapatio to Texas Pete—and more than a few of them with foreign roots. If you’re looking to spice up your omelet at your local diner, you might find Thai sriracha, Mexican Cholula, or even Korean gochujang. These exotic flavors have quietly crept into restaurants and supermarkets across the country, resulting in an explosion in hot sauce sales, which have grown by more than 150% since 2000—more than ketchup, mayonnaise, mustard, and barbecue sauce combined. The fiery condiment is now the foundation of a billion-dollar industry.
An NPD study published this year found that 56% of households keep hot sauce on hand, including many brands that have transcended the ethnic communities they hail from. But how did hot sauce conquer the American palate in the first place?
Continue reading your story on the app
Continue reading your story in the magazine
NASA astronaut Jeanette Epps is training to fly into the unknown. She shares how she prepares mentally and physically while still managing to stay grounded.
Parks and Recreation
With its new Public Lands stores, Dick’s Sporting Goods is venturing further into the values driven terrain that has defined its past few years.
How Safdie Architects created a daring new skyscraper that reaches both up—and across—the skyline
Before & After
Productivity means something different now. Let's embrace that.
Giving new life to old roofing shingles
Gaf is blazing a path toward more environmentally responsible manufacturing and construction
Riz Ahmed – "You're literally flipping the script"
It takes some serious organizational skills to make a difference in Hollywood from the inside. Riz Ahmed shows how it’s done.
“I hate it, but it's over fast.”
In the morning, I take five Duolingo lessons. I do three French lessons, one Portuguese lesson, and, of late, a Japanese lesson.
Mind Over Matter
In an era of body positivity, some companies are selling mindfulness as a way to lose weight. The approach is not as healthy as it seems.
High-speed 5G drives new opportunities for small businesses
AS THE 5G ROLLOUT CONTINUES, IT OFFERS SMALL AND MIDSIZE BUSINESSES A FAST, SIMPLE, AFFORDABLE ALTERNATIVE TO CONVENTIONAL BROADBAND
Intelligently electrifying the planet
NUVVE TRANSFORMS ELECTRIC VEHICLES INTO ENERGY-EARNING ASSETS