Are we having fun yet?

If the cover of our Top 10 Trends issue is any indication, “fun” is the order of the day.

This year’s Top 10 Trends are rooted in nostalgia, approachability and next-level flavors and formats coming out of Asia, all of which set the stage for playfulness in food and beverage innovation.

It’s not surprising that Asian ingredients and concepts are at the forefront of culinary innovation. A recent article in The Economist highlights Asia as the new hot destination for U.S. travelers, especially Gen Z, fueling interest in the region’s limitless variety of food and drink experiences. This expanded awareness is helping build momentum across trends such as new global handhelds, creative innovations in dumplings, and a deeper exploration into Korea’s foundational flavors.

Meanwhile, we’re starting to see a softening of interpretations of culinary authenticity, paving the way for a celebration of personal culinary stories, a subtle shift that allows for more fun and creativity in globally inspired menu development.

Diving further into this set of trends, “fun and unfussed” drives the casualization of pasta, where a renewed love for this timeless classic translates into experiential opportunities. This is also a defining feature of the new dive bar movement, blending whimsy with hospitality, affordability and nostalgia—all reminiscent of simpler times.

Playfulness is hardwired into pastries and baked goods, particularly those from Asian regions, offering consumers—and operators—new snacking opportunities in exciting formats. Fun is also foundational to our beverage flavor trend, with guava evoking a broadly appealing sense of tropical escapism. Similarly, the “coffee as experience” trend elevates the beverage itself into a full-flavor, textural and immersive experience, enriched by Asian sensibilities within this dynamic category.

And for the ultimate in fun, save the date for the 2025 Flavor Experience (August 17-19 in Newport Beach, Calif.), where you’ll see these trends in action. Until then, we hope these trends inspire you and your team, this year and beyond.

A special thank you to the foodservice professionals who generously contribute their time and insights to this issue. And a shout out to Managing Editor Katie Ayoub, whose industry expertise and passion for trends shine through these stories.

Cathy Nash Holley
Publisher/Editor-in-Chief
[email protected] | @GetFlavor