Asia is a big and diverse continent; This region, which is bounded by Turkey in the west, Japan in the east, Kazakhstan and Mongolia in the north, and Indonesia and East Timor in the south, has diverse culinary traditions. Asian consumer Food spending will double to more than $8 trillion by the beginning of the new decade compared to $4 trillion in 2019. In this way, Asia will become the largest food and beverage market in the world. According to this report, Asia will be home to 4.5 billion people by 2030 and will accommodate 65% of the world's middle class. $1.55 trillion in investment will be needed by 2030 to meet Asia's growing food demand.

Evidence suggests that people are returning to their daily habits, including eating in restaurants. The return of people to their previous habits, especially eating in restaurants, has increased in countries that have successfully controlled the deadly corona disease. Since the beginning of 2000, tourism in Japan has flourished, and as a result, the number of Japanese food lovers has increased every day. Companies related to the food industry in Japan also used this opportunity to boost their business. On the other hand, fans of Thai food have also increased day by day in different countries, especially in Europe, with the difference that these Foods were cheaper than Japanese foods.

It is true that Asian cuisine and characteristics of Asian food culture vary across the Asian region, but they also share commonalities. For example, in Northeast Asia, rice is the main food and noodles are among the foods that are consumed a lot. On the other hand, in Asian cuisine, it is very common to prepare side dishes, which are often prepared with special sauces and spices. In addition to a variety of flavors from sweet, spicy and salty to sour, Asian foods also have various aromas and colors.

It should be said that businesses related to the food industry in Asia, especially those related to basic products and seasonings, have a great impact on the prosperity of this industry in the old continent. In Asia, particularly in Singapore, Japan and China, consumer focus on health is being driven by increasing disposable income, technological innovations in food and beverages, and supportive government policies to increase demand for plant-based alternative products in Asian markets.