Doritos, Lay’s, and KitKat are some of the most familiar snack brands on the planet. But have you tried China’s Luosifen Lay’s? Or more polarizing creations like Taiwan’s Coriander Doritos and Durian Lay’s? These days, some snacks have become a vessel, a flavor canvas brands use to localize, experiment, and sometimes deliberately spark debate. And nowhere is this more visible than in APAC. Why does this phenomenon concentrate so heavily in East Asia? We’ll focus on a handful of markets with the richest examples (Taiwan especially has become something of a hotbed for this kind of flavor experimentation) before digging into the strategy behind it all.

With the first quarter of 2026 behind us, and FABEX (April 15-17) having just wrapped up in Tokyo, the shape of this year’s F&B market is already coming into focus. Across major trade shows, several clear themes are emerging: the upgrading of frozen food, the continued rise of health and sustainability, greater demand for convenience, and product concepts that connect more closely with consumers’ lifestyles. Below, we take a quick look at several representative exhibitions to highlight the key food trends and market signals worth watching in 2026.

Mongolia remains one of Asia’s most import-dependent food markets. While the country’s livestock sector is well developed, limited agricultural production means that many processed foods rely heavily on imports. At the same time, the expansion of modern retail chains and international café brands is reshaping consumer habits in Ulaanbaatar. For European exporters, this evolving landscape creates potential opportunities for products such as biscuits, packaged bakery items, and frozen desserts.

South Korea’s Dubai chocolate chewy cookie trend provides a clear case study of how global flavours, local textures, and virality translate into real sourcing challenges. This article outlines the implications for ingredient demand, supply chains, and future chocolate trends across Asia.

As Japan’s foodservice and ready-to-eat (RTE) market continues to evolve post-pandemic, new insights from Sakana Japan offer a valuable look at where growth is happening, who’s eating out, and how consumer behavior is shifting. For European producers in bakery and pastry, these trends shed light on potential market entry points and product positioning strategies.

The Asia-Pacific region is one of the world’s most dynamic markets for processed food imports, and until recently, the United States was among its top suppliers. But that position is now under pressure following a dramatic policy shift from Washington. And where there is disruption, there might also be strategic opportunity.