#5 | ASIAN HYPE
WHAT'S DRIVING THIS TREND?
The Asian trend in Latin America and the world has grown exponentially in recent years, led mainly by South Korea (with K-Pop, K-Beauty and K-Dramas), but also with a strong presence of Japan (anime, gastronomy) and a notable growth of China (technology, digital fashion). This phenomenon began thanks to digital globalization, access to streaming platforms and social networks, and cultural innovation that offers fresh and different proposals from the West.
In Latin America, connected youth, cultural affinity and the desire to consume innovative products and content have been key to the rapid adoption and consolidation of this trend.
Source: MINTEL 2026
POP CULTURE AND ENTERTAINMENT
Entertainment-driven cultural attraction (especially among young consumers): Asian culture has become a global benchmark in music, beauty, and media, with K-pop highlights attracting global attention.
Asian series, movies, anime, and music often explore themes and genres different from Western ones with high-quality production and charismatic actors.
FASHION AND BEAUTY
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K-beauty and J-beauty: Asian skincare and makeup trends are highly sought after for their innovation and effectiveness.
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Streetwear: Asian brands and designers are influencing global fashion with unique styles and collaborations.
TECHNOLOGY
Asian countries such as South Korea, Japan, and China are world leaders in technology, innovation, and consumer products (Samsung, Sony, TikTok, Xiaomi, etc.).
GASTRONOMIC CULTURE
Asian cuisine is a global trend because it offers a huge diversity of flavors, fresh ingredients and attractive presentations that adapt to healthy and modern lifestyles. Its popularity has been boosted by globalization, the ease of finding ingredients, the influence of pop culture (anime, K-pop, dramas), and the social experience of sharing dishes.
Source: MINTEL 2026
MARKET INSIGHTS
The Asian food market in Latin America reached 1,940 MUSD in 2025, accounting for 5.41% of the total revenue of the global Asian food market.
Globally, the Asian cuisine market was valued at 35,930 MUSD in 2025 and is expected to reach 71,650 MUSD in 2034, with a compound annual growth rate (CAGR) of 8.05%.
ASIAN PRODUCT INNOVATION IN LATAM
INNOVATION STRATEGIES FOR THIS TREND
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Fusion of Asian flavors with Latin American ingredients, spiciness levels, and local tastes.
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Innovate with limited editions to keep consumers engaged.
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Explore different varieties of Trendy Asian flavors for Gen Z that like to experiment.
READY TO CREATE INNOVATIVE FLAVORS?
Whether you're looking for inspiration in sweet and/or savory flavors or need help with formulation challenges, our experts are ready to bring your innovative ideas to life and help you create products designed to create meaningful experiences.
Please contact your MANE Account Manager.
