On the afternoon of August 1, sharing with the press about the Future Menus 2025 report - the results of in-depth research on global consumer tastes, a representative of Unilever Food Solutions (UFS) said that there are 4 culinary trends that are shaping the future of the food and beverage industry.
Accordingly, the Street food couture trend represents the transition from "delicious-simple-cheap-fairly healthy" dishes to "attractive-identical-elevated" culinary experiences, contributing to bringing street food into restaurant menus without losing its original soul.
For example, from familiar street food inspiration, dishes such as mixed rice paper, grilled bread with salt and chili, fried corn with onion cream sauce... are elevated with meticulous presentation and selected ingredients, but still retain the spirit of discovery and intimacy.
Second, the Culinary roots trend shows a clear shift, from promoting Western cuisine and techniques, chefs and diners are gradually regaining pride in their homeland's heritage - from regional dishes to traditional cooking methods.
This is not just a “revival” of old dishes, but a transformation so that indigenous quintessence can continue to live on in the taste of the future. In particular, dishes with strong Vietnamese identity become a bridge between tradition and modernity, helping the culinary heritage to be told in the language of the new generation.
Third, Borderless cuisine - When cultures converge on the same dish is a trend that celebrates cross-border creativity, reflecting the growing wave of cultural exchange thanks to travel and migration.
The trend has shifted from combining popular flavors to create “experimental” dishes, to the subtle and intentional combination of ingredients, techniques, or flavors from different cuisines to create new dishes that are original and authentic. This is no longer just a mix, but a storytelling journey in a multicultural language.
The fourth is the Diner designed trend - When diners become co-creators of the experience, marking a shift from a one-way and personalized dining experience at the basic level, to a deeply personalized culinary journey, where diners actively participate in creating an experience with the chef that suits each person's unique preferences, needs and emotions. This is not just a dish but an "experience design" with a personal touch.
Previously, on July 31, 2025, Unilever Food Solutions organized the Future Menus Vietnam 2025 event, gathering more than 350 guests who are professional chefs, restaurant owners, culinary experts and leaders in the F&B industry. The event brought practical solutions and inspiration for the Vietnamese culinary industry to grow.
In the context of strong changes in taste and consumer behavior, UFS has pointed out 3 prominent factors shaping the choices of modern diners, which are worthy value - high-end experience for everyone - high personalization.
Market reports show that consumers are not cutting back on food spending, but are spending more selectively and cautiously, especially among Gen Z and Gen Y. They prioritize dishes that are not only delicious and suitable for their taste, but also need to ensure creativity and comfort in the experience to bring a feeling of value for money. This is also the reason why each trend in Future Menus 2025 is designed to meet an important priority in consumer behavior.
Through the demonstration of more than 20 creative dishes, a series of specialized workshops, in-depth discussions and the opportunity to experience versatile and convenient product lines for professional kitchens, the event equipped professionals with practical tools to operate smart kitchens, create attractive menus and better connect with consumers.
Responding to Gen Z’s need to personalize every experience, Unilever Food Solutions also introduced Future Menu AI Assistant – a tool that helps chefs evaluate the overall appeal of the menu to young diners, while suggesting suitable recipes developed by UFS’s team of culinary experts.
Source: https://nhandan.vn/bon-dong-chay-am-thuc-dinh-hinh-tuong-lai-nganh-an-uong-post898086.html
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