By: James Brown
With the popularity of Asian cuisine—specifically Chinese cuisine—continuing to grow, there is no better time than now to explore the diverse array of specialty Chinese foods available across North America. Against the backdrop of booming demand for Asian cuisine in the United States, more than 800 industry professionals gathered on March 21 in New York City at the China Institute in America for the 2025 Taste of Asia. The event marked the official launch of a five-city tour organized by the North American Asian Food & Hospitality Industry Association (NAAFIA) and co-hosted by leading restaurant tech provider MenuSifu.
With the Asian food market projected to grow steadily from $37.2 billion in 2024 to $51.3 billion by 2031, Taste of Asia has established itself as one of the most influential annual events highlighting the growing impact of Chinese cuisine in America. It brings together key players from across the industry, including investors, suppliers, restaurateurs, and more, offering a platform to share insights and build new connections.
This year’s gathering focused on the market growth potential of Asian cuisine, featuring over ten panel discussions grouped around several major themes. The first theme, Global Expansion Strategies, featured panelists who shared valuable insights on topics such as market entry, franchising, and localization. The second theme, The Future of Supply Chains, addressed both opportunities and setbacks in the current supply landscape for Asian cuisine. The third, Restaurant Technology Innovations, spotlighted artificial intelligence as a major talking point, emphasizing the ways it can enhance and transform the dining experience. The final theme, Opportunities and Challenges for Asian Cuisine in North America, explored emerging market trends and shifts in consumer behavior.
As the main sponsor of the event, MenuSifu had a strong presence and demonstrated how its platform—now used by over 15,000 restaurants in the United States since its founding in 2013—continues to support restaurant owners with automated point-of-sale systems, payment solutions, online ordering, and more.
In addition to the discussions and keynote speeches, the event featured several standout highlights. Chef Jiang Wentao held a live cooking demonstration using Lee Kum Kee’s chili oil to prepare a signature Sichuan-style pork dish, drawing significant attention from attendees. An awards ceremony recognized ten outstanding Asian brands in North America, including renowned names such as Din Tai Fung, Fish Cheeks, YAAAS Tea, and Xi’an Famous Foods. The awards were presented by Baobabies founder Garry Xie, dubbed the “Hermès of the bun world,” who underscored the power of product storytelling and cultural pride during his speech.
The exhibition area hosted over 30 booths offering hands-on demonstrations and consultations across various areas, including branding, packaging, payments, logistics, and technology solutions. This interactive space allowed attendees to engage directly with emerging tools and innovations shaping the future of the industry.
Following its successful launch in New York, Taste of Asia will continue its tour across the United States, with upcoming stops in Seattle on April 28 at Twenty Five Teishoku House, Chicago on May 19 at the National Restaurant Association HQ, Houston on July 21 at Mirao Restaurant, and Los Angeles on August 11 at Le Méridien Pasadena Arcadia.
Published by Joseph T.
