U.S. Asian Food Market Share and Trends Analysis

The U.S. Asian food market size is valued at US$ 38.1 billion in 2025 and projected to grow at US$ 52.5 billion by 2032. The market is projected to record a CAGR of 4.7% during the forecast period from 2025 to 2032.

The market is entering a high-momentum phase, shaped by cultural influence, rising experimentation with global flavors, and surging adoption of Asian-inspired ready meals, snacks, and restaurant formats. Innovation, digital platforms, and shifting consumer lifestyles are pushing brands to compete harder than ever.

Key Industry Highlights:

• Market Leader - Cuisine Type: Chinese cuisine remains the largest segment, holding about 36% share in 2024, supported by its strong presence across dine-in, takeout, frozen meals, and fast-casual categories.
• Fastest-Growing Cuisine Segment: Korean cuisine is expanding rapidly, propelled by K-dramas, K-pop influence, and rising trial of Korean BBQ, kimchi, and gochujang among younger U.S. consumers.
• Market Driver: Growth is fueled by the rising Asian American population, increasing demand for authentic regional flavors, and mainstream adoption of Asian cooking formats in retail and foodservice.
• Key Opportunities: Fusion-driven product development blending Asian and Western flavors, expansion of healthy Asian meal kits and plant-forward options, and growth of e-commerce-enabled direct-to-consumer Asian food brands.
• Key Developments: In June 2025, Savory Fund invested in Asian street food brand Hawkers to accelerate U.S. expansion and deepen brand loyalty. In March 2025, MenuSifu secured a $40 million Series B round to scale AI, automation, and fintech tools supporting Asian restaurant operators.

Key Insights	Details
U.S. Asian Food Market Size (2025E)	US$ 38.1 Bn
Market Value Forecast (2032F)	US$ 52.5 Bn
Projected Growth (CAGR 2025 to 2032)	4.7%
Historical Market Growth (CAGR 2019 to 2024)	3.5%

Market Dynamics

Driver - Rising Asian population in the U.S. is significantly driving interest in diverse Asian cuisines

Rising Asian population in the U.S. is significantly driving interest in diverse Asian cuisines, influencing the food industry. As the Asian American demographic surges due to immigration and natural growth, consumer preferences are shifting toward foods that reflect cultural heritage. For example,

• As per studies, 24 million Americans, or 7.2% of the country's total population, identified as Asian American in 2020. This comprises 4.1 million individuals who identified as Asian in addition to another race, and 19.9 million individuals who identified as Asian exclusively.

Demand for authentic Asian ingredients and flavors is becoming mainstream, encompassing not just traditional dishes from China, Japan, and India, but also Korean, Thai, Vietnamese, and Malaysian cuisines. U.S.-based food manufacturers and restaurants are responding by diversifying their offerings and creating fusion dishes that blend Eastern and Western flavors.

Rising interest in Asian cuisine further aligns with trends toward healthy eating and plant-based diets. Various Asian dishes feature fresh vegetables, lean proteins, and cooking methods like steaming and stir-frying. This popularity extends beyond those with Asian heritage, as the increasing U.S. Asian population drives demand for a more inclusive culinary landscape.

Restraints - Strict Food Safety Standards and Import Regulations to Limit Growth

Compliance with U.S. food safety standards and import regulations presents a significant challenge for Asian food providers in the country. The regulatory framework is complex, requiring specialized certifications and testing to meet FDA and USDA standards.

It includes strict guidelines for labeling and packaging, making it difficult for international producers to comply. Several food businesses, especially those importing authentic or niche ingredients, face a costly and complicated process. Ingredients from lesser-known regions may lack necessary certifications or fail to meet FDA contaminant standards, leading to potential recalls or delays.

Compliance with the Food Safety Modernization Act (FSMA) and Hazard Analysis and Critical Control Points (HACCP) adds further requirements for identifying and addressing food safety hazards. Import regulations are essential for protecting the U.S. market from unsafe products.

Key food producers must obtain proper documentation, such as import permits and safety certificates before their products can enter the U.S. While these regulations are important for public health, they can create barriers for small or inexperienced Asian food companies trying to enter the market.

Opportunity - Companies Blend Asian and Global Culinary Traditions to Offer Fusion Food

The U.S. Asian food market is experiencing significant growth and offers various opportunities for businesses. One key opportunity is the expansion of regional Asian cuisines, as the diverse U.S. population seeks authentic dishes.

Niche players can introduce lesser-known flavors such as Filipino, Vietnamese, and Burmese cuisine. Demand for healthy food options is also rising. Businesses can develop Asian-inspired dishes that cater to health-conscious consumers, including low-calorie, plant-based, and gluten-free meals. Additionally, fusion cuisine allows for the blending of Asian flavors with global traditions, appealing to adventurous eaters. For instance,

• Dishes like kimchi quesadillas and Korean BBQ tacos are becoming staples in cities like Los Angeles and Miami. These combine the bold flavors of Korean cuisine with Latin spices, creating a unique and flavorful dining experience.
• Philadelphia's ‘Sampan’ serves creative dishes like edamame dumplings and crab wonton tacos, reinventing traditional dim sum favorites with U.S. influences.

E-commerce is rapidly surging, enabling Asian food brands to sell directly to consumers and meet the demand for convenience and home delivery. These often include meal kits for easy preparation at home.

Sustainability is increasingly important to U.S.-based consumers. Companies can attract environmentally conscious consumers by offering sustainably sourced ingredients and eco-friendly packaging. There is also a booming market for Asian snacks, sauces, and seasonings, catering to the need for quick and flavorful options.

Category-wise Analysis

By Cuisine Type, Chinese cuisine holds the leading position in the U.S. Asian food market.

Chinese cuisine holds approx. 36% market share as of 2024, and its dominance stems from its deep cultural integration, wide regional diversity, and strong presence in both dine-in and takeout formats across the U.S. The cuisine fits seamlessly into mainstream eating habits through dishes that balance familiarity with flavor versatility, giving it an advantage in fast casual, frozen meals, and ready-to-eat segments.

Its broad footprint, from traditional restaurants to modern fusion chains, strengthens repeat consumption. Japanese cuisine continues to scale through demand for sushi, ramen, and premium dining formats that emphasize quality and craftsmanship. Thai cuisine is gaining traction due to its bold flavor profiles, strong appeal among younger consumers, and expansion of Thai fast-casual concepts nationwide.

Indian Cuisine Gains Impetus Amid Rising Asian American Population

In terms of cuisine, the Indian segment is set to witness a CAGR of 6.1% through 2032. Indian cuisine is rapidly gaining popularity in the U.S., driven by increased awareness of global flavors among consumers. This exposure through travel, media, and social media has introduced many to its rich and aromatic dishes, boosting demand in restaurants and grocery stores.

Growing Indian and South Asian immigrant population has also made these culinary traditions more accessible. Additionally, the health-conscious trend benefits Indian cuisine, as various dishes are plant-based and rich in spices. For example,

• According to studies, with about 4.8 million Indians living in the U.S. as of 2024, the Indian community constitutes a sizable portion of the Asian American population.
• States with the highest concentrations of Indian Americans are California (more than 810,000), Texas (around 434,000), and New Jersey (about 386,000).
• There are around 685,000 Indians living in large cities, such as the New York, Newark, and Jersey City area, and nearly 229,000 in the San Francisco, Oakland, and Berkeley areas.

Introduction of vegan, vegetarian, and gluten-free options are catering to healthy lifestyles. Fusion foods, created by blending traditional Indian flavors with other cuisines, are attracting a wider audience. The rise of food delivery services and meal kits has also made it easy for people to try Indian cuisine.

K-dramas and K-pop continue to normalize Korean food culture, accelerating trial and adoption

The global phenomenon of K-dramas and K-pop has fundamentally transformed Korean cuisine from niche ethnic food to mainstream dining in the U.S. Asian food market. Popular series like "Squid Game" and "Crash Landing on You" showcase Korean dishes in everyday contexts, while K-pop idols frequently share their favorite meals on social media, creating aspirational food moments for millions of fans.

This cultural exposure has translated into tangible market growth. American consumers now confidently order bibimbap, seek out gochujang at grocery stores, and experiment with kimchi beyond traditional applications. Restaurants report younger demographics driving Korean food sales, with many first-time diners citing specific scenes from shows as inspiration.

The entertainment-driven familiarity removes intimidation barriers, encouraging trial among consumers who might otherwise hesitate to explore unfamiliar cuisines, ultimately expanding the Asian food market's reach.

Competitive Landscape

The competitive landscape of the U.S. Asian food market is accelerating as demand for authentic, convenient, and globally influenced flavors expands across mainstream retail and foodservice. Established brands are strengthening their portfolios with premium, clean-label, and ready-to-heat Asian offerings, while regional specialists are scaling rapidly by targeting specific consumer communities with sharper cultural relevance.

Innovative startups are reshaping competition through plant-forward menus, gluten-free formats, and functional ingredients tied to gut health and wellness. E-commerce channels, delivery platforms, and ghost kitchens are amplifying reach and lowering entry barriers, encouraging faster product testing and regional rollouts.

At the same time, companies are investing in traceable sourcing, modern processing, and smart packaging to meet rising expectations for quality, safety, and sustainability, intensifying market differentiation.

Key Industry Developments:

• In June 2025, Savory Fund invested in Asian street food brand Hawkers, strengthening the chain’s expansion strategy across major U.S. markets.
• The backing enables Hawkers to scale its footprint and deepen customer loyalty through enhanced regional reach and concept refinement.
• In March 2025, MenuSifu secured a $40 million Series B round to accelerate its development of automation, AI, and fintech tools tailored for Asian restaurant operators. The investment from firms such as Challenjers Capital and Enlight Growth Partners strengthens MenuSifu’s push toward smarter, more efficient restaurant management solutions.
• In April 2024, P.F. Chang's, based in Arizona, opened a fast-casual Asian bowl concept named ‘A Pagoda’ in a suburban New York shopping mall.
• In January 2024, Bawarchi Indian Cuisine, headquartered in Texas, marked a significant milestone as it celebrated the 13th anniversary of its flagship store in Plano, where the journey first began.

Companies Covered in U.S. Asian Food Market

• P.F. Chang's
• Benihana
• Nobu
• Gyu-Kaku
• Panda Express
• Pei Wei Asian Kitchen
• Din Tai Fung
• Momofuku
• H Mart
• Bawarchi Indian Cuisine
• Others