Home Drinks Will the grandmother food trend flourish in Southeast Asia?

Will the grandmother food trend flourish in Southeast Asia?

Who doesn’t like Grandma’s cooking? In the US, McDonald’s has recently launched Grandma McFlurry. It features a “delicious syrup and chopped, crunchy candy pieces (like grandma’s favorite treat that she hid in her purse!) – all blended in our creamy vanilla soft serve.”

There’s a definite trend of celebrating “grandma food” these days. It’s not just about nostalgia, though that certainly plays a part. Here’s what’s driving this trend:

Simple, delicious food: Grandma food tends to be rooted in tradition, using fresh, seasonal ingredients and focusing on perfecting basic techniques. The emphasis is on flavor, not fancy plating.

Comforting and familiar: Many people associate their grandma’s cooking with happy memories and the feeling of being cared for. These dishes bring back a sense of comfort and security.

Connecting with heritage: Learning and cooking grandma’s recipes is a way to connect with your family history and cultural traditions. It’s a way to feel close to loved ones who may no longer be around.

In South Korea, there is a rising interest in “grandmaniel (grandmother + millennial) (할매니얼)” who prefer the taste of the grandmother generation, ranging from food to fashion. This trend has spurred interest among the MZ or Millennial and Gen Z for traditional foods and ingredients like bungeoppang (fish-shaped buns filled with red bean paste), mugwort, injeolmi (sweet rice cake), yakgwa (deep-fried sweet cookies) and nurungji (scorched rice).

Will the grandmother trend get a fimer foothold in Southeast Asia? So far, there are strong indications that young consumers like the newstalgia trend where there is a feeling that includes the desire to experience something familiar, but also something fresh.

Tauhu Auntie Mok in Bentong famous for its tofu pok. Image credit: Minimeinsights.com

The image of the grandmother often portrays time-honoured tradition or authentic taste. Still, there are more ways brands can expand on the grandmother’s theme here in Southeast Asia, which will result in greater recognition of traditional recipes and ingredients among the younger generation.

The Thai hit movie How To Make Millions Before Grandma Dies could bring consumers’ attention back to the central role played by grandmothers in our lives.



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