THE Philippines has been included among Asia-Pacific’s ‘next culinary hotspots,’ cited for its local and foreign initiatives to introduce Filipino cuisine to mainstream markets.
The Future of Food Asia Pacific 2026 report of hospitality chain Marriott International pointed to the Department of Tourism’s (DOT) ‘sponsorship’ of the Michelin Guide for Philippine restaurants, and the country’s hosting of the first Terra Madre Asia and Pacific slow food initiative in November.
‘A diaspora of influential Filipino chefs is also shining a spotlight on the rich culinary heritage of their homeland,’ the report added, citing Chefs Ross Magnaye (Serai) in Melbourne, Aisha Ibahim in Seattle, Kasama restaurant in Chicago, and Lord Maynard (Kuya Lord) in Los Angeles.
Other culinary hotspots named were Indonesia, Vietnam, and mainland China.
The report was based on a survey of Marriott International food and beverage (F and B) teams in 270 properties across 20 Asia-Pacific markets, which was completed in July 2025.
Social media is key
The report said 100 percent of respondents in the Philippines said their guests find out about new F and B outlets via social media, much higher than the regional average of 75 percent. Singapore came in second at 88 percent, and Malaysia in third, at 84 percent.
Still, once they’re in the restaurants, most guests across the region, at 92 percent, ‘order dishes that are recommended by staff or chefs,’ although a sizeable number, at 85 percent, also ‘order dishes that are beautifully plated and ‘Instagrammable,’ while 64 percent order a dish or drink that has become popular because of social media.’
The report also noted changing dining preferences of guests, with 59 percent saying their guests prefer quick, casual dining; 53 percent, ala carte instead of a set menu; and 29 percent, more comfort food. Fifty-seven percent of respondents said guests also chose local Asian cuisine over international cuisine, with the Philippines registering among the highest at 67 percent.
The Philippines ranked first among countries whose guests ‘enjoy experience-based dining,’ at 67 percent, higher than the regional average of 52 percent, while only 33 percent ‘seek interactive dining experiences,’ with the country ranking last in the region. Thirty-three percent of Philippine respondents said their guests ‘enjoy celebrity chef concepts or collaborations,’ slightly surpassing the 31-percent regional average.
On the part of chefs, many in Asia Pacific have gone beyond the usual condiments of soy sauce and fish sauce, and are ‘now diving deeper into global traditions of fermentation to unlock striking, complex flavors.’ The report cited sawsawans (Filipino dipping sauces) among the next ‘umami bombs,’ in particular, ‘artisanal vinegars like Sukang Tuba (made from sap of coconut trees) or Sukang Paombong (from nipa palm sap) make for dipping sauces for grilled meats and marinade for raw fish kinilaw.’
Sustainability trailblazers
Aside from Asian vinegars, the report also recognized artisanal salts and heritage rice in the region as other emerging ingredients, which include the Asin Tibuok from Bohol, and the Adlai grain, which ‘[touts] more protein and fiber, making it an excellent rice substitute.’
Meanwhile, the report showed how sustainability has also become a common interest among diners in the region. ‘According to a recent survey of Marriott International’s F and B teams across Asia Pacific, 75 percent reported that guests either frequently or sometimes asked about the origin of ingredients. An additional 58 percent said their customers frequently or occasionally inquire about the sustainability practices of their F and B operations.’
It also elevated two trailblazers in Asia-Ramon ‘Chin-Chin’ Uy Jr. from the Philippines and Helianti Hilman of Indonesia-‘who are taking a grassroots approach to sustainability, building social enterprises that uplift their communities from the ground up.’
Uy was cited for being ‘instrumental’ in developing Negros Occidental as a sustainable food hub, ‘giving locals access to organically grown products and reducing their reliance on chemical fertilizers.’ He chairs the Terra Madre Asia and Pacific executive committee, which is organizing the event scheduled on Nov. 19-23 in Bacolod.