Gen Z boosts popularity of Filipino cuisine in the U.S. with 50% demand surge

Gen Z is significantly increasing the popularity of Filipino cuisine in the U.S., with demand rising by 50% in the past year. This trend is driven by their preference for affordable meals with bold flavors, such as adobo and pandan iced coffee. The growth of Filipino food is linked to the expanding Filipino-American community, now over 4.2 million strong. More Filipino restaurants are offering modern fusion dishes, reflecting a broader interest in diverse culinary experiences among younger diners. Social media is fueling curiosity about global food trends, encouraging Gen Z to explore new flavors. The report also notes a 26% increase in Filipino beverages, as young consumers seek unique, budget-friendly dining options.