From ingredients and cooking techniques to the stories behind each dish, diners are increasingly looking for food experiences that reflect the character of a place.
Marriott International's 2027 Future of Food report, based on a survey of 284 properties across 20 Asia-Pacific markets (excluding China) and insights from leading chefs and hospitality experts, found that diners are placing greater value on local ingredients, local stories, and a stronger sense of place. In Vietnam, this trend is also shaping how restaurants create new experiences for diners.
In Vietnam, a sense of locality can also be expressed through texture, from the crunch of bánh mì to the freshness of herbs and pickles. Chefs are finding new ways to work with these familiar ingredients while preserving their distinctive character.
Summer Le, founder and executive chef of Nen Restaurant, said: ‘When I choose Vietnamese ingredients to introduce to diners here, I look for ingredients that even we Vietnamese may not know well yet, or that I simply find interesting. As a chef, when I discover an ingredient, I want to understand its true nature, its flavour and the best way to enjoy it."
Vietnam also reflects a wider regional shift: a stronger local identity alongside greater openness to new flavours and dining experiences.
In Vietnam, 28% of surveyed properties report rising demand for regional Asian cuisine, twice the regional average. This suggests that a stronger local identity does not preclude openness to other Asian cuisines.
Sander Looijen, market vice president for Vietnam at Marriott International, said: ‘Vietnam is at a real turning point as tourism gathers pace and local travellers travel more. We continue to see guests coming to Vietnam to experience its food and taste dishes they cannot find anywhere else. And I think the uniqueness of the Vietnamese cuisine will certainly help to draw more travelers into Vietnam.
At the same time, wellness is gaining ground, with 97% of surveyed venues serving dishes linked to health and longevity, often drawing on Asia Pacific's traditional ingredients.
Locality is becoming a defining part of the dining experience, shaping how people connect with food and its stories. And while technology can enhance that experience, human connection remains at its heart.
