Inclusion in list of new emerging markets of influence in world cuisine seen as potential tourism boost
Hong Kong-based marketing firm, Catch On, has released a report entitled “The Future of Food” and named the Philippines as one of the New Gastronomic (G-8) nations, together with China, Iran, Israel, Korea, Mexico, Peru, and Vietnam.
“We are most pleased to announce that as a result of the recently concluded global culinary events here such as Madrid Fusion Manila and World Street Food Congress, the Philippines is now gaining more recognition as an emerging country, whose indigenous ingredients and culinary excellence are increasingly finding their way into world cuisine,” outgoing Tourism Secretary Mon Jimenez Jr. said about the report.
He adds, “The fact that the organizers of the prestigious Madrid Fusion decided to hold the first and only Asian edition in the Philippines signaled to the rest of the world the growing influence and importance of Philippine cuisine and the Filipino talent. As more travelers are starting to choose their travel destinations and plan their itineraries based on the food culture of a place, this is definitely an added boost to Philippine tourism.”
The Philippines was cited for being an “emerging market of influence in world cuisine” and showed that there is “a new food order with an appetite for cuisine that defies conventional classification, and where dishes are inflected by mismatched ingredients or prepared in ways that question traditional techniques.”
Anyone who’s been to the Philippines knows how food is deeply ingrained in our culture and identity as a nation. In fact, most would agree that instead of saying “Kamusta ka?” (How are you?), we would ask, “Kumain ka na ba?” (Have you eaten?) This is a country that takes food seriously—whether it’s a humble carinderia in a street corner or an award-winning restaurant serving avant-garde Filipino dishes.
A big reason for the success of eclectic Filipino cuisine succeeding in foreign market goes to the people behind the stove. As the Official Gazette of the Republic of the Philippines wrote, “[The] cross border migrations and population melting-pots have produced a generation of ‘third culture chefs’ that innovate their culinary traditions and are mixing ingredients and techniques in unimaginable ways… The cross-pollination of culinary influences in Philippine cuisine mirrors the country’s colorful historical influences and these influences are amplified and interpreted gastronomically for the world by a young breed of bold and tech-savvy Filipino chefs. As more Filipinos travel overseas, they bring with them their culture of food. Philippine ingredients and the country’s signature dishes like adobo, kinilaw, and sisig are slowly making their way into international kitchens.”
We’re sure you’ve heard of restaurants abroad with Filipino-inspired concepts like New York City’s Jeepney and Pig & Khao. Slowly, Filipino food is making its way to the heart of westerners—a channel of signature Filipino warmth and comfort that goes beyond seas and borders.
“There’s a growing movement to preserve and document culinary artisanal traditions that have survived generations simply because they came out of family kitchens,” the report reads. “We’re seeing more self-trained chefs launching restaurants, more men cooking at home, the continued move away from any notion of fine dining, the growing influence of street food, and the popularity of culinary tourism. This is the new culture of food.”
By CHING DEE