Across Southeast Asia, heat isn’t one-dimensional—it’s layered, contextual, and deeply cultural. McCormick’s latest regional flavour study explores how consumers engage with spice across categories like instant noodles, snacks, and condiments, revealing clear opportunities to go beyond one-size-fits-all “spicy” offerings.
Category matters. Instant noodles call for bold, complex spice combinations, often layered with sour, sweet, or umami notes. Snacks are more playful and social—where heat becomes a tool for discovery, especially when paired with flavours like sweetness or tang. In condiments, familiarity reigns, but consumers are increasingly open to experimenting with more diverse and globally inspired heat profiles.
Emerging cuisines and chili varieties are also reshaping the region’s heat map. Korean and Chinese flavours—such as Kimchi, Tteokbokki, and Mala—are gaining traction across markets. There’s also rising interest in distinctive chilies like Cheongyang and Ghost Pepper, particularly in products that balance intensity with flavour.
For brands, the takeaway is clear: it’s not just about turning up the heat. It’s about understanding where heat fits, how it’s delivered, and what flavours carry meaning in the moment.
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