GrabFood, Thailand’s No.1 food delivery platform¹, has revealed five food trends expected to gain strong momentum in 2026, based on insights from the “A Comprehensive Guide for 2026 Restaurateurs” report unveiled at the GrabThumbsUp Awards 2026.  

Among the standout trends are three key flavors representing “calm luxury” — matcha, pistachio and taro — which are increasingly featured across popular savory dishes, desserts and beverages. Craft bakery is also moving from a niche segment into mainstream, driven by growing demand for items such as sourdough and artisanal sandwiches. 

In addition, consumers are embracing customizable, photogenic beverages tailored to lifestyle needs, while viral menus inspired by China, Korea and Japan continue to excite Thai food enthusiasts. At the same time, a surge in Muslim travelers, particularly from the Middle East, is fueling demand for bold flavors and halal options, accelerating the growth of Thailand’s halal economy.

National Flavor Trio: Matcha, Pistachio, and Taro 

2025 marked the peak of matcha popularity, and the trend continues strongly into 2026. Pistachio has emerged as a premium star ingredient across desserts and bakeries —  from Pistachio Tiramisu at PISTA& to Pistachio Egg Tarts at Hashtag B — with searches for pistachio-based menu items  on GrabFood nearly doubling last year.

Taro is another fast-rising favorite, particularly in beverages. Taro milk tea sales more than doubled, making it one of the defining drink flavor of the year. Together, the popularity of these three ingredients reflects Thai consumers’ growing preference for “calming luxury”— flavors that feel refined, comforting, and aesthetically pleasing.

Craft Bakery: Sourdough and Sandwiches on the Rise

Today’s consumers are becoming more discerning, paying attention to flour quality and texture rather than just sweetness or fillings. As a result, craft bakery is expanding beyond niche or health-conscious segments into the mainstream. Sourdough — naturally fermented bread with a crisp crust and chewy texture — is gaining popularity through offerings such as sourdough sandwiches from Holey Artisan Bakery and BARTELS.

Meanwhile, the “flavor profile pairing” trend is emerging. A standout example is the “Khao Soi Bagel”, a collaboration between Singapore-based Two Men Bagel and Ongtong Khao Soi from Chiang Mai. The menu blends a Western favourite with iconic Thai flavors, creating a uniquely balanced cross-cultural experience.

Customized and Photogenic Drinks Take Center Stage

Today, a drink is more than refreshment —  it represents lifestyle and identity. Brands such as Boost Juice Bar and PASH Juices & Smoothies offer functional add-ons like plant protein, collagen, and prebiotics, transforming beverages into personalized wellness choices.

At the same time, visual appeal is no longer optional. Drinks now serve as statement pieces. From the Toffee Coffee Latte at 1:2 Coffee to colorful layered smoothies from Oh! Juice and PLANTIFUL, modern beverages must be both flavorful and Instagram-worthy.

Viral Menus from East Asia: Must-try Dishes Gen Z Can’t Resist

Cultural influence from China, Korea, and Japan continues to shape Thailand, not only through idols, films, and music, but increasingly through food. Both savory and dessert items arrive in waves, constantly creating viral moments among Thai consumers. Examples is the Osaka Cream Puff from The Pastry&Co, a crisp Japanese choux pastry filled with smooth custard that quickly became a must-try item. 

Following the Dubai chocolate craze, the Dubai Chewy Cookie from Holiday Pastry gained traction, featuring dense cookie dough packed with kunafa strands and rich pistachio inspired by Korean trends. Another viral sensation from China is the Flossy Chicken Chiffon Cake, originally a long-queue phenomenon from Shanghai. Combining airy sponge cake with savory chicken floss, it has inspired many Thai brands to launch their own interpretations.

These East Asian–inspired menus strongly attract  Gen Z consumers, who are eager to try viral trends and new flavors.  Cafés and restaurants are therefore racing to introduce new items fast enough to stay relevant,  as customers today seek not only great taste but also  menus that feel current, shareable, and socially engaging.

The Halal Economy: Late Nights and Bold Flavors

The growing number of Muslim travelers, particularly from the Middle East, is reshaping Thailand’s dining landscape. This segment carries strong purchasing power, prefers bold flavors and indulgent desserts, and often dines late at night, prompting restaurants to rethink operating hours, menus, and service standards. 

Rather than simply adding halal options, many brands are restructuring their business strategies to capture the expanding “halal economy”, from tailoring flavor profiles and obtaining halal certification to repositioning their brand offerings.  BuraMarie, the Thai restaurant and teahouse under the iBerry Group, is among those capitalizing on this trend, positioning itself around quality ingredients and rich, distinctive flavors.

Another standout example is Phuketique, the famous toast café in Phuket, where Middle Eastern customers account for approximately 90% of foreign patrons, creating sufficient demand to support its expansion to Abu Dhabi in the UAE.

In an era where food is no longer merely a product but an extension of everyday life and personal identity, success in the restaurant business is no longer defined by the number of menu items or branch expansions. Instead, it depends on how meaningfully a brand connects with customers’ lifestyles and values, marking a new challenge for entrepreneurs navigating the next phase of the food economy.

Download the full “A Comprehensive Guide for 2026 Restaurateurs” report at: https://grb.to/GTUReport2026

1  GrabFood was recognized as the most often used food delivery brand in Thailand for 2025, according to Kantar