The “White Lotus” Effect
The on-trend, culturally significant series is propelling the popularity of Thai flavors to
more Western consumers.
The latest season of White Lotus has ignited consumer interest in exotic and regionally inspired flavors, particularly from Thailand and other parts of Asia. For beverage producers, this presents a unique opportunity to craft cocktails that tap into the allure of these vibrant flavor profiles—think lemongrass, kaffir lime, tamarind, and pandan. The rising demand for drinks that blend cultural authenticity, perceived wellness benefits, and social media appeal means that cocktails infused with Asian ingredients are primed to capture attention and drive sales. By leaning into this trend, brands can offer adventurous, globally inspired beverages that resonate with today’s experience-seeking drinkers.
Consumer Interest and Demographics
Asian flavors are becoming mainstream, with younger consumers, particularly Millennials and Gen Z, showing a strong interest in these flavors. This demographic is more inclined to try new and bold flavors, especially those popularized on social media platforms.
Social Media Influence
Social media plays a significant role in the growing interest in Asian flavors, particularly among younger consumers who use these platforms to discover and share regional and international cuisine trends.
Left: Thai Diner in New York hosted a prix fixe menu featuring CB2’s White Lotus-themed plates.
Going Global:
Beck’s Flavor Catalog
From teas and flavored waters to confectionery and desserts, the Beck Flavors lab has an extensive lineup of Asian and Thai-inspired flavors that are perfect for any application.
Thai Tea Spices WONF. A beverage as popular in Thai cuisine as Pad Thai. A vibrant orange drink that’s a super sweet and intensely flavored tea profile with a hint of Vanilla and spice background.
Thai Mango type. Juicy, pulpy, ripe mango profile commonly used for Thai Mango Sticky Rice.
Thai Sweet Basil type. Very popular in Thai and other Asian cuisines. Has a stronger anise/sweet licorice note compared to Italian basil.
Thai Holy Basil type. Famously used in the Thai dish Pad Kra Pow. It has an even more unique profile and is peppery with clove notes.
Tamarind WONF. Widely used in the Hispanic world, but also a staple to Thai cuisine.
Kaffir Lime Leaf WONF. Common ingredient to Thai cuisine. Lots of room for innovation for this flavor profile.
Chrysanthemum Extract or WONF. Not only unique to Thailand, but a common drink served over ice like iced tea in the US.
Lemongrass Extract. Another popular cooking ingredient in Thai cuisine. Also has gained some traction in the US market.
Pandan. Common in Thai and Philippine desserts featuring a vanilla and coconut flavor.
Coconut Curry type (oil-soluble). Originally developed for chocolate/candy, not specific to Thai curry, but rather a more general curry and coconut flavor profile.
IN SUMMARY
There is an opportunity to expand the varieties of Thai flavors available in retail and, once consumers become familiar with the basics, expand into more regional dishes and flavors to keep consumers’ experience growing.