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SINGAPORE, Jan. 8, 2026 /PRNewswire/ -- Citrus and spice flavour pairings, once a mainstay in street food and home cooking, are now influencing menus across quick service restaurants (QSRs) and beverages, responding to consumer demand for bold yet balanced taste experiences, and shaping Kerry food service's latest citrus and spice campaign.
Mintel GNPD data (2023–2025) shows a 42% CAGR in spicy-citrus flavour combinations in Southeast Asia, significantly outpacing many other flavour trends. Globally, spicy flavours have grown 22% in new product launches, with chili-lime emerging as a standout across snacks, sauces, and ready-to-eat formats. This momentum is mirrored in market value: the Asia-Pacific ghost pepper salsa market is now worth USD 210 million, growing at 9.1% CAGR through 2033, while products pairing pickled jalapeño with lime and related spicy-citrus profiles are forecast to reach USD 2.13 billion by the same year.
"This data signals how consumers define excitement on the menu," said Angeline Ho, Marketing Lead, Food Service Chains, Southeast Asia, Kerry Group. "Across Asia, diners are gravitating toward flavours that excite but are clean, adventurous yet familiar. Citrus and spice succeed because they deliver contrast: brightness that cuts through richness and heat that energises rather than overwhelms. From a food service perspective, it's a highly versatile pairing that works across cuisines, formats, and price points."
The appeal of citrus and spice is deeply embedded in Southeast Asian culinary tradition. Thailand's tom yum and som tum exemplify the balance of lime, chilli, and herbs; Vietnam's lemon, tamarind, and chilli anchor lighter dishes; Indonesia layers lime, ginger, clove, and chilli into richly aromatic profiles; while the Philippines uses calamansi and chilli to add vibrancy to savoury dishes. Singapore and Malaysia continue to reinterpret sambal and citrus with contemporary ingredients such as gula melaka and black lime salt, blending tradition with modernity.
Award-winning Malaysian chef and restaurateur Yenni Law, co-founder of @meatfeds and recipient of the Le Cordon Bleu Ribbon ASEAN Award 2025, highlights the cultural resonance behind the trend. "In Asia, we share similar spices and herbs, and food is the language that unites us. Together, citrus and spices bring wholeness and harmony to a dish."
For food service operators, citrus and spice profiles offer exceptional range. Citrus lifts fried or grilled proteins, while spice adds emotional warmth and depth, making the pairing ideal for limited time offers and cross-category menu innovation. Popular combinations such as lime and chilli, orange and chilli, and calamansi and chilli are now moving fluidly between food and beverage.
As flavour expectations rise, so too the importance of sourcing and sustainability. With 70% of global consumers preferring brands that demonstrate genuine sustainability commitments, responsibly sourced citrus and spices, along with transparency and traceability, are becoming critical components of menu development.
As Asia Pacific continues to influence global food service trends, citrus and spice stand out as an expression of balance, culture, and innovation, positioning the flavour pairing as a cornerstone of the region's menu evolution.
SINGAPORE, Jan. 8, 2026 /PRNewswire/ -- Citrus and spice flavour pairings, once a mainstay in street food and home cooking, are now influencing menus across quick service restaurants (QSRs) and beverages, responding to consumer demand for bold yet balanced taste experiences, and shaping Kerry food service's latest citrus and spice campaign.
Mintel GNPD data (2023–2025) shows a 42% CAGR in spicy-citrus flavour combinations in Southeast Asia, significantly outpacing many other flavour trends. Globally, spicy flavours have grown 22% in new product launches, with chili-lime emerging as a standout across snacks, sauces, and ready-to-eat formats. This momentum is mirrored in market value: the Asia-Pacific ghost pepper salsa market is now worth USD 210 million, growing at 9.1% CAGR through 2033, while products pairing pickled jalapeño with lime and related spicy-citrus profiles are forecast to reach USD 2.13 billion by the same year.
"This data signals how consumers define excitement on the menu," said Angeline Ho, Marketing Lead, Food Service Chains, Southeast Asia, Kerry Group. "Across Asia, diners are gravitating toward flavours that excite but are clean, adventurous yet familiar. Citrus and spice succeed because they deliver contrast: brightness that cuts through richness and heat that energises rather than overwhelms. From a food service perspective, it's a highly versatile pairing that works across cuisines, formats, and price points."
The appeal of citrus and spice is deeply embedded in Southeast Asian culinary tradition. Thailand's tom yum and som tum exemplify the balance of lime, chilli, and herbs; Vietnam's lemon, tamarind, and chilli anchor lighter dishes; Indonesia layers lime, ginger, clove, and chilli into richly aromatic profiles; while the Philippines uses calamansi and chilli to add vibrancy to savoury dishes. Singapore and Malaysia continue to reinterpret sambal and citrus with contemporary ingredients such as gula melaka and black lime salt, blending tradition with modernity.
Award-winning Malaysian chef and restaurateur Yenni Law, co-founder of @meatfeds and recipient of the Le Cordon Bleu Ribbon ASEAN Award 2025, highlights the cultural resonance behind the trend. "In Asia, we share similar spices and herbs, and food is the language that unites us. Together, citrus and spices bring wholeness and harmony to a dish."
For food service operators, citrus and spice profiles offer exceptional range. Citrus lifts fried or grilled proteins, while spice adds emotional warmth and depth, making the pairing ideal for limited time offers and cross-category menu innovation. Popular combinations such as lime and chilli, orange and chilli, and calamansi and chilli are now moving fluidly between food and beverage.
As flavour expectations rise, so too the importance of sourcing and sustainability. With 70% of global consumers preferring brands that demonstrate genuine sustainability commitments, responsibly sourced citrus and spices, along with transparency and traceability, are becoming critical components of menu development.
As Asia Pacific continues to influence global food service trends, citrus and spice stand out as an expression of balance, culture, and innovation, positioning the flavour pairing as a cornerstone of the region's menu evolution.
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
Kerry Southeast Asia's New Food Service Campaign Reveals Citrus and Spice as Key Drivers of Menu Innovation Across Asia
SEOUL, South Korea, April 3, 2026 /PRNewswire/ -- Upbit, a world-class digital asset exchange operated by Dunamu Inc., today announced that it has signed a Memorandum of Understanding (MOU) with Indonesia Crypto Exchange (ICEx), a licensed digital asset bourse in Indonesia. The MOU establishes a strategic framework for technical and operational collaboration aimed at accelerating the development of Indonesia's regulated crypto ecosystem and supporting the growth of a sustainable, well-governed market.
The partnership was marked by a high-level summit held at Upbit's Seoul headquarters, where CEO Kyoungsuk Oh hosted a senior Indonesian delegation comprising high-ranking government officials, representatives from the Chamber of Commerce Indonesia, and key industry players to discuss the evolution of regulated digital finance.
The inclusion of the Chamber of Commerce underscores the mission to integrate it into the broader Indonesian commercial landscape. During the meetings, Upbit's leadership and Kadin representatives discussed future-forward plans to bridge Korean technological prowess with Indonesian market potential, ensuring that the digital asset roadmap aligns with the country's national economic interests and private sector growth.
Building a Regulated Global Standard
Under this strategic framework, Upbit will support the growth of Indonesia's digital asset ecosystem by providing core platform technology and operational expertise to build and operate a resilient, compliant trading venue, including key exchange infrastructure such as matching, risk management, and market operations.
The partnership will also explore innovation in areas such as custody solutions while strengthening regulatory technology to enhance oversight, compliance, and reporting.
ICEx and Upbit have aligned as strategic partners to leverage Upbit's proven track record as South Korea's leading exchange and its global reputation for maintaining the highest standards in investor protection and regulatory compliance.
Expanding Upbit's Regional Footprint
Upbit is positioning itself as a critical infrastructure partner across Asia, supporting the development of secure, transparent, and trusted digital asset market frameworks.
This collaboration marks another milestone in Upbit's expanding role as a key driver of digital asset development across the region. The company has previously hosted high-level delegations from Vietnam—including senior government and financial leaders such as the Minister of National Defense, Minister of Finance, Chairperson of the State Securities Commission, and the Chairman of Military Bank—to showcase its advanced digital asset exchange infrastructure.
"This partnership reflects our commitment to fostering well-regulated digital asset ecosystems globally," said Kyoungsuk Oh, CEO of Dunamu, operator of Upbit. "By working closely with ICEx, we aim to share the platform technology and operational expertise that have established Upbit as a market leader in Asia and strengthen the foundational infrastructure of Indonesia's digital asset sector."
A New Era for Indonesian Digital Finance
ICEx operates as an important part of Indonesia's regulated digital asset ecosystem under the supervision of the Financial Services Authority (OJK). Established in line with Indonesia's three-layer regulatory framework for digital asset transactions, comprising a licensed bourse, central clearinghouse, and supporting an integrated market structure within the country's regulated framework. Upbit Indonesia is among its founding shareholders, alongside strategic investors including some of Indonesia's largest conglomerates and global exchanges.
"Partnering with Upbit brings invaluable global expertise to our local ecosystem," said Pang Xue Kai, CEO of ICEx Group. "Upbit's leadership in compliance and technology was a decisive factor for us. We believe this collaboration will contribute to the development of a more secure and trusted market environment in Indonesia."
Through this partnership, Upbit aims to support ICEx in laying the groundwork for a next-generation digital asset ecosystem in Indonesia while contributing to the broader evolution of regulated crypto markets across the region.
The parties formally announced the MOU at the Korea–Indonesia Business Partnership for Resilient Growth Forum on April 1st, 2026, a landmark bilateral event, attended by ministers and high-ranking officials from both countries. The forum featured the signing of MOUs by major companies from both countries across a range of sectors. The MOU between Upbit and ICEx underscored the strategic and institutional significance of the bilateral collaboration in digital finance innovation.
About Upbit
Upbit is a leading digital asset exchange headquartered in South Korea and operated by Dunamu Inc., a fintech company focused on building innovative financial services powered by blockchain technology. Since its launch in 2017, Upbit has become one of the largest cryptocurrency exchanges globally by trading volume, offering a wide range of digital assets and trading pairs.
Upbit provides a secure and user-friendly platform for trading, investing, and managing digital assets. The company prioritizes transparency, compliance, and investor protection, adopting industry-leading security practices.
Through continuous innovation and strategic partnerships, Upbit aims to drive the adoption of blockchain technology and contribute to a more accessible and efficient financial ecosystem.
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Upbit and ICEx Sign Strategic MOU to Fortify Indonesia's Digital Asset Infrastructure
