As Americans increasingly become educated about Asian cuisines beyond Chinese and Japanese foods, they are exploring a greater variety of Asian foods and ingredients. Due to factors such as widespread Asian immigration to the U.S., an increased number of Americans traveling to Asia, and a significant number of new Asian restaurants opening, the demand for Asian food is growing rapidly. These distinctive cuisines are defined by diverse cooking methods and the use of exotic spices and sauces.
It can be difficult to get the American mindset off of Chinese food to realize there are other Asian cuisines to explore, says Brian Thomson, marketing director for Texas Food Research, Inc., Austin, Texas. TFRI markets authentic Thai and Indonesian foods to U.S. consumers, which includes sauces, curries, soups and ingredients.