World gastronomy goes ‘fusion’
The standardisation of western consumption patterns in emerging countries is growing fast. La Croissanterie, a French fast food chain is established in Abidjan, Ivory Coast, as is La Boucherie, with an offering adapted to local tastes. In China, the American Starbucks aims to have 5,000 sales outlets by the year 2022, while Yum ! (KFC, Pizza Hut, Taco Bell…) aims for 15,000 sales outlets by 2030. Top chefs are also investing the international scène, such as Pierre Gagnaire in Seoul, or Anne-Sophie Pic in Singapore.
In western countries the trend is focused on mixing and discovering exotic food cultures. “Fusion food”, blending different culinary cultures, has become increasingly popular in recent years. Tex-Mex, Nikkei, Eurasian… are but a few examples of hybrid cuisine styles that embark your palate on a journey thanks to globalisation. Many exotic products and preparations have appeared on the French market, such as kimchi (fermented Korean cabbage), Zaatar, a mix of Lebanese spices, or Chia seeds (from South America). End of 2017, more than one hundred French farmers had taken up growing this seed to satisfy the French market, according to French food observatory “l’Observatoire de l’Aliment”.