Peak to Plateau: from category dominance to shared growth dynamics Growth is slowing—but the game is evolving After years of explosive expansion, the chicken category is entering a new phase. According to Technomic, chicken chain sales grew 5.3% in 2025, down from 9.1% in 2024 and over 12% in 2023. While still outperforming burgers and pizza, the category is clearly transitioning from hyper-growth to maturity. Major players like Chick-fil-A, Popeyes, KFC, and Wingstop are see

Cold, Colorful, Customizable: from traditional drinks to experiential refreshers Drinks are becoming experiences The rapid expansion of refreshers across chains like Dunkin', McDonald's, Chili's, and Shake Shack signals a major shift in beverage culture. According to Datassential, refreshers are projected to grow 130% over the next four years, transforming from niche offerings into core menu drivers. Emotionally, this trend is driven by a desire for fun, vibrant, and refreshi

Color-as-Experience: food becomes visual identity before it becomes flavor Purple becomes the product The rise of all-purple menus—like the Grimace-themed launch from McDonald's Germany—signals a shift where color is no longer an accent but the central concept of the menu. Instead of building meals around taste profiles alone, brands are designing fully color-coordinated food ecosystems that deliver a cohesive, instantly recognizable experience. Emotionally, this trend is dri

Cultural Reclaiming in Fashion: Chinese design shifts from trend to global creative leadership Heritage becomes the new source of innovation The core idea of this trend is that Chinese fashion is moving from being perceived as an emerging influence to becoming a central force shaping global aesthetics, blending heritage with contemporary design. The tension lies between Western trend framing and authentic cultural ownership, where what is labeled a “trend” is, in reality, lon

Filipino Purple Yam Is Taking Over the Café Menu Ube — the naturally purple yam native to the Philippines, with a sweet vanilla-coconut-white chocolate flavour profile — is emerging as the next major café ingredient after matcha. Ube lattes are flooding TikTok and Instagram, cafés are launching limited-edition ube menus, and mainstream food brands are adopting its vibrant purple colour for social media appeal. High fibre content, antioxidant properties, zero caffeine, and a l