McCormick Ignites FIA Thailand with Trending Spicy Flavours to Inspire Local Food Manufacturers Regionally tailored innovations capture Thai consumers' desire for deep, complex and satisfying heat flavours across key food categories.

A key finding revealed by McCormick's study found that younger consumers across Asia are reshaping the flavour landscape. Millennials and Gen Z are not just eating spicy - they are living it. Spicy foods have become a form of self-expression and adventure, with a significant percentage choosing heat-led products like instant noodles, snacks, and condiments to explore new sensations. This generational shift is especially pronounced in Asia, positioning the region as a global epicenter for heat innovation.

In Thailand, heat is not a trend but an expectation that is deeply entrenched in its culture. More than spice, Thai consumers want depth, complexity and satisfaction in their flavours. The study found that across all three categories, Thais prefer bold, rich and well-rounded heat sensations that is layered. While Chilli is traditionally seen as the main source of heat, only 26% of Thai consumers believe heat should come from chillis alone, pointing to an evolving palate that values depth over intensity. This validates the need to blend spicy profiles with secondary notes that add umami, acidity or sweetness to achieve multi-dimensional heat experiences.

The McCormick study revealed that while spicy is a unifying preference, consumers in Southeast Asia favour heat paired with complementary profiles across all three categories:

• Thailand prefers hot-and-umami combinations (59% of respondents)
• Indonesia embraces hot-and-sweet profiles (47% of respondents)
• Vietnam leans into hot-and-sour experiences (51% of respondents)

To empower food manufacturers with a deeper understanding of the complex nature of heat, McCormick also unveiled its proprietary Heat Wheel - a sensory data visualisation software and technical tool that decodes the language of heat. This innovative framework is the new lens for flavour innovation and maps two critical dimensions: flavour profile, capturing the taste and aroma nuances of spicy ingredients, and sensory experience, which defines where heat is felt, how intense it is, and the character of its burn. The Heat Wheel is a standardised, intuitive way to communicate heat-led flavour experiences, bridging consumer and manufacturers' flavour desires with McCormick's expansive library of heat-forward ingredients.

Driven by young consumers who are heavily influenced by popular culture, Asia's next hot and spicy culinary wave is found to range from Chinese Mala and Spicy Korean to Japanese flavours. In fact, Japanese and Korean flavours have been dominating recent product launches in Thailand, and regional Chinese cuisines, led by Mala, has emerged as the next frontier as appetite for hot and spicy heats up globally. Alongside the popularity of its local Tom Yum Goong flavour in instant noodles, Korean spicy flavours are also prevalent. The popularity of Mala, especially in hotpots, has led to increased demand for Mala flavoured instant noodles, with the signature numbing sensation as the key sensory appeal. Mala is the only non-Thai flavour to rank alongside local favourites like Tom Yum and Pad Kra Pao in both awareness and appeal as its bold, numbing profile resonates strongly with Millennials and Gen Z who are seeking intense, novel flavour experiences.

With these consumer insights guiding McCormick's innovation pipeline, the company has created innovative heat flavours that are aligned with consumer expectations and category dynamics. Betty Juliana Tan, Vice President of Specialty Flavours & Ingredients, McCormick in Asia, said, "Consumers are increasingly curious about global heat experiences, and we are tapping into this trend by blending trusted local flavours with globally inspired profiles. Our flavour innovations are data-led, and our culinary foundation is at the heart of our passion for creating custom, on-trend flavours to deliver a flawless customer experience. Our deep expertise allows us to transform data into action. By analysing purchase intent, cuisine relevance, and chili preferences, we help food manufacturers and brands move beyond generic "spicy" to deliver differentiated, exciting heat experiences for consumers."

From 17-19 September 2025, McCormick invites visitors to experience the future of spicy flavours at FIA Thailand, located at QSNCC Booths H26 and J26. Showcasing a bold portfolio of heat-led innovations from iconic regional spices to globally inspired chili varieties, each creation is designed to deliver layered, culturally resonant taste experiences tailored to Thai consumers. Highlights from McCormick's trending hot and spicy lineup include:

• Hotpot Mala Potato Chips
• Spicy Smoked-free Butter Garlic Sauce
• Spicy Korean Jjigae
• Uji Wasabi Korokke

McCormick is also set to debut its Sweet flavour portfolio at FIA Thailand. This first-ever showcase promises to inspire visitors with delightful Thai sweet treats including:

• Beary Hot Mala Gummy
• Lychee Mojito (Alcohol Free)
• Mango Sticky Rice Coffee with Boba Jelly
• Unicorn Sky (Beverage flavour inspired by Gen Z's pursuit of self-expression and adventure)

Since 2000, McCormick has been helping food manufacturers and food service companies to be first to market with delicious flavours through insights-led innovations from the signature McCormick Flavour ForecastTM https://www.mccormick.com/flavor-forecast-2025. The company is also an experienced player in the world of spicy having been investing in global research through the McCormick Science Institute since 1984.

In the Consumer segment, McCormick recently introduced its "Flavour Made Simple" campaign in Thailand, fronted by brand ambassador Chef Off (Natthawut Thammapan) alongside leading food and lifestyle influencers. The campaign highlights McCormick's promise of convenient cooking without sacrificing flavour, and demonstrates how everyday meals can be easy, delicious, and inspiring. McCormick also partnered with the Heliconia Group and TV program Iron Chef to present "Iron Chef Thailand vs Asia."

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