Culinary Journey Mapping the historical reservoir of Vietnamese, Malaysian and Indonesian Cuisines

1. Culinary Journey
Mapping the historical reservoir of
Vietnamese, Malaysian and Indonesian
Cuisines
November 2011
“Crafting Winning Strategy
1
Based on Consumer Insight”

2. Flow of the Presentation
Section 1 :
 The Starting Point
 Objective of the Presentation
Section 2 : Vietnam, Malaysia, Indonesia
 Country Overview
 Tracing the historical reservoir
 Tracing historical reservoir of the cuisine
today & and the sensorial
Section 3: Marketing Implications

3. Section 1
3

4. The Starting Point : Food & Culture
• Apart from satisfying biological needs, food is also
an expression of culture/ historical reservoir i.e.
• An essential symbolic function of food is cultural
identity. Beyond self-identification, incorporation of
food can signify collective association.
• What one eats defines who one is, culturally
speaking, and, conversely, who one is not. In the
Middle East, for example, a person who eats pork is
probably Roman Catholic or Orthodox Christian, not
Jewish or Muslim.
• While most people believe that consumers make
consumption choices based on personal preferences
Bourdieu (1984) showed that consumer preferences
are highly predictable once their economic status &
cultural capital is known.
4

5. Objective of this Presentation
Based on the indelible link between Food & Culture :
• Help provide a “birds eye perspective” of the
historical reservoir of local Vietnamese,
Malaysian and Indonesian cuisine.
• Map implications for marketers
5

6. Research Approach : Secondary Data & IDI’s
• Discussions with NUS Post Scholars: Dr. Nir Avieli
• Secondary Research.
• Food & Culture – Kittler/Sucher
• Davidson, Alan. The Oxford Companion to Food. Oxford: Oxford University
Press, 1999
• Goody, Jack. Cooking, Cuisine, and Class: A Study in Comparative Sociology.
Cambridge: Cambridge University Press, 1982.
• Ling, Kong Foong. The Food of Asia. Singapore: Periplus, 1998
• Robson, J. R. K., ed. Food, Ecology, and Culture: Readings in the Anthropology of
Dietary Practices. New York: Gordon and Breach, 1980.
• Owen, Sri. Indonesian Regional Food and Cookery. London and New York:
Doubleday, 1994.
• Owen, Sri. The Rice Book: The Definitive Book on the Magic of Rice Cookery.
London: Transworld, 1993.
• Rice Talks: A study of food and culture in Vietnam by Dr.Nir Avieli, 2003
6

7. The Research Framework Used:
Role of food within a culture is a function of:
(1) the frequency of food consumption, as
described through the core and complementary
foods model;
(2) the ways in which a culture traditionally
prepares and seasons its foods, as examined by
flavor principles;
(3) the daily, weekly, and yearly use of food, as
found in meal patterns and meal cycles;
(4) changes in food functions that emerge during
structural growth in a culture.
Kittler P G , Sucher K P Diabetes Spectr
2004;17:200-204

8. Section 3a- Vietnam
9

9. Overview of Vietnam
Vietnam
Population:
Over 83 million - 85% ethnic
Vietnamese, 3% ethnic Chinese,
members of 55 ethno-linguistic
groups.
Languages: Vietnamese,
French, Chinese, English and
local dialects.
Religions: Buddhism, Taoism,
Confucianism, Hoa Hao, Cao
Dai, Muslim and Christian
minorities
Food forms a critical part of fabric of Vietnamese life In fact a closer look reveals that the
shape of country resembles two rice baskets on a rice pole. Further exemplified by their
greeting “Eat tet”i.e. “Have you eaten”? Many proverbs anchored on Food -Father eats
salty food, the children will be thirsty." = Bad actions will later bring bad luck/consequences
to descendants, . Eating lying down= A rather polite folksy way of saying having sex.
10

10. Tracing the Historical Reservoir of Vietnam
Time Line
300BC : •111BC-938 CE- •10-15 century •13th century CE- •Early 16th century –
Indian Mongol Invasion Portuguese and other
•Dong Son •Chinese Buddhist
culture Domination influenced •1292 CE – Marco European traders and
• Wet rice with occasional Champas in Polo visits 13th Missionaries
farming, resistance from Central and century-Japanese •1858- 1954- French
domestication the Viets South Vietnam and Chinese trade Invasion followed by
of water
buffalo, bronze begins and formation of French
casting flourishes Indochina
11

11. Historical Reservoir drawn from ….
Indian
Stemming from
Chinese Domination
Hindu-Buddhist
Champas
French
Rest of Asia
Stemming from
:Cambodia / Malay
colonialism
The Viets have through the decades sought to establish their unique & separate
identity; specially in context of the Chinese. The Vietnamese value system is based on
four closely interelated tenets: allegiance to the family, yearning for a good name, love
of learning, and respect for other people. Vietnamese's daily behaviors and perceptions
are influenced from the synthesis of concepts which may be followed from numerous
religions, specially Confucianism, Buddhism and Taoism
12

12. Vietnamese Cuisine
13

13. The Story of the Rice Cake: “Purity & Most Basic Ingredients”
“Two kinds of cakes: one was round and the other was square in shape. The round cake was
made with glutinous rice dough and was called "banh day" by Tiet-Lieu. He named the
square shaped cake "banh chung" which he made with rice, green beans wrapped in leaves.
Rice is the most precious food item in the land and yet also the most abundant. I have
created dishes that symbolize the harmony between the earth and heaven so that all of our
people can enjoy.”
14

14. Vietnam : Mapping The Core and Complementary Foods
Model
Seasonings
Ingredients  Herbs : Basil, Coriander,
 Rice and Noodles  Mint, lemongrass, Lime leaves, dill, spring
 Wheat, Mung beans onions, Spearmint,
 Vegetables, Beef,  Vietnamese Mint
Chicken, Duck, Pork,  Sauces : Fish sauce, Soy sauce,
 Fish and shrimp, Tofu  Shrimp paste, Hot chilly sauce
 Black Pepper, Chilly
Snacks/Sweets/
Feasts
 Fruits, Tapioca
Flour, Foods eaten sporadically, by
 Mung Bean paste, individual preference, not a
sugar, cultural habit
 Sesame seeds,
Coconut milk
Kittler P G , Sucher K P 2004;17:200-204
Snacks are often purchased from street vendors. Popular handheld snacks include spring rolls or pork meatballs on a
stick. These foods and pho (beef noodle soup) are the equivalent of fast food in Vietnamese cities. Also common
between meals are sweet fruits and ice cream, introduced during the Vietnam War era (1960s and 1970s). Another
"imported" snack food is a baguette with pâté, a holdover from the years when Vietnam was a colony of France.

15. Dynamics of a meal
•Meals are taken communally; using bowls, chopsticks and
ceramic spoons, and is accompanied by an array of sauces,
flavorings, dips, salads.
•A meal is a complete entity with many dishes –there is no
concept of ‘courses’ apart from ‘soup’ .
•Eating out in Vietnam is far more common than in Western
countries – usually, only the main evening meal is cooked at
home. Breakfast is a light meal, but is considered important .
Street breakfast in towns and cities of the north is mostly a
variation of ‘pho’. Lunch is usually taken at a ‘com bui’.There is
no tradition of ‘desserts’ in Vietnam.
17

16. Tet – The Feast
 Tet marks the beginning of a new year on the
lunar calendar, and the beginning of Spring.
Food plays a major role in the Tet
celebration. Tet is a time of excess, one does
not enjoy Tet, one "eats" Tet.
 3 or 5 duck eggs is offered to ancestors who
have returned to their homes.
 Sticky rice and salt are also offered in the
streets to any hungry ghosts who might be
wandering in the neighbourhood.
18

17. Key Influences on Vietnamese Food
Rest of Asia Indian French
Chinese :Cambodia / Via Stemming from
Thailand Indianised Khmers colonialism
Chopsticks, wok, From Cambodia, The Indianised Introduced the
stir frying, Vietnamese kingdom of Baguette and pâté,
steaming, braising adopted Bo Hoc Champa gave the this with local
and clay pot (Prahok), a central Vietnamese curry. stuffing became
stewing. Dishes like ingredient of a rice
Wonton, dumpling, noodle soup called Ca ri is a popular BanhMi. Introduced
Ka tieu, wheat bun Nuoc leo. dish in central Onions, Potatoes,
noodles, Popiah, From the Thais, and South Tarragon,
youtiao, Baozi, the Vietnamese Vietnam. asparagus, Coffee
Yangzhou Fried rice adopted Xoi with cream, milk,
etc . Xoai(Mango sticky butter, custards,
Adaptations- The rice) and Lau and cakes
Chinese soy sauce thai(Hotpot), very
has been replaced popular in Saigon. Yin & Yang has a significant influence on
by Nuoc mam or Vietnamese Food
fish sauce and Nuoc
Cham 19

18. Incorporation of The Principal of Yin & Yang
The principle of yin and yang as represented in Taoism by the Taijitu
influences the Vietnamese food habits significantly. Influence :
Principal of Yin and Yang, seek to match dishes with
seasonal/climatic conditions and current physical state of the
diners.
 Duck meat is considered "cool" so is served in summer, which is
hot, and with ginger fish sauce, which is "warm." On the other
hand, chicken, which is "warm," and pork, which is "hot," are
used in cold winters.
 Seafood ranging from "cool" to "cold" is suitable to use with
ginger ("warm").
 Spicy, which is extremely yang, must be harmonized by sour,
which is extremely yin.
 Balut- "Hột vịt lộn," meaning “Upside-down egg" ("cold"), must
be combined with Vietnamese mint "Rau răm" ("hot").
 Cold and flu patients must drink ginger water ("hot").
20

19. Sensorial – Vast Regional Diversity
North Central South
• Less Spicy, Fewer •Spicier than North •More flavorsome and varied
spices/herbs. •Multiple dishes around Rice •Hot chilies
• More MSG owing to a history of royal
• Black pepper for hotness tradition • Coconut milk
• Preference for beef •Glutinous rice •Tropical fruits
•Vegetarian Buddhist • raw vegetables
tradition, so many • herbs
vegetarian dishes
Vietnamese food is fresh and light. Appeals to senses via Five spices, Five types of
nutrients, Five colors - attractive to the eye, crispy and crunchy, spices on the
tongue, aromatic herbs and touch. Ideal meal needs to have a balance between
spicy (metal), sour (wood), bitter (fire), salty (water) and sweet (earth)
21

20. Thus in Sum
 Purity, freshness, balance of Yin & Yang key to Vietnamese
cuisine.
 Rice , Fish and Vegetables form the core of the Vietnamese
meals. The largest influence on Vietnamese has been that of
Chinese (largely on the cooking styles, core and
complementary food) & the French (largely on the peripheral
and secondary food; exception Banhmi)
 Food Sensorials:
 Well rounded taste profile,
 Aromatic owing to herbs and vegetables
 Mouth Feel: Light , fresh and crunchy
 Colors : Attractive
 Flavor: Fish Soy Sauce
 Traditional to Adapted Food:
 Chinese :Fish Sauce
 French : BanhMi
22

21. Section 2b- Indonesia
23

22. Overview of Indonesia
Indonesian culture has been shaped by long interaction between original indigenous
customs and multiple foreign influences. Owing to its vantage position on along ancient
trading routes between the Far East and the Middle East has resulted in a complex
cultural mixture very different from the original indigenous cultures.
24

23. Historical Reservoir drawn from ….
Chinese Arab
Stemming from
Stemming from
Indian
trade and Stemming from trade
trade and scholars
migration
Portuguese Dutch
Spanish Stemming from
Traders colonialism
Indian merchants brought Hindu Buddhist religions whereas Chinese traders and immigrants
contributed Confucianism and the Arab Traders Islam. These contrasting influences in turn
resulted in the archipelago exhibiting high level of heterogeneity. Therefore an island like
Bali remains predominantly Hindu and the rest of the world’s most populous Islamic nation
continues to respect its earlier animist, Hindu and Buddhist traditions.
25

24. Impact on Indonesian Cuisine
26

25. Rice Integral to Life and Well Being..
Dewi Sri is believed to have dominion over the underworld and the Moon. Thus, Dewi
Sri encompasses the whole spectrum of the Mother Goddess- having dominion over
birth and Life: she controls rice: the staple food of Indonesians; hence life and wealth or
prosperity; most especially rice surpluses for the wealth of kingdoms in Java; and their
inverse: poverty, famine, hunger, disease (to a certain extent) and Death. She is often
associated with the rice paddy snake .
27

26. The Dynamics of Home Eaten Meal
• Indonesian tables generally bear not only serving platters
with dishes to be shared and individual plates or bowls but
also little satellite dishes for dipping sauces, spices, chopped
herbs, and relishes like shrimp paste and fish sauce. Each
diner has the right and freedom to fine-tune the dish to his or
her individual taste by dipping, pouring, mixing, and
sprinkling
• Close look at different aspects of a meal :
• Preparation
– Rural Areas typically done by the lady of the house
– Urban- Lady of the house & domestic help
– Food could be freshly cooked or in the morning
• Presentation
– Rice coupled with a couple of meat/seafood and/or
vegetables the norm. All the dishes are served at the same
time.
– Crunchies like Keropak
• Consumption
– Family usually eats together. 28

27. Food & Social Status in Indonesia
Economically
more
affluent
Difference lies in
Variety and richness of
number of dishes/
food on table key
desserts. Rice &
indicator of affluence
meats remain
common
Economically
less affluent
Home Celebration/
Prepared Selamantan
29

28. Indonesia: Mapping The Core and Complementary Foods
Model
Seasonings
Ingredients  Fresh: Red shallots, galangal,
 Rice Turmeric. Garlic, spring onions,
 Ambon – Sago ginger, lemon grass, Kaffir lime,
 Irian Jaya-Sweet Pandan, Chinese celery
Potato, Cassava, Corn  Dried: Coriander seeds, cardamom,
 Seafood, Chicken, cinnamon, cumin and fennel, chilies
beef,  Tamarind water, Lime juice and
 Vegetables Vinegar
 Terasi -fermented shrimp paste
Snacks/Sweets/ Foods eaten
Feasts sporadically, by
Fruits, Tapioca Flour, individual
Mung bean paste, preference, not a
Palm Sugar,Cane cultural habit
sugar
Sesame seeds,
coconut milk
Kittler P G , Sucher K P 2004;17:200-204

29. Key Influences on Indonesian Food
Chinese Arab Indian Portuguese/Sp Dutch
Stemming from
trade and migration
Stemming from trade Stemming from trade anish Traders Colonies
Soybean, noodles Arab traders and Indian merchants Portuguese Dutch planted
and stir-frying. scholars brought curries brought chili tomatoes, cabbage,
Vegetables like introduced kebabs and dried spices peppers from the cauliflower, carrots,
Oriental radish, and Arabian spices like cardamom, Americas radish, green beans
Chinese cabbage, The Arab traders cumin and caraway. lettuce and coffee
horse tamarind, bought the Vegetables Spanish introduced
bean sprouts and concept of halal cucumbers, corn and chili Also contributed
broad leaved meat. eggplants and peppers pastry, cakes,
mustard. onions cookies , bread,
Soybean paste cheese & steaks
(tauco) and tahu
(Tofu).
The tempeh The Dutch invented
(Soybean cake Kebabs became Curry, Stews the Rijstaffel based
with whole on the
beans) is an Satay
Indonesian Selamantan- 32
adaptation, celebration meal
Kecap Manis

30. Sensorial – Vast Regional Diversity
Sumatra Java
Very high use of spices and Overall taste profile
aromatic herbs skewed towards sweet
Every dish seems to have a
few spoons of Kecap
Minangkabau cuisine from Manis(sweet Soy sauce).
West Sumatra is known for
its fiery-hot, spicy Padang
cuisine. They use hot chilies Use of aromatic herbs,
with abandon! sourness and spice
moderate
Diversity in sensorial key example: the tribes in Borneo mostly retain their indigenous
foods. Further islands across the archipelago exhibit island specific preferences. In a
country with such diverse food traditions, the food sensorials can be broadly described
as spicy, aromatic and rich.
33

31. Thus in Sum
 Indonesian cuisine as it exists today is a potpourri of
different cuisines. However what is unique to Indonesia
is the diversity in flavors that are seen across the country.
 Rice , poultry, mutton & seafood and vegetables form
the core of the Indonesian meals. The largest influence
has been that of Chinese , Arab and Indians (largely on
the cooking styles, core and complementary food). Dutch
influence limited to ingredients and secondary/
peripheral foods.
 Food Sensorials:
 Overall taste profile- spicy, aromatic & rich
 Key Adaptations :
 Chinese :Tempeh, Kecap Manis
 Arabs : Satay, Halal
 Indians: Spices & “biryani adaptations”
35

32. Section 3c- Malaysia
36

33. Overview of Malaysia
Owing to its unique vantage position fusion characterizes all facets of Malaysian
culture. A unified Malaysian culture is however something only emerging in the
country. The important social distinction in the emergent national culture is between
Malay and non-Malay, represented by : the Malay elite that dominates the country's
politics, and the largely Chinese middle class.
37

34. Historical Reservoir drawn from ….
Thai/
Chinese Indonesian Indian
Stemming from Stemming from
trade and Stemming from trade and
migration Geographical migration
proximity
Arab Europeans
Stemming from Stemming from
trade colonialism
Kinship a key facet of Malaysian Culture evidenced by “Kampong spirit.” Integral part even
today of village life; has however seen erosion in recent times in urban centers .
Socialization with “family & community” key. Family integral to simple & good life.
Legends abound in adventure and sagas about fairies, heroes, magic curses and heavenly
celestial beings.
38

35. Malaysian Cuisine
39

36. Meal Dynamics..
 No concept of courses, food is eaten /served
simultaneously.
 Preparation: Typically done by mother; often ladies
from two generation i.e. grandmother/ mother
 Presentation: Rice coupled with a couple of
meat/seafood and/or vegetables the norm. Condiments
used include a small crunchy salad, pickled vegetables
& sambal condiment
 Consumption: Family usually eats together.
 Preference for freshly cooked meals high
 Urban centers there is a growing preference for fast
food; in rural areas, local cuisine still preferred.
 With people increasingly traveling long distances to
work coupled with women increasingly joining the
workforce the hawker food is being increasingly seen
as a substitute for a home cooked meal. Packaged &
supermarket are also seen as viable alternatives
40

37. Food & Social Status:
Economically
more
affluent
Variety on table key
Variety on table key
indicator of affluence
indicator of affluence
Difference lies in number
Rice & meats remain
of meat & vegetable &
common
deserts served.
Economically
less affluent
Home Celebration
Prepared Fasting & Feasting
41

38. Malaysia: Mapping The Core and Complementary Foods
Model
Seasonings
Core Ingredients Herbs: Lemongrass, shallots, ginger,
Rice and Noodles Chilies, garlic, galangal, Turmeric, Kaffir
Breads Lime, Laksa, Pandan leaves
Seafood- Fish, shrimps & Spices: Fennel, Cumin, Coriander,
cuttlefish, cardamom, cloves, Star anise, Mustard,
Meat: chicken, mutton, cinnamon, fenugreek, Nutmeg,
beef Sambal and Sambal belacan
Vegetables  Tamarind, Mango, Asam, Carambola,
Lemon and coconut
Snacks/Sweets/ Foods eaten
 Feasts sporadically, by
 Cakes and individual preference,
desserts made of not a cultural habit
Coconut milk,
palm sugar,
glutinous rice etc.
Kittler P G , Sucher K P 2004;17:200-204

39. Isolating Key Influences on Malaysian Food
Chinese Thai/Indonesia Indian Arab Europeans
Stemming from Stemming from Stemming from trade Stemming from
Stemming from trade
trade and migration Geographical proximity and migration colonialism
•Noodles •Northern •Cooking •The Arab •Jellies and
•Tofu Malaysian food techniques of
• Soups traders bought colorants to
•Nyonya Food has a Thai flavor frying spices in the concept of deserts.
or Straits due to geography oil . Vegetables halal meat.
Chinese food – and cultural like okra, purple Even today •Grilling as a
resulted owing interaction eggplants,
to marriages import of meats cooking
between •Herbs/flavours brown mustard, is minimal. technique
Chinese •Negri Sembilan, fenugreek and •Also pork is not
immigrants once dominated curry leaves. consumed by
and locals and by Minangkabaus •Breads/ Rotis
is a blend of Malay Muslims.
Chinese and enjoys a Sumatra •Curry
local flavors flavor of coconut •Spice Mixtures •Kebabs became
milk, beef and •Mee Goreng Satay.
bird eye chilies and Nasi kandar
44

40. Thus Sensorials…
Chinese Thai Europeans
Stemming from
Stemming from Indian Arab Stemming from
Geographical Stemming from trade Stemming from trade
trade and migration colonialism
proximity
Overall profile Overall profile Overall profile Overall profile Overall profile
bland. aromatic but spicy. bland and bland.
High reliance taste profile is aromatic.
on “essence” of well balanced Use of spices Owing to use
meat & despite high very high. Herbs of spices high
vegetables. use of chilies & average. Cooking but is tempered
Use of herbs herbs. Techniques- with use of
average. Spices A function of Frying cream & cheese
usage lower coconut base
Overall profile aromatic and very spicy/tangy.
Use of spices and herbs very high
45

41. Thus in Sum
 Process of “acculturation or “Traditional to adopted
foods’ is key to Malaysian cuisine. “Fusion a hallmark“
across all spheres of its culture including food .
 Rice , poultry, mutton & seafood and vegetables form
the core of the Malaysian meals. The largest influence
has been that of Chinese , Thai and Indians (largely on
the cooking styles, core and complementary food). Arab
contribution limited to halal meat & satay- a key
secondary food
 Food Sensorials:
 Overall spicy taste profile,
 Aromatic owing to herbs and vegetables
 Mouth Feel: Fried , rich , spicy & tangy owing to
coconut, spices & tamarind
 Key Adaptations :
 Chinese :Nyonya Food
 Arabs : Satay, Halal
 Indians: Spices & “biryani adaptations”
46

42. Dairy Food Products- “Historical Reservoir”
47

43. History of Dairy…
Traditionally a non-dairying region The history of dairy consumption in South
East Asia is very short, but with an upward trend.
48

44. Introduction of Dairy …
Malaysia & Indonesia : Colonial Trade brought early import of
canned sweetened milk to Indonesia(1875), then Malaysia. This milk
was ideal for long-distance trade as it keeps relatively well in the heat.
 Adoption Triggers :
 Imported for Europeans first, it spread to local elite, then
throughout the population, as the small tin price
decreased.
 In addition, milk kitchens set up by the Dutch in towns and
cities provided sweetened condensed milk for infants who
didn’t get mother’s milk.
 Around 1901, Nestlé's sales network was marketing the product
in Javanese villages.
 Vietnam : Colonials brought the first dairy cows at the end of 18th
century. US army commissioned Ice cream factories in 60’s and 70s.
49

45. Key Barriers …Historical Perspective
Lactose Intolerance
 In these regions, large proportions of the
population are lactose intolerant.
 With time decline being seen in lactose
Genetics intolerance; function of increased
exposure to milk?
Easily available dairy substitutes
Substitutes  Soy milk, coconut milk & Tofu seen as
substitutes for dairy milk
Negative Milk Perceptions and Poor Sensorials
Product  Milk seen as a “body excretion” thus
Perception &
Sensorials mental barriers specially in Vietnam
where cattle were used for draught
power, manure and meat production
but not for milk or dairy.
 Milk and other dairy products
associated with a smell
50

46. Current Picture: Fast growing markets, per capita
consumption low..
Key Growth Triggers
• Rising per capita income
• Increasing association of milk and nutrition needed for a
growing child
• Product range beyond liquid milk; not a part of SEA diet
• Government schemes for infant feeding, targeted school
milk program
• Western influence has resulted in higher use of cheese &
butter
 Fastest Growing Markets, Significantly lower versus Europe/ America and even per capita
consumption in India.For example : In Vietnam per capita has grown from around 1 kg to 10
kg now

47. But…Within the Core & Complementary Foods Framework…
Role of Milk & other dairy products however
not integral to Core & Complementary foods
 Seek to make dairy based offerings a part of
core (substitute to tofu?) or complementary
food (dairy based flavor enhancers?)
 Market Development:
 Strengthen benefits : Recent
anthropological studies in China show
milk perceived as integral for child ‘s
growth and nutrition; seek to establish
similar connect with other age
segments not just children
 Burst Myths if widespread address
Kittler P G , Sucher K P Diabetes Spectr
2004;17:200-204 myths via support of trusted, credible
authority support:
 Government
 Celebrity Endorsement

48. But…Within the Core & Complementary Foods Framework…
Role of Milk & other dairy products however
not integral to Core & Complementary foods
 RTB Simplification : Given stage of
development need to understand if
there exists a case for simplification of
RTB ?
 Lactose Intolerance: On ground
activation ideas to push products that
can be consumed by a lactose
intolerant consumers like yogurt etc.
 Sampling : On ground sampling of
products that help address “negative
Kittler P G , Sucher K P Diabetes Spectr
2004;17:200-204 milk sensorials” eg. UHT milk by adding
additives flavors like chocolate,
banana, strawberry etc, powder milk
etc..

49. Key Implications
54

50. Implication 1-(1/4)
Key Observations :
 Most Southeast Asian societies have been in contact with each other and with other
societies, such as India and China,
 Owing to colonialism, trade, influx of scholars & geographical proximity.
 Significant Chinese populations across these markets – hence have strong
Chinese dietary strains in their cuisines.
 While this resulted in “acculturation” i.e. the process of adopting the cultural traits
or social patterns of another group ; the emergent codes specifically in context of
food were not homogeneous
 Thus within Southeast Asia food serves as an ethnic and national marker,
distinguishing one group from another.
 Heterogeneity stems from the way people think, work, survive, and express
themselves; the economic surplus of the country of focus; social forces and the
countries' indigenous cultures.
55

51. Implications 1- (2/4)
Acculturation is a fourfold model along two dimensions.
Assimilation Integration
High- Low High- High
Indigenous Host
Culture Absorption
Marginalization Separation
Low -High
Donor Culture Retention
56

52. Implications 1- (3/4)
Acculturation Model examples in the context of Food:
Assimilation Integration Chinese
Fried Rice & Indian
Satay/ Laksa
Biryani Adaptations
Indigenous Host
Culture Absorption Separation
Chinese dialect groups &
Marginalization the tribes in the rain forests
of Borneo
Retaining Donor Culture
57

53. Implications 1 - (4/4)
Implication 1: Host or Donor Countries as Source of Ideas for Innovation ?
Thus :For every country of focus the countries marketers should seek to identify food
categories that are “assimilated, integrated or separationist” and for each of these then
seek to understand consumers in both the donor & recipient countries as a possible
source of innovation ideas.
Areas that could be explored could be anchored in
 Ingredients
 Seasonings
 Cooking Style & Medium
In fact marketers could establish protocols using research techniques like Neuro
Linguistic Processing to understand taste expectations from host & donor country &
then develop options for each.
58

54. Implications 2 - (1/2)
Observation 2 :
 Food within Southeast Asia serves as a ethnic & national marker, distinguishing one group
from another. But despite the diversity, distinct commonalities exist.
•All throughout the region, rice forms the core food, is the basis of cakes, desserts and
other snacks. Rice as staff of life— food that shapes tastes and dietary patterns—certainly
is a common denominator.
•The flavor of coconut at all its stages is savored throughout the region.
•Ingredients like coconut milk, lemon grass, galingale, ginger, Asian basil, mint, fish sauce,
and shrimp paste are used throughout the region; although the proportion varies.
Implication: Thus processed food manufacturers should consider exploring the “mass
customization” for offering core complimentary or secondary food solutions for the region i.e.
Mass customization is the method of "effectively postponing the task of differentiating a
product for a specific customer until the latest possible point in the supply network.”
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55. An example of “Range of Offerings – To meet diverse needs”
(2/2)
Ultimate goal would be to offer solutions that individuals / local diners can customize
to their tastes & preferences at the time of cooking/ on the table.
This process of customizing to ones palate is core to the region and each diner has the
right and freedom to fine tune his dish to his or her individual taste by dipping,
pouring, mixing, and sprinkling sauce/condiments.
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56. Implication 3 -(1/2)
 Observation 3 : Influences on cuisine from the donor country are imbibed by the host
country through the process of acculturation that involves:
 Retaining : Retaining certain elements that are core & indigenous to its culture
(stemming from social & economic reasons). Example : use of palm sugar in
Malaysia for desserts, use of fish sauce in Vietnam etc.
 Fusion : Customizing overseas influences with local preferences i.e. Kebabs to Satay
or soy sauce with sugar etc.
 Implication 3:
 All successful innovation for multicultural communities needs to mimic this process.
Thus for each category of interest at the outset, the flavor house must identify:
 Are there any core preferences that are integral to that category for the locals.
These core preferences can be identified via heuristics- i.e. thumb rules that
consumers use in decision making. If an ingredient/ cooking style is integral
for the product meeting a key thumb rule it should be defined as core.
 Explore innovation ideas that look to impact the “non core elements of the
dish” via looking at opportunities for fusion of local food preferences with
overseas food trends.
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57. Elucidating the Example (2/2)
Lays a winning example of retaining the core but yet innovating to suite local palate
preferences.
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58. Key implications 4 (1/1)
 Observation 4: In a lot of food categories “source of origin”
stories are leveraged for credibility and authenticity to
ensure relevance and differentiation in the mind of the
consumer.
 Implication 4 :
 Source of origin stories can be further strengthened by
looking at “origins” that trace the historical reservoir of
the dish/ ingredient .
 Specially for assimilated foods maybe pertinent to talk
about the process of “fusion” of the food in the local
cuisine . This maybe specifically relevant to markets
like Indonesia & Malaysia where adaptation of cusines
from other countries has been widespread.
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59. Key implication 5 (1/2)
 PACKAGING IMPLICATIONS
 When it comes to food purity and tasty are generics that the overall positioning of the
brand & the packaging must deliver upon.
 However, if one were to suggest guidelines inputs based on an analysis of the historical
reservoir some thoughts are:
 Food is seen as having an indelible link with life, purity, freshness and simplicity
key. This should be captured in packaging & positioning of the brands.
 Yin & Yang balance of ingredients also remains an under-explored opportunity for
food manufacturers
 In Malaysia & Indonesia given the adaptation & fusion “authenticity of taste maybe
should be accorded a higher weightage
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60. Elucidating the Example (2/2)
Indelible link of the food with
life, purity, freshness and
simplicity stands well
captured in the packaging of
the local players
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61. Implication 6
Observation 5 : Migration Going Forward:
 There are now 215m first-generation migrants around the
world: that’s 3% of the world’s population. If they were a
nation, it would be a little larger than Brazil. There are
more Chinese people living outside China than there are
French people in France. Some 22m Indians are scattered
all over the globe. Small concentrations of ethnic and
linguistic groups have always been found in surprising
places—Lebanese in west Africa, Japanese in Brazil and
Welsh in Patagonia, for instance—but they have been
joined by newer ones, such as west Africans in southern
China.- Source Economist
Implication 5: This is currently & more so in the future likely
to give rise to adopted foods. Thus food marketers need to
track and monitor these migrants to decide their portfolios &
innovation strategies in times to come
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62. Thank you!
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