# Edible Experimentation Asian markets marry odd flavors to suit adventurous tastes. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Sep 30, 2013 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/edible-experimentation ## Key Figures - Trend score: 2.2/10 - Evidence articles: 5 ## What is the Edible Experimentation trend? **Edible Experimentation:** Viral content such as EpicMealTime and the Baconator created a North American obsession with ultra-fatty foods. This is mirrored and skewed in Asian markets, as experimental flavor combinations are booming, particularly in casual eating. This speaks to a general desire for adventure, even in the realm of everyday cuisine. ## At a Glance - Evidence: 5 featured examples - Articles from: Aug 29 to Sep 27, 2013 - Published: Sep 30, 2013 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization) ## Audience - Gender: 70% men, 30% women - Primary generations: Gen Z, Millennial - Top markets: North America, Asia ## Themes within the Edible Experimentation trend ### Experimental Flavor Combinations The trend of Asian experimental flavor combinations is disrupting the casual eating industry, leading to new opportunities for adventure and new taste experiences. ### Edible Novelties Edible novelties such as deep-fried soup, chicken-flavored rice balls, and heart-shaped watermelons are disrupting the food industry giving people the opportunity to experience comfort food in unexpected ways. ### Charcoal-Inspired Edibles The trend of charcoal-inspired donuts in Asia is disrupting the traditional sweet industry, creating a balance between sweet and untraditional flavors with the utilization of charcoal. ## What the Edible Experimentation trend means for industry ### For Casual Eating The casual eating industry is seeing a shift towards experimental flavor combinations, leading to a new generation of adventurous eaters. ### For Fast Food The fast-food industry is embracing edible novelties, including deep-fried soup and chicken-flavored rice balls, to cater to consumer desire for comfort food in unexpected forms. ### For Sweet Industry The sweet industry is facing disruption through the trend of charcoal-inspired edibles, creating a balance between sweet and untraditional flavors with the utilization of charcoal. ## Trend signals for Edible Experimentation Trend score 2.2 out of 10, from popularity 29%, activity 30%, freshness 8%. - Popularity: 29% - Activity: 30% - Freshness: 8% ## Examples of the Edible Experimentation trend 5 featured examples from Aug 29 to Sep 27, 2013. - [Organ-Inspired Fruits](https://www.trendhunter.com/trends/heartshaped-watermelon): Farmer Hiroichi Kimura Has Harvested the First Heart-Shaped Watermelon (Category: Lifestyle) Implication: Fruit farmers can disrupt the industry by creating unique fruit shapes and flavors. - [Poultry-Infused Flavoring](https://www.trendhunter.com/trends/chicken-flavored-rice-balls): KFC Japan Now Serves Guests Chicken Flavored Rice Balls (Category: Lifestyle) Implication: Fast food restaurants can introduce healthier menu options and region-specific flavors to attract a wider consumer base. - [Massive Pizza Burger Hybrids](https://www.trendhunter.com/trends/pizza-burger): The 'Megaburgerpizza' Creatively Uses a Pizza as a Burger Bun (Category: Lifestyle) Implication: Opportunity for restaurants to create their own food hybrids and novelty dishes to attract customers and differentiate themselves in the market. - [Deep-Fried Stew Recipes](https://www.trendhunter.com/trends/kfc-fried-soup): KFC Fried Soup is Coming Soon to Japan (Category: World) Implication: The fast-food industry could explore innovative ways to introduce unconventional menu items, like deep-fried soup, to cater to adventurous consumers. - [Crispy Charcoal-Infused Donuts](https://www.trendhunter.com/trends/dunkin-donuts-thailand): Dunkin' Donuts Thailand Has a Menu of Edible Charcoal-Flavor Donuts (Category: Lifestyle) Implication: Innovation opportunities for adding unconventional ingredients to food and beverage products. ## Recent trend clusters - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Calm Monitoring](https://www.trendhunter.com/protrends/calm-monitoring) (Lifestyle) - [Performance Powders](https://www.trendhunter.com/protrends/performance-powders) (Lifestyle) - [Task Beverages](https://www.trendhunter.com/protrends/task-beverages) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Rapid Concussion Screening Headsets](https://www.trendhunter.com/trends/infrared-eye-tracking) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)