# Affordable Asian-Inspired Dishes A Hit Series is Fueling Chinese Food Sales at Aldi By Laura McQuarrie | Published 2025-05-08 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/affordable-asian-inspired-dishes References: [aldipresscentre](https://www.aldipresscentre.co.uk/product-news/race-across-the-world-fuels-chinese-food-boom-with-aldi-sales-up-94/)  BBC One’s Race Across the World is inspiring a spike in Chinese food sales at Aldi as consumers look for authentic, affordable, Asian-inspired dishes to enjoy at home. This BBC One series sees contestants make their way across Asia without flights, phones, or credit cards on a tight budget, and viewers are snapping up [globally inspired dishes](https://www.trendhunter.com/trends/taste-of-asia-menu) that are both convenient and cost-conscious. "We’re seeing a clear ‘Race Across the World effect’ as viewers are inspired by the cultures and cuisines featured on screen," revealed Julie Ashfield, Chief Commercial Officer at [Aldi UK](https://www.trendhunter.com/trends/veganuary-range), "Our customers love discovering new global flavors, especially when they’re easy to prepare and great value." After the first two episodes of the new series aired, Aldi noted a 94% spike in demand for its [Chinese Curry Ready Meal](https://www.trendhunter.com/trends/authentic-frozen-chinese-meals), and a boost in sales for its Oriental Cooking Sauces and Medium Egg Noodles. ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 53% | Activity: 59% | Freshness: 39% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **Cultural-culinary Exploration:** Consumers are increasingly seeking out authentic global flavors at home, driven by engaging media representations of different cultures. - **Conveniently Exotic Meals:** The trend towards ready-to-eat meals is evolving to include exotic and authentic global cuisine offerings that provide convenience without compromising on flavor. - **Budget-friendly International Cuisine:** There is a rising demand for affordable international meal options that allow consumers to explore diverse culinary experiences without financial strain. ### Sectors Adopting This - **Ready-to-eat Meal Industry:** This industry is expanding to embrace global cuisines, offering consumers quick and easy access to diverse taste experiences. - **Grocery Retail Industry:** Grocery retailers are capitalizing on consumer interest in global cuisines by stocking varied, culturally-inspired food products. - **Television Influence on Food Sales:** Television shows showcasing diverse cultures have a tangible impact on food sales as consumers are inspired to try international flavors at home. ## Related on Trend Hunter - [Fakeaway Frozen Meals](https://www.trendhunter.com/trends/inspired-cuisine-munch-box.md) - [Chinese Cuisine Meal Kits](https://www.trendhunter.com/trends/the-spice-tailor-chinese-range.md) - [Pan-Asian Ready Meals](https://www.trendhunter.com/trends/sainsburys-4.md) - [Takeaway-Inspired Asian Cuisine Products](https://www.trendhunter.com/trends/blue-dragon-products.md) - [East Asian Cuisine Kits](https://www.trendhunter.com/trends/the-spice-tailor-meal-kits.md) - [Restaurant-Inspired Asian Cuisine Meals](https://www.trendhunter.com/trends/chopstix-ready-meal-range.md) - [Pan-Asian Grocer Cuisine Ranges](https://www.trendhunter.com/trends/asian-cuisine-range.md) - [Asian Cuisine Stock Seasonings](https://www.trendhunter.com/trends/oxo-aromatic-asian-stock-pots.md) - [Frozen Asian Epicurean Meals](https://www.trendhunter.com/trends/saffron-road.md)