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# Umami-Spiced Chicken Burgers
KFC Singapore's Umakara Burger is Steeped in a Savory Shoyu Marinade

By Katherine Pendrill | Published 2016-08-22 | Lifestyle
Source: Trend Hunter, https://www.trendhunter.com/trends/umakara-burger
References: [chewboom](http://www.chewboom.com/2016/08/19/kfc-singapore-introduces-new-umakara-burger/) & [kfc.sg](https://www.kfc.com.sg/whats-new/umakara-chicken/)

[KFC](https://www.trendhunter.com/trends/kfc-singapore) Singapore recently debuted a new menu item called the 'Umakara Burger,' which is described as "A taste so indescribably good, it's beyond words!" Featuring authentic Asian flavors, the new burger caters to regional taste preferences in a creative way.

The new Umakara Burger consists of a chicken fillet steeped in a savory shoyu marinade and then hand-coated in a [spicy batter](https://www.trendhunter.com/trends/mala-chicken). The fillet used for the burger is then topped with lettuce, cheese and a roasted sesame sauce, while the à la carte version is sprinkled with Umami spice. For those who want to complete their meal, the chain is also offering stuffed potato bites called 'Shrooms Poppers.'

The new KFC menu is in keeping with the growing demand for [regionally inspired dished at international locations](https://www.trendhunter.com/trends/mcdonalds-taiwan).

## Trend Insights (Trend Hunter)

- Score: 1.4/10
- Popularity: 13% | Activity: 20% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Gen Z, Millennial, Gen X
- Top markets: Asia

## 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

- **Regionally-inspired Menu Items:** Fast food chains can innovate by introducing menu items that cater to regional taste preferences.
- **Umami Flavors:** Umami flavors are becoming more popular, offering a unique taste that can differentiate menu items.
- **Handcrafted Ingredients:** Menus can benefit from incorporating handcrafted ingredients, creating a unique selling point for customers.

### Sectors Adopting This

- **Fast Food Chains:** Fast food chains can innovate their menu to incorporate regional tastes and unique flavors to attract new customers.
- **Food and Beverage Industry:** The food and beverage industry can benefit from innovating with new and unique flavors and incorporating handcrafted ingredients.
- **QSR Industry:** Quick service restaurants can improve customer satisfaction by offering a variety of menu choices with unique flavors and ingredients.

## Related on Trend Hunter

- [Unique Sensorial QSR Items](https://www.trendhunter.com/trends/kfc-singapore.md)
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- [Purveyor QSR Burgers](https://www.trendhunter.com/trends/mcdonalds-singapore.md)
- [Flavorful Animation-Inspired Fusion Burgers](https://www.trendhunter.com/trends/samurai-menu.md)
- [Sichuan Fried Chicken Burgers](https://www.trendhunter.com/trends/chilli-fried-chicken-burger.md)
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