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Culinary Journey Mapping the historical reservoir of

Vietnamese, Malaysian and Indonesian

Cuisines

November 2011

“Crafting Winning Strategy Based on Consumer Insight”

1

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

Section 1

3

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

Objective of this Presentation

• Help provide a “birds eye perspective” of the historical reservoir of local Vietnamese,

Malaysian and Indonesian cuisine.

• Map implications for marketers

5

Based on the indelible link between Food & Culture :

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

Kittler P G , Sucher K P Diabetes Spectr

2004;17:200-204

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.

The Research Framework Used:

Section 3a- Vietnam

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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

10

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.

Tracing the Historical Reservoir of Vietnam

Time Line

300BC :

•Dong Son culture • Wet rice farming, domestication of water buffalo, bronze casting

•111BC-938 CE-

•Chinese Domination with occasional resistance from the Viets

•10-15 century Indian Buddhist influenced Champas in Central and South Vietnam

•13th century CE- Mongol Invasion •1292 CE – Marco Polo visits 13th century-Japanese and Chinese trade begins and flourishes

•Early 16th century – Portuguese and other European traders and Missionaries •1858- 1954- French Invasion followed by formation of French Indochina

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Historical Reservoir drawn from ….

Indian Stemming from Hindu-Buddhist

Champas

Chinese Domination

French Stemming from

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

Rest of Asia :Cambodia / Malay

12

Vietnamese Cuisine

13

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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.”

Kittler P G , Sucher K P 2004;17:200-204

Vietnam : Mapping The Core and Complementary Foods Model

Seasonings Herbs : Basil, Coriander, Mint, lemongrass, Lime leaves, dill, spring

onions, Spearmint, Vietnamese Mint Sauces : Fish sauce, Soy sauce, Shrimp paste, Hot chilly sauce Black Pepper, Chilly

Snacks/Sweets/ Feasts

Fruits, Tapioca Flour,

Mung Bean paste, sugar,

Sesame seeds, Coconut milk

Foods eaten sporadically, by individual preference, not a cultural habit

Ingredients Rice and Noodles Wheat, Mung beans Vegetables, Beef,

Chicken, Duck, Pork, Fish and shrimp, Tofu

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.

Dynamics of a meal

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•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.

Tet – The Feast

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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.

Key Influences on Vietnamese Food

The Indianised kingdom of

Champa gave the Vietnamese curry. Ca ri is a popular

dish in central and South Vietnam.

From Cambodia, Vietnamese adopted Bo Hoc (Prahok), a central ingredient of a rice noodle soup called bun Nuoc leo. From the Thais, the Vietnamese adopted Xoi Xoai(Mango sticky rice) and Lau thai(Hotpot), very popular in Saigon.

Introduced the Baguette and pâté, this with local stuffing became BanhMi. Introduced Onions, Potatoes, Tarragon, asparagus, Coffee with cream, milk, butter, custards, and cakes

Chopsticks, wok, stir frying, steaming, braising and clay pot stewing. Dishes like Wonton, dumpling, Ka tieu, wheat noodles, Popiah, youtiao, Baozi, Yangzhou Fried rice etc . Adaptations- The Chinese soy sauce has been replaced by Nuoc mam or fish sauce and Nuoc Cham

Indian Via

Indianised Khmers

Chinese Rest of Asia :Cambodia /

Thailand

French Stemming from

colonialism

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Yin & Yang has a significant influence on Vietnamese Food

20

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").

Sensorial – Vast Regional Diversity

South North

•More flavorsome and varied •Hot chilies • Coconut milk •Tropical fruits • raw vegetables • herbs

• Less Spicy, Fewer spices/herbs.

• More MSG • Black pepper for hotness • Preference for beef

Central

•Spicier than North •Multiple dishes around Rice owing to a history of royal tradition •Glutinous rice •Vegetarian Buddhist tradition, so many 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)

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Thus in Sum

22

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

Section 2b- Indonesia

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Overview of Indonesia

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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.

Historical Reservoir drawn from ….

Dutch Stemming from

colonialism

Indian Stemming from trade

Chinese Stemming from

trade and migration

Arab Stemming from

trade and scholars

Portuguese Spanish

Traders

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

Impact on Indonesian Cuisine

26

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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 .

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.

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Food & Social Status in Indonesia

Celebration/ Selamantan

Home Prepared

Economically less affluent

Economically more

affluent

Difference lies in number of dishes/

desserts. Rice & meats remain

common

Variety and richness of food on table key

indicator of affluence

29

Kittler P G , Sucher K P 2004;17:200-204

Indonesia: Mapping The Core and Complementary Foods Model

Seasonings

Fresh: Red shallots, galangal, Turmeric. Garlic, spring onions, ginger, lemon grass, Kaffir lime, Pandan, Chinese celery

Dried: Coriander seeds, cardamom, cinnamon, cumin and fennel, chilies

Tamarind water, Lime juice and Vinegar

Terasi -fermented shrimp paste

Snacks/Sweets/

Feasts Fruits, Tapioca Flour, Mung bean paste, Palm Sugar,Cane

sugar Sesame seeds, coconut milk

Foods eaten sporadically, by individual preference, not a cultural habit

Ingredients Rice Ambon – Sago Irian Jaya-Sweet

Potato, Cassava, Corn Seafood, Chicken,

beef, Vegetables

Key Influences on Indonesian Food

Indian Stemming from trade

Chinese Stemming from

trade and migration

Arab Stemming from trade

Portuguese brought chili peppers from the Americas Spanish introduced corn and chili peppers

Indian merchants brought curries and dried spices like cardamom, cumin and caraway. Vegetables cucumbers, eggplants and onions

Arab traders and scholars introduced kebabs and Arabian spices The Arab traders bought the concept of halal meat.

Dutch planted tomatoes, cabbage, cauliflower, carrots, radish, green beans lettuce and coffee

Also contributed

pastry, cakes, cookies , bread, cheese & steaks

Soybean, noodles and stir-frying. Vegetables like Oriental radish, Chinese cabbage, horse tamarind, bean sprouts and broad leaved mustard. Soybean paste (tauco) and tahu (Tofu).

Portuguese/Spanish Traders

Dutch Colonies

The tempeh (Soybean cake

with whole beans) is an Indonesian adaptation,

Kecap Manis

Kebabs became Satay

Curry, Stews

The Dutch invented the Rijstaffel based

on the Selamantan-

celebration meal 32

Sensorial – Vast Regional Diversity

Java Sumatra

Overall taste profile skewed towards sweet

Every dish seems to have a few spoons of Kecap

Manis(sweet Soy sauce).

Use of aromatic herbs, sourness and spice

moderate

Very high use of spices and aromatic herbs

Minangkabau cuisine from West Sumatra is known for its fiery-hot, spicy Padang

cuisine. They use hot chilies with abandon!

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

Thus in Sum

35

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”

Section 3c- Malaysia

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Overview of Malaysia

37

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.

Historical Reservoir drawn from ….

Thai/ Indonesian Stemming from

Geographical proximity

Indian Stemming from

trade and migration

Chinese Stemming from

trade and migration

Arab Stemming from

trade

Europeans Stemming from

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.

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Malaysian Cuisine

39

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

Food & Social Status:

Celebration Fasting & Feasting

Home Prepared

Economically less affluent

Economically more

affluent

Variety on table key indicator of affluence Rice & meats remain

common

Variety on table key

indicator of affluence Difference lies in number of meat & vegetable &

deserts served.

41

Kittler P G , Sucher K P 2004;17:200-204

Malaysia: Mapping The Core and Complementary Foods Model

Seasonings Herbs: Lemongrass, shallots, ginger, Chilies, garlic, galangal, Turmeric, Kaffir Lime, Laksa, Pandan leaves Spices: Fennel, Cumin, Coriander, cardamom, cloves, Star anise, Mustard, cinnamon, fenugreek, Nutmeg, Sambal and Sambal belacan Tamarind, Mango, Asam, Carambola, Lemon and coconut

Snacks/Sweets/

Feasts Cakes and

desserts made of Coconut milk, palm sugar, glutinous rice etc.

Foods eaten sporadically, by individual preference, not a cultural habit

Core Ingredients

Rice and Noodles Breads Seafood- Fish, shrimps & cuttlefish, Meat: chicken, mutton, beef Vegetables

Isolating Key Influences on Malaysian Food

Thai/Indonesia Stemming from

Geographical proximity

Indian Stemming from trade

and migration

Chinese Stemming from

trade and migration

Arab Stemming from trade

Europeans Stemming from

colonialism

•Northern Malaysian food has a Thai flavor due to geography and cultural interaction •Herbs/flavours •Negri Sembilan, once dominated by Minangkabaus enjoys a Sumatra flavor of coconut milk, beef and bird eye chilies

•Cooking techniques of frying spices in oil . Vegetables like okra, purple eggplants, brown mustard, fenugreek and curry leaves. •Breads/ Rotis •Curry •Spice Mixtures •Mee Goreng and Nasi kandar

•The Arab traders bought the concept of halal meat. Even today import of meats is minimal. •Also pork is not consumed by Malay Muslims. •Kebabs became Satay.

•Jellies and colorants to deserts. •Grilling as a cooking technique

•Noodles •Tofu • Soups •Nyonya Food or Straits Chinese food – resulted owing to marriages between Chinese immigrants and locals and is a blend of Chinese and local flavors

44

Thus Sensorials…

Thai Stemming from

Geographical proximity

Indian Stemming from trade

Chinese Stemming from

trade and migration

Arab Stemming from trade

Europeans Stemming from

colonialism

Overall profile aromatic but

taste profile is well balanced despite high

use of chilies & herbs.

A function of coconut base

Overall profile spicy.

Use of spices

very high. Herbs average. Cooking

Techniques- Frying

Overall profile bland and aromatic.

Owing to use of spices high

but is tempered with use of

cream & cheese

Overall profile bland.

Overall profile bland.

High reliance

on “essence” of meat &

vegetables.

Use of herbs average. Spices

usage lower

Overall profile aromatic and very spicy/tangy.

Use of spices and herbs very high

45

Thus in Sum

46

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”

Dairy Food Products- “Historical Reservoir”

47

History of Dairy…

48

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

Introduction of Dairy …

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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.

Key Barriers …Historical Perspective

50

Negative Milk Perceptions and Poor Sensorials Milk seen as a “body excretion” thus

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

Lactose Intolerance In these regions, large proportions of the

population are lactose intolerant. With time decline being seen in lactose

intolerance; function of increased exposure to milk?

Easily available dairy substitutes

Soy milk, coconut milk & Tofu seen as substitutes for dairy milk

Genetics

Substitutes

Product Perception &

Sensorials

Current Picture: Fast growing markets, per capita consumption low..

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

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

Kittler P G , Sucher K P Diabetes Spectr

2004;17:200-204

Role of Milk & other dairy products however not integral to Core & Complementary foods

But…Within the Core & Complementary Foods Framework…

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 myths via support of trusted, credible authority support: Government Celebrity Endorsement

Kittler P G , Sucher K P Diabetes Spectr

2004;17:200-204

Role of Milk & other dairy products however not integral to Core & Complementary foods

But…Within the Core & Complementary Foods Framework…

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 milk sensorials” eg. UHT milk by adding additives flavors like chocolate, banana, strawberry etc, powder milk etc..

Key Implications

54

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

Implications 1- (2/4)

Acculturation is a fourfold model along two dimensions.

56

Indigenous Host Culture Absorption

Donor Culture Retention

Assimilation High- Low

Integration High- High

Separation Low -High

Marginalization

Implications 1- (3/4)

Acculturation Model examples in the context of Food:

57

Indigenous Host Culture Absorption

Retaining Donor Culture

Assimilation Satay/ Laksa

Integration Chinese Fried Rice & Indian Biryani Adaptations

Separation Chinese dialect groups &

the tribes in the rain forests of Borneo

Marginalization

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

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.”

59

An example of “Range of Offerings – To meet diverse needs” (2/2)

60

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.

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.

61

Elucidating the Example (2/2)

62

Lays a winning example of retaining the core but yet innovating to suite local palate

preferences.

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.

63

Key implication 5 (1/2)

PACKAGING IMPLICATIONS

64

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

Elucidating the Example (2/2)

65

Indelible link of the food with

life, purity, freshness and

simplicity stands well

captured in the packaging of

the local players

Implication 6

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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

Thank you!

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