In an era where exploring new cuisines is part of the standard travel itinerary, our journey with food around the world transforms every year. As tourist’s roam travel around the globe in search of foreign palates, food merchants have begun reshaping their businesses to align with modern expectations.
In 2024, the World Tourism Organization reported that over 60% of tourists participated in food-related experiences, with global street tourism projected to reach over US$150B by 2033. Countries in Asia, specifically Thailand and Japan have become top destinations for street tourism – followed by South Korea and Hong Kong, as reported by The Nation.
The History of Street Food
The blueprint of street food dates as far back as Ancient Rome, when food stalls known as ‘thermapoliums’ served hot dishes and on-the-go snacks to local passersby. Placed mainly near public baths and commercialised markets – the stalls catered to residents in the area, with food sold at affordable prices. This business structure allowed people to explore and sample different genres of food with a simple stroll down a market lane.
Replicated in other parts of the world, street food flourished into a universal culture. In Ancient China, local street vendors stood side by side to sell steamed buns, meat skewers and traditional delicacies for those in search for a quick stop. In London, market shops sold meat pies and freshly fried fish and chips, while Paris food stalls offered roasted chestnuts and French crêpes. Each respective country had a distinct touch, and at the time, received strong demand specifically from the working class.
In the time of early urbanisation, factories and companies sparked a growing need for inexpensive meals that were fast and simple. Street food offered the perfect solution for workers who wanted to indulge in a quick meal – one that’s efficient in time, quality, and cost.
Today, while quick access remains a hallmark, street food has introduced new flavours and drawn in a new set of audiences. No longer just appealing to locals, street food has captured the heart of modern travellers: visitors who aren’t just looking for a quick meal, but a perfect presentation of culture.
Tasting the World Through Social Media
Street food culture, whether seen through local or international lenses, have been propelled into the public eye – making big impressions on social media. From the Indonesian Seblak to the West African Fufu and Egusi, users online are on the hunt for food spanning continents.
According to a report by the BBC, a US survey found that that over 50% of TikTok users have bought food inspired by viral content on the platform. An example of this is the popular ‘mukbang’ tag, a South Korean trend which translates to ‘eating show’ and has become largely popularised. Mukbang features the host eating large portions of food on camera to satisfy an audience through sensory stimulation, evoking the feeling of a communal feast. Though it may sound like a hyper-niche topic, content creators within this genre remarkably earn as much as US$10,000 per month.
Through multiple digital channels, the knowledge of food is exchanged in ways that offer an attractive glimpse into flavours beyond one’s home country. With a more sophisticated perspective on food, the food tourism landscape becomes an appreciation for many, leading to a more complex, multi-layered scene.
Michelin-Starred Market Stalls
Demands strengthen more than ever in street food culture – what was once just stalls that sold quick food became stalls that sold exclusive food. Tourism Authority of Thailand (TAT) reported that over 77% of tourists visiting Thailand prefer street food. Queues in front of local street vendors now comprise not only of locals fighting to taste the latest trend, but tourists who are looking to taste authenticity, a portion of whom flew in specifically for the local dish.
Jay Fai is one of the most talked about places in Thailand among foodies who visit the country to explore its culinary landscape. Having been the first street food chef in Bangkok to earn the prestigious Michelin star, Jay Fai turned a simple roadside eatery into a culinary landmark – with a signature dish like the Crab Omelette costing up to US$33 (1,200 THB) – the restaurateur matches the high price tag with only premium quality ingredients.
Another similar establishment is Yat Lok – a Cantonese family-run restaurant located at the heart of Central Hong Kong. Famous for their Char Siu Pork and Roast Goose, the intricate preparation of their food has earned the cosy restaurant one Michelin star and a Michelin Guide recommendation for ten consecutive years. With only 48 seats, the homey ambience invites crowds to sit elbow-to-elbow for a hearty meal. Priced at above US$30 for the Roast Goose, Yat Lok unpacks an authentic Cantonese meal with an exclusive homemade recipe, drawing in international visitors willing to brave the long wait.
In East Asia, Japan’s bustling Tsukiji Outer Market is home to more than 400 food stalls selling wagyu beef skewers, high quality sushi, and premium grade strawberries – showcasing the country’s distinguished standards of food. Tourists swarm the streets of Tsukiji Outer Market for the easiest access to a fresh meal, despite the high price tag. Scouring each stall and tasting a little bit of everything became a way for tourists to fully immerse themselves in true Japanese cuisine – turning not only Tsukiji, but similar markets in cities outside of Tokyo into a must-visit destination for those looking for the ultimate culinary experience in Japan.
With a clear growth in street food culture and a rising number of tourists looking to explore authentic flavours, food vendors today have turned their stores into an established symbol of culture – transforming the lively alleyways of food markets into a stage for storytelling. Beyond the Michelin stars and the high reviews, the long line of dedicated diners further show that food isn’t always about comfort or convenience; it has captured the identity of culture, tradition, and personality.
Street Food Glamourised – A Modern Transformation
Not only are local delicacies being recognised for their sophistication – they’re also being reinvented and modified into versions that resonate with new markets. New generations work with street food culture through innovation; bringing simple, local dishes and amplifying its best features to cater to young, international demographics.
Thai food joint ‘Easy Buddy’ gained immense popularity among young local consumers for its revamp of the classic Pad Kaphrao. By innovating the classic dish through new toppings like caramelised corn and rib-eye steak, Easy Buddy infuses the iconic aromas of Pad Kaphrao into the rice, instead of the meat, presenting an original take on familiar flavours.
“I ordered a Pad Kaphrao at a random place that fried the rice altogether with the pork – and that was my first time having it like that, but to my disappointment, it was bland and I had the urge to make it better,” said Buddy Hatayodom, Founder of Easy Buddy Bangkok. “I made it as a complementary dish in one of my chef table courses and caught one customer’s attention. They wanted to order 50 individual boxes of my Kaphrao fried rice. That was how I knew people connected with it.”
By adding his own creativity to the Pad Kaphrao, the dish stuck beyond its conventions – offering premium toppings such as A5 wagyu beef and crispy duck eggs, Easy Buddy became an iconic representation of Pad Kaphrao – now expanding to 14 branches, with an international branch launching in 2026.
“I wanted Easy Buddy to be branded as modern as possible so that it connects with a wider, more international audience. To my surprise, locals really enjoyed the changes and innovation – today, our system has recorded over 100,000 members,” Buddy added. “It’s astonishing to see what came of a dish that was so simple, yet beautifully intricate.”
These transformations don’t appear through just one establishment – local dishes have been stylised and translated through many food ventures. The Thai boat noodle, a popular specialty was adapted by what is now one of the biggest food chains on the Thai market: Thongsmith Boat Noodles. With 25 branches selling the ancient Thai boat noodle recipe, customers come for its customisable menu and premium ingredients.
A Reset For Food Culture
Now seen as a true commodity, what once were simple stalls that provide a quick bite has revolutionised into notable hotspots. From locals to foreign visitors, food is now recognised as a key expression of heritage.
“I think tourists have such a better perception of Thai food – they don’t expect for us to tone down our tastes to adapt to what they’re used to anymore. If anything, it’s all about communication and aesthetics to add appeal in the market,” Buddy shared. “It’s up to us now to make it more approachable, relatable and worth spending on.”
This shift in perspective poses a cultural reset that affects not only the consumers experience with food, but the sellers’ relationship with their craft. It becomes a window of opportunity for food entrepreneurs to explore new and original palates, regardless of how their business is positioned – an audience is no longer waiting to just eat, but to appreciate art, flavour, and legacy.
BurdaLuxury’s Lens
The art of making food is driven by skill but can only be maintained by passion. Restaurant and food vendors that strive to achieve success must have one thing in common: a deep-rooted love for culinary craft. Whether it’s in a basic homecooked meal, or a refined dining course – food that hits the right audience have always begun from true passion and genuine dedication. The surge in new restaurants may not come only from a lifestyle demand, but from the desire of each culinary creator to share their art, and whether their love for food can stand the test of time.
