Page 61 - FoodFocusThailand No.238 January-February 2026

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STRATEGIC R&DTEGIC R&D

FLAVOURS THAT MAKE YOU FEEL:

THE RISE OF EDIBLE EMOTIONS

Flavour has never been just about taste. Long before we consciously decide whether we like something,
food triggers feelings - comfort, excitement, calm, nostalgia, and motivation. Increasingly, people
are seeking foods and beverages that help them feel better. This is mood-linked flavour perception:
the idea that what we taste and smell can influence how we feel emotionally and mentally. While it may
sound like a modern wellness trend, in Southeast Asia, especially Thailand - this understanding has
existed for centuries.

Ancient Wisdom, Modern Validation Consumers Who Eat for Emotion
Thai cuisine demonstrates how flavour and emotion This movement is driven by Gen Z and Millennials, who see food
have always been intertwined. At its core is the careful choices as part of emotional wellbeing and self-care. For them,
balance of five tastes - sweet, sour, salty, bitter, and indulgence alone isn’t enough. They seek emotional utility.
spicy. This balance creates more than delicious food; Thai milk tea evokes nostalgia - street stalls and childhood for
it creates an emotional journey. A fiery tom yum locals, holiday memories for travellers. Citrus flavours like lime and
energises. A warm coconut curry grounds and satisfies. lemongrass offer cooling refreshment. Chilli-lime combinations
A fragrant pandan dessert soothes. convey fun and youthful energy.
These effects reflect generations of understanding Wellness flavours; chrysanthemum, honey lemon, mild ginger -
how ingredients affect body and mind. Lemongrass signal calm and balance. Office workers increasingly seek flavours
refreshes, pandan calms, and chilli excites. Long before associated with focus and productivity: matcha, dark cocoa, coffee.
laboratories could measure these effects, culinary
traditions had already mapped them. Designing Flavour with Purpose
The opportunity today lies in moving beyond taste alone, towards
When Flavour Meets The Brain intentional emotional design. This means creating flavours that
Today, science is beginning to explain why these are not only enjoyable, but also supportive of how people want
experiences feel so consistent. Research shows to feel in their daily lives. With its biodiversity, culinary heritage,
that certain aromas, tastes, and textures can trigger and growing scientific insight, Thailand is uniquely positioned
measurable responses in our brain and nervous to lead this movement. By blending ancestral knowledge with
system. Bright citrus notes are linked to increased modern research, flavour becomes a powerful tool for emotional
alertness and mental clarity. Creamy textures and nourishment.
umami-rich flavours are associated with comfort and The question for product developers is no longer whether
satiety. mood-linked flavours will reshape their categories—it’s whether
Warming spices like ginger and chilli can stimulate their innovation pipeline can capture this shift. The tools already
the release of endorphins—the body’s natural “feel- exist in Thailand’s culinary heritage and scientific expertise. They
good” chemicals. Even bitterness, when balanced well, simply need to be applied with intention.
is often perceived as sophisticated and grounding.
From a flavour perspective, this is where the craft
becomes especially interesting.
Designing flavour is no longer just about replicating
taste; it’s about shaping how someone feels throughout
their experience. When we describe a flavour as
“bright,” “warm,” or “playful,” we’re designing a feeling, More Information Service Info C010
not just flavour.

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