With the latest season of The White Lotus set in Thailand, pundits are expecting Thai food to experience a surge in popularity globally.
The dark comedy television show has become a fan favourite, and with each season set in a different exotic locale (think Hawaii and Sicily) there are always a variety of different local foods and drinks taking centre stage. For example, the Aperol Spritz gained a huge amount of popularity after it was featured in Season 2, set in Italy.
While Thai food is already fairly well known in ANZ, this is a great moment to increase awareness of the different Thai dishes and even delve into regional specialities. In this Trend Report we look at the impact that The White Lotus may have on Thai food and drink in ANZ and around the world, and highlight some of the ways that brands can make the most of this cultural moment.
Bookings at Thai restaurants were up 16%+ after The White Lotus Season 3 premiere.
Mintel, 2025
