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Chicago Tribune
30-05-2025
- Business
- Chicago Tribune
2025 Taste of Asia Summit in Chicago sets sail for the next wave of Asian food innovation
Last week, the 2025 Taste of Asia Food Brand Summit returned in grand style — this time, on water. Held aboard a private cruise, the summit welcomed over 200 influential founders, investors, tech providers and supply chain experts in a closed-door format designed for deep, strategic exchange. Sponsored by MenuSifu, North America's leading restaurant tech provider, this year's Chicago summit delivered a commanding lineup of panels and keynotes aimed at unlocking systematic growth for Asian food brands in the U.S. From replicating restaurant models across states to decoding the cultural and technological shifts shaping consumer palates, every session offered high-caliber insights from those driving the industry forward. Image provided by Hummingbird Marketing Key highlights included: Lee Kum Kee's executive chef Fred Wang and Essent Capital's Cosmo Hu explored how flavor innovation can support localization and scalability across demographics. Automation and AI were front and center with Botrista CEO Sean Hsu and Workstream's Andrew Wang outlining tech-enabled paths to labor efficiency and higher margins. Former Yum China executive Dongfeng Wang and UNLV professor Dr. Zhixian Li previewed their forthcoming book on global food and beverage expansion, offering a strategic framework grounded in field experience. A defining moment of the summit was the official launch of the 2025 North America Asian Food Trends white paper, jointly developed by TOA, The Restaurateur and Wefood Capital, with sponsorship from MenuSifu. Drawing on proprietary research and market case studies, the white paper identifies key growth drivers, category evolutions and actionable blueprints for replicating success in new markets. Limited-edition copies were gifted to VIP attendees onboard. Image provided by Hummingbird Marketing More than just a summit, TOA Chicago aimed to mainstream Asian cuisine across North America. With presenting sponsor MenuSifu — whose integrated POS and restaurant management platform supports over 15,000 restaurants — and its investment arm Wefood Capital, the ecosystem for Asian food innovation continues to deepen. Image provided by Hummingbird Marketing As TOA looks ahead to upcoming editions in Houston and Los Angeles, its mission remains clear: to elevate Asian food from niche to norm, empowering brands to scale boldly, sustainably and with cultural integrity.
Yahoo
18-05-2025
- Business
- Yahoo
2025 Taste of Asia (TOA) Chicago Summit Unites Industry Innovators to Explore Scalable Growth for Asian Food Brands in North America
CHICAGO, IL / / May 18, 2025 / The 2025 Taste of Asia Food Brand Summit made a powerful return to Chicago during the NRA Show week, bringing together over 200 leading brand founders, investors, system service providers, and supply chain professionals. Sponsored by MenuSifu, the leading POS and restaurant technology provider in North America, this closed-door summit provided a deep dive into how Asian food brands can achieve systematic replication and mainstream growth in North America. Set in the N226 conference room at the NRA Show's main venue, the Chicago event centered on three pillars: standardization, systemization, and capitalization. The summit served as a critical platform to share insights on how Asian food entrepreneurs can scale sustainably while preserving their brand identity and culinary heritage. A Powerful Lineup of Themes & Speakers This year's Chicago summit featured a diverse array of panels and keynote talks focused on current industry trends and challenges: "From 1 to 30 Locations: How to Expand Across Regions"：Representatives from Botrista, Kizuki Ramen, Workstream, and MenuSifu shared lessons on growing operations by aligning systems, people, and location strategies. "Spicy is the New Classic"：Fred Wang, Executive Chef at Lee Kum Kee, joined Essent Capital Co-Founder Cosmo Hu for an in-depth fireside chat on how evolving flavor trends can inspire scalable, localized product models. "Decoding Wealth in Trends"：MenuSifu Co-Founder and COO Leo Li presented a tech-forward framework for restaurant profitability, from POS to AI, explaining how to upgrade systems and unlock margin growth. "The McDonald's Playbook"：Ebrahim Maghsoud, McDonald's veteran operator, unpacked the brand's franchise model and operational strategies, offering a rare inside perspective. "Restaurant Tech Spotlight"：Botrista CEO Sean Hsu explored the latest in drink automation, while Andrew Wang of Workstream discussed how to build high-efficiency HR systems for growing brands. "Capital Pathways for Global Expansion"：Former Yum China executive Dongfeng Wang and UNLV Professor Dr. Zhixian Li shared practical strategies from their upcoming publication on navigating global F&B expansion. "Risk & Opportunity in the U.S.-China Trade Landscape"：Lao Chuan Chuan founder Hu Xiaojun addressed the impact of shifting U.S.-China trade policies on supply chains and how brands can build resilient contingency strategies. "Space & Branding: Designing for Operational Efficiency"：Curtis Li, founder of CSA Design Studio, explained how smart spatial design can amplify brand identity and improve multi-location efficiency. A highlight of the summit was the official launch of the 2025 North America Asian Food Trends White Paper, jointly produced by TOA, CanyinJia, and Wefood Capital, with sponsorship from MenuSifu. The report systematically analyzes major trends in category evolution, model replication, and growth variables, offering a research-based roadmap for scaling Asian food brands in North America. Limited edition hard copies were distributed onsite to VIP attendees. (The 2025 Taste of Asia B2B summit successfully kicked off its first stop in NYC) About the Hosts and Sponsors MenuSifu, the summit's presenting partner, is North America's top POS and restaurant management platform, serving over 15,000 restaurants across Chinese cuisine, bubble tea, hotpot, and more. Its all-in-one tech solution-integrating POS, online ordering, payment processing, marketing, and consulting-has become the backbone of operational growth for countless Asian food brands. Wefood Capital, the $50 million investment foundation launched by MenuSifu, continues to empower emerging Asian food brands through strategic funding and hands-on support in branding, supply chain, and expansion. Other supporters of the summit include Baobabies, Supreme Dumplings, Workstream, Mochinut, and the Law Office of Xiaomin Hu, who continue to play a vital role in the development of North American Asian food business ecosystems. (The 2025 Taste of Asia B2B summit successfully host its 2nd stop in Seattle) Looking Ahead The Chicago edition of TOA was not only a dialogue among food entrepreneurs, but a strategic gathering to shape the "next round of growth" for Asian food in America. With upcoming TOA summits scheduled in Houston and Los Angeles, the movement to mainstream Asian food brands across the U.S. is just gaining momentum. For more information and upcoming event updates, visit TOA's official website or follow TOA on social media; participants can get ticket via Eventbrite: Media contact: Susie: marketing@ SOURCE: Taste of Asia Food Brand Summit View the original press release on ACCESS Newswire
