In 2025, Matcha Surges in Popularity with 6.5 Million Cups Ordered Spicy Fermented Crab Salad Tops 8 Million Dishes

Analyzing data from over 10 million users and more than 700,000 restaurants across the country, LINE MAN Wongnai revealed intriguing consumption trends, with "matcha" emerging as a rising star and "som tam" maintaining its position as the all-time champion.

The phenomenon of beverages: The Year of "Matcha"

The year 2025 is truly the golden era for "matcha," marked by remarkable statistics.

• Orders grew by as much as 300% compared to the previous year, with total orders surpassing 6.5 million cups.
• Matchahas become a drink that reflects an image of accessible luxury and is the fastest-growing menu item on the platform.
• The "iced green milk tea" menu has overtaken black coffee as the top ordered drink, as consumers see it as a perfect substitute for matcha, offering a similar taste and color at a more affordable price.
• Besides matcha, "specialty" and premium Thai tea have also gained popularity due to improvements in quality and sourcing regions.

The most popular food item: "Spicy Fermented Crab Salad" remains the top choice

Thai people remain firmly attached to spicy flavors, supported by statistics confirming this popularity.

• "Spicy fermented crab salad" topped the list as the most ordered dish of the year, with over 8 million servings nationwide, decisively surpassing perennial rival fried chicken.
• Spicy menu groups such as "som tam," "yum" (spicy salad), and "mala" (numbing spicy) recorded a combined search volume of 16 million times.
• Other popular dishes include fried rice, fried chicken, Hainanese chicken rice, and crispy pork basil stir-fry.

Rising stars and unexpected hits

• Shio bread, or salted butter bread, remains popular for its simple flavor and buttery aroma, leading to over 2,000 new shops opening on the platform.
• Fried crab meat rolls have become a dark horse, with orders surging thanks to their convenience as a quick, easy-to-eat dish.
• Sundae ice cream saw high growth driven by franchise shops’ affordable pricing strategies.

Overall economy and the restaurant industry's recovery at the end of 2025

Beyond food trends, the restaurant business in 2025 reflected the economic situation and adaptations by consumers and businesses, with the key factor being the “Khon La Khrueng Plus” (Half-Half Plus) government program.

Signs of recovery fueled by “Khon La Khrueng Plus”

In the first half, the restaurant business was severely sluggish, with second-quarter sales per outlet down 14%. However, it recovered in the fourth quarter with a 5% growth, boosted by the “Khon La Khrueng Plus” program, which helped nationwide shop sales grow on average 4.2 times. Small shops earning less than 10,000 baht per month saw sales soar by 5.9 times.

This program encouraged consumers to order higher-priced items such as salmon, durian, and grilled shrimp, with the highest bill value reaching 1,700 baht.

Growth of "curry rice" and a "value-focused" eating behavior

"Curry rice" orders exceeded 65 million servings, growing 8%, remaining a resilient choice amid economic fluctuations due to its convenience, speed, and affordability.

Additionally, Thais increasingly chose value-oriented eating, with menu items priced below 500 baht recovering better than higher-priced dishes, reflecting that middle-income consumers remain cautious with spending.

Provincial areas bustling while Bangkok still struggles

Restaurant sales in the provinces recovered more strongly than in Bangkok, with provincial growth at 7% compared to Bangkok’s 2%. Major tourist cities like Chiang Mai grew 9%, Pattaya 12%, and Phuket 7%, showing signs of revival with returning tourists.

The top five fastest-growing provinces were Chanthaburi, Nong Bua Lamphu, Uttaradit, Udon Thani, and Chiang Rai, each growing 7-9 times due to the benefits of the “Khon La Khrueng Plus” program.

Business districts in Bangkok such as Sukhumvit, Silom, Sathorn, and Banthat Thong still saw sales either negative or recovering slowly, due to high costs and intense competition.

The year 2025 marks a shift in Thai eating habits driven by the health trend of matcha and the familiar flavors of som tam and curry rice, set against an economic backdrop where consumers prioritize value, with government policies playing a crucial role in stimulating spending toward year-end.