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

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

The Beverage Phenomenon: The Year of "Matcha"

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

• Orders grew by as much as 300% compared to the previous year, with total orders exceeding 6.5 million cups.
• Matcha has become a beverage embodying the concept of affordable luxury and is the fastest-growing menu item on the platform.
• The "Iced Green Milk Tea" topped the charts for highest orders, overtaking black coffee, as consumers viewed it as the perfect alternative to matcha, offering similar taste and color at a more accessible price.
• Besides matcha, "Specialty" and premium Thai tea also gained popularity due to improved quality and sourcing.

Top Food Menu: "Spicy Fermented Crab Salad" Leads the Pack

Thais remain devoted to bold, spicy flavors, as confirmed by the following statistics.

• "Spicy Fermented Crab Salad" dominated as the most ordered dish of the year, with over 8 million plates served nationwide, decisively surpassing perennial rival fried chicken.
• Flavorful dishes such as "som tam," spicy salads, and mala (Sichuan peppercorn) recorded a combined search volume of 16 million times.
• Other popular dishes included fried rice, fried chicken, Hainanese chicken rice, and crispy pork basil.

Rising Stars and Dark Horses

• Shio bread, a salted butter bread, gained popularity for its simple flavor and buttery aroma, leading to more than 2,000 new shops opening on the platform.
• Kai Jo (Thai deep-fried crab meat rolls) became a dark horse menu item with rapidly rising orders, favored as a quick and easy meal.
• Sundae ice cream saw significant growth driven by franchise outlets’ affordable pricing strategies.

Overall Economic Picture and Restaurant Recovery at the End of 2025

Beyond food trends, the restaurant business in 2025 reflected economic conditions and adaptations by consumers and vendors, with the “Khon La Khrueng Plus” (Half-Half Plus) program playing a key role.

Signs of Recovery Fueled by “Khon La Khrueng Plus”

The first half of the year saw a severe slump in the restaurant sector, with second-quarter sales per store down 14%. However, by the fourth quarter, sales rebounded by 5%, boosted by the “Khon La Khrueng Plus” program, which helped increase nationwide store sales by an average of 4.2 times—especially small shops earning less than 10,000 baht per month, which saw sales surge 5.9 times.

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

Growth of "Rice Curry" and the Trend Toward Value Eating

"Rice curry" orders surpassed 65 million plates, growing 8%, proving to be a resilient menu during economic fluctuations due to its convenience, speed, and affordable price.

It was also observed that Thai consumers increasingly opted for value, with menus under 500 baht recovering better than higher-priced items, reflecting continued budget-consciousness among the middle class.

Provinces Thrive While Bangkok Struggles

Restaurant sales outside Bangkok rebounded more strongly, growing 7% compared to Bangkok’s modest 2%. Major tourist cities also grew, with Chiang Mai up 9%, Pattaya 12%, and Phuket 7%, recovering alongside returning tourists.

The top five provinces with the highest growth were Chanthaburi, Nong Bua Lamphu, Uttaradit, Udon Thani, and Chiang Rai, growing an average of 7 to 9 times thanks to the “Khon La Khrueng Plus” program.

Business districts in Bangkok, such as Sukhumvit, Silom, Sathorn, and Banthat Thong, still faced negative or slow sales recovery due to high costs and competition.

In 2025, Thai eating habits were driven by health trends like matcha and familiar flavors from som tam and rice curry, all within an economic context where consumers prioritized value. Government policies played a crucial role in stimulating spending toward year-end.