Move Over Matcha, Pandan Is Ready to Make Waves
Pandan is the Southeast Asian superfood you didn’t know you needed.
After a 17-hour flight, I was exhausted. My eyes stung, and my legs felt disconnected as I wove through Singapore Changi Airport.
Just as I was about to collapse into a plastic chair, the warm, and sweet scent of something delicious cut through my fatigue. My exhaustion turned to focus. Like a lifeline, the aroma drew me toward a small bakery nestled between luxury shops. I didn’t care about the fancy perfumes I’d normally stop to savor. I was transfixed. I needed whatever was making that heavenly smell.
The display was a treasure trove of pastries, but one stood out: a cruffin look-alike with a green swirl. I pointed, eager for a taste. “Ondeh ondeh sortie bun made of pandan, the local’s favorite,” the baker said with a smile. “You’ll love it.”
I took a bite, and everything changed.
The pastry crunched and melted perfectly, but it was the pandan that captivated me—subtle, grassy, and sweet in a way I had never tasted before. It was a unique blend of familiar and exotic. That bite ignited something deeper: an obsession with pandan.
Pandan, often called the "vanilla of Southeast Asia," is quietly taking root in the global food scene. Its floral, grassy flavor fits perfectly with today’s demand for unique, culturally rich ingredients. As consumers seek something beyond the ordinary, pandan’s health benefits and versatility position it to be the next big thing in global cuisine.
What Makes Pandan Irresistible?
Pandan’s appeal lies in its subtlety. Its delicate balance of grassy, floral notes is unlike many bold American flavors that can overwhelm the palate. Instead, pandan offers a quiet, fragrant sweetness that lingers, much like the best European pastries. This makes it the perfect ingredient for both sweet and savory dishes—it adds just enough flavor without overpowering the dish. In Southeast Asia, pandan is as essential as vanilla is in the West.
Beyond its flavor, pandan brings a sense of balance. The natural sweetness in pandan-infused desserts doesn’t lead to the sugar rush (and crash) typical of many Western sweets. It feels indulgent without the guilt, providing just enough sweetness to satisfy.
Pandan’s Health Benefits
In addition to its versatile flavor, pandan offers a surprising array of health benefits. This tropical plant is rich in antioxidants, which help fight inflammation and protect against cellular damage. The leaves are packed with essential nutrients like vitamins A and C, as well as beta-carotene, which support skin health and boost immunity.
Traditionally used in Southeast Asia to ease digestive discomfort, pandan tea helps relieve bloating and indigestion. Emerging studies suggest it may also aid in regulating blood pressure and managing blood sugar levels, offering potential benefits for fluid retention and diabetes management.
From Singapore to Lombok: Pandan’s Rise
While my love for pandan began in a quiet Singapore airport, it was in Indonesia where I truly saw its global potential. At El Bazar Cafe & Restaurant in Lombok, I encountered a pandan-infused crème brûlée that rivaled any dessert I’d had in Paris. The pandan added aromatic complexity to the creamy custard, creating an unforgettable balance of flavors.
Pandan isn’t limited to desserts, either. In Malaysia’s iconic nasi lemak, the rice is steamed with pandan leaves, giving it a subtle fragrance that elevates the entire dish. In Thailand, pandan leaves are often wrapped around meats and grilled to infuse them with flavor.
A Global Trend in the Making?
If you’ve noticed matcha’s meteoric rise over the past decade, it’s easy to imagine pandan following a similar path. Like matcha, pandan is versatile, healthy, and culturally significant. It’s already making its way into cafes and bakeries across Southeast Asia, and it may not be long before you see pandan-flavored pastries and drinks popping up at Trader Joe’s or in trendy cafes across the U.S.
Beyond its flavor, pandan aligns with the health-conscious movement sweeping the food industry. With a growing demand for natural, plant-based ingredients, pandan’s health benefits could position it as a sought-after superfood, much like matcha and turmeric.
Business Opportunities for the Pandan Boom
For entrepreneurs and investors, pandan presents a unique opportunity to capitalize on the growing demand for exotic, health-focused ingredients. According to a report by Grand View Research, the global specialty food ingredients market is projected to reach $144.9 billion by 2030. Early adopters could gain a competitive edge by incorporating pandan into their products—from pastries and beverages to health supplements. Restaurants and cafes can differentiate themselves by featuring pandan-infused items, attracting customers eager for novel experiences. Food manufacturers could explore pandan as a natural flavoring and coloring agent, appealing to health-conscious consumers who prefer clean labels and plant-based ingredients. The beauty and wellness industries could also leverage pandan’s antioxidant properties by incorporating it into skincare products.
JAM CQ’s Analysis
Pandan is perfectly positioned to ride the wave of key market trends—globalized cuisine, a thirst for unique flavors, and the growing demand for natural, health-conscious ingredients. Businesses that seize this opportunity now can set themselves apart and lead the way in introducing pandan to the global stage. While sourcing from Southeast Asia may present challenges with supply chains and costs, it also opens doors for creating sustainable, innovative solutions that could drive a new level of authenticity and exclusivity.
In a superfood market dominated by matcha, ube, turmeric, and açaí, pandan has the potential to stand out with its vibrant flavor and rich cultural heritage. Its versatility in both sweet and savory dishes offers endless possibilities, and with the right consumer education and storytelling, pandan could become the next global sensation. The key will be thoughtful product integration and crafting narratives that engage and excite audiences. Despite the hurdles, businesses willing to invest in pandan’s promise could reap significant rewards as they tap into a fresh, growing trend ready to take off.
You're more cultured now because you know pandan is valued for both its distinct taste and its natural green color in Southeast Asian cooking.
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