Purpose – The purpose of this paper is to identify a need to incorporate Asian perspectives in theories of food consumption and marketing. Design/methodology/approach – This editorial discusses the mutually recursive relationship between food and culture in Asian markets, offers an...

Purpose – In this editorial viewpoint for the special issue, the authors identify a need to deepen our understanding of the important role that Asian consumer culture plays in the global marketplace of the twenty-first century. Design/methodology/approach – This editorial article discusses...