What Will We Eat Next?
Eiktha Khemlani
29 September 2026
How do global food brands anticipate changing consumer expectations before they become mainstream? When a global food company’s innovation and research team visited Singapore, they sought deeper insights into emerging food trends across Asia. They wanted to move beyond traditional market research to experience the realities on the ground, understanding what consumers are embracing, which ideas are gaining traction, and how culture, creativity and innovation influence the future of food.
The Brief
The innovation and research team needed to observe firsthand how creativity and cultural identity are actively shaping consumer choices. Beyond just data analysis, they wanted to understand the ecosystem in real-time, stepping out of the boardroom to see what is currently working in the market.
What TourThisCity Built
TourThisCity designed a curated innovation immersion that transformed Singapore into a living laboratory for food discovery. Over the course of the programme, the team explored Singapore’s evolving food ecosystem from grassroots food culture to future-focused businesses.
The journey brought participants into direct contact with the market through:
- Conversations with founders creating new food concepts revealed how local brands identify opportunities, experiment with ideas and respond to changing consumer preferences.
- Participants explored how heritage, identity and everyday eating habits influence what people eat and how they make food choices.
- The immersion examined the intersection of food, art, design, colour, packaging and sensory experiences and how these elements shape consumer perceptions.
- Participants observed what attracts consumers, which trends are gaining momentum and how ideas move from concept to market.
- Private discussions with founders, creators and industry practitioners provided a closer look at the thinking, experimentation and stories behind emerging concepts.
What Participants Took Away
The most valuable insights came from experiencing trends in context; seeing, tasting and understanding what works in the real world. One memorable discovery was how scent can be used to shape consumer experiences and perceptions, sparking conversations around sensory marketing and its potential role in future product innovation.
Rather than simply presenting market reports, the immersion gave participants the opportunity to observe innovation in action, challenge assumptions and connect emerging trends to their own business questions. Key takeaways directly related to their business right away included:
- Immediate cultural insights to inform upcoming product development and R&D pipelines.
- First-hand perspectives on emerging food trends in Singapore and Asia to adapt for global markets.
- Real-world examples of innovation that bypass conventional market research, offering a competitive edge.
- Actionable frameworks on how storytelling, design and sensory experiences influence consumer choices.
- Direct inspiration from local entrepreneurs that can be adapted into scalable brand strategies.
Client Feedback
“Thanks for another wonderful experience. The day’s program was nicely tailored and very interesting discussions were generated. That is really the experience we are after – get immersed in the latest trends/fads and think about their implications on how we develop products.”
Bring This to Your Team
Want to explore the future of food with your team? We design bespoke innovation immersions that connect corporate teams with the people, businesses, ideas and consumer behaviours shaping Singapore’s food ecosystem.
Designed for: Food & beverage companies · Innovation teams · Consumer insights teams · R&D teams · Product developers · Brand strategists.
FAQ: Future Food Tours Singapore
- How long is the innovation immersion?
We recommend a full-day or multi-day programme to fully explore the ecosystem, conduct tasting sessions, and allow for reflection.
- Does this include food tastings?
Yes, curated tastings and sensory experiences are a core part of understanding consumer preferences and product innovation.
- Can this be customised for a specific food category?
Yes, we can focus the journey on specific sectors like plant-based alternatives, functional beverages, snacks, or alternative proteins.
- Are the businesses we visit open to collaboration?
Many of the local founders and innovators we feature are open to discussing partnerships and future R&D collaborations.
Eiktha Khemlani
Eiktha Khemlani is the founder of TourThisCity and a learning experience designer who explores how cities can teach innovation, leadership, and sustainability. Her work blends storytelling with real-world business insights drawn from two decades in tourism, communications, and major events. She has been recognised by the Singapore Tourism Board for innovation in experience design.
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