The Bicolano masterpiece: Why this slow-simmered green delicacy is going global

Food trends today are clear: consumers everywhere want authenticity, bold flavors, and plant-based options. In fact, the vegan food industry in the U.S. reached $5 billion in 2020, while Europe has seen plant-based demand surge by over 200% in recent years. At the same time, Asian cuisine is climbing the charts. According to Innova Market Insights, two out of three consumers worldwide are willing to try new international foods, with Asian cuisine ranking as the second most preferred after local dishes.

This growing appetite for global flavors opens the door for something uniquely Filipino: Laing.

Laing ticks all the boxes! It’s naturally vegetarian (and easily vegan), packed with bold, creamy-spicy flavors, and deeply rooted in culture. Think of it as a dish that feels comforting yet adventurous — perfect for modern consumers seeking authentic experiences. With Asian flavors trending globally, laing’s fiery and creamy profile can stand proudly alongside Thai curries or Malaysian laksa.

Market Research Future even projects the Asian food market to hit US $269.9 billion by 2032, signaling strong opportunities for regional specialties like laing to carve out a niche.

Laing, which also means “dried leaves” in Tagalog, is a dish shaped by the Philippines’ tropical climate. Its main ingredients include dried taro leaves (gabi), ginger, garlic, and chili peppers, slowly simmered in coconut milk and coconut cream until tender. Some recipes add shrimp paste (bagoong) or crab paste for a savory kick, though these can be omitted for a vegan-friendly option. According to Bicol-based brand QueRica, certain traditional versions even use a local taro variety called balitaka.

Laing’s signature ingredient—dried taro leaves—originated as a practical response to Bicol’s typhoon season, where drying helped preserve the leaves for later use. Drying preserved the leaves and removed calcium oxalate crystals that can make fresh leaves itchy if not cooked right. What started as a practical hack became a culinary tradition that gives laing its unique texture and concentrated flavor—an example of how local knowledge evolves into lasting food practices.

From local innovation to global demand

Here’s the challenge: Laing was traditionally made fresh, which doesn’t work for international shipping. Enter Filipino MSMEs, who’ve stepped up with shelf-stable versions—bottled laing, vacuum-packed meals, and ready-to-heat dishes. These innovations preserve the authentic taste while meeting global standards for convenience and safety.

These formats are already finding placement in overseas Filipino retail channels and Asian grocery distributors in key markets such as the United States, Canada, the Middle East (particularly the UAE and Saudi Arabia), and parts of Europe where demand for Filipino prepared meals continues to grow alongside diaspora food retail.

Beyond convenience, laing also carries strong nutritional value. It is naturally rich in dietary fiber, iron, and calcium, while remaining plant-based. Vegan-adapted versions—prepared without animal-based flavorings and using purely plant-derived coconut cream and aromatics—position laing within the growing global plant-based ready meal category, where consumers are actively seeking traditional dishes that align with vegan and flexitarian diets.

For entrepreneurs, this isn’t just about exporting food; it’s about sharing a piece of culture with a wider audience. By combining heritage with innovation, MSMEs are positioning laing as a strong contender in the growing premium segment for authentic, ready-to-eat meals.

Imagine this: a dish rich with the sweet creaminess of coconut milk, contrasted by a fiery kick of chili. This is laing, a beloved classic that reflects a place, a culture, and now, an emerging star in the global food scene.

Laing’s rise reflects a bigger movement: Filipino heritage dishes finding their place in international markets. For modern Filipinos, this is something to celebrate — our flavors, our stories, reaching tables across the globe. It's a pride you can taste.

Banner Image Caption:

Laing, a Filipino dish composed of dried taro leaves and coconut milk. Shot by Tripples