Levels 2025 Hospitality Trends

At LEVELS, we pride ourselves on being at the forefront of global hospitality.

Our clients come to us not just for concepts and strategies but for the insights that set their projects apart. Predicting what comes next in this dynamic industry is not a simple task—it requires countless hours traveling to key markets, exploring emerging ideas, and engaging with top industry professionals to stay ahead.

From bustling Asian metropolises to luxury destinations in the Middle East, we immerse ourselves in the trends shaping the future, using our expertise to bring the next big thing to life for our clients. For the first time ever, we are revealing a few of the major themes that our market analysis indicates will define hospitality and F&B innovation in 2025.

1. Modern Heritage Diners

Diners have found new life with a modern twist, blending nostalgia and regional cultures.

Across Asia, this takes the form of Shanghai-style noodle counters and Hong Kong cha chaan tengs reimagined with artisanal touches. Street-food-inspired eateries like Little Bao in Hong Kong and Bangkok are attracting crowds of young people who appreciate the sustainable preservation of regional cuisines. This revival also includes modern updates to traditional menus, such as house-made sauces, grass-fed meats, and plant-based adaptations of classic dishes.

These venues are not just about food. They evoke a sense of place and time, combining vintage aesthetics with a forward-thinking approach to dining. Globally, the trend is mirrored in places like New York’s Thai Diner, which combines classic American diner vibes with Southeast Asian comfort food, creating a dining experience that feels both familiar and adventurous.

2. Elevated Tabletop Aesthetics

The era of generic tableware is over.

Restaurants looking to elevate their guest experience are transforming their tabletops into storytelling platforms, with mismatched crockery, artisan ceramics, and handwoven details taking centre stage. By using vintage-style pieces reminiscent of grandma’s kitchen, venues are creating a sense of warmth and nostalgia, while showcasing dishes in a way that honours tradition and craftsmanship. This approach tells a story—connecting diners to the roots of the cuisine while providing a visual feast that complements the meal.

Venues like London’s Sketch and Copenhagen’s Alchemist have embraced using bespoke tableware to add depth, character, and authenticity to their dining experiences.

The movement goes beyond aesthetics. It is a

celebration of sustainability and individuality.

By incorporating up-cycled and handmade pieces, restaurants emphasize their commitment to thoughtful design and eco-conscious practices. Seasonally limited dishes with recognizable plateware create quiet luxury moments for experience-driven guests to share online.

3. Artisanal Bread in Asia

Artisan bread is having a moment.

While focaccia dominates globally, Asia’s answer comes in the form of gourmet bao bars and elevated roti counters. These venues are redefining familiar staples with playful, upscale twists, offering creations like matcha crème-filled bao or roti paired with pandan-infused dips. This reimagining of bread celebrates local flavors while showcasing the versatility of traditional Asian ingredients.

In Kuala Lumpur, Restaurant Shu has taken this trend to the next level with their signature Jasmine Rice Bread. This innovative bread is crafted from rice that has been lacto-fermented for

two weeks, creating a rich, tangy base. It is served with a luxurious soy caramel pork fat, topped with toasted dried chilies and a pork floss crumble, blending familiar flavors with an artisanal flair. This approach highlights how artisanal bread in Asia is not just about technique but also about storytelling—bridging tradition with modern dining sensibilities.

4. Citrus Spritz Renaissance

Refreshing and vibrant, citrus-forward drinks are dominating the beverage scene as the go-to cocktail for 2025.

In Asia, yuzu and calamansi are stealing the spotlight, bringing tangy, tropical brightness to cocktails and mocktails alike. Bars like Hong Kong’s The Old Man are championing these flavors, incorporating them into inventive light and sparkling drinks tailored for the region’s warm, humid climates. Yuzu highballs and calamansi-infused spritzes are becoming crowd favorites, balancing a sophisticated palate with refreshing simplicity.

The trend finds its European counterpart in Italy’s Limoncello Spritz, a drink that has captivated aperitif lovers for its cheerful lemony sparkle. This spritz renaissance caters to a growing demand for lower-alcohol beverage options, aligning with a broader shift towards more mindful consumption. The trend took off in Milan’s aperitivo scene, where venues like Bar Basso began experimenting with citrus-driven aperitifs, drawing attention for their bold yet accessible flavors. As this movement gains traction, we expect bars across Asia in 2025 to create their own riffs on these refreshing beverages, incorporating local ingredients like kaffir lime, pomelo, and tamarind to further elevate the spritz experience.

5. The Swicy Revival

Long a mainstay of Asian cuisines, sweet-meets-spicy flavor profiles are

resurging worldwide.

Dishes like Korean honey butter chicken and Thai chili mango sorbet are becoming mainstream, offering a perfect balance of heat and sweetness. Korea’s Chicken University is redefining what “swicy” means with inventive menu items that resonate with younger, adventurous palates, combining bold flavors with fun, approachable branding. Sweetgreen, a restaurant in the USA, recently introduced a spicy honey vinaigrette with Szechuan, adding a little spiciness to their fresh salads.

Restaurants are also incorporating swicy flavors into unexpected dishes, such as chili-infused caramel drizzled over desserts or honey-glazed ribs spiced with gochujang. These flavors not only excite diners but also allow chefs to experiment with creative new pairings that bridge cultural cuisines. The versatility of swicy profiles ensures their appeal across savory, sweet, and even beverage menus, making them a trend with lasting potential on the global stage.

6. Chef-Branded Experiences

Chefs are no longer content with just running acclaimed restaurants

They are elevating their influence by lending their names and expertise to entire hotel brands, blurring the lines between hospitality and haute cuisine. Nobu Hospitality, co-founded by Chef Nobu Matsuhisa and Robert De Niro, has been a pioneer in this space, seamlessly integrating world-class dining with luxury accommodations. What began as a celebrated sushi empire has grown into a global hospitality brand, with properties spanning destinations from Malibu to Manila, offering guests a lifestyle steeped in the Nobu philosophy of elegance, simplicity, and sophistication.

This model has inspired a new wave of collaborations worldwide. José Andrés’ upcoming Bazaar House in Georgetown and Jean-Georges Vongerichten’s Tropic Residences in Miami highlight how culinary icons are redefining luxury hospitality by embedding their vision into every facet of the guest experience. In Asia, this trend is gaining traction as luxury hotels in Singapore and Hong Kong increasingly partner with Michelin-starred chefs to bring elevated dining directly to their guests. These collaborations don’t just enhance the dining experience; they transform the hotel stay into an immersive culinary journey, appealing to affluent travellers seeking unique, holistic experiences where food, design, and service harmoniously converge.

7. Growth of Asian Comfort Food

Asian fast-casual brands expand their reach to become global staples.

What was once found only in bustling streets and corner shops across Asia is now capturing hearts worldwide as Asian comfort food becomes a global staple. Hong Kong’s char siu buns, fluffy and savory with a touch of sweetness, and Shanghai’s creamy, fragrant milk teas have moved beyond their roots to establish themselves as beloved international treats.

Iconic brands like Tim Ho Wan, which began as a modest dim sum eatery in Hong Kong, have opened doors in cities like New York, Sydney, and London, introducing diners to the joys of authentic Cantonese dim sum. Similarly, Taiwanese bubble tea chains like Gong Cha and The Alley have turned chewy tapioca pearls and richly flavoured milk teas into a phenomenon that transcends borders, cementing their place in the global beverage culture.

This trend is also reshaping the fine dining landscape, where chefs are celebrating the comforting essence of these dishes in elevated ways.

Restaurants like Benu in San Francisco weave Asian comfort food elements into their haute cuisine, creating experiences that are both nostalgic and sophisticated. Think hand-pulled noodles served in delicate consommés or char siu pork reimagined with premium cuts and artistic plating. Beyond its culinary appeal, this shift reflects a growing appreciation for the depth and diversity of Asian food culture, resonating across demographics and redefining comfort food on a global stage.

8. Hotel Luxe Swag

What began as niche souvenirs has

now evolved into Resortcore

Luxury hotels have unlocked a new revenue stream by transforming branded merchandise into a coveted fashion statement. Hotel-branded items like totes, robes, and accessories have become must-have status symbols. From the Beverly Hills Hotel’s $218 nylon bags to the $88 caps at Le Bristol Paris, these items are more than just keepsakes—they are bold statements of exclusivity. Similar to wearing a concert T-shirt, it is a lasting reminder of your experience. To others, it signals that you have been to a top destination—or at least, bought the gear.

The cult-like success restaurant merchandise has received over recent years indicates that this trend is only in the early stages. The key difference is that Resortcore is reflective of the luxury brands they represent, using high-quality materials to produce stylish pieces worthy of their name.

This trend is not confined to one region.

In London, hotel-branded bags are a common sight on the tube, seamlessly mixing with designer accessories, while properties like Aman Resorts and The Ritz in Paris collaborate with luxury designers to offer limited-edition collectibles. In Tokyo, boutique hotels are releasing artisanal bathrobes and bespoke tea sets as chic mementos. Rosewood hotels collaborate with designers Sporty & Rich and Olivia von Halle on exclusive collections that are hyped in the fashion world. Whether it’s a subtle logo on a sleek accessory or an iconic design that exudes the property’s identity, Resortcore is redefining how hotels build brand loyalty and turn guest experiences into lasting impressions.

Reflections

As the industry evolves, one thing remains constant: the need for bold, visionary thinking to stay ahead. At LEVELS, we do more than just predict trends; we craft bespoke solutions that make your project unforgettable. Whether you’re looking to launch a cutting-edge dining concept, revamp an iconic venue, or create a hospitality experience that redefines expectations, we are here to help you take it to the next LEVEL. Let us shape the future of F&B together.

LEVELS is a hospitality creative agency based in Kuala Lumpur and Dubai.

We deliver holistic, end-to-end consultation, creativity, and execution that disrupts the ordinary to provide world-class hospitality solutions for our clients. Since 2020, we have launched over 75 hospitality projects across three continents including restaurants, hotels and airport lounges. From initial market research, to concept development, we make recommendations using a hospitality lens on current trends, competitive landscape and industry trajectory.