Comfort Is the New Luxury: Inside Marriott International’s Future of Food 2026 in Malaysia
In a world that’s constantly chasing the next big thing — molecular gastronomy, plant-based everything, neon cocktails served in smoke-filled domes — Marriott International’s Future of Food 2026 report dares to ask a simpler question: What if luxury isn’t about excess anymore? What if it’s about comfort — about the dishes that ground us, the flavors that feel like home, and the ingredients that tell stories older than we are?
That question took center stage at Flavours of the Forgotten, an immersive culinary experience held at The St. Regis Kuala Lumpur to mark the Malaysian launch of the report. It was more than just a dinner — it was a manifesto of how Malaysia’s food scene is quietly rewriting the rules of fine dining, one humble leaf and handcrafted condiment at a time.
A Malaysian Expression of the Future
The Future of Food 2026 study dives deep into how Asia Pacific’s dining culture is evolving — from sensory-led menus and sustainable sourcing to the undeniable pull of nostalgia. But in Malaysia, that evolution feels especially alive.
According to the report, 68% of Malaysian diners now prefer local Asian cuisine over international fare. 74% of Marriott’s Malaysian properties serve traditional dishes made using traditional methods. And perhaps most tellingly, 42% report higher demand for comfort food — a full 13% higher than the regional average.
Translation: Malaysia is leaning into its roots while serving them up with a modern twist.
This isn’t about chasing Michelin stars or fusion gimmicks. It’s about feeling something when you eat — about the sambal that reminds you of your grandmother’s kitchen or the ulam that makes you pause mid-bite because you’ve never noticed how fresh it tastes until now.
Flavours of the Forgotten: Where Heritage Meets Innovation
The event’s theme, Flavours of the Forgotten, lived up to its name with a menu that was both poetic and purposeful. Executive Chef Nor Azizi of The St. Regis Kuala Lumpur crafted a fine-casual experience that spotlighted indigenous ingredients — ulam raja, daun kaduk, daun pegaga, and kerdas — elevating what’s often overlooked into something beautifully essential.
Partnering with BoomGrow, Malaysia’s urban-farm collective known for its tech-driven approach to sustainable agriculture, Chef Azizi created dishes that were equal parts innovation and nostalgia. Each plate told a story — one about Malaysia’s biodiversity, about memory, and about the growing recognition that comfort food can be high art too.
To complete the experience, Marriott Bonvoy hosted a Sustainable Marketplace featuring its eco-conscious local partners — BoomGrow, Brotani, WonderBrew, Limelight, and Korte Chocolate × Hétam+. The showcase wasn’t just a display of products; it was a glimpse into a culinary ecosystem where sustainability and craftsmanship thrive hand in hand.
Comfort Meets Craftsmanship
Petr Raba, Vice President of Food & Beverage, Asia Pacific (excluding China), captured the spirit of the event perfectly:
“Across Asia Pacific, comfort food is emerging as the new luxury,” said Raba. “In Malaysia, that evolution is especially powerful — where every ingredient tells a story and every recipe reflects a legacy. Flavours of the Forgotten celebrates that dialogue between heritage and innovation, and reminds us that the most meaningful meals are those rooted in culture and conscience.”
He added,
“Through collaborations with local pioneers like BoomGrow, WonderBrew, and Korte Chocolate × Hétam+, we’re showing how sustainability, creativity, and authenticity define the next era of dining in Malaysia.”
It’s a philosophy that feels refreshingly human. Luxury dining, as Marriott suggests, isn’t about gold leaf or imported caviar anymore — it’s about the craftsmanship that goes into a homemade sambal, the community that grows the greens, and the sustainability that ensures there’s a future to taste at all.
Comfort in a Digital Age
If that sounds romantic, it’s also backed by hard data. According to the Future of Food 2026 report, Malaysia is leading the region in digital transformation — with 95% of Marriott properties managing bookings digitally and 84% integrating POS and guest feedback systems.
That digital fluency extends to diners too. 84% of Malaysian guests rely on online recommendations before deciding where to eat, proving that while the food may be rooted in heritage, the experience is thoroughly modern.
But despite this digital dominance, Malaysians are holding fast to something timeless: comfort. While dining across Asia Pacific is becoming more entertainment-driven — think pop-up omakase nights or multisensory tasting menus — Malaysians remain drawn to meals that feel personal, familiar, and soul-satisfying.
That’s the essence of Marriott’s thesis: “Comfort is the new luxury.” It’s not about escaping the ordinary — it’s about redefining it.
The Data That’s Redefining Dining
The Future of Food 2026 report also paints a broader picture of what’s cooking across the region:
The Flavor Spectrum: Guests are craving balance — classic cocktails alongside modern, regionally inspired mixes. Health-conscious dining is on the rise, with 63% seeking vegan, 64% vegetarian, and 54% gluten-free options. Yet, in a comforting twist, classic condiments like ketchup and soy sauce remain king.
Raising the Bar: Bars across Asia are reimagining the drinking experience, with omakase-style cocktail service and no-alcohol menus that put flavor and storytelling first. Native ingredients like Dashi or turmeric are turning up in glasses as often as on plates.
The Future Larder: From fermented condiments to heritage vinegars, forgotten flavors are making a comeback — not as gimmicks, but as cultural anchors.
Sustainability Pioneers: Across the region, social enterprises and local farmers are driving change from the ground up, proving that the future of food isn’t just about taste — it’s about purpose.
The Soul of Modern Luxury
There’s a quiet rebellion in the idea that the most “luxurious” meal might be something as simple as a bowl of rice paired with heirloom-grown ulam. But that’s exactly the kind of rebellion Malaysia’s food scene is embracing — one that replaces flash with feeling, and extravagance with empathy.
Marriott International’s Future of Food 2026 doesn’t just predict trends; it celebrates a shift in mindset. It’s about chefs who see themselves as storytellers, diners who crave connection over perfection, and a nation that continues to prove that food is culture, comfort, and community rolled into one.
So the next time someone asks what the future of fine dining looks like, the answer might just be on your grandmother’s table — reimagined, reinterpreted, but still unmistakably Malaysian.
