To study the flavors of Chinese board noodles, international ingredients giant DSM-Firmenich dispatched teams to Anhui, Shandong, and Northern Jiangsu for field research. They sampled dishes from various local stalls, consolidating and refining these scattered experiences into a standardized flavor solution. This "flavor exploration" initiative signals that deep immersion into local Chinese culture is becoming a core competency for multinational corporations shaping the food service market in China. Liu Jun, Senior Vice President of Flavors, Texture & Health, Greater China at DSM-Firmenich, noted in an interview that the impact of "flavor localization" extends beyond the domestic market, now influencing global markets as well.
Recently, the 29th China International Food Additives and Ingredients Exhibition was held in Shanghai. Many exhibitors described this event, seen as a bellwether for the global food industry, as the most vibrant in recent years. Notably, numerous international visitors moved among the booths, aiming to learn from China and gauge where its flavor trends are headed next. Behind the food service market, valued at over 5 trillion yuan, China is no longer merely a "major consumer" but is emerging as a global hub for food flavor innovation.
Among the many international giants, DSM-Firmenich, with over six decades of experience in the Chinese market, offers an excellent window into the latest trends through its understanding of "local flavors." Mao Tianjie, Vice President of Edible Flavors, Flavors, Texture & Health, Greater China at DSM-Firmenich, stated, "In the past, we looked to Europe, the U.S., Japan, and Hong Kong for external inspiration, but now, local cuisine has become the benchmark for innovation." Mao also admitted that sources of localization inspiration are difficult for foreign markets to replicate, and DSM-Firmenich is applying these close-range insights to serve the food service sector while also transferring culinary trends to the food industry.
The high attendance at the exhibition reflects the genuine vitality of China's consumer market. Shi Haijing, Vice President of Food & Beverage Ingredients, Flavors, Texture & Health, Greater China at DSM-Firmenich, observed, "A large population is the foundation, but more importantly, the demands of young people are becoming increasingly diverse—personalized, emotional, and seeking novel consumption experiences. This is forcing food and beverage companies to innovate continuously and accelerate product launches." The combination of momentum and demand underscores the immense potential of the Chinese market.
It is noteworthy that China's food service and food industry are undergoing significant restructuring, with companies needing to extract profits through meticulous operations. Liu Jun pointed out a clear trend over the past three to five years: "Consumers are demanding higher product quality while becoming more rational and ultimately seeking better value for money." This "want-it-all" consumer mindset has fundamentally shifted the innovation logic upstream in the supply chain. The industry's extreme pursuit of efficiency and quality is directly reflected in the demand for upstream ingredients.
In the Chinese market, keen insight must be followed by rapid response for market participants to maintain their share. Mao Tianjie mentioned a key detail: "Rapid response is indeed a challenge for multinational companies, but our advantage lies in having a fully local team serving the Chinese market. We understand this challenge and are committed to addressing it." When communicating with global headquarters, they often face a perception gap; while a two-week delivery cycle is considered fast in Europe and the U.S., "in China, the shortest cycle we've experienced from finalizing a formula to product launch is three days."
To quickly respond to diverse market needs, DSM-Firmenich has accelerated its localization efforts in China. In January 2026, the company's culture production plant in Hohhot commenced operations, providing local dairy companies with more timely technical support and supply assurance. In 2025, the company achieved strategic control of Yantai Pectin Company, strengthening the resilience of its key ingredient supply chain. That same year, the upgraded Shanghai Advanced Perfumery Creative Center 2.0 opened, enabling China's olfactory aesthetics to influence the entire Asia-Pacific region.
Nearly three years ago, Dutch company DSM, with over a century of history, completed its merger with Firmenich, the world's largest flavor and fragrance company, officially launching as DSM-Firmenich. Liu Jun stated that the post-merger integration over the past three years has been successful, with a key metric being the achievement of "synergy effects." "Overall, the integration of DSM and Firmenich is complete, but our investment and布局 in the Chinese market continue to advance, focusing on growth and capability building," Liu emphasized. He concluded that China's food service sector boasts unique advantages: rapid growth, active innovation in new categories, and fast store expansion. "Our innovation experience in China can be quickly replicated across the Asia-Pacific and even global markets. From a global business perspective, China remains a high-growth region and is gradually becoming an innovation hub."
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