Credits: Patricia Ratulangi Vice President, Global Communications Nielsen
In recent years, food shows featuring Asian chefs and cuisines have seen a surge in popularity, capturing the attention of diverse audiences around the globe. This trend highlights the growing appetite for cultural representation and inclusivity in entertainment. As we celebrate Lunar New Year—a holiday deeply rooted in food traditions—it’s the perfect time to reflect on how Asian representation in food media resonates with viewers and drives mass viewership.
Food shows stand out as a medium where culture, tradition, and storytelling intersect seamlessly. Programs like Top Chef, which has featured contestants such as Melissa King and Hung Huynh, and The Great American Recipe, where home cooks celebrate diverse culinary heritages, showcase the rich variety of Asian cuisines and the personal narratives behind them. These stories invite viewers to connect with the cultural roots and contemporary adaptations of dishes they may have never experienced before.
| 2024 Viewing Minutes | Asian | Total U.S. |
| Top Chef | 458.0 million | 5.7 billion |
| The Great American Recipe | 9.8 million | 84.5 million |
| Chrissy & Dave Dine Out | 9.2 million | 61.4 million |
| Dinner Time Live with David Chang | 67.4 million | 430.1 million |
Lunar New Year exemplifies the central role food plays in cultural celebration. From dumplings symbolizing wealth to fish representing prosperity, the holiday is a sensory feast steeped in meaning. By spotlighting Asian chefs and their innovative approaches to dishes that represent their heritage, food shows bridge the gap between cultural nuance and modern audiences.
The success of Asian-centered food programming aligns with broader audience preferences for authenticity. Nielsen data reveals that 63% of viewers are more likely to support brands and content creators that authentically represent diverse communities. For mass audiences, this means a greater willingness to engage with shows that go beyond superficial portrayals and offer genuine insights into Asian culinary arts.
The viewership data highlights the significant appeal of food shows among both Asian audiences and the broader U.S. audience, underscroring the growing đemand for authentic, inclusive food shows that celebrate diverse cultures.
As Lunar New Year festivities fill homes with the aroma of traditional dishes, the increasing visibility of Asian representation in food shows reminds us of the universal power of food to connect people across cultures—one dish, one story at a time.
