Singapore, Hong Kong, China, Indonesia, Malaysia — Asia is fertile ground for meat analogue R&D. One would expect a region with such a long history with non-meat proteins and so many people to feed would be a slam-dunk for alt-meat marketers, right? As it turns out, the role of food in Asian cultures is fundamentally different from experiences in the Americas, Europe or Australia/New Zealand. In this episode of MeatingPod, Keri Matwick, linguist and senior lecturer at Nanyang Technological University in Singapore, has been studying the intersection of food and culture across the globe for years. In this MeatingPod episode, Matwick discusses the Asian consumers’ experience and what non-Asian marketers often get wrong about building a customer base in these regions.