A new green wave is sweeping through the culinary world, and it’s not matcha. The screwpine leaf, better known as pandan in Malaysia and across South-East Asia, is emerging as a global flavour contender. With its aromatic grassy notes and vibrant hue, pandan is being hailed as the next big thing in international cuisine, with predictions from outlets like The New York Times suggesting it could claim a spot in the culinary hall of fame this year.
For many in Malaysia, pandan is already a beloved staple. Its distinct fragrance enhances both sweet and savoury dishes, from the sticky rice balls of onde-onde to the creamy layers of kuih talam, and even the iconic nasi lemak pandan, a fragrant coconut rice dish often considered the country’s national breakfast. But beyond these traditional uses, pandan is now finding its way into innovative creations, from gelato and fusion pastries to pandan-infused lattes, as chefs and food enthusiasts worldwide take notice.
From Local Delight to Global Trend
Pandan’s rise to international prominence is no surprise to those in Malaysia’s food industry. Ong Chiu Fen, a product development specialist, notes that the leaf’s versatility is key to its growing appeal. “Gourmet chefs are experimenting with pandan oil and foam to elevate modern Asian fusion dishes,” she explains. Beyond South-East Asia, countries like Japan and the United States are incorporating pandan into desserts and beverages, blending its unique flavour with local tastes. 
Often dubbed the “vanilla of South-East Asia” by Western food enthusiasts, pandan is celebrated for its complex profile of grassy, floral, and nutty notes. Yet, Ong cautions that while pandan shares matcha’s natural green colour and culinary adaptability, it lacks the same health-focused branding. “For pandan to achieve widespread popularity, marketing efforts must highlight its cultural roots and potential health benefits, such as its natural antioxidant properties,” she suggests.
The path to global recognition may involve collaborations between traditional Asian brands and Western innovators. Imagine pandan-flavoured beverages on the menus of major coffee chains or packaged pandan desserts lining supermarket shelves. Such initiatives could bridge cultural divides, introducing this South-East Asian treasure to a broader audience.
A Flavour for Every Palate
In Kuala Lumpur, local bakers and chefs are already capitalising on pandan’s rising star. Muhammad Ridhwan Ahmad Zulkifli, a baker and instructor at Cakewan bakery, has seen growing demand for pandan cakes, particularly the pandan palm sugar cake, known locally as pandan gula anau. “Pandan is gaining recognition even in Western countries, featured on shows like MasterChef,” he says. He highlights its compatibility with flavours like coconut, lemongrass, passionfruit, and even chocolate, making it a versatile ingredient for both traditional and modern recipes.
Similarly, Tina Melan, co-owner of Erni&Tina in Kuala Lumpur, has witnessed pandan’s popularity soar over the past decade. Her café has successfully paired pandan with nostalgic Malaysian flavours like Horlicks and Nestum, as well as in innovative offerings such as pandan kaya (a coconut jam), pandan coffee drinks, and pandan mochi. “You see pandan everywhere now – in rice, desserts, beverages,” she says, reflecting on the ingredient’s growing presence in everyday cuisine.
Challenges on the Horizon
Despite its culinary promise, pandan faces hurdles in reaching the global status of matcha. Its cultivation remains largely small-scale, rooted in the backyards and farms of South-East Asia. Scaling production to meet international demand while maintaining quality could prove challenging. Additionally, as Ong points out, pandan’s niche status means it lacks the widespread recognition and marketing machinery that propelled matcha to fame.
Food technologists could play a crucial role by exploring pandan as a functional ingredient, perhaps as a clean-label flavouring or natural colouring agent. Highlighting its cultural significance – deeply tied to South-East Asian heritage and communal cooking traditions – could also resonate with global consumers seeking authentic, story-driven food experiences.
A Taste of South-East Asia
For now, pandan remains a symbol of South-East Asian identity, a humble plant that carries the essence of the region’s kitchens. Its journey from local markets to international menus is just beginning, but the excitement is palpable. Whether it’s enhancing a delicate dessert or infusing a savoury dish with its signature aroma, pandan is proving that South-East Asia’s culinary gifts have much to offer the world.
As Malaysia and its neighbours continue to share their flavours with global audiences, pandan stands as a testament to the region’s rich food heritage. If nurtured with the right blend of innovation and cultural storytelling, this green sensation could soon become a household name, inviting the world to taste the heart of South-East Asia.
