Although you can not lump the whole continent together, there are elements the average (European) consumer associates with the Taste of Asia: sweet-sour, matcha, mango, lemongrass, litchi, wasabi, coconut milk, etc. For many people Asian food is not strange anymore, but still not on everday’s plate and therefore extraordinary and exciting.
In many cities – and also villages – you can find Asian restaurants. In smaller villages it’s mostly the Chinese restaurant. In bigger cities you can also choose between Japanese, Korean, Thai, Indian, Vietnamese, … This gives the people the chance to get in touch with the Asian kitchen without traveling thousands of kilometers.
Many amateur chefs love their wok and became fans of Asian dishes. There are countless Asian cookbooks to get inspired, the food industry supports them with Asian spice mixes, different types of soy sauce etc. Also the range of ready-made-meals satisfies the hunger for Teriyaki chicken noodle bowl or Chop Suey. Fortune cookies and ice cream mochis can be found in a normal supermarket nowadays.