Matcha Becomes the Year's Hottest Drink, Surpassing 6.5 Million Orders emerging as 2025's "Affordable Luxury"
Matcha led the platform as the biggest-growing menu of the year, with orders rising 300% year-on-year and surpassing 6.5 million cups. The trend reflects a growing focus on healthy drinks, positioning matcha as 2025's new "affordable luxury" drink.
Other fast-growing menu items include:
- Shio Pan (Salted Butter Bread): A simple, buttery flavor profile has made shio pan increasingly popular. Over the past year, more than 2,000 new shio pan shops opened on LINE MAN.
- Ice Cream Sundaes: Demand climbed sharply, driven by accessible pricing strategies from major franchise brands.
- Gai Jor (Deep-Fried Crab Meat Rolls): An unexpected breakout item thanks to its versatility — easy as a quick snack or paired with rice as a full meal.
- Specialty Thai Tea & Premium Thai Tea: Traditional Thai tea saw an elevated makeover, with brands focusing on single-origin tea leaves and more distinctive flavor profiles. This shift moved mainstream consumers toward higher-quality Thai tea throughout the year.
Thais Embrace Spicy Flavors as "Tum Pu Pla Ra" Becomes the Most-Ordered Dish, Searches for Som Tum, Yum, and Mala Hit 16 Million
LINE MAN data shows that "Tum pu pla ra" claimed the No.1 spot as Thailand's most-ordered dish of 2025, with more than 8 million servings nationwide. After years of competing closely with the ever-popular "Fried chicken", tum pu pla ra secured a decisive win this year, reaffirming that bold, spicy flavors remain at the heart of Thai food culture.
This craving for heat is reflected in search behavior: menu searches for "som tum," "yum" and "mala" surpassed 16 million in 2025.
Other top-ordered dishes on the platform include Fried rice, Fried chicken, Hainanese chicken rice, and Crispy pork with basil. Popular search categories also included Noodles, Made-to-order Thai dishes, Single-plate meals, and Curry and rice shops.
Ice Green Milk Tea Emerges as the New Fan-Favorite Drink of the Year
This year saw a major shake-up in the beverage category, with "Iced green milk tea" rising to the top as the most-ordered drink on LINE MAN, overtaking "Black coffee". This shift reflects the continued momentum of the matcha trend but with matcha's higher price point, iced green milk tea has become the perfect substitute, offering a similar tea-forward flavor and appealing color at a more affordable, accessible price.
Other top beverages included Black coffee, Iced espresso, Milk tea, and Thai tea, highlighting the fast-paced urban lifestyle where coffee and sweet drinks play a key role in keeping consumers energized throughout the day.
"Rice and curry" Surges Past 65 Million Orders as Thailand's Go-To Fast Food
The familiar comfort of "Rice and curry" has proven its strength as Thailand's version of fast food, with annual orders surpassing 65 million, up 8% from last year. The growth reflects how well these shops have adapted to the rise of food delivery. Today, rice and curry vendors account for more than 10% of all restaurants on LINE MAN.
The most popular dishes were Fried pork and Fried pork patties, followed by Boiled eggs in sweet brown soup, Red curry, Stir-fried curry paste, and Green curry. Its continued dominance comes from the category's core strengths: convenience, speed, and affordability. Making it a reliable everyday meal for consumers, especially during times of tightened spending.
LINE MAN continues to lead Thailand's food delivery market with comprehensive nationwide restaurant coverage and services built around what Thai consumers truly need. The company remains committed to enhancing service quality, offering high-value promotions, and understanding local behaviors across regions to deliver the best possible experience every day.
