From pho chips to cucumber snacks, food giants must cater to Asia

Wern-Yuen Tan is chief executive officer, APAC and chief commercial officer at PepsiCo.

Imagine walking into your local grocery store and finding a snack that not only satisfies your appetite but also speaks to your cultural heritage and local flavors. Think pho-flavored chips in Vietnam, or cucumber-flavored snacks in China, where the vegetable's cooling properties are believed to combat heatiness, a concept in traditional Chinese health.