They are, therefore, somewhat repressed. There is also a tremendous respect for the family as an institution, a value that appears to be, if not on the decline, certainly less strong in the West. So when Asians cook meals for their families, it is more an expression of love as opposed to a chore. When they cook for friends, it is a gesture of respect and happiness for that friendship. When they cook for someone they love, it is an ingredient of romance.
Food has special status in Asia.
While people the world over have an emotional relationship with food, that relationship appears to be most intense in the Asian region. The television commercials, for example, animate ingredients like chillies that intertwine with affection and a family of herbs holding hands. Print advertisements are portrayed visually with a modern but tastefully designed cookbook design. The main ingredients express the emotion on the left-hand page and the words are on the right side. You can use them to create any one of a range of authentic Asian dishes.