Asian-Americans also proved to be adventurous eaters. Fewer than half said they had tried Japanese food, and the numbers for other cuisines drop from there. Asians also were significantly more likely to dine out as a part of the workday. The Asian-American predilection for dining in all sorts of restaurants, with all sorts of companions, is more than a matter of wherewithal. For most Asians, cuisine ranks high as a cultural value, says Bill Imada, president of Imada Wong Communications Group in Los Angeles.
Restaurants are places to get together with family, friends and business associates.
Dining involves many rituals, and the way they are observed is a clue to social and economic class. Of course, not every Asian-American is dining on sushi or foie gras every night. The younger generations want pizza, burgers and other fast food, says Imada. These diners would choose their home country's cuisine first, followed by that of another Asian country, Imada says. At the very least, Asian-Americans want to see rice and tea on a restaurant menu.