Cross‐cultural sensory and emotions evaluation of chicken‐spice blend by Chinese and Pakistani consumers

This study is aimed at providing a foundation for the acceptability of two traditional spices (Chinese 5‐spice blend “CS” and garam masala “GM”) in addition to using chicken as a carrier food by Chinese and Pakistani consumers. It can promote ethnic food trading by providing the flavor preferences information of cross‐cultural consumers. Chicken marinated with CS and GM were boiled, and evaluated by consumer hedonic test and Check‐all‐that‐apply sensory and emotion measurements. Results showed the high acceptability of chicken‐spice blend samples, though the drivers of liking between Chinese and Pakistani consumers were varied. Interestingly, chicken‐spice blend samples were recognized for positive emotions, whereas negative emotions were ticked for the least favorite plain chicken sample. Therefore, via the observation and analysis of consumers' behavior in chicken‐spices consumption, our findings may help food researchers and traders understand the perceptions from both countries and thus guide the ethnic food product development in a cross‐cultural context. Practical Applications This research provides a primary understanding of the flavor perception and acceptability of traditional spices from China and Pakistan by their consumers, which would lead a customer‐centered ethnic food innovation. The implicit needs explored between Chinese and Pakistani consumers for chicken and chicken product consumption would assist in probing the potential market opportunities for ethnic foods trading within and between each country.