Geographies of online food delivery: spatial and cultural perspectives from the South China Sea Region

Abstract

The rapid growth of online food delivery consumption (OFDC) has revolutionized dining patterns, particularly in culturally rich regions like the South China Sea Region (SCSR), where digital platforms like Foodpanda enhance access to diverse culinary options. Despite this transformation, existing studies rarely explore the cross-regional dynamics of OFDC or globalization’s impact on culinary preferences in such areas. This research investigates the spatial distribution, market characteristics, and cultural diffusion of OFDC in the SCSR using Foodpanda data from March 2023 to March 2024. Employing a four-step methodology—indicator extraction, hierarchical clustering, popularity index calculation, and network analysis—we identify three distinct market types: service-led mature markets (e.g., Tainan), emerging growth markets (e.g., Phnom Penh), and cosmopolitan diverse markets (e.g., Bangkok). The popularity index highlights varied preferences, with some markets favouring local culinary style (e.g., Taipei) and others showing global dominance (e.g., Hong Kong). Network analysis underscores Taiwan’s pivotal role in regional culinary exchange, with external influences primarily from East Asia and Europe, suggesting a concentrated global input. These findings illuminate how digital platforms shape dining consumption and offer insights into balancing cultural preservation with global integration, contributing to a deeper understanding of the SCSR’s evolving culinary landscape in the digital age.

Keywords

South China Sea Region / Online food delivery consumption / Culinary culture / Globalization and localization

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