Lever Foundation

eLong Hotel Technology is one of China's top 10 hotel groups and the 19th-largest globally, operating over 3,000 properties across 300 cities and eight countries, with a loyalty programme of 35 million members. The group's new commitment brings plants from 40% to 50% of all menu items within three years, starting with breakfast.

Lever China is working closely with eLong on implementation, providing chef support, plant-based dish inspiration tailored to its brand, and seasonal menu ideas to keep offerings fresh. The rollout begins with breakfast, chosen for its high guest reach and strong potential for plant-based innovation.

Thailand's plant-based food market hit $1.39 billion in 2025, and the country is now chasing $10.8 billion in future food exports by 2027.

The lever? Upcycling. As the world's largest exporter of cassava starch, Thailand sits on a huge volume of agricultural by-products that can be processed into protein concentrates, functional fibres, and starch ingredients. New separation tech is making that conversion viable at industrial scale.

It's also a policy play. The government's Bio-Circular-Green model and Plant-Based Food Roadmap are pushing manufacturers toward resource efficiency and cleaner production.

Turning Waste into Value in Thailand Plant-based Food Production – Asia Food Beverages Thailand is investing heavily as a global hub for plant‑based foods while simultaneously pursuing ambitious sustainability objectives. The national Plant‑Based

China's food industry association — the CFNA — has launched the country's first group standard for the plant-based sector. It covers product definitions, classification, nutritional requirements, and labelling.

Until now, there's been no shared framework for the sector; product labelling has been inconsistent or missing entirely, and companies have had no common reference point to follow during R&D and production. The new group standard is also designed to align with international norms, giving homegrown brands a clearer path to expand beyond China.

As part of the rollout, CFNA's plant-based subcommittee will design certification marks for member companies and host a national roadshow to help food businesses reach the market. The move comes as China's government continues investing in alternative proteins and domestic companies increasingly look to go global.

China Gets Its First Industry Standard for Plant-Based Food A Chinese trade association has developed the country's first national plant-based food standard to address the industry's biggest commercial challenges.