This article origines as part of a Danish national food research program: Market-based Process and Product Innovation in the Food Sector (MAPP), presenting some of the results of a project concerning the cultural dimension of food consumption. Two questions of importance to Asian (with special attention to South East Asian) food producers and marketers are explored. First: To which extent can Asian food manufacturers consider Europe one single market? And second: Do change processes in the European food cultures faclitate adoption of more Asian food products in the coming years? Of course, such questions cannot be fully answered in a paper of this size and scope. Our contribution ito an answer to the first question is based on inter with 20.000 consumers in 16 European countries concerning food consumption. The data suggest ways of clustering different Europan countries and regions to more homogenoues export markets but ingeneral confirms the heterogeneity of the European fo cultures. Since these data did not contain specific information about our second question, the inclusion of Asian food products in European diets, we have investigated certain food consumption trends from a micro-perspective, using qualitative tec to explore changes in eating behaviour in general and the openness to new "ethnic" or "exotic" types of food inparticular. This micro-level analysis was carried out in the country of Denmark, both for conveneince reasons but also because Denmark i macro-level analysis showed signs of being one of the most generally open food cultures of Europe with relatively many overlapping characteristicsw with other European food cultures.