The Rise of the Gastrosexual

PurAsia, creator of "gastrosexual"

Okay.  We all know I hate the word foodie.  It’s been oft discussed.  But, I’ll take (begrudgingly) being labeled that any day of the week compared to what The Daily Telegraph is reporting as the rise of the “gastrosexual.”

A quote from the report, conducted by PurAsia:

Gastrosexuals can be male or female but the common denominator is their love of food. We found that cooking for this new generation isn’t simply a matter of refuelling. For them it’s an enjoyable experience and something to be relished – they cook for pleasure, praise and potential seduction.

‘Male Gastrosexuals in particular are no longer content with what they can find at the back of the kitchen cupboard. They are looking for something much more satisfying in terms of taste, participation and effort.’

Yes.  Every man who learns to cook is doing it purely to seduce women.  Thank you PurAsia.  Wait…who the FUCK is PurAsia?

Why, they’re the new product wing from “Mars Food, the US giant’s non-confectionery arm in the UK” And they have apparently “just undertaken its first new product launch for nine years, with the introduction of the Asian ready meal concept…”

This article was printed yesterday in the UK, and reprinted with a little sexy fun in Radar online.  Yet the domain name gastrosexual.com was registered back on December 07, 2007.

Hmmmm….does this smell of blatant undermining of a sub-culture through viral advertising?  Stephen Colbert coming up with his own word for satire is one thing.  But, this just feels dirty.

You can read their full 29-page “report” on their website. (PDF)

And the big kicker is that the company, PurAsia, promoting a term that defines people who don’t look for the easy way out where food is concerned is the creator of “ready-made Asian meals.” Yes.  There’s no better way to impress the ladies than to drag out your finest China, and woo her with some ramen noodles and Thai Kitchen-like microwavable Pad Thai.

PurAsia, the lounge lizard of gastronomy.