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Now that rainbow-and unicorn-themed food is losing its shine on Instagram, it is time to turn to “millennial pink” fare instead. The global trend, which is clearly targeted at the millennial generation, is fast catching on in Singapore.

It is not a stark, hot pink, but more a muted, rosy shade that conveys a touch of class.

An article in The Washington Post in August says: “Food is fashion and fashion is food and that’s why pink food became gradually, then suddenly, a thing.”

Last year, color authority Pantone named Rose Quartz one of its colors of the year. Shades of pink are already on everything from shoes to clothes and bags.

Pink is often used in desserts and cocktails, but food-and-beverage operators and chefs are finding new ways to think pink – from pink tonkotsu ramen to pink cactus smoothies.

They say they picked the colour not because of the trend, but to stand out – preferably using natural ingredients.

At Ramen Champion, a Japanese restaurant in Singapore, it is about being in the pink of health. Its general manager Kensuke Onishi says pink ramen was created for health-conscious diners.

He adds: “The pink tonkotsu ramen broth is infused with fresh beetroot and blueberries, giving it a natural pink hue. The response has been great – with up to 500 bowls of ramen sold in a day – because the ramen is very picture-worthy.”

Among others that have embraced pink is two-month-old A Juicery at 21 Lorong Telok, off Boat Quay. Picking rose pink as the shop’s color was a no-brainer for its creative director Stephanie Er, 33, as she loves the color.

It is also the original color for the cold-pressed juice brand, which started out as an online business. She bought it over last year.

Although she did not plan the color theme to coincide with the millennial pink trend, she notes that it has helped the store gain attention on social media.

She says: “Guys and girls come into the store, some even dressed specially in pink. They use the space to take photos and it makes me happy. We understand the need for the modern-day person to have both a coffee and a photograph.

“The hype may die after a while, so we’ll see what it’ll be like then.”

Student Cassandra Lim, 19, says: “Pink is my favourite color and a lot of my clothes and accessories are pink. I wouldn’t purposely look for cafes that serve pink food, but if it’s on the menu – such as a pink macaron or eclair – I’ll definitely order it.”