The United Nations anticipates that by 2050, with an increasing global population and rising per capita income, especially in Asian countries like China, India, Indonesia, and Vietnam, there will be a significant shift in dietary habits towards greater meat consumption. This trend is expected to transform the global agro-food market, although it will also lead to increased greenhouse gas emissions, predominantly methane, from the expansion of livestock farming. In response, the consumption of alternative plant-based 'meats' is on the rise, particularly in Asia, with South Korea introducing a new sustainable protein source – a hybrid rice-beef product – that emits less than 10% of the CO2 of regular meat and costs less. This development could help address the food crisis resulting from increased meat consumption and climate change, offering a potential solution for food security in a challenging but prosperous future.