Capturing Trends of Food Culture

on Asian Food Channel (AFC)

Faridah Noor Mohd Noor

Co-Chair ECulture WG

30th APAN Meetings

Hanoi, Vietnam

FNoor UM 2010

30th APAN@Hanoi

AFC: Background• Launched in mid-2005 in Singapore, home of AFC

The pioneers, Hian Goh and Maria Brown

• Transmits in 7 countries: Singapore, Hong Kong, Indonesia, Malaysia, Brunei, Philippines and Thailand.

• Pay TV channel and is currently the only food channel in Asia

• Claims to have “established a leadership position, as not just the only "food" channel, but as the leading lifestyle channel and a leading promoter of pan-Asian culture across the region.”

(Source: http//www.asianfoodchannel.com)

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AFC Homepage

• Pls refer :

http//www.asianfoodchannel.com

(Please note that all information on AFC were obtained

from this website)

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The Studio

Source: http//www.asianfoodchannel.com

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AFC’s View on

Asia as a (Food) ContinentAs a Channel, it views Asia as

• “Food-loving Asia”

• a continent enriched with cultural diversityacquired from more than 180 ethnic groups:

“a continent [that] sizzles with exciting sights, sounds, and smells. It is cosmopolitan yet unmarred, modern yet traditional.”

(Images and content - Source: http//www.asianfoodchannel.com)

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AFC: Asia and Food Culture

• Food is seen as the binding factor of all people of Asia and makes up the soul of Asia:

“It's food. For an Asian, food is a passion, an obsession, and a way of life. It represents all that makes Asia distinctively different, and provides a window into the continent's past, present and future.

Knowing the food allows one a rare and untainted glimpse into Asia's heart and soul. If a plate tells a thousand stories then the Asian Food Channel will tell you those stories.”(Source: http//www.asianfoodchannel.com)

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AFC Programming

• Aims to present “Asian food at its best”

“With rich programming from across the region, Asian Food Channel features shows crafted by individuals who know their country and this region well and want to share them with you. Whether it's a travelogue or a cooking show, you will be introduced to Asia's best restaurants, the finest chefs, and our extraordinary cuisines, anything that defines and refines the culinary expertise that has becomesynonymous with Asia.”

• Has a mix of Eastern and Western programmes.

(Source: http//www.asianfoodchannel.com)

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30th APAN@Hanoi

AFC: Slogan

• “Home of the Chefs”

• AFC’s selection of programmes features chefs who have made a mark among their peers in the world of gastronomic adventures.

• Based on their food philosophy, chefs present their shows to give their viewers a “taste” of both local and international culinary scenes. Perhaps, AFC viewers help chefs propagate their food philosophies and introduce different food cultures at home.

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An Array of Food Cultures

AFC offers viewers shows from (among others):

• Asia: India, China, Japan, Malaysia, Philippines,

Singapore

• Australia and New Zealand

• Canada and USA

• Europe: Italy, Scandinavia, Spain and UK

These chefs present the best each country has to

offer in

Featured Chefs

The following slides present;

Chefs and programmes aired on AFC

Type of cuisine

Food philosophy

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30th APAN@Hanoi

Martin Yan

• Programme: Martin Yan’s China

• Cusine: Fusion and Authentic Chinese

• Food Philosophy: “Dedicated to dispelling the mysteries of Asian cooking.”

(Source: http//www.asianfoodchannel.com)

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30th APAN@Hanoi

Chef Jet Tila

• Programme: Chasing the Yum

(“Yum” is achieved when there is a perfect balance of sweet, sour, salty and spicy flavours.)

• Cuisine: Chinese, Vietnamese, Thai and Japanese

• Food Philosophy: “To demystify the exotic world of Asian cuisine by revealing easy detailed step on how to prepare traditional restaurant dishes in your home kitchen.”(Source: http//www.asianfoodchannel.com)

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Chef Bruce Lim

• Programme: Tablescapes- Life on a Plate 3

• Cuisine: Native Filipino cuisine

• Food Philosphy: “Food is universal and must be shared by everyone.”

• (Source: http//www.asianfoodchannel.com)

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Chef Morimoto

• Programme: Iron Chef

• Cuisine: Japanese fusion in a western setting

• Food Philosophy: With his training in sushi and Kaisekicuisine, it would be “in the form of art to balance the taste, texture, appearance and colours of food [by] infusing European and Western cooking techniques and ingredients into his preparations.”

• (Source: http//www.asianfoodchannel.com)

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30th APAN@Hanoi

Kylie Kwong

• Programme: Cooking with Heart and Soul

• Cuisine: Chinese fusion cooking

• Food Philosophy: “Every meal is a journey, a culinary carriageway between East and West”

(Source: http//www.asianfoodchannel.com)

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30th APAN@Hanoi

Anis Nabilah

• Programme: Icip Icip

• Cuisine: Malaysian, especially traditional Malay food

• Food Philosophy: “Making Malaysian cooking accessible for viewers by bringing them simple tips and tasty recipes that everyone could follow.”

• (Source: http//www.asianfoodchannel.com)

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30th APAN@Hanoi

Chef Wan

• Programme: Best Wan

• Cuisine: Modern Malaysian classics

• Food Philosophy: To present “a repertoire of Asian

Classics” in the modern kitchen• (Source: http//www.asianfoodchannel.com)

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Chuck Hughes

• Programme: Chuck’s Day Off

• Cuisine: Decadent -meals served up to his favorite rocking soundtracks.

• Food Philosophy: “Simple, well-made food instead of fussy pretentious haute couture cuisine – in unwavering respect for Mother Nature’s finest, pledges to let quality ingredients speak for themselves as well as his firm belief in buying and cooking local”(Source: http//www.asianfoodchannel.com)

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Jose Andres

• Programme: Made in Spain with Jose Andres

• Cuisine: Spanish

• Food Philosophy: “Recreate authentic Spanish dishes at home”

(Source: http//www.asianfoodchannel.com)

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Mark McEwan

• Programme: The Heat with McEwan

• Cuisine: Classic European-style

• Food Philosophy: “Providing his guest with a good meal…. which focuses on simplicity and is what he refers to as sophisticated home cooking.”(Source: http//www.asianfoodchannel.com)

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Laura Calder

• Programme: French Food at Home

• Cuisine: French

• Food Philosophy: French cooking at home minus the fuss(Source: http//www.asianfoodchannel.com)

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30th APAN@Hanoi

Rob Rainford

• Programme: License to Grill

• Cuisine: Creative barbequed meals

• Food Philosophy: “Grilling to prepare quick, flavourful, healthy meals. Barbeque is pretty simple. Just start with the freshest ingredients”

(Source: http//www.asianfoodchannel.com)

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30th APAN@Hanoi

Hugh Fearnley-Whittingstall

• Programme: River Cottage Summer’s here

• Cuisine: English British

• Food Philosophy: “Exploring the produce that summer has to offer, Hugh rustles up a range of impressive dishes using the finest seasonal produce.”

(Source: http//www.asianfoodchannel.com)

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30th APAN@Hanoi

FOODIES SHOW

These programmes are a mix of travel and

food show that presents also the lifestyle

of the people and their food culture.

Hosted by celebrities.

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Taste Takes Off

Host: Peta Mathias

Write-up:

Presents the different cuisines found in New Zealand and around the world. The host “mixes travel, food and fun as she explores the flavours, the style and the sights from around the World ….each 'Taste Takes Off' travels to a country seeking out the people and stories behind the flavours. The destinations have been chosen for their diversity and culinary interest. Hence there's a mix of Asian, European, Australian and American.”

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Home Flavours

Write-up:

Presents the many flavours of China and at the same time the rich culture and lifestyles of the different cuisines from Guangdong to Beijing and Nyonya to Eurasia

(Source: http//www.asianfoodchannel.com)

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Taste with Jason

Host: Jason Yeoh

Write-up: Presents Jason’s “search for good food and Malaysian specialties in undiscovered street corners. Always aiming to uncover more than just a great recipe, this programme digs out the story behind each dish and what makes it unique. ‘Taste with Jason’ is not simply about food but also about people, their feelings and experiences with food.”(Source: http//www.asianfoodchannel.com)

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Yummy Trail

Hosts: DJ Jeff Chin and Star Idol finalist Hishiko Woo

Write-up:

Presents to Asians the food they are passionate of and new food haunts. “Yummy Trail explores the food that thrills your taste buds and introduces city dwellers to evermore interesting dining places. Hosts show you the road less travelled and how to reach dining destinations whilst avoiding the hassle of traffic jams.”(Source: http//www.asianfoodchannel.com)

REALITY SHOWS

These shows present the other side of

food culture – the stories of the chores

and challenges of food production

FNoor UM 2010

30th APAN@Hanoi

Chef School

Write-up:

Presents students undergoing a boot camp-like situation in which they go through a rigorous training programme based on that of Stratford Chef School, Canada. “Set in the pressure cooker of a small town, students are challenged beyond their emotional and physical abilities….This intensely dramatic experience forces together individuals of various ages, backgrounds and skill sets. The only thing they have in common is their passion for food and their desperate need to find out if they stand a chance of making it.”

(Source: http//www.asianfoodchannel.com)

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30th APAN@Hanoi

Blood, Sweat and Takeaways

Write-up:

Presents a group of young British food consumers who are placed in different parts of Southeast Asia to take part in the pressures of producing food that they consume at their British homes. They undergo the routines of the region’s food production industries.

(Source: http//www.asianfoodchannel.com)

FNoor UM 2010

30th APAN@Hanoi

AFC and Its Impact on

Local Food Culture

Viewers are presented with

• Awareness of what goes in preparation of good food from simple to haute cuisine

• Increase in skills of better food preparation

• Introduction to different food cultures

Working towards

• societies that are more appreciative of local and international cuisines as well as different food cultures

• All in all, a delicious channel to relax to

FNoor UM 2010

30th APAN@Hanoi

Thank you and

enjoy your food culture

All images and information:

Source: http//www.asianfoodchannel.com