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Wednesday, June 27, 2012

Eat with Chef Ed at KL Media Luncheon, Hilton KL

Life Inspired and Maybank has launched a brand new television series, featuring Korean celebrity chef Edward Kwon who packs up his charm and culinary skill in a single backpack for a trip of a lifetime around Asia. I was invited for the "Eat with Chef Ed at KL Media Luncheon" at Hilton KL and to have the privilege to meet and listen to Edward Kwon's inspiration story behind his career.


Aptly titled, “EdVentures In Asia”, the series has started airing on 27th May 2012 and continues to air every Sunday at 9pm MY/HK. This 13-episode series is a result of a partnership with Maybank as the presenting sponsor and in collaboration with Star Publications.


The emcee of the day.
In the series, Chef Kwon embarks on a gastronomic adventure across Asia for one purpose: to globalize Korean cuisine by creating new dishes consisting of local fare infused with Korean elements. Chef Kwon will visit chefs from around the continent and experience the myriad of tastes that they offer. From making stock out of a lamb’s head with Mongolian nomads to catching mud crabs with his bare hands in Manila, he will hit locales from the well-known to those off the beaten path and points in between. The adventurous chef will then use what he's seen and learnt to experiment with age-old recipes.

Address by Miss Anne Chan, General Manager for LiTV Asia Sdn Bhd
Countries featured in EdVentures In Asia include Manila in the Philippines, Singapore, Jeonju in Korea, Nha Trang in Vietnam, Osaka in Japan, Hong Kong, Macau, Ulan Bator in Mongolia, Beijing in China, Kuala Lumpur in Malaysia, Bangkok in Thailand, Jakarta in Indonesia and Delhi in India.

Speech by Mr Lim Hong Tat, Deputy President and Head Community Financial Service Maybank.
Chef Kwon is the former hotel head chef of the Burj al-Arab Hotel in Dubai, known as the world's only 'seven star' hotel. Born in Gangwon-do Province in Korea in 1971, Kwon’s initial ambition was to be a priest, but he gave that up to honour his late grandmother’s last wishes. Singer Barbra Streisand once offered him a job as her personal chef, while former US president George W Bush went into the kitchen to personally shake his hand. Chef Kwon has also cooked for the likes of Madonna, Pierce Brosnan, Maria Sharapova, George Clooney and Tiger Woods.

Currently, Chef Kwon serves as Seoul’s global goodwill ambassador, as well as Korea’s tourism ambassador. His book ‘Cooking Seven Stars,’ became a best seller in the fall of 2009. His new restaurant, LAB XXIV (Lab Twenty-Four), is located in Seoul’s prestigious Cheongdam-dong area, and is also planning to open another 200-seater restaurant in Seoul this year.


In an exclusive media luncheon held at The Hilton Kuala Lumpur to mark Chef Kwon’s visit to Malaysia, members of the media witnessed him demonstrating Galbi Jjim, a unique dish featured in the programme that consists of soy braised Wagyu short rib, pomme puree, apple chili salad, root vegetables.

A cooking demo by Edward Kwon assisted by Miss Anne Chan and Mr Lim Hong Tat.
Mr. Lim Hong Tat, Deputy President and Head, Community Financial Services of Maybank said, “This partnership is part of our ongoing efforts to add value to our customers through a diverse range of lifestyle activities. Our customers will have the opportunity to watch him in action and taste his food in an exclusive dinner event live in Kuala Lumpur when they sign up for selected Maybank products or be the top credit card spenders from now until 31st July 2012.  In addition to that, we are confident that our partnership will enhance brand equity and create better visibility for Maybank in the region. It also echoes our mission to humanise financial services across the region as the series enriches people’s lives and will even bring us closer to the heart of communities.”

A sneak preview of EdVentures in Asia, it's funny and a must watch! :D
Anne Chan, General Manager of Life Inspired said, “EdVentures In Asia is a charming show featuring Chef Edward Kwon, a unique personality with a strong passion for making good Korean food accessible to everyone. Chef Kwon’s previous programmes such as ‘Edward’s Live Kitchen” and “Yes, Chef!” enjoyed high ratings on our channel and I’m confident that Chef Kwon will continue to connect well with our discerning viewers.”

She adds, “This is our third original production since the channel launched three years ago. We are excited to have Maybank join us on this journey as we continue to produce content that speaks to Asian palettes and Asian lifestyles. The previous successes of all our original productions is testament to how our lifestyle content has grown throughout the years, providing quality, stylized programmes in high definition.

After the cooking demo and Q&A session, we are invited to go for the Edward's 4-course lunch at around 12pm.

The menu for the Edward's 4-course lunch. Spot the guy from Popteevee at the back!


While waiting for the first course, bread are being served together with salted butter. It's good!

SamGye Tang
SamGye Tang is a chilled chicken roulade with ginseng, espuma and jujube. Creamy and it makes me crave for more.


Foie Gras and Doeun Jang

Consist of Foie Gras, Korean Bean Paste and chervil. Taste pretty decently.

Galbi Jjim
Soy braised wagyu short rib, romme puree, apple chili salad and root vegetables. The sauce went very well with the wagyu, tender to the very last bit but the apple chili salad did not blend into the taste though.

Yuza and Bokbunja
As for dessert, we had the Yuza and Bokbunja which is the Yuza and Yogurt Mousse, White Chocolate Crispy Rice, Vanilla Plum Wine Fruit Gel and Bokbunja Sorbet. The sorbet was really good. Just right for me but it did taste a little too sour for the rest who tasted it as well,

Overall, the Edward's 4-course lunch was good and pretty filling! :)

Chef Edward Kwon
 Chef Edward Kwon was formerly the hotel Head Chef of the Burj Al Arab Hotel in Dubai, known as the world's only 'seven star' hotel. Born in Korea 1971, Kwon worked as an intern at the Ritz-Carlton Hotel in Seoul 1995, and then went on to work for the Ritz Carlton in San Francisco in 2001.  Upon his return to Korea, he was part of the opening team at the W Hotel Seoul as their Executive Sous Chef.

Chef Ed has honed his skills through international travels. In China, Kwon worked at the Sheraton Grand Tianjin Hotel for a year before moving to the Middle East where he was appointed as Senior Executive Sous Chef at the Fairmont Dubai Hotel in 2006.

In 2007, he seized the opportunity to become the hotel Head Chef at Burj Al Arab.  Kwon has opened several restaurants in Seoul, and has recently filmed several television programs - ’Edward’s Live Kitchen,’ ‘Challenge Star Chefs’ and ‘Yes Chef.’ 

Kwon’s recent book ‘Cooking Seven Stars’ became a best seller in the fall of 2009.  It conveys his culinary passion, life story, as well as the burdens he had to face to overcome as a chef. Currently, Kwon serves as Seoul’s global goodwill ambassador, as well as Korea’s tourism ambassador - becoming the second promoter of the capital to the world following Korean superstar Rain.

Catch all the 13 episodes of 'EdVentures in Asia' every Sunday 9pm MY/SIN/HK on Life Inspired channel!


.: Peace Out :.