AFC and E&O Kickstart the First-ever Asia-wide Reality Television Contest in Search for AFCʼs Next Celebrity Chef!!

Calling all food lovers and aspiring chefs!

For the first time in Asia, the Asian Food Channel (AFC) is conducting a region-wide search for Asiaʼs next Celebrity Chef through AFCʼs first ever reality television series called the “E&O Search for AFCʼs Next Celebrity Chef”.

Region-wide meaning they are seeking for contestants from across Asia & auditions will be held in 5 countriesHong Kong, Indonesia, Malaysia, the Philippines, and Singapore.

Luxury lifestyle group Eastern & Oriental Berhad (E&O) will be the other partner for this inspiring reality show.

E&O Berhad logo

Both organisations will leverage their resources to put contestants through a gamut of culinary challenges that will test even the most seasoned chef or passionate foodie.

Yes, this is serious stuff. “So You Think You Can Cook?” (- copyright to . Well, show us your mettle!
The E&O Search for AFCʼs Next Celebrity Chef series will be complemented with online updates and information, as AFC will be launching a microsite dedicated to the production of the series.
Click on, read the T & Cs & GO FOR IT!

More of what happened at the press conference:

I got to meet Chef Bruce Lim in person!!

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If you don’t already know, Chef Bruce Lim is the bubbly persona/celebrity chef from the Tablescapes series by AFC.
He & Mr. Michael Saxon (on my right) are the judges on this show. Mr. Saxon, Director of Group Hospitality & Lifestyle of E&O Group, is not only a well-known hotelier, but also author of his famous professional memoir, Chefʼs Tales.

Caption: Michael Saxon, CEO – The Delicious Group and Director, Group Hospitality & Lifestyle, Eastern & Oriental Berhad, AFC co-founder and managing director Hian Goh & Chef Bruce Lim.

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 Auditions will run from 3rd to 16th August 2011 in the five respective countries.

Contestants who are shortlisted from the auditions will be put through a series of intense cooking tests and trials, to identify who has the right ingredients to hold the title of E&O and AFCʼs Next Celebrity Chef!

Below: Hian explaining to the press the concept of  E&O and AFCʼs Next Celebrity Chef.

“AFC is proud and honoured to be able to create our own search for a celebrity in show in Asia. It has been something we have been planning for a long time and as Asia’s premier Food Channel we are delighted to be able to develop talent from across the region. Asia can now begin to have its own home-grown celebrity chefs that the region can take pride in.”

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The exciting eight-part series will unveil the top 12 finalists in its premiere episode. Each week, one or more participants will be eliminated from the running based on the decisions made by the esteemed panel of judges.

Keeping thing exciting, & adding in to the element of surprise, host of international & distinguished celebrity chefs will also be invited to make guest appearances in selected episode(s) throughout the series as guest celebrity chefs judges.

The entire series will be shot on location at E&Oʼs numerous hospitality and lifestyle properties such as the Eastern & Oriental Hotel and Lone Pine Hotel in Penang, the Martinique seafront villa and Straits Quay Retail Marina at E&Oʼs masterplanned township of Seri Tanjung Pinang, Penang, the St. Mary Residences in Kuala Lumpur as well as at some of the popular Delicious restaurants in Kuala Lumpur” .

Below: Mr Michael Saxon of E & O Group.

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Who can take part:

All aspiring chefs, individuals with culinary training, or those simply with the passion for and knowledge of cooking are invited to sign up for auditions and take up the challenge to be crowned “AFCʼs Next Celebrity Chef”.


The winning chef will also be signed to an exclusive one-year contract as an AFC Celebrity Chef with AFC. In addition, the winner will be awarded the opportunity of a year-long employment contract with the E&O Group, taking on the mantle of Creative Director and Head of R& D for the E & O Gourmet Group.

So, do you believe that you can a celebrity Chef like Chef Bruce Lim??  :P   Here’s the link again: Click on, read the T & Cs & GO FOR IT!

AFC, E & O Search for AFC next celebrity chef

All pictures are:

Samsung NX11

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