The strategic collaboration with its local partners, IP Lab and The Big Things, to open the first MasterChef Academy in Hong Kong at The Mills later this year
Developed with the spirit of the show at its core, the MasterChef Academy provides kids and their families an engaging and highly immersive experience as they embark on their very own MasterChef journey. The academy uses MasterChef inspired recipes for aspiring chefs of all ages to learn and enjoy being a “MasterChef” their own right.
As the world’s most successful cookery television format, MasterChef provides a life- changing opportunity to amateur cooks, who are judged by some of the country’s top chefs and distinguished food critics. Now adapted in 62 markets worldwide and broadcast in over 200 territories, MasterChef is watched globally by over 300 million viewers and has transformed over 100 amateur chefs into professionals.
MasterChef UK’s 15th season remains the BBC’s No.1 top rating cookery show for the third consecutive year. While in the US, the show has just celebrated the 200th episode.
Adapted in China several years ago, MasterChef has generated a huge fanbase in the Greater China area. “Turning our best cookery show into a cooking academy is a brand-new experience but also a huge achievement for us.” William Tan, Managing Director of Endemol Shine China has great confidence in the newly launched licensing project, “It is the first time that residents in China can embrace the beauty of MasterChef by learning and participating in the classroom. Located in The Mills, we believe it will become a must-see place for families and MasterChef fans.”
Jane Smith, Group Director, Brand Licensing & Gaming, Endemol Shine Group, added, “China is a key growth market for brand licensing, and activations such as this that work so well in a local market, and for all ages, really demonstrates the relevance of our brands to multiple audiences. Experiential is a real focus for the growth of the MasterChef brand, and MasterChef Academy offers people a unique opportunity to experience MasterChef as a real participant rather than just a passive viewer.”
“We are excited to house the first ever MasterChef Academy at The Big Things Kitchen and Cooking Studio. Through fun and inspiring culinary class, we believe this leads to unlock children’s creativity while fostering their confidence and well-being. We are going to create incredible yet exceptional experiences for kids and teens,” said Selina Kong, Founder and CEO of The Big Things Group.
Before the launch of MasterChef Academy, a MasterChef shopping mall event was held successfully in TKO Plaza, Hong Kong last November. Sharon Gonzago, Top 4 of 2018 MasterChef Singapore joined the event and attracted lots of fans locally.