US banks on Asia’s food obsession in new culinary campaign

BRAND USA is kicking off a new culinary campaign next month to entice travellers from Asia-Pacific to explore the US’ gastronomic delights.

As part of the initiative, the NTO is rolling out a high-quality culinary guide to the US and a social media campaign in multiple markets including Taiwan, Hong Kong and Singapore.

Reene Ho-Phang, managing director of Brand USA Taiwan & Hong Kong told TTG Asia e-Daily: “To Asians, food is not just for consumption. It means prosperity, abundance and even healing. With the economic boom, Asians are fast venturing outside their shores to have a taste of other countries’ food offerings. Through the Brand USA Culinary Guide, we hope to rekindle the fondness of America through Asians’ palates.”

Chefs from the country’s Diplomatic Culinary Partnership will travel to the US embassies in Australia, China, Japan, South Korea and Taiwan to launch the campaign during Independence Day celebrations.

Ho-Phang commented: “Unknown to most visitors, the culinary landscape of the US embodies the abundance of native and immigrant influences that reflect its cultural diversity, storied history and rich travel experiences.”

She said that the culinary campaign is expected to further propel with the strong inbound travel to the US from Taiwan and Hong Kong, and noted that with a fourth terminal to come up at Singapore Changi Airport in 2017, Singapore-US travel is predicted to rise in the coming years.

Sponsored Post