Endemol Shine China is partnering with IP Lab and The Big Things to open the first MasterChef Academy at The Mills in Hong Kong. The attraction will be an immersive cooking academy.
The MasterChef Academy will bring the show to life in an immersive experience. It will use MasterChef-inspired recipes for aspiring chefs of all ages (via Licensing.biz).
MasterChef China is a TV cooking reality show, a spin-off from the original UK version of MasterChef, produced by Endemol Shine Group.
“Turning our best cookery show into a cooking academy is a brand new experience but also a huge achievement for us,” said William Tan, managing director of Endemol Shine China.
MasterChef-inspired recipes for chefs of all ages
“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,” Tan added.
MasterChef is now produced in 62 countries, and watched by more than 300 million viewers. MasterChef China has a large fanbase.
Jane Smith, group director, Brand Licensing and Gaming, Endemol Shine Group, said China is a “key growth market for brand licensing”.
She added that “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”.
‘Must-see place for families and MasterChef fans’
Smith also said MasterChef Academy will offer “a unique opportunity to experience MasterChef as a real participant rather than just a passive viewer”.
Selina Kong, founder and CEO of The Big Things Group, said: “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.”
Earlier this year, a new restaurant called MasterChef, the TV Experience opened at the Millennium Place Marina in Dubai.
Images: Endemol Shine Group