Endemol Shine China to open first MasterChef Academy in Hong Kong

Endemol Shine China has struck up a strategic collaboration with its local partners, IP Lab and The Big Things to open the first MasterChef Academy in Hong Kong.

Developed to bring the spirit of the show to life, the academy – residing at The Mills in Hong Kong – will provide kids and families with an engaging and immersive experience as they embark on their own MasterChef journey.

The academy will use MasterChef inspired recipes for aspiring chefs of all ages to learn and enjoy being a MasterChef their own right.

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 an impressive 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,” said William Tan, managing director of Endemol Shine China, who has shared his 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 and 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.”

Selina Kong, founder and CEO of The Big Things Group, concluded: “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.”

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.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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