Lexus Creates: Culinary Perspectives

  • Lexus launches its first digital cookbook, Culinary Perspectives, as part of the ‘Lexus Creates’ social media campaign
  • The first installment of the cookbook series offers eight delicious recipes created by some of Lexus’ culinary partners

Dubai, UAE - 12 August, 2020: Celebrating the diverse flavors of global cuisine, Lexus International invites readers to embark on a unique culinary journey with the launch of Culinary Perspectives, its first digital cookbook. In the first of two installments, the cookbook offers insights on the brand’s culinary partners, who share an enticing menu of recipes featuring exotic flavors from the Eastern and Australasia regions. Each recipe has been enjoyed during previous Lexus events around the world.

To create the cookbook, Lexus enlisted the expertise of Joshua David Stein, a James Beard Award-nominated author and former restaurant critic for the Village Voice and New York Observer whose work has appeared in the annual Best American Food Writing round-up. The first collection of eight delicious recipes is arranged as a menu for a multi-course meal and involves a range of difficulty levels that can be mastered in the comfort of the reader’s home.

“Culinary Perspectives enables the brand to connect with its audience on a topic that is of deep personal interest to them, while recognizing some of the world’s most talented craftspeople in the culinary space. We hope our audience will embrace this opportunity to explore their own epicurean artisanship,” said Brian Bolain, General Manager, Lexus International.

“We are delighted to launch Culinary Perspectives, a unique collection of recipes that reflects exceptional craftsmanship and attention to detail,” commented Kei Fujita, Chief Representative of Middle East & Central Asia Representative Office, Toyota Motor Corporation. “This book is a reflection of the deeply rooted Omotenashi concept that lies at the heart of the Lexus brand, which embodies the anticipation of one’s needs and intuitive hospitality. I would like to thank the talented Chefs from around the world who made this project possible, as well as our loyal customers for their continuous support. We trust this book will inspire them to create their own amazing experiences,” he added.

Influenced by traditional Japanese techniques and a zero-tolerance for waste policy, the menu’s Chicken Meatball starter was created in Yuta and Sharlyn Kobayashi’s restaurant Eazy Peazy in the heart of Melbourne. Chefs recreating this dish are encouraged to serve it on a skewer, an izakaya (Japanese snack) staple called tsukune.


The next dish, Orange Parfait, also comes from Australia. This refreshing dessert is perfect for warm summer days and was crafted by Chefs Matt Stone and Jo Barrett from Oakridge Restaurant in Victoria’s Yarra Valley.

For the soup selection, the cookbook travels north to Singapore where talented young Chef Charles Tan challenges cooks with an aromatic Tom Yum Chicken Consommé. This classic consommé was served to guests who attended the Lexus LS 30th Anniversary event.

Traveling further northwest, the menu visits Taiwan for its fish dish. Chef Yang Po-Wei has shared a 48-hour cured Mahi-Mahi recipe that requires time, patience and precision. When complete, the dish transforms into a work of culinary art that is appealing to both the eyes and taste buds.

The first of two main dishes on the menu is created by New Zealand Chef Sachie Nomura. Born in Aichi, Japan but based in New Zealand for the last twenty years, Chef Nomura is a culinary educator and an ambassador for traditional Japanese cuisine. Her main dish, Beef Nigiri, offers an “East meets West” twist by using charbroiled beef rather than the traditional high-grade raw fish, and is accompanied by her Asparagus with Black Sesame recipe.

The final main course offered on the menu travels to Japan, the home of Lexus. Chef Takeshi Fukuyama and Chef Gaggan Anand have reimagined Keema Curry and offer their own interpretation of the popular Indian dish. This exquisite dish was previously enjoyed during the local culinary program Dining Out with Lexus, where guests experienced outdoor dining in a secret location. Attendees were immersed in a luxurious culinary journey, rediscovering local ingredients, culture and traditions in a fresh way.

With the launch of Culinary Perspectives, Lexus hopes that the stories and thoughtfulness behind each chef’s approach to their recipes will reinforce the values of creativity, curiosity and exploration among its audience.

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About Lexus Creates

The Lexus Creates initiative is a new content series from the luxury marque. This social-media driven program engages participants in activities that both inform and delight, with subjects related to the Lexus brand hallmarks of design and craftsmanship. This is accomplished with the help of a range of partners who, through their unique talents, inspire participants to create, while also elevating the value of their craft.

About Lexus

Lexus launched in 1989 with a flagship sedan and a guest experience that helped define the premium automotive industry. In 1998, Lexus introduced the luxury crossover category with the launch of the Lexus RX. The luxury hybrid sales leader, Lexus delivered the world’s first luxury hybrid and has since sold over 1.5 million hybrid vehicles.

A global luxury automotive brand with an unwavering commitment to bold, uncompromising design, exceptional craftsmanship, and exhilarating performance, Lexus has developed its lineup to meet the needs of the next generation of global luxury guests and is currently available in over 90 countries worldwide.

Lexus associates/team members across the world are dedicated to crafting amazing experiences that are uniquely Lexus, and that excite and change the world.

Links:

https://discoverlexus.com/

https://www.instagram.com/discoverlexus/

About Al-Futtaim

Established in the 1930s as a trading business, Al-Futtaim today is one of the most diversified and progressive, privately held regional businesses headquartered in Dubai, United Arab Emirates.

Structured into four operating divisions; automotive, financial services, real estate and retail; employing more than 42,000 employees across 25 countries in the Middle East, Asia and Africa, we partner with over 200 of the world's most admired and innovative brands.

Al-Futtaim’s entrepreneurship and relentless customer focus enables the organisation to continue to grow and expand; responding to the changing needs of our customers within the societies in which we operate.

By upholding our values of respect, excellence, collaboration, integrity; Al-Futtaim continues to enrich the lives and aspirations of our customers each and every day. For more information visit: www.alfuttaim.com

Contacts for media:

Alaa Tarawneh | Digital Marketing Manager - Lexus |+971 55 247 1782 |  alaa.tarawneh@alfuttaim.com

Saad Abdullah| Head of Marketing and Brand Operations |+97156 548 8159 | saad.abdullah@alfuttaim.com