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Come celebrate Asia’s best at the inaugural Asian Masters

Singapore, 18 November 2010 – The best of Asian gourmet and other lifestyle indulgences will be celebrated at the inaugural Asian Masters from 3 to 30 January 2011.

Asia has seen phenomenal growth in recent years and the world has witnessed the talents that are found here. One keenly watched aspect is the growing depth of rich and diverse offerings in exceptional dining cuisines across Asia. The records bear this out as the number of award-wining Michelin star chefs in Asian cities such as Tokyo, Osaka, Hong Kong and Macau has been steadily rising.

Against this vibrant backdrop lies the creation of Asian Masters – a celebration of who we are to the world! It is a gourmet and lifestyle festival that takes pride in celebrating Asia – our talents, produce, heritage and culture. Positioned as a key regional bi-annual festival that takes place over an entire month, its reach will extend far beyond Singapore’s shores to include visitors from Hong Kong, China, Japan and Malaysia.

Mr Kevin Alcott, Vice President and General Manager, American Express Merchant Services of Singapore and Thailand, said: “We are delighted to present Asian Masters and bring the best in Asian culinary and lifestyle experiences to our cardmembers. Asian Masters has a strong focus on dining - which is a natural fit for us as American Express has been working with many good dining establishments and partners to bring new experiences and value to our cardmembers.”

Organised by Sphere Exhibits Pte Ltd (Sphere Exhibits), a wholly-owned subsidiary of Singapore Press Holdings Ltd (SPH) along with presenting partner American Express®, Asian Masters will present two instalments annually – a Spring / Summer edition in January and a Autumn / Winter edition in October / November 2011.

Ms Elaine Chia, Head, Consumer Business of Sphere Exhibits, said: “Food is an important part of the Asian lifestyle. Asian Masters celebrates the diversity of cuisine and culture found in Asia, and offers a platform to showcase a wide range of that diversity. Singapore is the ideal place to present this colourful event because of our cosmopolitan nature.”

The festival provides a unique platform to showcase a myriad of gourmet activities, including culinary demonstrations, workshops, tastings, luncheons as well as gala dinners.

Lifestyle activities revolving around fashion, visual arts, performing arts and more can also be found in Asian Masters, with a thread of gastronomy and dining stylishly weaved in.


Speaking on the collaboration between Asian Masters, Sphere Exhibits and American Express, Mr Chua Wee Phong, Executive Director of Sphere Exhibits, added: “Sphere has been placing our focus in the exhibition space over the last two years. Now, with the vibrant economy, it is a great time to deliver a signature event for Singapore and hopefully bring this brand across Asia in the next few years.”

“We are extremely pleased to have American Express as our presenting partner for Asian Masters. American Express has a well-defined spectrum of local and regional cardmembers that covers the middle market as well as the super affluent, which makes them a great partner for the event!”

There will be 6 exciting facets of the inaugural Asian Masters:

  1. Gourmet Signatures – Embark on an epicurean adventure with prominent Asian Master Chefs flown in especially for Asian Masters. Hosted at prominent Singapore gourmet establishments, each of the Master Chefs will be showcasing their specialties for a week.

  2. Lifestyle Affairs – Get the best of both worlds with Lifestyle Affairs events which feature lifestyle and cultural programs infused with gourmet delights. Hosted at a myriad of premium venues, Lifestyle Affairs events are sensory experiences like no other.

  3. Vintner Dinners – Enjoy two evenings of revelry that feature hand-picked collections of wines from the New and Old World. With the pairing of exquisite cuisine meticulously prepared by culinary masters, the Vintner Dinners promise to be gastronomical highlights.

  4. Gastronomic Treasures – Be enthralled by the culinary prowess of Singapore’s top chefs with exclusive Gastronomic Treasures dinners. Each chef will be presenting a specially created menu using the finest ingredients and prepared in his or her signature style.

  5. The Masters’ Workshops – Discover cooking tips to whip up your favourite dish or meet like-minded gourmands at cooking demonstrations and tasting sessions designed to help you pick up the finer points of Asian cooking. Our leading culinary maestros take centre stage with a series of intimate cooking workshops and demonstrations showcasing their signature Asian-inspired dishes.

  6. Feast Asia – Enjoy dining offers at selected Asian restaurants, featuring exclusive Asian Masters three-to-eight-course set menus.

For the full events listing, please see Appendix A.

Reservations and tickets for Asian Masters events will start from 1 December 2010 for American Express cardmembers and from 21 December for members of the public. Reservations and ticket purchases can be made through the official website:
www.asianmasters.com.sg or through the hotline at (65) 6319-1888.

For more information of the various events and registration details, please visit www.asianmasters.com.sg.

Issued jointly by American Express and Singapore Press Holdings Ltd

For media enquiries, please contact:

Ms Loh Wei Ling
Head, Public Affairs & Communications, ASEAN
American Express International Inc.
DID : (65) 6317-6391
Email :
weiling.loh@aexp.com

Ms Mandy Wong
Senior Manager
Circulation Marketing
Sphere Exhibits Pte Ltd
DID : (65) 6319-2150
Email :
mandyw@sph.com.sg

Mr Adrian Cheong
Manager
Corporate Communications Division
Singapore Press Holdings Ltd
DID : (65) 6319-2261
Email :
cheongcy@sph.com.sg

About American Express

American Express is a global services company, providing customers with access to products, insights and experiences that enrich lives and build business success. Learn more at www.americanexpress.com and connect with us on www.facebook.com/americanexpress, www.twitter.com/americanexpress and www.youtube.com/americanexpress.

About Sphere Exhibits Pte Ltd

Incorporated in April 2008 and wholly owned by Singapore Press Holdings (SPH), Sphere Exhibits, which stands for "SPH Events, Roadshows and Exhibitions", aims to be the leading lifestyle event company behind exciting and innovative fairs, shows, events and exhibitions for mid to high-end consumers.

Backed by a committed and experienced team of professionals and SPH's comprehensive range of advertising platforms, these events with unique concepts will not only draw local audiences but also regional participants. Sphere Exhibits is committed to building memorable and quality events which will be founded on research, planning, an established network of resources, and a wild but solid imagination.

About Singapore Press Holdings Ltd

Main board-listed Singapore Press Holdings Ltd (SPH) is Southeast Asia's leading media organisation, engaging minds and enriching lives across multiple languages and platforms. It publishes 17 newspaper titles in four languages and over 100 magazine titles in Singapore and the region. Every day, 3 million individuals or 77 percent of people above 15 years old, read one of SPH’s news publications. SPH’s internet editions of its major newspapers enjoy over 225 million page views with 15 million unique visitors each month. Other new media initiatives include AsiaOne, omy, ST701, STOMP and The Straits Times RazorTV. SPH has also ventured into broadcasting, outdoor advertising and properties.