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Culinary Collaboration On Seoul–Kuala Lumpur Flight

AirAsia X teams up with Chef Shingun

May 26, 2011

LONDON, England - AirAsia X, the Malaysian based long-haul, low fare affiliate of AirAsia today, announced its collaboration with Chef Shingun, an upcoming Korean celebrity chef for the airline’s menu extension which will feature delicious Korean dishes onboard the Seoul – Kuala Lumpur flight.

This move will further enhance the flight experience and menu selection for passengers onboard the AirAsia X route from Korea to Malaysia. The new menu will feature three new Korean dishes, courtesy of the chef’s secret recipe which are Korean Traditional Chicken and Dry Pollack Stew, a recipe which was served to the King, Chicken Breast Sweet Pumpkin Cheese Croquette and Mushroom Tofu Steak with Old Kimchi.

Azran Osman-Rani, CEO of AirAsia X said, “This partnership with Chef Shingun embodies our spirit of being adventurous as we are not afraid to try new things. This collaboration proves that we are open to new ideas with our customers’ feedback in mind hence the new dishes on our menu which we have created specifically for the Seoul – Kuala Lumpur sector. AirAsia X is always improving and striving for the best for our customers and therefore, we are constantly looking for new ways to enhance our services; by adding flavor into everything we offer”.

“This is the first time internationally that we are collaborating with a celebrity chef. We hope that this move if successful, will allow us to replicate the same in other new markets we fly to. Our bold and aggressive marketing strategy is part of our plan in embedding our brand values and culture in new markets like Korea. Ultimately, we hope more people will fly Xtra long with us,” Azran concluded.

Ancillary products such as food and beverages have always been essential to AirAsia X as it is one of the company’s revenue streams. This move will help in strengthening AirAsia X’s ancillary revenue as well as promoting the Korea- Malaysia route. Passengers onboard the Seoul – Kuala Lumpur flight can expect to taste these delicious food beginning 26 May 2011. AirAsia X will extend the new Korean dishes for the Kuala Lumpur to Seoul sector in July.

When asked on this collaboration, Shingun said, “I am very grateful to be given the opportunity to collaborate with AirAsia X. I believe this partnership has the potential to boost tourism, provide international exposure and provide people with the opportunity to try popular Korean dishes. We hope that this joint venture will further promote Korea throughout the rest of the world and I am thankful to AirAsia X for making this collaboration possible and allowing me to live my dream.”

Currently, the AirAsia X menu offers a selection of meals which cater to different flavours and markets featuring hot Asian meals, vegetarian meals, and kids meals. The new Korean dishes will be an added advantage for our guests from Korea and guests from Kuala Lumpur will have the opportunity to taste food typical to Korea before landing in the country.

AirAsia X teams up with Chef Shingun
Chef Shingun demonstrates his cooking skills to Azran Osman- Rani, CEO of AirAsia X /

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