The first MasterChef Academy will open its doors in Hong Kong later this year, giving locals a chance to start their own MasterChef journey.
Endemol Shine China developed the project with local partners IP Lab and The Big Things.
The MasterChef Academy is a highly immersive experience that gives families and aspiring chefs of all ages and abilities the chance to become a ‘MasterChef’ in their own right, whipping up recipes inspired by the hit cookery show.
“Turning our best cookery show into a cooking academy is a brand-new experience but also a huge achievement for us,” says William Tan, Managing Director of Endemol Shine China.
“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.”
MasterChef has been adapted for 62 markets and remains the BBC’s number one, top rating cookery show for the third consecutive year. In the US, the show has just celebrated the 200th episode, and has generated a huge fanbase in the Greater China area after being adapted for the market several years ago.
Jane Smith, Group Director, Brand Licensing & Gaming, Endemol Shine Group, adds: “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.”
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.