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Endemol Shine China Opens ‘MasterChef’ Academy Campus in Hong Kong

New cooking academy provides a space for fans to learn recipes inspired by the show.

License Global

October 18, 2019

1 Min Read

Endemol Shine China, part of the larger Endemol Shine Group, has partnered with IP Lab and The Big Things to bring a “MasterChef” Academy to budding chefs in Hong Kong.

Located at The Mills – a renovated retail, culture and arts space in Tsuen Wan – the new “MasterChef” Academy campus allows kids and adults to learn recipes inspired by the show in a new immersive experience.

“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,” says Jane Smith, group director, brand licensing, gaming, Endemol Shine Group. “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.”

Watched globally by more than 300 million viewers in 200 territories, “MasterChef” has been brought to the boil in Hong Kong after being adapted in China several years ago. To celebrate the launch of the new licensed experience, a dedicated event was held in TKO Plaza shopping mall with one of last year’s “MasterChef” Singapore contestants hosting.

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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