Asahi Super dry | Chef’s Signature Tour

Asahi Super Dry aimed to not only promote their product but also their distinctive philosophy: the Kaisen philosophy of continuous improvement, combined with the unique 'Karakuchi' experience that must be personally savored to be truly understood. In collaboration with Asahi Super Dry, Munchies (VICE food platform) launched a traveling pop-up restaurant series. I took responsibility for the concept and events, ensuring every detail aligned with Asahi's vision. During these exclusive evenings, various chefs presented their signature dishes, each one 'mastered to perfection' and so uniquely conceived and executed that they could only be fully appreciated through tasting. We hosted three events in Amsterdam, Rotterdam, and The Hague, and produced captivating film and photography to document the journey.