Food

Hong Kong ‘celeb chef’ Norma Chu promotes home-cooked TV show

Some persons are shocked to seek out out that Hong Kong celeb chef and cookbook creator Norma Chu has by no means attended formal cooking lessons. She learnt her manner across the kitchen from her dad and mom. “They’re my mentors,” says Chu, 38.

Her journey within the culinary world started when she moved to the US at age 12. She spent a whole lot of time at residence, so her dad and mom taught her how you can prepare dinner conventional Chiu Chow dishes like oyster pancake, steamed flower crab with Chinese language wine, and braised fish maw.

Chu says she loves Chinese language meals due to its wide selection, particularly Cantonese delicacies, and she or he loves the spicy traits of Sichuan meals. There are two American staples that she hates although – mustard and ketchup.

“I don’t actually know why. Once I was rising up, I by no means favored condiments that got here out of plastic bottles,” she says.

After spending 12 years in Seattle, Washington, Chu moved again to Hong Kong to be nearer to her dad and mom. “They’d already moved again to Asia,” she explains, “and I get pleasure from life in Hong Kong very a lot as a result of it’s the place I name residence.”

Although Chu labored as head of equities analysis for a multinational banking group in Hong Kong, her ardour for the kitchen by no means cooled. In reality, she needed to create a tradition that includes residence cooking as a part of a high quality way of life alternative.

That’s when she got here up with the concept of a cooking present for TV. “I’m very proactive and I wish to take motion, so I just about began DayDayCook in my house whereas working within the finance trade,” Chu says.

‘The core underlying themes for the programme’s recipes are simple, handy, inventive, wholesome and engaging,’ says Chu.

She finally give up her day job to dedicate her time and vitality to the present. “I don’t wish to dwell a lifetime of regrets. I needed to do my greatest to create one thing which may enhance the lives of others. It was, and nonetheless is, dangerous, however it’s all price it,” she says.

Her gamble has paid off because the collection has turns into an enormous hit. DayDayCook targets viewers between 21 and 45 years previous.

“About 70% of our viewers are not any older than 30 years; the remaining are faculty college students and extra mature girls,” says Chu. “The core underlying themes for the programme’s recipes are simple, handy, inventive, wholesome and engaging.”

A session on cooking with youngsters was additionally standard with mums. In DayDayCook’s floor enterprise, her children cooking lessons get an excellent response too. “Younger dad and mom love discovering methods to spend time and join with their youngsters. Cooking is a improbable option to bond,” she says.

Chu’s function in DayDayCook has since advanced from content material creation to being the important thing opinion chief. She spends most of her time now on technique, enterprise improvement and folks administration.

“We’ve got a workforce of cooks and editors designing recipes in Hong Kong and Shanghai. I nonetheless make a video every now and then, as a result of it’s one thing I actually love, and I normally shoot them in Hong Kong,” she says.

Chu sees great alternative in constructing the DayDayCook model, to supply distinctive experiences and high quality merchandise to their viewers. “In 2017, we launched an e-commerce answer throughout a number of content material platforms, together with WeChat and our personal app,” she says.

“We additionally opened our first retail retailer in Shanghai in December that yr. On the DayDayCook outlets, prospects get to expertise the enjoyment of cooking hands-on with their family members and even meet new mates.”

Within the final 18 months, the corporate has opened six different places together with Guangzhou, Chengdu, Chongqing and Wuhan. Chu’s husband and household are nonetheless in Hong Kong, however she spends most of her time in Shanghai due to the present.

“I actually love grocery procuring and cooking with my husband once I go residence,” she admits.

Chu has additionally printed six cookbooks, 5 in Hong Kong and one in China. She says, “It’s a small ardour challenge of mine, and I need to publish no less than one cookbook a yr.”

Regardless of her culinary success, Chu brushes apart her fame. “I actually can not take into account myself a celeb chef. I see myself as an entrepreneur, dedicating all the pieces I’ve so as to add worth and convey happiness to the lives of our followers and prospects,” she says.

Take a look at DayDayCook on video streaming service dimsum.asia to take pleasure in its particular every day menus. Join a free 30-day trial at this time and discover ways to create no less than 30 meals.

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