Published on September 27, 2025
Are you ready to embark on a culinary journey in Southeast Asia and discover the stories simmering behind Southeast Asia’s most beloved dishes?
Introducing Tales From The Kitchen — Southeast Asia’s newest culinary journey that invites you to savour the heart and soul of the region, one recipe at a time. Food has always been one of Southeast Asia’s most powerful cultural bridges — connecting generations through traditions, flavours, and shared stories. Through a digital cookbook and website, we are bringing together the iconic flavours, rich traditions, and heartfelt stories that have been passed down from generation to generation, from bustling city markets to family kitchens hidden in the countryside.
In every dish, there is more than just flavour — there is a memory, a tradition, and a connection that ties people together. This is your invitation to not only taste Southeast Asia but to feel its warmth, history, and togetherness through the universal language of food.
Over the coming months, chefs from each of Southeast Asia’s 10 Member States have curated 1–2 iconic local dishes that authentically represent the heart of their home country. Each recipe will be accompanied by personal stories related to family heritage, and the cultural significance that makes every dish unique.
Think of Vietnam’s fragrant pho, Indonesia’s spice-rich rendang, or Thailand’s spicy tom yum. Each dish is more than a recipe; it is a story of people, culture, and tradition.
Every entry in our digital cookbook is more than a recipe. Alongside the step-by-step instructions, you will find vivid photos and videos that bring the dish to life, portraits of the chefs who created them, and heartfelt stories that reveal the origins and meaning behind each plate.
The dishes you discover will invite you to cook, share, and experience a piece of Southeast Asia from wherever you are in the world.
How You Can Join
You can participate in this campaign by doing the following:
- Cook – Pick a recipe from Tales From The Kitchen and bring Southeast Asia’s flavours to your home.
- Connect – Share your culinary creation and the story behind it on social media with #talesfromthekitchen. Whether it is a memory of cooking with your grandmother or your first taste of the dish during a trip, we want to hear it.
- Celebrate – Submit your photo/video, plus a short personal story or voice note, for a chance to have your content featured on our website.
The Digital Cookbook & Website
The Tales From The Kitchen website will be a feast for the senses, designed to take you on a visual and emotional journey through all 10 Southeast Asian countries. Stay tuned for the list of chefs participating in the Tales From the Kitchen.
Each entry will showcase vibrant images, evocative storytelling, and easy-to-follow recipes that make Southeast Asian food accessible and meaningful to everyone.
Taste, Share, and Celebrate
From sweet to savoury, street food to fine dining, Tales From The Kitchen is an exploration of flavours that define a region. It is your chance to learn the stories behind the recipes, connect with cultures across borders, and discover your next favourite dish.
Follow the journey, share your own, and let’s celebrate the cultural richness of the Southeast Asia region — one story, one dish, and one connection at a time.
Visit the campaign’s website [Coming Soon] to start your culinary journey in Southeast Asia today!