Lexus Asia zooms into the culinary world with Netflix cooking competition

Automotive brand Lexus Asia is taking a turn into culinary. In partnership with AR Asia Production, Lexus Asia will be releasing a gastronomy series titled The Maverick Academy on Netflix. 

The Maverick Academy is a culinary competition that champions gastronomic talent in craft and entrepreneurial spirit of aspiring chefs across Asia such as the Philippines, Thailand, Indonesia, Myanmar and Hong Kong. 

The winner will be granted the opportunity to work as acclaimed chef Alvin Leung's apprentice and business partner. 

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It marks the first of its kind partnership for Lexus where the automotive brand will be creating experiences in the culinary world. 

Leung will serve as a judge and mentor on the show, alongside his business partner and former protégé Eric Chong. The show will also see guest judges and mentors from renowned chefs such as Pichaya Soontornyanakij, Chudaree Debhakam, Thitid Tassanakajohn, Chalee Kader and Michael Bonacini. 

On the show, the contestants will be put to the ultimate test with cooking challenges and eliminations, and will showcase their cooking prowess, creativity, entrepreneurial potential and grit to survive. 

Throughout the programme, viewers will also be able to catch Lexus' latest models in action as they seamlessly blend into the high-energy entertainment of the five-episode series. 

The winner will have a limited-time ownership of a Lexus LBX too. 

"This partnership is a celebration of craftsmanship and excellence, and we're excited to be a part of The Maverick Academy. The show aptly demonstrates the ethos of Lexus - the blending of passion, innovation, and exceptional customer-centric focus to create unforgettable elevated experiences," said Preston Tan, vice president of Lexus Asia.

"Just as Lexus crafts exceptional experiences, the chefs are creating amazing sensory experiences. We believe that this series not only celebrates and supports aspiring chefs but also inspires chefs and viewers alike, to embark on their own culinary journeys," added Tan. 

The Maverick Academy will air on Netflix on 8 November 2024. 

Interestingly, this isn't the first time an automotive brand is converging into the world of food. 

Earlier in August, luxury car brand Audi Singapore partnered with Burnt Ends Bakery to let members of public get up close and personal with its latest additions to its e-tron range.

Through this strategic partnership, Audi Singapore and Burnt Ends Bakery unveiled an activation for a limited time period where customers can experience first-hand the performance and driveability of the Audi Q4 e-tron through on-site test drives at the bakery, located at Dempsey Road.

The activation, according to the car brand in a statement seen by MARKETING-INTERACTIVE "reinforces Audi Singapore's commitment to connecting with customers where they are, at various lifestyle destinations across the island". After their test drives, customers will receive a SG$20 Burnt Ends Bakery voucher. 

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