Local Celebrity Chef James Cheng and Agoda partner to spotlight Taiwan’s iconic food culture
As locals continue to prioritize domestic travel in 2021, digital travel platform Agoda announces a partnership with Celebrity Chef James Cheng, as it launches “Agoda X James: 好吃好住” culinary adventure to support its GoLocal initiative by highlighting local cuisines in Taiwan. According to Agoda’s Usage and Attitude study, Food and Dining is the most important motivation for travel with three-quarters of Taiwanese citing it. The aim of the collaboration is to spotlight Taiwan’s diverse food scene and inspire locals to rediscover hidden gastro-delights in Taiwan.
Taiwan is a desired destination for both locals and global tourists alike with Agoda’s search data highlighting that Taiwan was the top searched destination in 2020. To showcase some of what Taiwan has to offer, this collaboration includes an exclusive three-part series journeying with Chef James Cheng as he explores Tainan, Taichung and Yilan to uncover hidden tastes and culinary delights that only locals in the know are aware of. From the traditional milk fish congee in Tainan to the famous cherry roasted duck in Taichung, favourites tastes from hawker stalls to fine dining cuisine, Chef James will share unique neighborhoods to stay at, different dishes to indulge in, give insights to home recipes and various local restaurants, as well as shops to buy the best local produce.
Weekly episodes will be available on James Cheng’s YouTube and Facebook channels (hyperlink) every Monday on 11 January, 18 January and 25 January.
“Food has the innate ability to bring people together and open doors to different cultures. And the same goes for travel. So much of my culinary experience is largely inspired by exploring my hometown and talking to the people I have met along the way. This campaign has allowed me to share that part of my life, as well as unique recommendations so you can get a taste of a city. Even as a local, there are always so many hidden gems within Taiwan to explore.” says James Cheng.
In the first episode to air, Tainan Mayor Huang Wei-che and Minsu owner of Civil Life House also appeared as special guests as Chef Cheng prepared local dishes to try. Mayor Huang shared his insights on Tainan, which includes his favorite local food spots and his passion for bringing more people to travel and experience Tainan.
“Tainan captures local traditional food through innovative fusion farm-to-table creations, I highly encourage fellow Taiwanese to fully embrace their love for food and explore Tainan for a unique dining experience. I really enjoyed the 酸菜魚香(Sichuan Fish with Pickled Mustard Greens, Steak with Garlic Chips) that I had with James and the Minsu host. Some of my recommendations include Guohua Street and Zhenxing Street since many young people have come here to open small shops, revitalizing local neighborhoods. Tainan was the first in Taiwan to create temporary jobs after Taiwan closed its borders and while it supports impacted hospitality players, we hope that domestic travel will help them continue to do what they love.” says Mayor Huang Wei-che, Mayor of Tainan.
“2021 will be a great year to get out and travel within Taiwan. Every city has such a distinctive identity; and the Agoda Culinary Adventure allows Chef and Agoda to highlight places to GoLocal and support local hospitality players including restaurateurs, retailers and accommodation providers. We look forward to seeing how Taiwanese explore their own backyard and rediscover the taste of home.” says Jeffrey Lee (李啟良), Agoda – Associate Vice President, Greater China (助理副總裁 – 大中華區, 酒店業務部).
Episode Overview and Schedule
Episode #1: Tainan – 11 January 2021
As the first city of his “Culinary Adventure”, Chef James Cheng recommends must-visit gems in Tainan such as the A Yu Beef Soup, Hayashi Department Store and Shen Nong Street and shares stories behind the local delicacies. Be sure to stay tuned as he tries his hand at a Tainan style cuisine made by local milkfish in the kitchen of a minsu on Agoda , alongside special guests.
Episode #2: Taichung – 18 January 2021
Chef James Cheng rediscovers Taichung, a city burgeoning with a mix of old traditions and new flavors. In this episode, James will visit small shops in the 6th Traditional Market as well as chat with the owner for 沁園春, a generational restaurant that has just been awarded the Bib Gourmand Recommendation in 2020. With so much to explore in Taichung, one must stay at least a weekend, and James has found the perfect accommodation on Agoda, complete with an innovative electric bed and unique breakfast dessert.
Episode #3: Yilan – 25 January 2021
Yilan is the go-to destination for the best of nature. James will showcase a variety of properties on Agoda ; from a hotel where you are just a step away from the famous Cherry Valley roasted duck, to a Minsu that supports the development of the youth community, there is so much to do… and eat in Yilan! Also, look out Chef James’ recommendations on hot springs and restaurants committed to local produce.
Notes to Editors:
- Food & Dining Motivations data source: Agoda Global Travel User and Attitudes Study, surveyed 22,000 people across 20 countries, June through August 2019,