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Impossible Foods /  Sizzle

Edgy hong kong-based chefs make impossible foods' debut in asia.

0:00 2:19

Impossible Foods found huge success in America as an alternative meat source for many across the nation. To get closer to become a global player in their industry, they wanted to introduce their brand to Hong Kong. The only problem? HK residents held food and taste in highest regard and all they’ve ever known and loved is real meat.

To surprise HK audiences with the latest revolution in the meat industry, we needed to gain their trust first. Partnering with daring and well known chefs across HK, we created a series that challenged chefs to create modernized takes of well known HK food classics. Each reinterpretation not only reflected HK’s spirit of invention and creativity, but also sparked a reappraisal in the people’s belief that taste, not ingredient, is always the number one factor in edibility.

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