Find out who we are and what we do at Asian Palate.

2. ABOUT ASIANPALATE.COM
AsianPalate.com, founded by Jeannie Cho Lee MW, is a site that celebrates authentic Asian cuisine and wine
together. Since its launch at the end of May 2010, AsianPalate.com has engaged in intelligent and insightful
discussions about food and wine in Asia by providing forward-thinking news and commentary while
serving as a platform for others to engage, share and respond. The ever-expanding wine database comprises
thousands of reviews and ratings of wines widely available in Asia.
Our goals at Asian Palate are two-fold:
* To democratise the appreciation of wine in Asia
* To elevate the appreciation of authentic Asian cuisine worldwide
Created for Asian food and wine lovers around the world, AsianPalate.com provides the most relevant
news on culinary culture and wine in Asia including: daily updates, video interviews with experts and
professionals, wine recommendations and reviews, and information on the culinary capitals of Asia.
Club Rouge is an annual subscription service, which offers members full access to the entire Asian Palate
database of wine reviews as well as other special privileges. Club Rouge members also receive guides on fine
wine including advice on storing & buying fine wine and visiting wine regions. Club Rouge aspires to foster
a vibrant community where like-minded food and wine aficionados can gather, exchange ideas and share
insights on the enjoyment of Asian food with wine.
Pairing Guide
Wine Search Fine Wine Events

3. PUBLIC RELATIONS & EVENT MANAGEMENT
Asian Palate is a niche player in the regional PR and event consultancy industry specialising in wine, F&B and
hospitality sectors. Through our many business and event partners such as wine retailers, hotels, restaurants
and various private clubs, we have gained considerable experience in organizing events and developing PR
campaigns for our corporate clients in this industry. We work with a limited number of select clients focusing on
wine educational events in Asia.
Executing regional PR and event campaigns for trade associations and wine groups
Asian Palate has strong capabilities in executing successful regional PR and event campaigns including an Asian
cuisine and wine pairing tour in over ten Asian cities. We have worked on numerous multi-city events with
the Hyatt International Group, the Shangri-la Group and the Peninsula Hotel Group. We specialise in multi-city
educational masterclasses, guided and walk-around tastings, and food and wine pairing events. Asian Palate has
organized masterclasses, tastings, luncheons and dinners for wine associations such as:
* Grandi Marchi Group
* Consorzio Vino Chianti Classico
* Consorzio Tutela Vini DOC Friuli Isonzo
* Piemonte Land of Perfection
* Grandes Pagos de España
* Deutsches Weininstitut
Asian Palate offers creative, high level event management services, maintaining a high standard of excellence in all aspects, from wine storage and handling to presentation and service.
The events are often led by Jeannie Cho Lee, Master of Wine.
Delivering the concept of “Asian Palate” at leading global wine conferences
Working closely with Vinexpo Asia Pacific, Asian Palate has co-organised concurrent events at the Asia-Pacific Hong Kong expos in 2008 and 2010. We have also presented a series
of seminars with the Hong Kong Trade Development Council during the Hong Kong International Wines and Spirits Fair (HKIWSF) as well as at WineFuture HK in 2011.

4. PRIVATE DINNERS, TASTINGS AND SEMINARS
We specialise in creating an impeccable food and wine pairing dining experience for private clients ranging from an intimate group of VIP guests to
corporate-wide keynote events. We provide comprehensive planning services including:
* Advice on venue, logistics and printing materials (invitation, menu, etc.)
* Liaison with chef and restaurant on food and wine pairings
* Competitive quote/ sourcing of wines for use during the event
* Consultation on best format for presenting the wines and pairings
* Supervision on proper wine storage, handling and services (pours, temperature, etc.)
* Incorporation of wine-specific considerations (glass types, wine order, etc.) in overall event rundown and space utility management
* On-site event management and bilingual translation support (optional)
Jeannie Cho Lee MW will be available to lead the food and wine pairing events or tastings as a speaker and co-host. Asian Palate will customise a
program adhering closely to client goals and expectations. Past programs featured four broad directions: Introducing a range of Asian descriptors to
communicate about wine; pairing various Asian cuisines with wine; buying fine wine and insights on the global fine wine market; linking wine flavours
with the flavours found in tea.

5. OUR CORPORATE CLIENTS
Trade Associations and Wineries
Banking and Finance
Airline Property/ Real Estate
Technology Automobile Hospitality/ F&B Media
Membership clubs
Smith College Club -
Hong Kong, London and New York Harvard Club

6. BOOK PUBLISHING & DISTRIBUTION
Asian Palate: Savouring Asian Cuisine & Wine
Asian Palate explores the unique regional cuisines of Asia in key culinary capitals by looking in-depth at local tastes, drinking
cultures, and key flavours. The book offers suggestions on choosing the best wines to accompany a full range of dining styles
from shared family meals to formal banquets. Spanning ten culinary capitals, Asian Palate uncovers the cuisines of: Hong
Kong, Shanghai, Beijing, Taipei, Tokyo, Seoul, Bangkok, Kuala Lumpur, Singapore and Mumbai. Understanding the Asian palate
is not about the search for a static or fixed definition but a continuous journey. While the American and European palates are
better understood, Jeannie brings new insights to food and wine pairing by broadening the dialogue and by specifically
considering wine in context to the flavours and different cultures of Asia.
Mastering Wine for the Asian Palate
Mastering Wine for the Asian Palate provides a fresh perspective on understanding and appreciating wines. Jeannie uses her
wealth of wine knowledge to make wine communication more meaningful to a global audience where Asian ingredients,
Asian cuisines and seasonings are an everyday part of reality. The use of descriptors such as red dates, persimmons or
gingko nuts alongside traditional descriptors such as blackcurrant, toast or vanilla, adds to the growing lexicon of wine. It
is an innovative approach that enriches the language of wine in a truly global world. Filled with beautiful photographs and
graphics, this lavishly illustrated book is designed to appeal to both wine novices as well as experts. Nearly every major
grape variety and the most popular wine styles found in Asia are covered in this book. Other useful information such as wine
making, guide to tasting, and understanding the wine label are included in separate chapters.
Perfect Pairings: German Wines and Asian Flavours
Perfect Pairings: German Wines and Asian Flavours provides a unique new Asian perspective on how the flavours and
styles of German wines impact eight different major Asian cuisines. Jeannie uses her wealth of wine knowledge and deep
appreciation of Asian cuisine to introduce German wines to the Asian table. Her perspective is from the view of preserving
local, authentic flavours and always being mindful of keeping the integrity of the flavours as intended by the chef. With
her background as a Cordon Bleu graduate and her love for cooking Asian food, Lee uses her understanding of wine to
guide people towards ‘perfect pairings’. This 52-page book is filled with photographs of popular Asian dishes and groups
together the most commonly repeated flavour combinations for each cuisine. This book showcases an understanding and
appreciaton of the rich culinary traditions of Asia and the wonderful world of German wine.

7. BOOK PUBLISHING & DISTRIBUTION
东膳西酿：葡萄酒与亚洲菜肴搭配
《东膳西酿：葡萄酒与亚洲菜肴搭配》以独到见解论述亚洲菜式与美酒配搭，并附有精美插图。李志延遍尝各地美
食，两年间她游历了亚洲十大美食城市——香港、上海、北京、台北、东京、首尔、曼谷、吉隆坡、新加坡和孟买，
将味蕾的现实感受与当地多元化菜系的历史发展相结合，在尊重当地美食文化基础上，探索亚洲十大菜系的不同菜式
跟多款葡萄酒的完美搭配。本书也探讨了各地的香料、食材及烹饪方法对葡萄酒口感的影响。
《东膳西酿：葡萄酒与亚洲菜肴搭配》 简体中文版荣获：
2009 法国美食家世界烹饪协会「酒食搭配类世界最佳图书奖」；
2011 美国国际烹饪专业协会（IACP）「葡萄酒，啤酒，烈酒类」特别奖 ；
2011 葡萄与葡萄酒国际组织（OIV）「葡萄酒与美食类」特别奖。
2010 英国“安得烈．西蒙美食大奖”前四强
Asian Palate E-book
This award-winning book was written by Jeannie Cho Lee, the first Asian Master of Wine. Jeannie’s passion for food and wine
inspired her to create a pioneering website in 2010 that celebrates the world of Asian food and wine and contains thousands
of wine ratings, reviews and pairing suggestions. Jeannie is currently Contributing Editor for Decanter UK and weekly columnist
for Hong Kong’s South China Morning Post and mainland China’s China Business News. She is also a Consultant for Singapore
Airlines and is involved in selecting all the wines served on all routes. Jeannie is a highly sought-after wine judge, educator and
wine critic. Recognized for her iconic style and contributions to the wine industry, Jeannie won the Vinitaly Award in 2009.
Our publications have garnered international recognition and awards:
Gourmand Award’s Best Food and Wine Pairing book International Association of Culinary Professionals Organisation Internationale de la Vigne et du Vin Short-listed as one of four books considered for
in the World (IACP) Award under the ‘Wine, Beer or Spirits’ (OIV) Award under the ‘Wine and Gastronomy’ the Andre Simon Award.
category category

8. PRAISE FOR ASIAN PALATE
Reviews of Asian Palate: Savouring Asian Cuisine & Wine
“Many wine writers have pronounced too generally on wine and Asian food. Lee’s detailed advice
is therefore very welcome.”
Liam Fitzpatrick, TIME Magazine
“Asian Palate is an attempt to understand food in its own context and to suggest appropriate wine
without imposing alien tastes on some of the world’s most complex cuisines.”
David Pilling, Financial Times
“Asian Palate can claim more ‘firsts’ than the current plethora of works on the gastronomic bookshelves.
It is the first comprehensive book on Asian cuisine and wine, covering 10 major cities in the region…
Jeannie Cho Lee has got inside her vast subject to open it up for us like a breath of fresh air, an eye-
opener for anyone interested in the Asian Palate”
Steven Spurrier, Consultant Editor, Decanter
Reviews of Mastering Wine for the Asian Palate
“Mastering Wine for the Asian Palate is first and foremost an extremely good introduction to wine. But
the author makes her work unique by using it to expand the vocabulary of wine, creating a guide that
is more accessible to Asian audiences… But it’s clear that Cho Lee seeks not to supplant the tradi-
tional vocabulary but rather to make it more dynamic and diverse.”
Sienna Parulis, City Weekend
“Through her unique Asian-palate tinted perspective, Jeannie creates windows where walls once
stood, making wine appreciation more accessible by providing a range of new descriptors which
have relevance, meaning and memories for a worldwide culinary audience accustomed to Asian
cuisines and ingredients…Jeannie has taken her subject and seasoned it with her inimitable style,
creating an invigorating and informative experience that everyone, from wine and food enthusiasts to
professionals, will find invaluable.”
Joël Robuchon
Joël Robuchon was named ‘Chef of the Cenyury’ by Gault Millau and
is the only chef in the world to hold 26 Michelin stars

9. ABOUT JEANNIE CHO LEE MW
Jeannie Cho Lee is the first Asian Master of Wine (MW) and an award-winning author, wine critic, judge and educator. Jeannie’s
pioneering book, Asian Palate, exploring Asian food and wine pairings in ten Asian culinary capitals, won the Gourmand
award for Best Food and Wine Pairing Book in the World in 2010 as well as the International Association of Culinary Professionals
(IACP) award and the Organisation Internationale de la Vigne et du Vin (OIV) award in 2011.
Jeannie’s second book, Mastering Wine for the Asian Palate, was released in September 2011 and her Asian book tour to 12
major cities was completed in November 2011. At the same time, the Chinese version of her first book, Asian Palate, was
launched to an enthusiastic audience in mainland China.
Jeannie was born in Korea and has lived in Hong Kong since early 1994 where she started her publishing career with financial
publications such as Asia Inc, Far Eastern Economic Review, The Asset, before moving on to lifestyle and wine publications
such as Wine Spectator, The World of Fine Wine, Wine Business International, Revue du Vin and Tatler. Currently, Jeannie is
Contributing Editor for Decanter UK and a weekly columnist for mainland China’s China Business News as well as the largest
English newspaper in Hong Kong, the South China Morning Post. She pens monthly columns in Noblesse China, Noblesse
South Korea and Decanter Taiwan. She is also a Wine Consultant for Galaxy Macau, responsible for the master wine list of nearly
50 F&B outlets, as well as for Singapore Airlines, involved in selecting all the wines served on all routes. Recognised for her
contributions to the wine industry, Jeannie won the Vinitaly Award in 2009. She is 26th on the Decanter Power List 2011, a
biennial who’s who of the most influential personalities in the wine world. Jeannie is also the Co-Chair of Decanter Asia Wine
Awards, a sister competition to the Decanter World Wine Awards launched in 2004.
Jeannie holds a Certificat de Cuisine from Cordon Bleu and her love for food and wine inspired her to found AsianPalate.com,
a site that celebrates the confluence of Asian food and wine. Jeannie is a Master Sake Sommelier from Japan’s Sake Service
Institute and is a Certified Wine Educator from UK’s Wine & Spirits Education Trust as well as the US Society of Wine Educators.
Jeannie’s interest in wine began at Oxford University where she spent her junior year before returning to Smith College where
she graduated with a dual degree in Government and Sociology. Jeannie then went on to obtain a Master’s degree in Public
Policy & International Relations from Harvard University.

10. Contact Us
Suite 2A, L1, 222 Queen’s Road Central, Hong Kong
Tel: (852) 2815 2908 Fax: (852) 2815 2013
Email: info@asianpalate.com
http://www.facebook.com/apalate http://www.twitter.com/apalate http://www.weibo.com/apalate