TAIPEI (TVBS News) — Popular Taiwanese fast-food chain Laya Burger (拉亞漢堡) has forged a culinary alliance with acclaimed South Korean celebrity chef Edward Lee (에드워드 리), best known to streaming audiences for his appearances on Netflix's competitive cooking show "Culinary Class Wars" (黑白大廚). The limited-time collaboration introduces four distinctive Korean-inspired dishes to local diners, with prices beginning at NT$60 (approximately US$2) and running through Aug. 6.
The Korean culinary star brings considerable prestige to the partnership, having previously cooked at a White House state dinner and earned the coveted James Beard Award, often described as the "Oscars of the food world." Despite his elite credentials, Lee champions democratic food philosophy, insisting that truly meaningful culinary experiences should reach beyond exclusive fine dining establishments to everyday consumers.
Laya Burger's chief executive Hsu Pei-yuan (徐沛源) highlighted the cultural exchange aspect of the collaboration, particularly mentioning Chef Lee's fascination with Taiwan's distinctive morning meal traditions. The executive detailed a personal journey to South Korea six months prior to finalize menu concepts directly with Lee. During these sessions, Hsu observed the celebrated chef's minimalist culinary philosophy — an aesthetic that ultimately shaped the streamlined menu offerings now available to Taiwanese consumers.
The Taiwanese executive emphasized his commitment to authentic Korean cuisine that transcends superficial adaptations like merely incorporating kimchi into existing menu items. This genuine approach to cross-cultural food innovation has bolstered financial projections, with Hsu anticipating a substantial 30% revenue increase from the partnership. Beyond the current menu items, Chef Lee has created a versatile signature sauce combining traditional Korean flavor profiles, scheduled for retail release in June. The multipurpose condiment promises to enhance various staples including rice dishes, noodle preparations, protein options, and vegetable platters. ◼