Otto Weibel shares views on the future of Asia's food scene

Asia’s food and hospitality industry is clearly on the rise. Investments are continually being poured into hotels, restaurants and other F&B establishments to cater for the growing demand for good food, and Asia is also home to some of the best restaurants and chefs in the world.

Once again, the organiser of Food&HotelAsia (FHA) exposition has appointed Otto Weibel, a director of Ott’scott and an Approved Judge of the World Association of Chefs, as the Overall Chief Judge at FHA2016’s Culinary Challenge.

As a prelude to FHA2016, Weibel shares his views on the key factors that will affect the food and hospitality sector in Singapore and the region, among them, the millennials — consumers aged between 15 and 35 who now account for about a third of the global population, tech-savvy, socially engaged and generally less brand loyal than older consumers.

1 Milennials — the fickle consumers
[This group of people] has so many choices. They want to try everything till they like something. It is like any new restaurant, any new form of entertainment: [the millenials] are going to check it out. Particularly for an expensive restaurant, you see all the same people.

Personally, I don’t think there is much loyalty to restaurants. There are some who say “that is my restaurant, I am going to go there as many times as possible” but their choices are often dependent on their colleagues, friends or family. I don’t hear them saying, “Oh, I only go to this restaurant.”

There are a few restaurants that I prefer and patronise more than others. When I hear there is a new restaurant opening and has earned some good reviews, I will definitely want to try it out.

This is not only in Asia but also worldwide. People want to experience new things and it is not limited to the food, [but also] the atmosphere, layout of the restaurant and so on. People love to go to restaurants that have beautiful surroundings and where you feel comfortable and good.

2 The impact of marketing
In New York, many people talk about restaurants because of aggressive marketing and advertising. There are restaurants in London and New York that are not great, but their marketing is so strong. I don’t think Asian food establishments have put in the same level of publicity, something which is lacking particularly for world-class establishments.

I believe Singapore food is as good as in many of the world-class cities, and we surpass in the wide variety of food choices available here.

Singapore has one of the best three national teams in international competitions. After the team returns from winning a World Cup, there is little coverage of the achievement in local newspapers. When Switzerland or Norway wins, they receive pages of coverage, they throw parties — and they are received by the President.

In comparison, when Singapore comes in second or first, there is hardly any fanfare.

Another example: Thai food is already world-class and can be found all over the world. But when you look in S. Pellegrino’s World’s Best 50 Restaurants 2015, there are few listings from Thailand, although the No.1 spot for Best Restaurant in Asia which is also No. 13 on the World’s Best 50 actually went to Thailand.

More needs to be done to raise the awareness and educate the locals. How many know that Singapore is world champion in cooking? Believe me, not many. But when you go to Norway, the whole of Norway knows. They are superstar chefs — this is the difference.

3 Future of Asia’s food scene
In other parts of South-east Asia, Indonesia and Vietnam are now considered up-and-coming. Locals are becoming more affluent and sophisticated and are willing to spend more on good food.

Many F&B players are entering the market and in three or four years, there will be an even bigger scene for restaurants. I was in Jakarta recently and I saw a lot of new restaurants coming up. It will take time but [these restaurants] will catch up with their peers in the region.

In 10 years from now, I believe Asian cuisine will be one of the best in the world. I have been in Asia for 25 years and I have witnessed its development. Now, everyone wants to be in Asia.

We have as many good Asian chefs as they have in New York and Melbourne. Definitely in terms of variation, we are far out and now already the best. In terms of quality, we are good but there is room to become better.

4 Strong support for Food&HotelAsia
FHA is very important because it brings together people from all over the world, as well as the newest techniques available globally. It is particularly useful for the chefs to network — they can go around and check out the latest equipment on the market and they can engage directly with the equipment maker or distributor.

Chefs can also browse from a wide range of food ingredients from all over the world. We get to see, touch and try it out.

FHA brings the world much closer together and I think this is what makes the event great. Without this trade exhibition, we will be far from what we are today.

I love FHA as I get to see so many new things under one roof, and meet a lot of old and new friends. FHA and chefs like me work in unison — it is fantastic as we share a common vision to create more awareness of, and promote, the food and hospitality industries in the region.