Lexus Launches its First Digital Cookbook "Culinary Perspectives"
Amman, August 2020: Celebrating the diverse flavors of global cuisines, Lexus International launched its first digital cookbook titled ‘Culinary Perspectives’ - as part of the ‘Lexus Creates’ social media campaign - inviting readers to embark on a unique culinary journey. In the first of two installments, the cookbook offers insights on the brand’s culinary partners, who share an enticing menu of recipes featuring exotic flavors from the Eastern and Australasia regions. Each recipe has been enjoyed during previous Lexus events around the world.
To create the cookbook, Lexus enlisted the expertise of Joshua David Stein; a James Beard Award-nominated author and former restaurant critic for the Village Voice and New York Observer, whose work has appeared in the annual Best American Food Writing round-up. The first collection of eight delicious recipes is arranged as a menu for a multi-course meal and involves a range of difficulty levels that can be mastered in the comfort of the reader’s home.
“Culinary Perspectives enables the brand to connect with its audience on a topic that is of deep personal interest to them, while recognizing some of the world’s most talented craftspeople in the culinary space. We hope our audience will embrace this opportunity to explore their own epicurean artisanship,” said Brian Bolain, General Manager of Lexus International.
“We are delighted to launch Culinary Perspectives, which is a unique collection of recipes that reflects exceptional craftsmanship and attention to detail,” commented Kei Fujita, Chief Representative of Middle East and Central Asia Representative Office at Toyota Motor Corporation. “This book is a reflection of the deeply rooted Omotenashi concept that lies at the heart of the Lexus brand, which embodies the anticipation of one’s needs and intuitive hospitality. I would like to thank the talented chefs from around the world, who made this project possible, as well as our loyal customers for their continuous support. We trust this book will inspire them to create their own amazing experiences,” he added.
With the launch of Culinary Perspectives, Lexus aspires that the stories and thoughtfulness behind each chef’s approach to their recipes will reinforce the values of creativity, curiosity and exploration among its audiences.