16 December 2009, Singapore – The Asian Food Channel (AFC) today launches its first retail store, AFC Studio at Orchard Central, offering viewers from around the region a culinary wonderland they can touch and feel.

The new store will provide the ideal platform to further engage viewers, giving them a place to purchase the most up-to-date culinary products, gadgets and books; check out the latest in built-in kitchen appliances; as well as somewhere to relax, unwind and sample the delicacies from the café, which when opened will serve a variety of teas and coffee, together with pastries and cakes.

Kitchen products for sale in the store will comprise AFC merchandise (T-shirts, aprons, stationery, kitchen equipment), GreenPan, the eco friendly non-stick cookware, Microplane, essential kitchen gadgets for every serious chef, as well as an extensive range of cookery books from AFC featured chefs, such as Nigella Lawson, Laura Calder, Jamie Oliver, Anthony Bourdain, and more – a range of products that will appeal to everyone whatever level their culinary skills.

AFC will also use the store as the location for a variety of hands-on cookery classes and demonstrations to inspire the budding chef in everyone. The classes will be hosted by a range of professional chefs from Singapore and around the region, as well as special guest appearances by selected celebrity chefs featured on AFC.

Commenting on the launch of the new AFC retail store, Maria Brown, Co-Founder and Managing Director of AFC said: “We are delighted to announce the opening of our new store at Orchard Central, at the heart of Singapore’s shopping hub. We are very proud to be able to offer our viewers a place where they can come to learn more about food and health issues, be inspired to cook a variety of mouth-watering delicacies, and have the opportunity to be taught by some of the world’s most gifted and talented chefs, all in our fantastic state-of-the-art kitchen.”

Since the launch of AFC, more than four years ago, the channel has built a strong following of foodie fans, with more than 20 million viewers throughout Asia. From this ever-growing platform, and with its continued appreciation of viewer interests, AFC has evolved, providing not only an excellent range of great programming, which includes a selection of original self-made productions, but now a retail store where fans can touch and feel the Channel.

Ms Brown continued: “The AFC retail store is a place for everyone, whether you’re a foodie and you want to come and learn more about food, or you just enjoy watching the Channel and want a place to hang out with friends, it will appeal to everyone.”

The store will feature a fully equipped built-in kitchen, fitted out with the latest kitchen appliances never before seen in Singapore, including an induction hob, a hood, a gas hob, ovens, a dishwasher and a fully integrated fridge, all proudly sponsored by LG Built-in Appliance Asia, a part of LG Electronics Home Appliance Company.

“In collaboration with AFC, the AFC Studio at Orchard Central is the first LG built-in concept showroom in Southeast Asia,” said Mr. Arthur Huang, Corporate Marketing Director, LG Electronics Asia. “As consumers increasingly embrace built-in appliances, integrating them into stylish and modern kitchen design, it’s a great platform for showcasing our premium built-in kitchen appliances, which are not usually displayed in retail outlets.”

SignatureKitchen, Malaysia’s leading player for creating quality kitchens across the globe has outfitted the AFC Studio, showcasing their innovative kitchen design. Mr KC Tan, Managing Director of Signature International Berhad commented, “We are excited about our collaboration with AFC because it enables us to showcase and share our passion in creating a great culinary experience together”.

As well as being used for cookery classes and demonstrations, the kitchen will also act as a studio, for filming of AFC original self-made documentaries and productions.

The AFC store is located at 181 Orchard Road, Orchard Central #07-02, and is open from 11am to 11pm daily.

About Asian Food Channel

The Asian Food Channel (AFC) is the region’s only 24-hour food channel dedicated to airing the best food and lifestyle programming from around the region and around the world. Based in Singapore, AFC’s wide Asian distribution footprint covers seven territories and 20 million viewers, on basic tiers of all the major pay TV platforms across Southeast Asia.

The channel leads the ratings in its territories, regularly achieving the #1 lifestyle channel in terms of popularity and loyalty. It has achieved a broad following from young teenage food lovers and empty nesters to trendy urban females and aspiring male chefs. Its online presence supports the channel with program information, recipes, content and an e-commerce store. As such AFC regularly executes 360 degree advertising and marketing campaigns and solutions for leading FMCG, Financial and Travel brands.

AFC broadcasts on:

• Starhub Channel 69 (Singapore)
• Astro Channel 703 (Malaysia)
• First Media Digital 1 Channel 76 (Indonesia)
• Prime Indovision Channel 22 (Indonesia)
• now TV Channel 527 (Hong Kong)
• Skycable Channel 58 (Philippines)

Please visit www.asianfoodchannel.com for more information.

About LG Electronics Home appliance Company

The LG Electronics Home Appliance Company is an innovator in the home appliance industry, dedicated to offering healthier and greener products, blending smart technology and trend-setting design and providing a complete solution for improving daily life. LG’s insightful products, including refrigerators, washing machines, dishwashers, cooking appliances, vacuum cleaners, and built-in appliances, are designed to resonate with consumers around the world. LG’s innovative technologies and convenient features, including the world’s first interactive refrigerator, steam washing machine and combination oven and microwave, set new trends in the appliance industry, helping to establish LG as a global leader.

About SignatureKitchen

SignatureKitchen provides a fully integrated value chain from designing, product development and manufacturing, to the installation of kitchen and wardrobe systems. Its clientele includes retail consumers, project developers, industry professionals such as architects and interior designers as well as overseas dealers.

SignatureKitchen has also made its presence felt in more than 20 countries with 28 retail showrooms in Malaysia, The brand stands for excellence in its products and services, dominating the local market and making waves abroad. Its wide range of professional and technical expertise, gained from years of experience and a vast network of global resources for the latest design and technology, enables Signature Kitchen to deliver a fully integrated kitchen solution to every discerning homeowner.

For further information please contact: