After strictly online event last year, the “Europe, Home of Cheese” campaign finally made a roaring return to Bangkok with a successful physical gathering on 10th November to celebrate all that’s delicious about French cheese.
Eat Cheese Anywhere!
Taking place at Maison Bleue, a French-inspired cafe and restaurant that sits in an atmospheric former perfume boutique, the event brought together a captivated audience for an interactive masterclass from two of Bangkok’s top cheese experts.
Under this year’s theme, “Anywhere”, guests learned all about the versatility of French cheese, which can be enjoyed anytime and anyplace - whether at a party, on a picnic or as a healthy snack while stuck in Bangkok traffic!
Guests learned all about the diverse flavors and aromas of Fourme d’Ambert, Mimolette, Brie, Comte and Fresh Cheese. They enjoyed a range of delicious dishes designed to be enjoyed anywhere, from Fourme d’Ambert and Apple Quiche, and “Jack be Little” Pumpkin with Mimolette Custard and Shiitake to Savory Brie Cake with Bacon, Carrot and Cashew.
The stars on the day were Chef Jakthong “Mumu” Ubolsoothvanich, the chef-owner of Maison Bleue, and Chef Jériko Van Der Wolf, one of Bangkok’s most-loved French cuisine chefs, who encouraged all guests in attendance to re-think how they cook and eat cheese.
Eat Cheese Anywhere!
Taking place at Maison Bleue, a French-inspired cafe and restaurant that sits in an atmospheric former perfume boutique, the event brought together a captivated audience for an interactive masterclass from two of Bangkok’s top cheese experts.
Under this year’s theme, “Anywhere”, guests learned all about the versatility of French cheese, which can be enjoyed anytime and anyplace - whether at a party, on a picnic or as a healthy snack while stuck in Bangkok traffic!
Guests learned all about the diverse flavors and aromas of Fourme d’Ambert, Mimolette, Brie, Comte and Fresh Cheese. They enjoyed a range of delicious dishes designed to be enjoyed anywhere, from Fourme d’Ambert and Apple Quiche, and “Jack be Little” Pumpkin with Mimolette Custard and Shiitake to Savory Brie Cake with Bacon, Carrot and Cashew.
The stars on the day were Chef Jakthong “Mumu” Ubolsoothvanich, the chef-owner of Maison Bleue, and Chef Jériko Van Der Wolf, one of Bangkok’s most-loved French cuisine chefs, who encouraged all guests in attendance to re-think how they cook and eat cheese.
During the masterclass, Chef Jériko shared with guests the great diversity of French cheeses - think hard, soft, semi-hard, blue, washed rind or processed - and gave his tips on how to taste the differences.
Both chefs then led an open discussion on cooking techniques and ways to treat French cheese to get the tastiest results.
Chef Jériko, who is the co-founder of F&B company LOVA Hospitality and well-known as the previous Executive Chef of Bangkok favorites Cocotte, Mozza and Victoria, said that as a Frenchman, and in particular a chef, he has been surrounded by cheese all his life.
“It’s a house staple in most family chillers. I like its versatility, you can eat it by itself, spread on bread, cooked. It’s creamy, rich, salty, deep in flavor. I could not live my life without it,” he said.
When asked for his favorite French cheese dish that can be eaten anywhere, he nominated the much-loved Croque Monsieur. “It is easy to carry around, you have the crunch of the bread, the creaminess of the béchamel cheese and the saltiness of the ham, when it’s slightly warm it is wonderful.”
Chef Mumu, who has great experience in fine pastry through her patisserie Let Them Eat Cake, described her relationship with French cheese as “insatiable”. “I can’t stop eating it. It’s only when I cook with it that I start to gain a command over it - of course, after a few tries.”
In addition, she said cheese is tied to some of her fondest memories. She remembers visiting her old neighborhood fromagerie in Paris where she would buy cheese that had already been mixed with raisins and dried fig. “I munched on the whole log which should have lasted me a week in one go! It was so convenient.”
Going from table to table to answer questions, Chef Mumu and Chef Jériko also highlighted the importance of authenticity, respect for the environment and sustainability when it comes to cheese, expressing their confidence that highly knowledgeable Thais can seek out high quality option.
Among those in attendance at the masterclass were popular foodie and lifestyle influencers like Chanin Cheema, better known as Chef Quest (@mrquest__), a Masterchef Thailand contestant known for his creative approach to western and fusion food, Pair of From Fat to Fit Diary (@fromfattofitdiaryy), a home cook with a passion for
exercise and food, and Bush Lerchan (@lerchan_g), a TikToker known for his vibrant cooking videos.
Through the event, participants were inspired to incorporate cheese into their daily lives through innovative, convenient snacks - no matter the place or time.
For more opportunities to get inspired online, follow the "Europe, Home of Cheese" Instagram account (@homeofcheese_th), where you will get the low-down on all things cheesy, from live-streamed events and interactive contests to fun facts, inspiring recipes and pairing advice.
So, Why is French Cheese so Special?
You may love cheese, but did you know France boasts 1,200 varieties of cheese? And that each cheese’s distinctive feature is closely linked to their regions of origin and factors such as climate, soil and undersoil? If you answered “no” to either of those questions, fear not – learning is a massive part of the fun!
The history of French cheese is complex. For generations, each region has developed its own know-how for dairy farming and processing. The result is a wealth of cheese, each with its own distinctive smell, flavour and texture, just waiting to be discovered – and eaten – by you.
This campaign is part of the promotional program for CNIEL, with aid from the European Union. CNIEL is the French Dairy Interbranch Organization created by milk producers and dairy companies in France. CNIEL’s role is to promote a positive image of French milk and dairy products in France and abroad.
Official hashtags:
Tag and mention:
➢ For more impressions on Home of Cheese visit: www.instagram.com/homeofcheese_th
➢ For high-resolution images, please visit: [images link]
➢ To find out more about our cheese-y personalities: Refer to Annex A
Both chefs then led an open discussion on cooking techniques and ways to treat French cheese to get the tastiest results.
Chef Jériko, who is the co-founder of F&B company LOVA Hospitality and well-known as the previous Executive Chef of Bangkok favorites Cocotte, Mozza and Victoria, said that as a Frenchman, and in particular a chef, he has been surrounded by cheese all his life.
“It’s a house staple in most family chillers. I like its versatility, you can eat it by itself, spread on bread, cooked. It’s creamy, rich, salty, deep in flavor. I could not live my life without it,” he said.
When asked for his favorite French cheese dish that can be eaten anywhere, he nominated the much-loved Croque Monsieur. “It is easy to carry around, you have the crunch of the bread, the creaminess of the béchamel cheese and the saltiness of the ham, when it’s slightly warm it is wonderful.”
Chef Mumu, who has great experience in fine pastry through her patisserie Let Them Eat Cake, described her relationship with French cheese as “insatiable”. “I can’t stop eating it. It’s only when I cook with it that I start to gain a command over it - of course, after a few tries.”
In addition, she said cheese is tied to some of her fondest memories. She remembers visiting her old neighborhood fromagerie in Paris where she would buy cheese that had already been mixed with raisins and dried fig. “I munched on the whole log which should have lasted me a week in one go! It was so convenient.”
Going from table to table to answer questions, Chef Mumu and Chef Jériko also highlighted the importance of authenticity, respect for the environment and sustainability when it comes to cheese, expressing their confidence that highly knowledgeable Thais can seek out high quality option.
Among those in attendance at the masterclass were popular foodie and lifestyle influencers like Chanin Cheema, better known as Chef Quest (@mrquest__), a Masterchef Thailand contestant known for his creative approach to western and fusion food, Pair of From Fat to Fit Diary (@fromfattofitdiaryy), a home cook with a passion for
exercise and food, and Bush Lerchan (@lerchan_g), a TikToker known for his vibrant cooking videos.
Through the event, participants were inspired to incorporate cheese into their daily lives through innovative, convenient snacks - no matter the place or time.
For more opportunities to get inspired online, follow the "Europe, Home of Cheese" Instagram account (@homeofcheese_th), where you will get the low-down on all things cheesy, from live-streamed events and interactive contests to fun facts, inspiring recipes and pairing advice.
So, Why is French Cheese so Special?
You may love cheese, but did you know France boasts 1,200 varieties of cheese? And that each cheese’s distinctive feature is closely linked to their regions of origin and factors such as climate, soil and undersoil? If you answered “no” to either of those questions, fear not – learning is a massive part of the fun!
The history of French cheese is complex. For generations, each region has developed its own know-how for dairy farming and processing. The result is a wealth of cheese, each with its own distinctive smell, flavour and texture, just waiting to be discovered – and eaten – by you.
This campaign is part of the promotional program for CNIEL, with aid from the European Union. CNIEL is the French Dairy Interbranch Organization created by milk producers and dairy companies in France. CNIEL’s role is to promote a positive image of French milk and dairy products in France and abroad.
Official hashtags:
- #EuropeHomeOfCheese
- #FrenchCheese
- #EnjoyItsFromEurope
Tag and mention:
➢ For more impressions on Home of Cheese visit: www.instagram.com/homeofcheese_th
➢ For high-resolution images, please visit: [images link]
➢ To find out more about our cheese-y personalities: Refer to Annex A