Category Archives: FOOD
This extremely minimal device is a pocket size breathalyzer that helps measure the amount of alcohol in your bloodstream from just a quick breathe. No mouthpiece, data tracking or anything like that. Just a easy and simple way to make sure your pacing yourself appropriately when you’re out on the town and that your well under the legal limit before you even think about getting behind the wheel of a car. The corresponding app is currently available for Android and it should be coming out for iOS shortly. Oh yeah–and the marketing video they made (featured at the bottom of this post) is one of the coolest product demos you’ll ever see. Get it here, priced at $199 + free shipping.
Legendary Kazuo Yamagishi is known as “The God of Ramen” in Higashi Ikebukuro, Tokyo. For more than 45 years, there was always two-hour wait line to partake his Ramen noodle, but he says “There is more important thing than just Ramen.”
Adrianne Ho recently launched a new lifestyle website, Sweat The Style, dedicated to fashionable fitness, natural beauty, positive health, and real food.
Ruyi Dumpling & Wine Bar opened its fabulous Hecker Guthrie designed doors earlier this month in Melbourne. The 56 seater restaurant is a union of beautifully presented contemporary Chinese food, exceptional design and modern restaurant culture. Translating literally to ‘as you wish’, the name Ruyi derives from a Chinese heirloom symbolising power and good fortune.
The interior palate by Hecker Guthrie is a very specific nod to traditional Chinese crimson and jade colours, in a modern context which utilises oxblood accents and sage tones. The restaurant’s design is a contemporary approach to traditional Chinese colour palettes and textures, with restrained and sophisticated spaces. “Dumplings are such simple fare and so the fit out needed to have a sense of simplicity and earthiness to compliment this. We didn’t want the design to scream China; instead we wanted to subtly hint at the distinctly Asian influence” says Paul Hecker, principal of Hecker Guthrie.
HYPEBEAST Road Trips Japan -
Figuring Out the Real Deal
Kobe is a very specific breed of wagyu which translates to Japanese cattle or Japanese cow. Wagyu itself is not a breed, but rather an overarching term for breeds of cattle that originate from Japan. The breed of Kobe beef is known as Tajima-gyu, of which there are only 3,000 heads of certified cattle in the world and none outside of Japan.
Ironically, Kobe beef isn’t even considered the best beef in Japan. For a lot of connoisseurs, the Tottori Black and Kumamoto Red bulls, both Wagyu class cows, are considered superior.
“What about those Kobe sliders I ate in Vegas?” Bogus beef. “The $250 Kobe beef steak I ate at that celebrity chef’s restaurant?” Faking the funk. Due to lenient food laws around the world, people are allowed to label things as “Kobe” without them having to actually be the real deal. In fact, in the U.S. they can call things Kobe if the cow is crossbred and modified with Japanese cattle. From 2010 till August 2012, no one in the U.S. was eating any Japanese beef, which was outlawed due to an outbreak of foot and mouth amongst Japanese cattle. The law has been relaxed allowing limited import, but none that is Kobe beef. Also, “American Style Kobe Beef” is altered to be more palatable for the U.S market as the Japanese version has been deemed “too rich.” So what you’ve been eating and paying a serious premium for is most likely an imitation of the real thing.
Since the United States as a whole apparently doesn’t display the same level of OCD as Portlandia portrays, we really don’t know what we’re eating, and we rarely seem to question it. Real Kobe beef sold under Japanese law comes with a 10-digit identification code so customers know what particular Tajima-gyu cow it came from. American Kobe… not so much.
“THE BREED OF KOBE BEEF IS KNOWN AS TAJIMA-GYU, OF WHICH THERE ARE ONLY 3,000 HEADS OF CERTIFIED CATTLE IN THE WORLD AND NONE OUTSIDE OF JAPAN.”
The Original Teppanyaki
In Kobe, the beef is produced under some of the strictest food standards in the world. It not only requires a pure bloodline – no cross breeding – it must be born in the Hyogo prefecture and raised locally its entire life. It must also be a bull or virgin cow, which takes longer to raise, causing the rise in price, and is processed in a Hyogo slaughterhouse – none of which are USDA approved – then pass a strict government exam, which involves trademarks and patents.
So we did what any food-obsessed group of friends would do: we went to Kobe to splurge on the real deal.
We found ourselves at the Misono building to dine at Steak Misono: The Original Teppanyaki, which overlooks Kobe’s cityscape out onto the harbor. Established in 1945 by Shigeji Fujioka (1909-1999) as “the first iron plate grill steak restaurant” – the iron plate’s 20mm thickness enhances the beef’s taste with even cooking and due to the lack of open flame ensures no flare-ups when cooking the fat-rich beef. It also holds the title as the first place to “pair garlic rice with steak.”
Our beef was “carefully selected beef, genuine Japanese black cattle, less than 24 months old” and was graded by the Japan Meat Grading Association. At Misono they use short loin cuts as they deemed them to have “better nutrition and taste” and of course, extensive marbling, which practically melted at room temperature.
Considering most of us could easily polish off 400g on our own, and Eugene could probably inhale 1,000g in his sleep, we showed incredible restraint as we decided to start slow. The party of four ordered a total of 400g (approximately 14 ounces) of Kobe beef sirloin steak at ¥9,450 JPY (approximately $91 USD) per 100g (approximately 3.5 ounces), 400g (approximately 14 ounces) of the Misono special fillet steak at ¥5,250 (approximately $51 USD) per 100g (approximately 3.5 ounces), one order of chilled sliced beef, and two portions of garlic rice to share.
“IT NOT ONLY REQUIRES A PURE BLOODLINE – NO CROSS BREEDING – IT MUST BE BORN IN THE HYOGO PREFECTURE AND RAISED LOCALLY ITS ENTIRE LIFE. IT MUST ALSO BE A BULL OR VIRGIN COW, WHICH TAKES LONGER TO RAISE, AND IS PROCESSED IN A HYOGO SLAUGHTERHOUSE”
The sight of the raw beef alone made me salivate. It looked vibrant, almost alive in a surreal way as the white marbling popped against its bright red hue. When it hit the hot iron grill, it was game over. My jaw went slack and my eyes glazed over once I caught a whiff of that succulent beef. I looked over at Nicole (That Food Cray!!!) and we both silently agreed that it smelled like heaven, only better.
Our chef gently and quickly cooked out beef with precision while constantly basting it in a puddle of its own heavenly fat. He also utilized a kettle-shaped lid, another Misono invention, which used heat convention to make sure the meat was perfectly grilled and tender.
As he sliced and divvied up our portions, we hungrily reached for our first bites and almost in unison, let out a sigh. I immediately wanted to eat the whole cow. Who could ever mock the Japanese again for their ways which may or may not included them feeding their cattle beer, massaging them down with sake, and making them listen to classical music in order to create such unbelievable marbling after having tasted genuine Kobe beef? Not me.
We greedily and happily devoured each piece in silence as the chef continued to prepare the different elements of our meal. The Kobe was delectable – like nothing I had ever had before – but the special filet was equally mouthwatering and possibly more flavorsome, and the crispy slices of garlic that accompanied it were perfect. The cold beef was also a pleasant surprise.
By the time we had finished our garlic rice, the rich beef fat had lined our stomachs and we were remarkably full. Turns out our table of seasoned eaters were easily satiated with just 200g per person. Although matters of taste are always subjective – especially when it comes to food, with our wallets noticeably lighter – our bellies full of meaty goodness, and a bucket list item successfully checked off of all of our lists, we left Misono already plotting our return for lunch the next day.
Campaign Brief Article -
Since launching ‘Our Food, Your Questions’ via DDB Sydney, McDonald’s Australia has received over 3,500 questions from Australians keen to find out more, and understand, everything about the famous Macca’s menu.
Announced through PR, ‘Our Food, Your Questions’ is an online platform that allows consumers from across the country to have an honest conversation with McDonald’s through a dedicated website.
McDonald’s has committed to answering every food question that is asked via the website, with a dedicated Response Team that includes McDonald’s Australia subject matter experts and copywriters, on hand to analyse, research and respond to queries. A combination of written answers,images, infographics and videos are being used to answer questions in credible and engaging ways.
Says Mark Lollback, McDonald’s Australia, chief marketing officer: “We decided to launch Our Food, Your Questions here after seeing how well received it was in Canada. We believe that Australians want to be able to explore McDonald’s on an entirely new level and this platform – with an Aussie spin – allows us to enable just that.”
The local Our Food, Your Questions initiative has been developed and implemented by DDB Group Sydney, including Tribal Worldwide and Mango Sydney, OMD, OMD Word and PPR Sydney.
Says Lollback: “It’s been great to see so many of our agency partners collaborating with stakeholders from right across our business to make Our Food, Your Questions a reality. There’s a lot of work going into making sure we’re giving Australians the information they want about our food, on the channels that they want to hear about it.
“This initiative is not a flash in the pan – it’s going to be a constant and long-term forum that we’ll be using to allow people to ask their questions and get personal responses. Our Food, Your Questions will allow us to do what we can to give people the information they’re looking for.”
Check out - Our Food, Your Questions
NOWHERE and A Bathing Ape present “BAPELAND,” an exhibition held in NIGO‘s former home and studio in Tokyo. Considered the heart and soul of the brand, NIGO’s former studio served as a repository for the vast trove pop-culture pieces the designer has accrued throughout his life. For the brand’s 20th anniversary, it has decided to open up the studio to let fans get a closer look at this treasure chest of good. The exhibition includes iconic BAPE pieces, cars, furniture, art, jewelry and much more. “BAPELAND” is running from now until November 24 in Tokyo so if you happen to be in the area, be sure to check it out.
Opening Hours: 11:30 to 19:30
Shibuya-ku, Tokyo 2-28-12 Jingu-mae
Starbucks has reinvented the traditional takeaway coffee cup with a new design specifically for its newly opened Teavana tea bar in New York City. Designed to evoke the feeling of drinking from porcelain china, the new cup features a curvier ergonomic design made with tea in mind. Embossing on the cup feels feathery and foamy and meant to reflect the zen feeling of drinking tea. Double-walled insulation negates the use of cardboard sleeves, while a larger spout opening allows for more liquid to be sipped as tea has a more subtle flavor than coffee. The new design looks to be a practical and aesthetically pleasing choice, sparking the question of whether the coffee giant will undergo a redesign for its main Starbucks cups.
Daymon Patterson is the affable personality behind Daym Drops, a YouTube channel dedicated to the most delicious and delectable. From the front seat of his four-door sedan, Patterson spits common man wisdom on some of the most popular foods on the market.
Check out heaps more of his reviews here.
PURE GRAIN VODKA INFUSED WITH A SCORPION
YOU CAN EAT THE SCORPION AFTER DRINKING THE VODKA!
Scorpion vodka, contains a real farm raised scorpion, latin name buthus martensii).
Which has been farm raised in southern china. The scorpion is first put through a special detoxifying process then infused in the vodka for 3 months before hitting the shelves, the scorpion imparts a pleasant soft woody taste to the vodka, it also effectively smoothes off the sharp edge of the vodka.
Scorpion vodka is best served straight from the freezer neat, but it is also a pleasant partner to a simple mixer such as tonic. Once you have finished the vodka you can then move on to the scorpion which has been carefully detoxified so that it is 100% safe to eat!
Created in collaboration with Chipotle Mexican Grill, “The Scarecrow” is an arcade-style adventure game for iPhone, iPad and iPod touch and a companion animated short film. Both pieces depict a scarecrow’s journey to bring wholesome food back to the people by providing an alternative to the processed food that dominates his world. The film’s soundtrack is a re-interpretation of “Pure Imagination,” performed by Fiona Apple.
The film is set in a dystopian fantasy world where all food production is controlled by a fictional industrial giant Crow Foods. Scarecrows have been displaced from their traditional role of protecting food and are now servants to the crows and their evil plans to dominate the food system. Dreaming of something better, a lone scarecrow sets out to provide an alternative to the unsustainable processed food from the factory. In the game, players will accompany the Scarecrow on his journey through four levels and deliver fresh food to the City of Plenty’s citizens.
From humble beginnings over 125 years ago, the Coca-Cola company has evolved from one product to more than 500 brands available in 200 countries around the world and more than 1.7 billion drinks sold a day. This book celebrates the story of one of the world’s first truly iconic brands.
It reveals the compelling history of the drink, with evocative photographs of the people and places that are such a rich part of the heritage of Coca-Cola, the brand. Remembered too the ephemera – including classic advertisements, with some special moments from early advertising work beautifully captured on the page.
Added to this are more than 30 delicious recipes for cooking with Coca-Cola and making the most of the taste of one of the world’s best loved beverages.