Panasonic teams up with AFC for another season of ’Love to Cook’

KUALA LUMPUR: Panasonic has kicked off another season of “Love to Cook” collaboration with Asian Food Channel (AFC), with the regional premiere of “Martin Yan’s Asian Favourites (Season 2)” cooking show.

Dentsu LHS is the creative agency which facilitates the collaboration between Panasonic and AFC.

“Southeast Asia is rich in food culture. Our insights show many people love the idea of enjoying hearty homecooked meals with family and friends but shy away from cooking as it is often perceived as arduous, timeconsuming and complicated,” said Dentsu LHS group director Dai Sugime.

“However, that’s not usually the case, so we were on a mission to demonstrate how easy and fun cooking can be with Panasonic kitchen appliances.”

Celebrity chefs were engaged to prepare their recipes using Panasonic kitchen appliances.

“As the only regional channel dedicated to Asian cuisine, AFC reaches 21 million households in Asia. It is a fantastic platform to showcase Panasonic products through culinary entertainment. We are glad to be collaborating with Panasonic for this branding exercise covering 11 countries,” said Sugime.

It (Asian Food Channel) is a fantastic platform to showcase Panasonic products through culinary entertainment. DAI SUGIME Dentsu LHS group director