“Mom! Lets go to Bo Innnovation tonight and have foie gras with sticky rice foam with lotus flavor.”

Known as the “Demon Chef,” Alvin Leung of Bo Innovation has received two stars in Hong Kong’s first Michelin guide. His fusion creations include molecular Shanghai dumplings.

Wearing wrist bands with spikes, he appears to be dressed for a punk indie concert as oppose to a fine dining experience.

As a former restaurant consultant, I reminded my clients constantly that there is too much “noise” in the food industry. Leung masterfully differentiates by delivering a menu that sings.

1st. Few restaurants serve fusion food in Hong Kong. So he is separating themselves from the pack.

2nd.Chef Leung serves gastronomy. Combing science with cooking. This itself causes buzz in the food world.

3rd. He is a marketing genius. From the food he serves to the way he dressed, everything attracts curiosity. Visit his website, check out his profile picture, and you be the judge. He does not fit the mold of a clean cut chef. I don’t even know if his hair is health code compliant.

4th. Provide shock value to customers, this cause buzz!

key to success = differentiate

Chef Leung delivers a menu that will attract a niche group of diners that enjoy food pairings and flavors. After all, fusion cuisine is basically the ability to pair flavor profiles from different cuisines and creating some remarkable.

remarkable = something worth talking about

He serves toro with foie gras powder and dried raspberry.
With the fatty texture from toro, foie gras powder adds to a rich buttery texture without overpowering the senses. Dried raspberry adds a touch of sweetness to lighten the dish.

Disclosure: I have never tried his cooking, but his use of ingredient appear to make sense

His tasting menu starts at around $80 so I want to fill my curiosity the next time I return to Hong Kong, my birthplace.

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