James Won · 文明辉

Cuisine as heritage,
diplomacy, and soul.

Krug Single Ingredient: Pepper — the official Krug campaign film with James Won
KRUG SINGLE INGREDIENT — PEPPER · 2023
THE KEEPER OF SOMETHING OLDER

A chef, I have come to believe, is the keeper of something older than himself. For fourteen years and six rooms I learned the craft — French technique in Paris, the warmth of Lyon's bouchon, the restraint of Japan's yōshoku, remade in Malaysia as contemporary French cuisine with Modernist techniques. That training now serves something larger than the plate: the conservation and cultural-diplomacy work of Serumpun Sarawak, with Borneo's thirty-four indigenous communities, from which the French-Borneo cuisine platform is growing.

France has twice knighted me; I carry both honours as obligation, not ornament.

CHEVALIER · 2024 Ordre du Mérite Agricole
CHEVALIER · 2014 Ordre des Coteaux de Champagne
Indigenous Sarawak ingredient — close-up, terroir-led.
NOSE TO TAIL · TERROIR · TERRUÑO

Sustainability is a discipline here, not a trend. It lives in every plate.

The same ingredient, finished — Contemporary French execution.
Serumpun Sarawak — Borneo, the work in the field
CULTURAL DIPLOMACY

Serumpun Sarawak

Borneo's thirty-four indigenous communities. The conservation study endorsed by UNESCO Creative City of Gastronomy — Kuching. The platform now carrying that work to Osaka and beyond — and the foundation of the French-Borneo cuisine I am building.

Discover Serumpun

Try Krug Chef's Table, Mortlach, Locally Sauced, Mérite Agricole, Ryoutei, or Serumpun Osaka.