
Krug
The maison whose Single Ingredient programme has shaped my Champagne work since 2014. I am Malaysia's first Krug Ambassade Chef.
Read about Krug
Maisons, institutions and producers. Each keeps its own standard and its own voice.
These are the relationships behind more than a decade of work: the champagne, cognac and single-malt houses; the kitchen and tableware ateliers; the lifestyle marques; the state and academic institutions; and, in time, the producers closest to the land. Each has its own standard, and I keep them apart.
I owe each partner the courtesy of being taken on its own terms. Krug to Krug's standard, Hennessy to Hennessy's, the Sarawak State Government to the standard of the state, Taylor's University to the academy's. The job is to keep faith with each of them, page by page and year by year.
Each partnership led to what came after. The Krug Ambassade work led to the Coteaux de Champagne honour. The wider maison and conservation work led to the Mérite Agricole. Each came as a gift from people who chose to back what I was trying to build.
My move in 2025 from running restaurants to cultural diplomacy did not end any of these relationships. It changed their direction. Each continues at its own pace and in its own form.
The houses chose this work for what it stands for. Having them here tells you the work is taken seriously; none of them is the reason it matters.
If you are reading this on behalf of a house, what follows is how I have worked with fifteen others, to their standard and in their voice, over more than a decade. Whether yours belongs here is a conversation we can have.
Where the cuvée or the cask leads.
Krug since 2014; Hennessy from 2016; Louis XIII through the Les Voyages du Caviar work.

The maison whose Single Ingredient programme has shaped my Champagne work since 2014. I am Malaysia's first Krug Ambassade Chef.
Read about Krug
The first Veuve Clicquot partnership at Brasserie Enfin, paired with the Brut and the Vintage 2008, six weeks before the Hennessy 250 launch took over the same room.
Read about Veuve Clicquot
The Tapestry × Hennessy pairings, the Hennessy Salon at Menara Hap Seng (November 2016, Malaysia's first), and the Appreciation Grows programme.
Read about Hennessy
The first Louis XIII activation anywhere to use a Malaysian caviar, which put T'lur on the global Louis XIII stage in 2022.
Read about Louis XIIIThe Macallan as the Six Pillars; Mortlach as the Beast at MeatMore.

The sherry-cask house whose six pillars I have read my work against.
Read about The MacallanThe dedicated Mortlach Room at MeatMore, in partnership with Diageo at the time.
Read about MortlachGlenmorangie at Brasserie Enfin in 2014, where the whisky work began; The Balvenie at Shin'Labo in 2022, a lesson in restraint.

The four-course degustation at Brasserie Enfin in August 2014, the first piece of the wider whisky work.
Read about Glenmorangie
The William Grant & Sons house whose five rare crafts have shaped my own sense of restraint. The Shin'Labo Food Pairing programme of April and May 2022.
Read about The Balvenie
The Bothy at Enfin by James Won: a four-course Discover Rarity menu paired with Johnnie Walker Blue Label, from late November 2019 to March 2020. I cooked towards the softer side of the blend.
Read about Johnnie Walker Blue LabelMepra is closest to the hand, The Plan closest to the room, and Gaggenau closest to the fire.

The German maison whose kitchens set the standard for precision in European fine dining. I am its first Malaysian Culinary Partner and Ambassador.
Read about Gaggenau
The luxury kitchen and wardrobe atelier representing Poggenpohl, Ernestomeda and Sub-Zero & Wolf. I am its inaugural ambassador.
Read about The Plan
The Italian tableware maison whose flatware sits at the highest tier of European fine dining. I am the inaugural ambassador for its regional presence.
Read about MepraWork with other disciplines, where food does not lead: engineering, decorative arts, conservation.

The German marque I have worked with since 2017, and still do: private dinners, launches, films and campaigns, and the 007 night at Shin'Labo.
Read about BMW
The Bangkok house of fine jewellery and rare objets for the home. The Shin'Labo event of October 2023 brought luxury and haute cuisine together around conservation, with Save Wild Tigers at the centre.
Read about Lotus Arts de VivrePatronage from the state, carried as a mandate.
Responsibility for a curriculum, well beyond the occasional guest lecture from industry.

Twelve years since 2014 with the champagne maison whose Single Ingredient discipline has shaped the work. Malaysia's first Krug Ambassade Chef. Asia's only Krug Chef's Table, begun at Brasserie Enfin, at Enfin from April 2016 and then at Shin'Labo from February 2022.
Read about KrugKrug, Veuve Clicquot, Hennessy, Louis XIII, The Macallan, Mortlach, Glenmorangie, The Balvenie, Johnnie Walker Blue Label, Gaggenau, The Plan, Mepra, BMW and Lotus Arts de Vivre, with the Sarawak State Government and Taylor's University on the institutional side.
It differs by house. With Krug it has meant the Single Ingredient programme and the Krug Chef's Table; with Hennessy, pairing dinners and the Hennessy Salon; with Gaggenau, ongoing activations and content as its Culinary Partner and Ambassador; with The Plan and Mepra, inaugural ambassadorships.
No. The move in 2025 from running restaurants to cultural diplomacy changed their direction, not their existence.
Each partner is taken on its own terms and held to its own standard: Krug to Krug's, Hennessy to Hennessy's, the state to the standard of the state. If a house writes, he will say plainly whether he is right for the work.
Write to connect@chefjameswon.com and say what you are building.
Five groups, one standard. Each maison on its own terms, each institution at its own standing. I have been honoured by every one of these partners, and I have tried to honour each of them in return.