3 November 2005 – The Philippine Embassy in Vienna reported that the ASEAN Ladies Circle of Vienna (ALCV), with the active support of the ASEAN embassies in Vienna, chalked up another success in its efforts to promote Southeast Asian cuisine in Austria, following the resounding success in the launch of the recipe book “ Easy ASEAN Cooking” at the Radisson SAS Palais Hotel on 25 October 2005.

The culinary book features over fifty of the most popular entrees, appetizers, desserts and beverages from the Philippines, Indonesia, Thailand, Vietnam and Malaysia, currently the countries maintaining resident diplomatic missions in Austria.

The EASY ASEAN Cooking book launch was covered by Austrian television network ORF and was featured on 28 October 2005 on “ Seitenblicke”, a social events program that commands a broad following in Austria.

According to Philippine Ambassador to Austria Victor G. Garcia III “the book encourages Europeans to try their hand at preparing Southeast Asian dishes”. Ambassador Garcia also pointed out that “the goal is to create a multiplier effect” and that he is looking forward that by “cooking ASEAN dishes for their own guests, Austrian households will assist in promoting our culinary delights and help broaden the market for our food products”.

The ripple effects seem not far from being realized, as copies of the publication were eagerly purchased during the launching event, which included members of the diplomatic community, representatives of key Austrian government and business organizations, Austrian celebrities, as well as members of the local Asian community in Vienna.

According to the Philippine Embassy in Vienna, the cookbook project arose out of the recognition by the ASEAN diplomatic missions and the ACLV that culinary promotion need not be limited to specialty restaurant tables and should be taken right into Austrian households. Reflecting this philosophy, the “EASY ASEAN Cooking” provides the European epicures the opportunity to whip up and savor popular dishes from Southeast Asia in their own homes.

According to the Philippine Embassy the book launch marked a follow up activity to another equally successful project of the ALCV, the ASEAN Ambassador’s Cooking Demonstration and Food Festival held on 21 September 2005, which also got extensive coverage from ORF. END