Chef Exchange, a TV series and culinary adventure featuring renowned Adelaide chef Jock Zonfrillo and Shandong chef Qu Jianmin, is set to dish up South Australia to a global audience.
Four half-an-hour episodes of Chef Exchange will be screened on China Central TV News which is broadcast to 180 countries around the world. Audience figures for Chef Exchange on CCTV have the potential to reach 100 million (yep, we thought it was kind of funny that it’s called CCTV too).
The series follows the two high-profile chefs as they explore each other’s food, culture and customs and take the viewer on a journey from producer to plate.
Filmed on location across South Australia, the series has put many of the State’s pristine regions and food and wine producers on the map in China, including the Barossa Valley, Port Lincoln and City of Adelaide.
The first series was produced in partnership with China’s Shandong-based Qingdao TV (QTV), with support from the South Australian Film Corporation and South Australian Tourism Commission.
The advertising value of the airtime already achieved by Chef Exchange is estimated to exceed a massive $5 million.
57 Films, an Adelaide-based film production company working on films, television and branded content, produced the series.
Director and Producer of 57 Films Paul Ryan said Chef Exchange has been well received in China creating interest in South Australian culture, food and wine, and tourism regions.
“Chef Exchange is helping to create awareness of the State’s primary producers in a key export market with Boston Bay Wines, Ferguson Australia Lobster, Hutton Vale Farm and Seppeltsfield Winery among those featured in the first series,” said Mr Ryan.
“The awareness of the State being created in China through Chef Exchange and shortly around the world is something that would never have been possible with traditional advertising.”
“It would have been simply too expensive and wouldn’t have had the airtime, cut through into Chinese homes and credibility of a TV program.”
The success of Chef Exchange along with the strong cultural and business links 57 Films developed China has led to the company establishing a Chinese office, and starting work on a second series of Chef Exchange.
“Chinese broadcasters QTV and CCTV have already made a commitment to screen a second series,’ said Mr Ryan.
“Series Two has the potential to reach a much bigger audience. Talks are already underway with potential partners and sponsors for Series Two including a number of South Australian food and wine exporters to China.”
An exciting achievement for a well-deserving state!