BRAND ACTIVATION: NIU LONG PARTNERS WITH MICHELIN-STARRED CHEFS FOR POP-UP
TBA facilitated a collaboration between Niu Long and Michelin-starred chefs, showcasing premium New Zealand Southern Rock Lobster at a fully booked pop-up.
Type
Brand Activation, Pop-up
Services
Chef Collaboration, Dish Development
Year
2025
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TBA is pleased to share the successful conclusion of an exclusive dining event showcasing New Zealand Niu Long lobster in collaboration with acclaimed chefs Andrea Cofini and Bingjia Lou in Shanghai this March.
The special four-hands dinner featured:
- Three innovative dishes highlighting Niu Long's premium qualities that received excellent customer feedback
- Fully booked seatings throughout the event period
- Culinary expertise from Chef Cofini (formerly executive chef of L'ATELIER de Joël Robuchon Shanghai) and Chef Lou (formerly of Michelin three-star La Marine)
- A celebration of Niu Long's wild-caught richness from New Zealand's pure, cold waters
This successful partnership demonstrates TBA's expertise in creating impactful culinary collaborations that introduce premium New Zealand seafood to discerning Chinese consumers.
Watch the video below to see the collaboration come to life!
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