To promote travel between Los Angeles and the Asia Pacific region, Cathay Pacific enlisted West of Here to produce a content-driven cultural experience in Chengdu’s sister city of Los Angeles. The goal: spotlight the cities’ shared culinary potential through a story of plant-based innovation, collaboration, and cross-cultural exchange.
objective
Plant-Based Between LA and Chengdu followed the journey of Michelin-starred Sichuanese chef Tony Xu (The Temple House, Chengdu) as he touched down in Los Angeles to collaborate with plant-based pioneer Matthew Kenney. Together, they explored LA’s vibrant culinary landscape from farmers markets to fermentation labs, and merged traditional Sichuan techniques with California’s plant-forward ethos.
The result was a one-night-only culinary event hosted by Cathay Pacific, featuring a series of original fusion dishes that reimagined Sichuan cuisine through an Angelino lens. Designed for the airline’s top-tier travel agents and VIP clients, the event offered a taste of connection between two sister cities. West of Here led creative development and executive production for the campaign, collaborating with director Ma Sai to craft a visual narrative that highlighted cultural curiosity, collaboration, and culinary craft.
solution
Plant-Based between LA and Chengdu
Cathay Pacific
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