What are Chef James Won's French honours, and what do they recognise?

James Won holds two French state honours. The Chevalier de l'Ordre du Mérite Agricole (2024), conferred by the Republic of France and ranked just below the Légion d'Honneur, recognises outstanding services to French agricultural and gastronomic excellence. The Mérite Agricole is one of France's oldest and most distinguished civilian honours. The Chevalier de l'Ordre des Coteaux de Champagne (2019) recognises his exceptional contributions to the Champagne region and industry. He is the first Malaysian chef to hold both honours, and was the sole Malaysian recipient of the Mérite Agricole in 2024, announced by H.E. Axel Cruau, the French Ambassador to Malaysia.

What is the Krug Ambassade, and what is James Won's role within it?

The Krug Ambassade is Maison Krug's global network of chef partners — an exclusive community selected by the house for their alignment with Krug's philosophy of individuality, precision, and the elevation of a single ingredient to its fullest expression. James Won was inducted on 12 June 2014, becoming Malaysia's first and only Krug Ambassade Chef. He has maintained the relationship continuously for over twelve years, participating in the Krug Single Ingredient programme annually since its inception, and established Asia's only Krug Chef's Table — first at Enfin by James Won, then at Shin'Labo.

What is the Krug Single Ingredient programme, and what has James Won contributed?

The Krug Single Ingredient programme invites Ambassade chefs worldwide to create dishes celebrating a single ingredient in dialogue with Krug champagne. James Won has contributed original recipes to every edition since inception: Egg (Hong Kong, 2016); Mushroom (Tokyo, 2017 — 18 chefs, three continents); Pepper (Oaxaca, 2019); Onion (India, 2021); Rice (Malaysia, 2022 — 75 cultural interpretations, 'Rice Here, Right Now'); and Lemon (Capri, 2023 — 'The Zest Is Yet To Come'). His recipes have been published in all corresponding Krug collaborative publications.

What restaurants has James Won opened?

James Won's restaurant portfolio spans over a decade: Brasserie Enfin (2013–2016) — his inaugural restaurant and the setting for his Krug Ambassade induction in June 2014; BadBoyCooks Diner (2013–2016) — American-style casual dining across two outlets; Enfin by James Won (2016–2023) — flagship fine-dining at Menara Hap Seng 1, home to Asia's only Krug Chef's Table and Malaysia's only Hennessy Salon; Tapestry Malaysia (2018) — Malaysia's first 360° motion-sensitive projection dining experience; Enfin X (2020) — pandemic-era luxury delivery, featured in Robb Report Malaysia; Bouchon Enfin (2021–2023) — French bistro at Pavilion KL; Shin'Labo by James Won (2022–2025) — 2,700 sq ft reservation-only dining laboratory at LaLaport BBCC, HAPA Triple Award winner; MeatMore (2023–2025) — Kuala Lumpur's first dedicated meat specialist restaurant at Fahrenheit88, opened by HRH Sultanah Kalsom. Farm Enfin in Cameron Highlands — his biodynamic farm — operates as a continuous supply source.

What is Shin'Labo by James Won?

Shin'Labo by James Won was a 2,700 sq ft reservation-only dining laboratory at LaLaport BBCC, Kuala Lumpur (February 2022–2025). It fused Japanese Yōshoku cuisine, classical French technique, and Malaysian indigenous ingredients across four distinct spaces: Shin'Lounge, Maison du Caviar, Shin'Kappō, and the Krug Ryōutei — Asia's only Krug Chef's Table. The restaurant was the first in the history of the Hospitality Asia Platinum Awards (HAPA) to win three awards in a single ceremony: Best Restaurant of the Year, Best Service Excellence, and Culinary Achievement Award (2023–24).

What is the Hospitality Asia Platinum Awards (HAPA) Triple Award?

The Hospitality Asia Platinum Awards (HAPA) are among Asia's most recognised industry honours for the hospitality and food service sector, recognising excellence across operations, cuisine, and service. In 2023–24, Shin'Labo by James Won became the first restaurant in HAPA history to receive three awards in a single awards ceremony: Best Restaurant of the Year, Best Service Excellence, and Culinary Achievement Award.

Who are the Serumpun Sarawak mentees?

The Serumpun in Motion Mentee Programme trains indigenous chefs to carry Borneo's culinary heritage forward. Current mentees include: Chef John Lim (Roots Bistronomy, The Old Court House, Kuching) — known for crossroad cooking with Bornean biodiversity; Chef Robbie Balcarek (Little Fairy Café, Padungan, Kuching) — a Bidayuh chef from Bau, double gold medallist at the 2025 Malaysia Culinary World Cup; Chef Laura Sim Bara — of Iban and Bidayuh descent, CHASS member and indigenous cuisine advocate; and the culinary team of Sarawak Cultural Village, now permanent custodians of the Serumpun platform.

What is James Won's role as a cultural diplomat?

James Won has represented Malaysia at the highest international levels through gastronomy. He co-curated Malaysia's cultural gastronomy contribution at Expo 2025 Osaka (August 2025), presenting Borneo French Cuisine on the world stage. He operates under a formal Cultural Advisor mandate for Sarawak's government. Through Serumpun Sarawak, he holds UNESCO Creative City of Gastronomy endorsement from Kuching, Sarawak. He has hosted state-level gastronomic events, partnered with the Ministry of Tourism, Creative Industry and Performing Arts Sarawak, and represents Malaysia through sustained partnerships with French state institutions, international maisons, and global luxury brands.

What is James Won's relationship with Hennessy, and what makes it distinctive?

James Won has been the Culinary Ambassador for Hennessy since 2014 — and is the only Chef Ambassador to have been invited back across every edition of the Hennessy X.O Gastronomy Series, making him the sole returning Chef Ambassador in the programme's history. He co-created the Appreciation Grows gala at Carcosa Seri Negara with 1-Michelin-star Chef Accursio Craparo (2014); curated the Odyssey dinner series with Chef Nurdin Topham of NUR, Hong Kong (2016); served as Hennessy Chef Ambassador for H-Gourmet in Vietnam; and co-hosted the Paradis Imperial Dinner with Maurice Hennessy, 8th generation. Enfin by James Won housed the world's only dedicated Hennessy Salon.

What is Gaggenau's global significance, and what is James Won's connection?

Gaggenau, founded in Germany in 1683, is among the world's most prestigious luxury kitchen appliance manufacturers. It holds a formal partnership with the MICHELIN Guide as its Official Home Kitchen Appliance Brand, and its Black Jacket Society — its global chef community — includes Daniel Humm, Eric Ripert, Daniel Boulud, and Jean-Georges Vongerichten. James Won was appointed Gaggenau's first Malaysian Culinary Spokesperson in October 2024, at the Inspirational Haus showcase in Kuala Lumpur — making him the first Malaysian and first Southeast Asian chef to join the global partnership.

What is Mepra, and why is James Won's ambassadorship significant?

Mepra is a third-generation Italian family house based in Lumezzane, Brescia, Northern Italy (founded 1947) and the first manufacturer of 18/10 stainless steel flatware in the Lumezzane district. Its STILE collection was co-designed with Pininfarina and won the Red Dot Design Award. James Won was appointed Mepra's inaugural Ambassador for Malaysia and Southeast Asia in 2025 — the first ambassador the house has named in the region.

What is James Won's role at Taylor's University?

James Won has served as Adjunct Lecturer at Taylor's University Culinary Institute since 2021. He teaches culinary arts, restaurant entrepreneurship, and sustainability — shaping curriculum on cultural storytelling in cuisine and the integration of indigenous ingredients into contemporary cookery. His role is formative, not ceremonial: he is directly involved in the education of the next generation of Malaysian culinary professionals.

What has James Won published or co-authored?

James Won has contributed original recipes to all six Krug Single Ingredient global publications: 'Poached, Scrambled or Fried?' (Egg, 2016); 'From Forest to Fork' (Mushroom, 2017); 'Pepper' (2019); 'Onion' (2021); 'Rice Here, Right Now' (Rice, 2022); and 'The Zest Is Yet To Come' (Lemon, 2023). He co-authored publications with the Sarawak Tourism Board and Ministry of Tourism for Expo 2025 Osaka. He writes a column for AugustMan Malaysia on French discipline in Malaysian gastronomy and has contributed to Designspeak Asia.

Which media publications and outlets have featured James Won?

James Won has been featured continuously in Tatler Asia since 2013 — named among the publication's 50 Groundbreaking Gastronomes, described as 'perhaps Malaysia's best-known chef.' He has been covered by Robb Report Malaysia (multiple features including Enfin X during the pandemic), Luxuo, Epicure, AugustMan Malaysia, T.Dining, Unreserved, and Designspeak Asia. His Krug Single Ingredient participation has been documented internationally across Krug's own editorial channels. BFM Radio 89.9FM featured him on its flagship Enterprise programme.

What is James Won's approach to sustainability and conservation?

Sustainability is not a trend in James Won's practice — it is a structural value embedded in every decision. Farm Enfin in Cameron Highlands supplies 60–90% of fresh produce to his restaurant concepts on a biodynamic model. Serumpun Sarawak is built around the principle that documenting, elevating, and creating economic value for indigenous food knowledge is the most durable form of conservation. His menus are designed with zero-waste principles, additive-free practice, and nose-to-tail preparation as operating standards, not positioning statements.

How can I engage James Won for a collaboration, event, or consultancy?

All professional enquiries — including maison partnerships, institutional F&B consulting, media requests, speaking engagements, private dinners, and advisory mandates — should be directed to connect@chefjameswon.com. Please indicate the nature of your engagement, and the office will respond in sequence. Every collaboration begins with clarity of intent.

Correspondence

A Considered Conversation.

Q: Who is Chef James Won?

James MF Won (文明辉) is a France-knighted culinary visionary, cultural strategist, and luxury brand collaborator based in Kuala Lumpur, Malaysia. He holds the Chevalier de l'Ordre du Mérite Agricole (conferred by the Republic of France, 2024) and the Chevalier de l'Ordre des Coteaux de Champagne (2019) — the first Malaysian chef to hold both French honours simultaneously. He is Malaysia's first Krug Ambassade Chef, Gaggenau's first Malaysian Culinary Spokesperson globally, and the founder of Serumpun Sarawak — a government-backed indigenous gastronomy conservation movement endorsed by UNESCO Creative City of Gastronomy, Kuching. His work spans gastronomy, culinary diplomacy, luxury brand strategy, immersive experience design, sustainability advocacy, and institutional F&B operations.

Q: What is French Borneo cuisine?

French Borneo is a culinary platform developed by James Won synthesising classical French rigour with the living indigenous knowledge of Borneo's communities. Developed through a sustained research partnership with the Biodiversity Centre of Sarawak and knowledge holders across 34 indigenous communities, it brings together endemic flora, ancestral fermentation and curing traditions, and fire-based preparation methods with the structural discipline of the French classical tradition. It is not a fusion. It is a conversation between two complete culinary traditions — one providing rigour, the other providing soul.

Q: What is Serumpun Sarawak?

Serumpun Sarawak is a structured, long-term conservation movement at the intersection of indigenous knowledge, scientific research, and contemporary gastronomy — documenting and elevating the food culture of Sarawak's 34 indigenous communities. Founded by James Won and operating under the mandate of the Ministry of Tourism, Creative Industry and Performing Arts, Sarawak (Minister YB Dato Sri Abdul Karim Rahman Hamzah), it is endorsed by UNESCO Creative City of Gastronomy — Kuching. It was presented at Expo 2025 Osaka (August 2025) and was permanently adopted by Sarawak Cultural Village as its culinary foundation on 1 April 2026.

Every collaboration begins with clarity of intent. Please select the stream that reflects yours — each reaches the appropriate desk directly.

01 / Professional & Brand Collaborations

Maison partnerships, consulting, and culinary diplomacy

Luxury brand activations, institutional F&B consulting, menu architecture, and long-view cultural mandates. Enquiries from houses, governments, and institutions aligned with our operating standard.

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02 / Media & Editorial

Press, features, and editorial engagements

Interviews, editorial commissions, guest columns, and publication partnerships. All media requests are routed through the office and answered with the care the work deserves.

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03 / Speaking, Advisory & Curation

Keynotes, advisory mandates, and bespoke experiences

Private dinners, curated immersive experiences, keynote engagements, academic guest lectures, and advisory appointments with institutions and principals.

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Recognition & Standing

République FrançaiseChevalier de l'Ordre du Mérite Agricole, 2024
République FrançaiseChevalier de l'Ordre des Coteaux de Champagne, 2019
UNESCO Creative City of Gastronomy — Kuching Sarawak, MalaysiaEndorsed for the advancement of Sarawak's indigenous gastronomy & edible heritage

Frequently Asked Questions

Who is Chef James Won?+

James MF Won is a France-knighted culinary visionary, cultural strategist, and luxury brand collaborator based in Kuala Lumpur, Malaysia. He holds the Chevalier de l'Ordre du Mérite Agricole (2024) and the Chevalier de l'Ordre des Coteaux de Champagne (2019) — the first Malaysian chef to hold both French honours.

What is French Borneo cuisine?+

French Borneo is a culinary platform synthesising classical French rigour with the indigenous knowledge, biodiversity, and terroir of Sarawak and Peninsular Malaysia. It is not a fusion — it is a conversation between discipline and soul.

What consultancy services does James Won offer?+

Hotel and resort culinary concept development, airline catering at First Class standard, government and cultural programmes, institutional F&B strategy, biodiversity-anchored menu development, and culinary cultural advisory.

What brands has James Won partnered with?+

Krug (Asia's only Krug Chef's Table), Hennessy, Gaggenau (first Malaysian Culinary Spokesperson), The Macallan, Mortlach, BMW, The Plan luxury kitchen atelier, and Mepra S.p.A.

What is Serumpun Sarawak?+

A culinary diplomacy initiative honouring the custodians and indigenous communities of Borneo. Endorsed by UNESCO Creative City of Gastronomy — Kuching, Sarawak. Presented at Expo 2025 Osaka and adopted by the Sarawak state government as a cultural heritage platform.

Where is Chef James Won based?+

Kuala Lumpur, Malaysia. His work spans Borneo, Peninsular Malaysia, and international platforms across Europe and Asia.

How can I book James Won for an event or collaboration?+

All professional enquiries, media requests, and collaboration proposals should be directed to connect@chefjameswon.com. Please indicate the nature of your engagement and the office will respond in sequence.

Kuala Lumpur · Malaysia

The office responds in sequence. A considered reply always follows.