A CHEF LIFE
​James Won is not merely a chef he is a movement. A visionary culinary strategist, culture builder, and brand collaborator, James has spent his life redefining the boundaries between cuisine, heritage, and luxury. Aptly hailed as *The Knighted Maverick Maestro of Malaysia*, he is known for transforming every dish into a dialogue each course a story that bridges East and West, past and future, nature and innovation.
Appointed as Malaysia’s first Krug Ambassade, James carries the torch for the legendary Champagne house, bringing its ethos of individuality and craftsmanship to life through refined, terroir-driven culinary expressions. His ambassadorship with Gaggenau, the storied German maker of luxury kitchen appliances, furthers his dedication to design, tradition, and avant-garde excellence making him the first Malaysian Culinary Partner to join its global ranks. Additionally, he serves as an ambassador for The Plan, a premier luxury kitchen and wardrobe specialist based in Kuala Lumpur, reflecting his commitment to excellence in kitchen design and functionality.
A master of meaningful experiences, James was also at the helm of the Macallan x 007 James Bond 60th Anniversary whisky launch in Kuala Lumpur, orchestrating a cinematic fusion of heritage, elegance, and prestige. His role as adjunct lecturer at Taylors Culinary Institute reveals his commitment to shaping future culinary leaders, cultivating both their technique and their conscience. Jamess signature initiative, Serumpun Sarawak, stands as a manifesto uniting sustainability, indigenous wisdom, and zero-waste principles into a living framework for the future of food. From reimagining airline menus with plant-forward finesse to curating fine-dining showcases at world expos, James works with purpose, blending the intellect of a strategist with the soul of a storyteller.
A faithful disciple of his Master Sifu Jeff Chew, James infuses his culinary philosophy with the discipline and mindfulness imparted by his mentor, enriching his approach to gastronomy and leadership.
James has been honoured with countless international and homegrown accolades; he is the first Malaysian Chef to be honoured with the distinguished Knighthood (Chevalier) of the Order of Agricultural Merit by the Republic of France a testament to his contribution in bridging gastronomy, sustainability, and cultural diplomacy. He was inducted as Chevalier to the Ordre des Coteaux Champagne for his contribution in the industry of Champagne wines.
He shares his life with two adopted rescue dogs, Mei Mei the gentle Labrador and Mylo the dignified Great Dane symbols of the love, loyalty, and groundedness that define his journey. In every space he enters be it a kitchen, a classroom, or a world stage James brings his mantra to life: ONE TEAM, ONE VOICE. With Malaysia as his canvas and the world as his table, James Won continues to script a culinary legacy as bold, thoughtful, and unmistakable as his name.
Mission
& Legacy
At the heart of Chef James Won’s journey lies a mission that extends far beyond the kitchen. His legacy is not merely about creating exceptional dining experiences, but about shaping a movement where gastronomy becomes a vehicle for preservation, education, and global connection.
​
REPOSITIONS CULTURE AS LUXURY
Chef James is uniquely skilled at translating Malaysia’s multicultural and indigenous heritage into premium, design-driven, and globally relevant experiences. His work proves that heritage can live in luxury — turning rainforest ingredients, heirloom rice, or ancestral methods into fine-dining expressions worthy of the world stage.
Through Serumpun Sarawak, he elevates indigenous Bornean culture onto international platforms like UNESCO Grand Finale @ Mulu, Sarawak and World Expo in Osaka, Japan 2025.
He brings Terroir Malaysia — the story of land, ancestry, and flavour — into refined gastronomy.
Every menu he designs becomes a culinary narrative of Malaysian identity.
The difference: He redefines how Malaysia is perceived — not just as a food destination, but as a cultural powerhouse.
​
​THINKS LIKE A DESIGNER, ACTS LIKE A STRATEGIST
Chef James is not only a chef — he is also a creative director and systems thinker who understands:
Spatial design: His collaboration with The Plan aligns Poggenpohl, ErnestoMeda, and Porro design with culinary flow.
Luxury psychology: His partnerships with Krug, Hennessy, Macallan, Louis XIII and BMW show deep insight into experiential branding.
Narrative strategy: Projects like Tapestry Malaysia use storytelling and motion-sensitive tech to create immersive dining unlike anything else in Southeast Asia.
The difference: He brings a multi-disciplinary approach to projects — ideal for clients and governments seeking lasting emotional and cultural impact.
​
BUILDS CONCEPTS THAT SHAPE ECOSYSTEMS
From Brasserie Enfin to MeatMore, his ventures aren’t just restaurants — they are ecosystems of values, with:
-
Custom architecture and kitchen design
-
Training and upskilling of local teams
-
Sustainable sourcing networks
-
Artisan collaborations
-
Cross-brand activations
Chef James is known to architect entire food, service, and design experiences from scratch. He scales his philosophy across locations, categories, and price points.
The difference: He delivers not just products — but infrastructure for excellence.
​
MENTORS, EDUCATES, AND LEAVES A LEGACY
As an educator (Adjunct Lecturer) and role model, Chef James actively:
Mentors young chefs through Taylor’s University Culinary Institute.
Champions zero-additive, sustainable cooking.
Inspires through media presence and keynotes — speaking on culinary diplomacy, luxury, innovation, and Asian identity.
The difference: He creates ripples far beyond his kitchen — empowering the next generation of chefs, thinkers, and creatives.
​
SUSTAINABILITY & CONSERVATION-IN-MOTION
His ethos of conservation-in-motion is reflected in every project: reducing single-use plastics, upholding zero-waste principles, reimagining food packaging, and designing menus that are mindful of both flavour and footprint. He views cuisine as a dialogue with nature — one where respect and restraint are as important as creativity.
​
CULTURAL DIPLOMACY
Food, in Chef Won’s philosophy, is a language without borders. Through Serumpun Sarawak and his international collaborations with maisons such as Krug Champagne and Gaggenau, he positions cuisine as a form of diplomacy — strengthening bonds between Malaysia and the world. Each curated dinner, each cross-cultural partnership, becomes a platform for dialogue, harmony, and mutual respect.
LEGACY OF BELONGING & STEWARDSHIP
Ultimately, Chef Won’s legacy is one of belonging: reconnecting communities to their heritage, reminding individuals of the beauty of their soil, and inspiring future generations to become custodians of culture and biodiversity. His mission is to ensure that the richness of Malaysia and Sarawak is not only remembered but revered — as part of a living, evolving global narrative.
