Love. That was Chef Ambassador Hong Thaimee’s quick reply when asked about the ingredients of the new INSPI(RED) Burger, a special inflight meal created for AirAsia.
“The best ingredient in anything is love. We want to help out. We believe in love. We want to give back,” the New-York based culinary genius explains.
I accompanied a group of journalists recently to Thailand to witness the launch of this new burger with a cause.
The predominantly pink Escape Bar of Bangkok was colored red for a night as AirAsia, the world’s best budget airline partnered with RED, an organization that engages businesses and people in the fight against AIDS.
The value of 10% of sales of the INSPI(RED) Burger will go to the Global Fund to support HIV/AIDS testing, counseling, treatment and prevention programs in the Asean region.
“I created this (RED) burger with the hope that there will be lots of purchase on board, and we can increase awareness that together we can make this world a better place to live in,” Chef Hong Thaimee adds, beaming hope to a crowd, composed mainly of journalists.
Chef Hong Thaimee is a former model and business executive who moved to New York to become one of the most visible faces of Thai food in the US. She is also a humanitarian activist, inspirational speaker and global ambassador for Thailand’s culinary culture.
The burger she created fuses the Western classic with Thai flavors. The chicken patty is infused with fish sauce, kaffir lime leaves and lemongrass, topped with zesty nam prik noom mayo (green chilli mayonnaise), shredded purple cabbage and tomato on a red beetroot bun.
“I don’t like anything unnatural. We have a high standard. We source out the best ingredient that we can,” Chef Hong Thaimee pointed out
Also present to lead the launch was AirAsia Group Head of Brand Rudy Khaw, who said in the press release that the partnership is like an ideal marriage between the two Asean icons, who both have the ‘dare to dream’ mindset.
Guests may pre-book the INSPI(RED) Burger with a complimentary drink at a promotional price of only PHP140 on AirAsia flights across all AirAsia destinations, except those operated by AirAsia India and AirAsia Japan.
Pre-booked meals are cheaper and are on priority delivery on board. It can be ordered at airasia.com.
AirAsia has also created a special line of co-branded (AirAsia)RED inflight merchandise to spread the (RED) message, including a remix of the iconic AirAsia cap, an aircraft model for collectors and others, with USD2.00 from the sale of each item to be donated to the Global Fund.
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