epicure Asia ramps up regional presence with Vietnam launch

Gourmet lifestyle magazine brand epicure Asia has expanded into Vietnam, as part of a licensing agreement signed between Oriental Media & Event Services and Magazines Integrated to franchise epicure. The new title, epicure Vietnam, aims to provide highly affluent individuals with insights on Vietnam-centric gourmet lifestyle. According to epicure, market research statistics have shown there is a ready demographic of high-net-worth individuals in Vietnam who have the ability to spend on a discerning lifestyle.

“Together with expenditure on luxury items, these individuals would also be on the lookout to wine, dine and entertain at high end restaurants. Thus, with our content on the world of epicurean offerings, chefs and Michelin-star restaurants, there is no better time than now for epicure to make its presence felt in Vietnam,” an epicure spokesperson told Marketing. 

Epicure Vietnam will be an English-language edition serving locals and expats in cities Hanoi, Ho Chi Minh City and Danang. The magazine will be made available at major bookstores, news stands and in deluxe rooms of major hotels and resorts across the three cities. It will also be found in distinguished clubs and business associations, on selected airlines, in selected restaurants and circulated to distinctive private properties and condominiums.

In addition, subscribers will also receive an e-newsletter that will be sent out every month with consolidated content on Singapore, Indonesia and Vietnam. In keeping with its brand positioning, epicure Vietnam will also be organising lifestyle events for partners, clients and readers.

Epicure Vietnam will be a quarterly publication, with a print circulation of 25,000 copies. It will also have an online presence on www.epicureasia.com with a section on Vietnam. The local office in Vietnam for epicure Vietnam will be headed by publisher Jade Huynh in Ho Chi Minh City, and the magazine will be audited by the Ho Chi Minh City Tax Department.

Dennis Pua, managing director of Media Group, parent company of Magazines Integrated said the company is constantly on the lookout to explore opportunities to enter new markets, and aims to work with Oriental Media in broadening epicure’s brand presence.

“The signing of this agreement with Oriental Media is a reflection of the group’s intent to grow our portfolio of media platforms and to strengthen our positioning as a leader in lifestyle content marketing solutions in the region,” he added.

Meanwhile, the gourmet lifestyle magazine marks its 10th anniversary in Singapore and sees a change of hands in editorial stewardship in Magazines Intergated. Managing editor Adeline Wong will be passing the baton to senior editor Esther Faith Lew. Lew is a communications veteran with over 20 years of experience in consumer and trade journalism as well as corporate communications and public relations. 

Epicure’s 10th anniversary will also be commemorated by a brand refresh of its digital platform to rejuvenate its appeal to the dynamic interests of a diverse target audience. There are also plans to relook its ancillary product offerings to further deepen the brand’s engagement with readers and clients.