This summer, Australian Beef & Lamb arrives in Vietnam not as a distant premium ingredient, but as a living, evolving story told through the hands of Asian chefs. Led by Meat & Livestock Australia in collaboration with Australian Trade and Investment Commission and Golden Gate Group, the campaign reframes red meat through a lens that feels immediate, social, and deeply connected to contemporary dining culture.
Mr. Michael Crowley – CEO of Meat & Livestock Australia – delivers speech at the event.
Rather than formality, the focus is on familiarity elevated. At GoGi House and WOW! Yakiniku, Australian Beef and Lamb are reinterpreted through Korean-inspired marinades, subtle adaptations, and textures that resonate with Vietnamese palates. Here, the grill becomes more than a method; it becomes a shared language, one that invites conversation, spontaneity, and the quiet pleasure of cooking together.
Australian Lambassador Jamie grills and serves lamb to guests.
At the heart of this narrative is Jung Hyun Lee, whose perspective bridges Seoul’s dynamic dining scene with Vietnam’s evolving tastes. His approach transforms Australian Lamb into something both refined and approachable, revealing new dimensions of flavor through balance, restraint, and imagination.
Ms Valeska - Regional Manager for Southeast Asia, MLA
Beyond casual dining, the story deepens through collaborative chef experiences. In Hanoi, Sam Tran and Reina Chen reinterpret Australian Beef & Lamb with precision and nuance, while in Ho Chi Minh City, Khai Vu, Francis Thuan, and Jamie Lee craft multi-layered tasting menus that explore lesser-known cuts with creativity and intent. Each dish becomes a dialogue between cultures, techniques, and personal expression.
The meal is served at the event.
The journey concludes in true Australian spirit with an open-air BBQ festival, where smoke, laughter, and shared plates dissolve any boundaries between fine dining and everyday enjoyment.
Fresh ingredients are used for the menu.
Australian Beef & Lamb, in this moment, is not just about origin. It is about transformation, how ingredients travel, adapt, and ultimately find new meaning at the table.
One of the participants at the event.