Siemens Joins Hands with the MICHELIN Guide for the First Time

At the MICHELIN Guide Ceremony Hong Kong & Macau 2025
Presenting an Unparalleled Gourmet Experience

HONG KONG, March 21, 2025 /PRNewswire/ -- Siemens, the German world-class home appliance brand with over 175 years of innovations, announced its first partnership with the prestigious MICHELIN Guide as the Event Partner for the MICHELIN Guide Ceremony Hong Kong & Macau 2025. The brand supported the event with a range of top-tier smart kitchen appliances, including built-in ovens, dish-warmers, refrigerators and induction hobs, presenting a feast that blends innovative technology with gourmet cuisine.

Combining cutting-edge technology with superb German craftsmanship, Siemens's appliances are reputed for quality built with reliability and modern design. The partnership highlights Siemens's commitment to excellence in kitchen appliances and reflects the shared vision with the MICHELIN Guide to celebrate culinary diversity and passion for exceptional food. With joint effort, the ceremony curated unforgettable gastronomic moments that delighted and inspired food enthusiasts worldwide.

Siemens's first collaboration with MICHELIN Guide

The highly anticipated MICHELIN Guide Ceremony Hong Kong & Macau 2025 (the Ceremony) was held on 13 March 2025 at Grand Lisboa Palace Resort Macau. The event brought together chefs from MICHELIN Starred restaurants, industry leaders and gastronomes to celebrate the outstanding achievements of the Hong Kong and Macau dining scene.

In addition to revealing the 17th edition of the MICHELIN Guide Hong Kong & Macau, the Ceremony also featured a premium cocktail reception. Eight specially invited chefs—Wong Chi Fai (T'ang Court), Ding Yong (Xin Rong Ji (Xinyuan South Road)), Richard Ekkebus (Amber), Santiago Fernández (MAZ), Julien Tongourian (Robuchon au Dôme), Auntie Gaik Lean (Auntie Gaik Lean's Old School Eatery), Arvin Wan (MINIMAL), and Sam Tran (Gia)—prepared delectable dishes to serve more than 450 guests at the Tasting Pavilion.

The Tasting Pavilion was furnished with Siemens's smart kitchen appliances, including built-in microwave ovens, multi-functional dish-warmers, fridges and induction cooktops, helping the chefs showcase their amazing culinary skills. These appliances enabled the chefs to efficiently cook and serve dishes to the guests within a tight timeframe, doubling up the artistic treat.

In addition to the chefs, some guests also expressed their compliments for Siemens's innovative technology, sharing how these appliances have revolutionized their cooking experiences. Sunny Chan (Founder of Elegant Kitchen (HK) Limited) noted that Siemens' smart technology has become a symbol of excellence, with its products consistently delivering outstanding performance. Tommy Fong (Founder of Kitench Leader Limited) highlighted its continuous innovation in kitchen appliances, particularly the studioLine oven equipped with a built-in camera and AI technology, impressively automating the baking process. Jimmy Wong (Director of Built-In Pro Limited) also emphasized the brand's commitment to quality and passion for innovation, from multifunctional washing machines to intelligent kitchen appliances, as well as its vision as a leader in the home appliance industry. These appliances not only provide a helping hand to chefs but also allow users to enjoy a professional-level cooking experience at home, just like MICHELIN Starred chefs.

Siemens expressed their excitement about partnering with the MICHELIN Guide for the first time, highlighting how their innovative kitchen technology played a vital role in supporting the prestigious event. Miss Heidi Chu, Head of Brand and Consumer Touchpoint of BSH-HK, stated, "We are honored to be part of the culinary gala and collaborate with MICHELIN to curate a dining feast. As a leading brand in Ovens, our products not only enhance the cooking efficiency of chefs but also provide guests with unique dining experiences." This collaboration, she added, underscored Siemens' dedication to merging advanced technology with the art of cooking, and they looked forward to working with MICHELIN Guide again while continuing to contribute innovations and inspiration for the culinary world.

Chef Dialogue: Sam Tran's story behind the kitchen

Chef Sam Tran masterfully blends tradition and innovation, showcasing her distinguished skill in reinterpreting Vietnamese culinary heritage. The seasonal 12-course set menu and beautifully crafted dishes showcase her well-judged combinations of subtle flavors, with acidity and texture playing prominent roles. During the Ceremony, Siemens hosted an exclusive interview with Sam, delving into her culinary journey and inspirations, and how Siemens appliances empower their work in the kitchen.

As a chef, Sam has been profoundly shaped by Vietnamese heritage and her experiences working overseas. She expressed that cooking is a medium for storytelling, where each ingredient, technique, and flavor combination serves as a reflection of her cultural roots and her aspiration to share them with food lovers.

She also emphasized the importance of precision and efficiency. "In a high-pressure environment like tonight's event, having reliable equipment is crucial. The Siemens fridge, for example, hyperFresh Plus, ensures our ingredients and food are stored at the perfect temperature, preserving their freshness and quality. This allows us to focus on creativity and delivering an exceptional dining experience." She shared that the event was more than just a platform to serve food; it was a celebration of culture, a chance to connect with fellow chefs, and an inspiration for others to discover the depth and richness of different cuisines.

For more details, please visit https://www.instagram.com/siemenshomehk/. Download high-resolution images here.

About Siemens

With over 175 years of innovation, Siemens has seamlessly intertwined with life and technology, paving the way for our future. The brand is dedicated to revolutionizing your culinary journey with exceptional built-in solutions featuring cutting-edge technology such as precision in temperature control. Known for quality built with reliability, Siemens focuses on enhancing consumer experience through relentless delivery of meticulous cooking performance with user-friendly interfaces that make cooking a joy. It is not surprising that Siemens holds a leading position as the No.1 brand in ovens. Experience the excellence of Siemens Home Appliances and discover how their intelligent solutions truly delight.

Learn more about Siemens: https://www.siemens-home.bsh-group.com.hk/en/

** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **

Siemens Joins Hands with the MICHELIN Guide for the First Time

Siemens Joins Hands with the MICHELIN Guide for the First Time

Siemens Joins Hands with the MICHELIN Guide for the First Time

Siemens Joins Hands with the MICHELIN Guide for the First Time

ANSHUN, China, May 23, 2026 /PRNewswire/ -- On May 21, at the Guizhou Anshun Tourism Development Conference, Mafengwo Travel Group officially launched three flagship "New Mountain Play" benchmark projects — Huangheying Water Cave, Lotus Ancient Cave, and Luoyang Glasswater Gorge — while jointly releasing the 2026 Anshun Mountain Outdoor New Play Playbook with the Anshun Municipal Bureau of Culture, Sports, Radio, TV and Tourism. By redefining mountain outdoor travel experiences through "new play," the initiative injects fresh momentum into Anshun's positioning as an international mountain tourism destination. 

"Personalized travel is rising rapidly. Tourism is transitioning from a 'sightseeing economy' to an 'experience economy.' More than just 'having been there,' travelers today seek emotional value from scenic spots and related projects," said Chen Gang, Founder and CEO of Mafengwo, in a speech titled *Co-creating the Super Play Era of Mountain Tourism*. He noted that leveraging benchmark new-play projects such as Huangheying Water Cave, Lotus Ancient Cave, and Luoyang Glasswater Gorge, Mafengwo will work with Anshun to integrate "new play, new formats, new marketing, and new consumption" into a holistic innovation ecosystem for destination-wide play. Together, they aim to revitalize natural resources, energize industrial momentum, link rural revitalization, and jointly build Anshun into a national hub for new mountain play.

At a time when travelers are increasingly weary of "man-made check-in spots" and homogenized internet-famous projects, the newly launched projects abandon the old path of large-scale construction. Instead, they return to the wild itself, adopting a "light development, heavy experience" approach to create mountain plays that are "wild on the outside, refined on the inside." Huangheying Water Cave focuses on "natural wonders + interactive adventure," using its original "water-cave" karst features to create a genuine sense of "underground exploration." Lotus Ancient Cave, based on a massive natural cave, integrates "light ultimate" activities such as via ferrata, rappelling, and cave drop towers, allowing ordinary visitors to feel adrenaline-pumping "heart-racing moments" in a natural setting. Luoyang Glasswater Gorge follows the original river course, using natural elevation differences to design trails for hiking, canyoning, and waterfall rappelling, with minimal artificial construction, emphasizing the pristine "glass water" and an eco-harmonious, back-to-nature mountain experience.

At the "2026 Anshun Mountain Tourism New Play" sharing session, Mafengwo Travel Group and the Anshun Municipal Bureau of Culture, Sports, Radio, TV and Tourism jointly released the *2026 Anshun Mountain Outdoor New Play Playbook*. Ten selected plays in non-traditional mountain settings were featured, including "Night Tour of Dupo Tang — Immersive Journey into the World of Journey to the West," "Watch Intangible Cultural Heritage 'Spider-Man' Climb Cliffs for Bird's Nests," and "370-Meter Free Fall at Balinghe Bridge." These showcase how Anshun creatively uses its karst landscapes as a natural "amusement park" for mountain experiences.

He Weihong, Vice Mayor of Anshun, stated in his address: "In Anshun, the 'City of 21°C,' mountains are no longer just scenery to be viewed. They are living fields to be climbed, immersed in, jumped over, and breathed in. Anshun will take this conference as an opportunity to accelerate the internationalization of its mountain tourism and build a first-class mountain outdoor sports destination." During the event, Anshun Tourism Group also promoted its mountain outdoor travel routes.

By early 2026, the number of outdoor sports participants in China had exceeded 400 million, with participation in mountain hiking, trail running, rock climbing, and canyoning rising year by year. Driven by the dual trends of "nationwide fitness" and "pan-outdoor" activities, mountain play is moving from niche circles to the general public. Unlike the high barriers of traditional outdoor activities, Anshun's new plays target the blue ocean market of "light ultimate + strong experience + high shareability." Whether it's a "bridge bungee jump," checking out the natural wonder "Eye of the Great Sage," or experiencing a "Journey to the West fantasy" at night by Dupo Tang Waterfall — these activities are novel, beginner-friendly, and serve as natural content and social currency.

Anshun's mountain play innovation has also attracted international attention. Anouar, Chief Representative of the Tunisian National Tourism Office in China, noted in his speech that Anshun's innovation in integrating mountain tourism and sports is worth learning from for many international peers. He noted that Tunisia has diverse mountain resources across the country, with history embedded in the mountains and culture in the scenery — this is the unique charm of Tunisia's mountains. He looks forward to China-Tunisia cooperation to explore more mountain tourism opportunities and co-create new partnership models.

An international dialogue session brought together representatives from the Norwegian National Tourist Board, Visit Flanders (Belgium), and the Saudi Tourism Authority to discuss mountain outdoor tourism upgrade from a global perspective. The guests agreed that they were delighted to see that Anshun is not simply replicating a "Switzerland of the East" but is creating an entirely new "universal language of mountain tourism." The internationalization of mountain tourism is not about imitation but about excavating the unique narratives of local landscapes — with its green mountains and clear waters as the canvas and play innovation as the brush, Anshun is painting a vibrant new picture for the world.

A domestic dialogue session brought together frontier explorers, practitioners, and experts in mountain sports tourism to discuss the future development of mountain sports tourism from the perspectives of communities, products, and operations. Qin Chuan, Founder of Wanan Youth Travel, noted that with technological advancements and equipment iteration, more and more "outdoor novices" without professional training can enjoy the pleasures of the wild. Currently, Wanan Youth Travel is selecting and developing "super single products" and continuously improving service quality to deliver ultimate outdoor experiences to visitors.

After the conference, industry guests conducted on-site inspections of new play projects, including Lotus Ancient Cave, Dupo Tang Night Tour, Anshun Ancient Town, and Getu River. Wang Yu, Chief Representative of the Norwegian National Tourist Board in Greater China, remarked: "Anshun and Norway share many similarities. Anshun's new mountain plays emphasize 'light development, heavy experience.' Take Lotus Ancient Cave — it doesn't feel like a 'designed' scenic spot, but rather an extension of Anshun's natural mountain charm itself, an experiential field you can fully immerse yourself in. The scale of this 'light ultimate' experience is just right — thrilling enough, yet truly authentic."

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Light Ultimate, High Experience, Original Ecology, Personalization -- Mafengwo and Anshun Municipal Bureau of Culture, Sports, Radio, TV and Tourism Co-create New Forms of Mountain Tourism

Light Ultimate, High Experience, Original Ecology, Personalization -- Mafengwo and Anshun Municipal Bureau of Culture, Sports, Radio, TV and Tourism Co-create New Forms of Mountain Tourism