If you gravitate towards sushi on any given opportunity, call winter “ramen season” and have stock piles of chopsticks in place of forks, LUCKYRICE— the annual festival spotlighting Asian cuisine in six U.S. cities — is for you. And if you don’t, here’s the good news: It’s for you, too. “We want to inspire people to want to experience and learn more about Asian food, whether it's from Taiwan or Thailand,” says festival founder Danielle Chang. “Asia is so vast — I’m just learning about many cuisines like Cambodian and Northern Thai, and it's so fascinating — and tasty!” Chang started the festival in 2010 as a way of sharing the culinary nuances of her culture to the masses. “I would be cooking and writing and being an Asian food nerd, even if no one else cared,” she explains. “I’m just surprised that other people also share and support my efforts.” Those people include the chefs of more than 20 participating NYC restaurants gearing up to celebrate next month’s festival, happening on March 20th at the Mandarin Oriental. Here, we chatted with Chang about the relevance of ramen, her new book, and next week’s Year of the Sheep party, where folks can get an early taste of the LUCKYRICE experience.
BoozeMenus: What inspired you to start LUCKYRICE?
Danielle Chang: I wanted to share my culture and tell stories of Asian culture through the lens of food. There’s been a huge buildup of interest in Asian cuisine in America, which makes food and drink the ultimate lens through which to explore Asian culture.
BM: Why, in your opinion, is it important for people to stay or become familiar with the Asian culinary culture?
DC: I think people today are more interested in having cultural experiences — say, eating at the new ramen restaurant — than purchasing another pair of shoes. There’s a natural curiosity about other cultures, and that expands our horizons. It doesn’t have to be Asian food — I just love the curiosity to step outside of our comfort zones.
BM: What have you noticed most about the festival's evolution since 2010?
DC: The Asian food world is constantly evolving. Ten years ago, it was all about takeout boxes and California rolls. Five years ago, ramen and kimchi mash-ups were underground, but tastemakers were seeking it out. Now it's almost mainstream — at least in our urban cities. I just can't wait to see what's next.
BM: What should people know about the Asian drinks scene? How is it growing, and what should we be trying now?
DC: Cocktail culture has so much creative license, so I find that a lot of people are actually being introduced to Asian flavors through cocktails. We serve a Bombay Sapphire East gin & tonic, which is so fun — it's a DIY drink that you can add a bit of kaffir lime, lemongrass or black peppercorn to, as a way of jazzing up your G&T.
BM: In addition to the festivals, your team also hosts events throughout the year, such as the Lunar New Year kick off party happening next week. How else do your efforts extend beyond the festivals?
DC: The festivals are a good way to experience a variety of Asian food, but not everyone can make it to events. I'm publishing a book with Clarkson Potter (LUCKYRICE, to be released in January 2016) that will hopefully make the LUCKYRICE experience more accessible to more people.
BM: What is the significance behind the bites and signature cocktails at next week’s event?
DC: It's the Year of the Sheep, so we will be serving some lamb and goat bites from Doron Wong at Yunnan Kitchen. Our signature cocktail this year is "Feeling Sheepish," with chamomile-infused Bombay Sapphire East, ginger syrup, and simple syrup. My favorite is always the East & Tonic, which is Bombay Sapphire East Gin and Fever-Tree tonic water, garnished with a lemongrass stalk, mint sprig, lime slice, orange twist and juniper berries.
BM: You'll be heading to Chicago this summer, making LUCKYRICE available in six cities. How did you select these cities (NYC, LA, SF, Vegas, and Miami), in particular?
DC: They are cities of culinary innovation. They’re also natural picks: I'm from the West Coast but live in New York now.
BM: What kinds of drink trends do you see happening in 2015 as they relate to Asian culture?
DC: Culinary and cocktail collisions. A lot of classic Asian dishes are already cooked with spirits, such as rice wine, so I see this extending into Asian culture globally.
BM: What about food trends?
DC: Smaller dishes, and all-day, anytime food that fits the way we live. It will no longer be three regimented meals a day.
BM: How do you select the chefs and bartenders you work with?
DC: We have an amazing culinary council who has been with us from day one, including chefs Morimoto, David Chang, and Jean-Georges Vongerichten, who have all added so much to making the Asian culinary scene in the U.S. what it is today.
By Nicole Schnitzler
(Photos from left: Bombay Sapphire East; Danielle Chang; GIn & Tonic Reimagined)