For over five decades, the kitchenware brand H Cookware has been providing the restaurant and hospitality industry with high-quality, professional cooking tools. Expanding to the Vietnamese market, the brand collaborated with the agency Happiness Saigon to help it communicate the durability of its cookware in a way that truly reflects the products’ strength and superior quality, while also embedding the country’s rich culinary legacy within the message.
This is how “The Fire Walkers” book was born, defined by the brand as “the toughest book ever released.” Made from stainless steel, the one-of-a-kind publication stands as a testament to the resilience of its products while also paying a nice tribute to street food vendors and Vietnam’s culinary legacy. Engraved onto its pages are the stories of nine street chefs from Ho Chi Minh City, capturing their experiences to help preserve the Vietnamese culinary heritage.
“These stories are a testament to the resilience of street food vendors and the important role they play in preserving culinary heritage. We are honored to support them with high-quality, reliable kitchen tools,” said Peter Kim, Founder of H Cookware.
“Not only do these chefs directly challenge the durability of H Cookware pans, but they also bring their signature dishes, from traditional shaking beef to broken rice, contributing to the affirmation of the country’s rich culinary identity.”
While the pages carry a more emotional essence of the campaign, it is the cover that speaks (quite literally) about the products’ strength. Made from the same element as H Cookware’s pans — S304 stainless steel — the cover was developed to demonstrate the material’s consistent performance. In showing that the pans are as strong as claimed, the Korean company put the book to five rigorous tests: heat, corrosion, scratch, impact, and deformation.
“The Fire Walkers” book was produced by Da Nang Publishing House, with 10 copies in circulation. The publication is available at five partner restaurants: FUME, Quince Saigon, Maison des Rêves, Little Bear, Octo Tapas, which readers can visit to further explore the stories and the cover.
CREDITS
Brand: H Cookware
Agency: Happiness Saigon
