Thu Buser: Innovation and Narrative in Gastronomy

Thu Buser is a food stylist and entrepreneur with Vietnamese roots whose career has been marked by an exploration of food as a form of storytelling. She grew up in the backroom of her mother's restaurant in Vietnam, though her family initially tried to keep her away from the industry. After a career in media, she discovered her passion for gastronomy while traveling with her husband. Her training at Le Cordon Bleu in Madrid led her to perfect her technique and, upon moving to New York, she found her vocation in gastronomic styling. Today, she is one of the leaders in the industry, with a unique approach that blends tradition and innovation.

The impact of their cultural heritage on their work

"New York is one of the most competitive media environments on the planet... Want to be a food stylist? Yes, you and a thousand others."

Thu found his competitive advantage in combining his Vietnamese heritage with Western culinary techniques. Her approach respects the principles of "ngũ vị," the Vietnamese philosophy of the five flavors, ensuring visual and sensory balance in each dish. He also incorporates traditional techniques such as fruit and vegetable carvings to bring an artistic touch to his images.

"Brands are moving away from perfect images and are looking for content that is more up close and personal. Now is the time to add my personal touch."

Challenges and opportunities in gastronomic styling

"There are so many things competing for our attention that it's getting harder and harder to stand out among the noise."

For Thu, the key is visual storytelling: to stand out with unexpected combinations of ingredients or dynamic compositions that convey movement. Her approach breaks the traditional rules of styling to capture the viewer's attention.

"It's not about inventing something never seen before, it's about offering a new perspective."

Pop-ups: between innovation and challenge

"This is SO CHALLENGING and SO REWARDING!"

Thu is a strong advocate of pop-ups, a phenomenon that allows experimentation without the operational constraints of a restaurant. However, she stresses that it is key for the public to understand that these events require higher prices due to their ephemeral and personalized nature.

His pop-up project in New York, based on the culinary history of Vietnam, has already explored six of the ten planned regions. Each dinner combines innovation and nostalgia, offering a unique experience to attendees.

The future of gastronomic styling

"AI is changing the representation of food in the media, and more and more people are discovering this profession."

Thu highlights three key trends:

1.The rise of influencers, which is redefining how brands present gastronomy.

2.The impact of AI, which is already imaging food and disrupting the industry.

The democratization of gastronomic styling, with more accessible resources for those who wish to enter the sector.

Tips for restaurants interested in pop-ups

"Hosting pop-ups can be a great storytelling opportunity, as long as it benefits both parties."

For a successful collaboration between restaurants and pop-ups, Thu recommends:

Define clear objectives - Setting goals from the outset helps align expectations and measure success.

2.Create a unique experience - Every detail, from the presentation to the setting, should reinforce the story behind the pop-up.

Establish fair terms - Agreeing on issues such as use of space and revenue sharing avoids misunderstandings.

4.Play on exclusivity - Scarcity generates expectation and makes the experience more appealing.

5.Leverage storytelling - Explaining the inspiration behind the menu creates a stronger bond with attendees.

6.Invest in promotion - Media and network diffusion is key to guarantee the success of the event.

7.Learn and adapt - Analyzing each pop-up allows you to improve and evolve in future editions.

"Pop-ups are a great way to innovate and connect with audiences, but they require planning, creativity and genuine collaboration."

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