Endemol Shine Group appoints Brands United to represent the property in the territory.
The MasterChef brand is set to expand its presence in Greater China – with Endemol Shine Group appointing Brands United as the official licensing agent in the territory.
The partnership with Brands United will aim to build brand awareness in the local market through merchandise and promotional efforts.
William Tan, md of Endemol Shine China, commented: “MasterChef is not only one of the top formats in Endemol Shine’s catalogue, but also a leader among worldwide food shows.
“It’s our honour to collaborate with Brands United Limited as consumers will enjoy the MasterChef brand in diversified ways.”
Stanley Yeung, ceo of Brands United, added: “MasterChef is a global competitive cooking reality show with a significant worldwide social media following showing the recognition of the brand globally.
“We hope the collaboration between MasterChef and our local brands will be a win-win situation.”
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