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Highlights Brochure – Clients OMNI – Fall 2020

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    9781948703314 Electronic book text, Reflowable, , EPUB, $35 CAD
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    Distributor: Penguin Random House Availability: On Sale Date:Jan 02, 2079 Carton Quantity:12
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East & Southeast Asian Cooking
150 Recipes from the Region, including China, Korea, Japan, Thailand, and Vietnam
9781948703307 Paperback, Trade English General Trade COOKING / Regional & Ethnic / Asian Nov 17, 2020
$35.00 CAD
Forthcoming 7.88 x 9.63 in | 0.81 lb 344 pages America''s Test Kitchen America's Test Kitchen
This exploration of East and Southeast Asian cuisines illustrates classical and streamlined cooking techniques and 150 recipes showcase the vibrant diversity of food from the region, all with the confidence-building guidance of America’s Test Kitchen.

We use our rigorous testing experience on the ingredients and dishes of East and Southeast Asia, with a mix of simple weeknight suppers and more ambitious projects. Stir-fry Taiwanese Three Cup Chicken, fry up Shrimp Tempura with ethereally light exteriors, or make Kimchi Pancakes with ease. Master noodle and rice dishes, from Thai drunken noodles to Indonesian fried rice. Or toss together a sweet-spicy-salty Thai Green Papaya Salad. If you can’t find green papaya, we offer an easy-to-find alternative, jícama. Can’t purchase Shaoxing wine or kecap manis for a recipe? Use dry sherry for the wine, and soy sauce with sugar and molasses for the kecap. All our recipes work with traditional ingredients and the substitutions we suggest.

Have time to make more complex comfort foods? Try Japanese pork ramen with an intense slow-cooked broth and meltingly tender pork belly. Or superbly satisfying Korean short ribs, flavored with red dates and chestnuts. Make American Chinese classics like kung pao chicken, lo mein, and the perfected egg roll. Or enjoy comfort foods like congee, Cambodian somlar kari (a red curry soup with chicken and vegetables), and Japanese meat and potato stew—all sure to become favorites. A visual Learn How feature walks step by step through techniques like shaping dumplings, making pho, and stir-frying with either a flat-bottomed wok or a nonstick skillet. In addition, step photos throughout illustrate processes like flipping a kimchi pancake or slicing steak for negimaki, and an extensive introduction gives essential information on ingredients and easy swaps.

Appeals to audience that loves East and Southeast Asian food. We provide a reliable source of kitchen-tested recipes to master: We focused on making a wide variety of techniques accessible to home cooks: From shaping dumplings and deep-frying spring rolls to oven-steaming whole fish and making broth from scratch, as well as the best way to stir-fry in both a nonstick skillet or flat-bottomed wok.

Our Asian pantry must-haves: This selection of Asian staples and extensive easy-to-find substitutions such as ginger for galangal, ancho chile powder and cayenne pepper for gochugaru (Korean red pepper flakes), and mashed anchovies for shrimp paste will make cooking these recipes accessible and easy, both for weeknight suppers and project meals.

Unique, easy-to-use design: Gorgeous color photos, thoughtful introductions giving a dish’s background, and illustrated Learn How technique features make the book a reference guide that is a joy to use. The book also includes photos highlighting key steps like cutting Asian greens, grinding spices such as Sichuan peppercorns, and making flavorful dashi (broth).

America’s Test Kitchen publishes award-winning cookbooks along with Cook’s Illustrated and Cook’s Country magazines and produces public television’s top-rated shows, America’s Test Kitchen and Cook’s Country. It is a very real 15,000-square-foot kitchen located in Boston’s Seaport district and is home to more than 60 test cooks, editors, and tasting and testing experts.

Author Residence: Boston, MA

Author Hometown: Boston, MA

Publicity: Publicity campaign targeting national and local media outlets

Outreach to online and social media influencers with video

Promotion with 2/3 emails prior to sale date to drive maximum discoverability

Promotional email campaign to 3.1M starting 6 weeks prior to publication

Inclusion in ATK newsletters sent to over 1M fans

Promotion on cover wraps to all Magazine subscribers

Paid search and advertising campaigns

Praise for America’s Test Kitchen:

“The editors…have managed to pack an extraordinary amount of truly useful information for both the home cook and traveler into this stunning tome…. The editors take pains to make the recipes accessible to anyone, offering substitutions for native ingredients that can be hard to find.”

Atlanta Journal-Constitution on Tasting Italy

“If you’re a home cook who loves long introductions that tell you why a dish works followed by lots of step-by-step hand holding, then you’ll love Vegetables Illustrated.”

The Wall Street Journal on Vegetables Illustrated

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