Chef Esther Choi has joined the Lexus Culinary Masters program, adding her innovative approach to Korean inspired cuisine and hospitality to the luxury automotive brand’s distinguished roster of culinary ambassadors. The celebrated chef, restaurateur, and television host will collaborate with Lexus on exclusive dining experiences, marketing campaigns, and lifestyle events that highlight craftsmanship, innovation, and excellence. Her appointment strengthens the Lexus Culinary Masters program while reinforcing Lexus’ commitment to creating memorable experiences that extend beyond the road.

Esther Choi Joins the Lexus Culinary Masters Program

Lexus has expanded its prestigious Culinary Masters program with the addition of acclaimed chef, restaurateur, and television personality Esther Choi. Announced on July 8, 2026, the partnership brings one of the culinary world’s most recognizable voices into a program that celebrates exceptional talent and world class hospitality.

As a Lexus Culinary Master, Choi will serve as a brand ambassador, participating in exclusive food and wine events, collaborative marketing campaigns, and signature culinary experiences. Her creativity, entrepreneurial mindset, and dedication to memorable dining align closely with Lexus values of quality, innovation, prestige, luxury, and performance.

The appointment reflects Lexus’ ongoing commitment to connecting with customers through immersive lifestyle experiences that blend exceptional cuisine with premium hospitality.

A Culinary Journey That Began at an Early Age

Esther Choi’s passion for cooking started long before she became a nationally recognized chef. At just 14 years old, she began training at New York City’s Institute of Culinary Education, beginning a career built on hard work, creativity, and a deep appreciation for culinary traditions.

She later gained valuable experience working at acclaimed New York restaurants Ilili and La Esquina, where she refined her skills while developing a cooking style that combines authentic Korean flavors with modern techniques and fresh seasonal ingredients.

Her ability to balance tradition with innovation has become one of the defining characteristics of her career.

Building a Brand Beyond the Kitchen

While Choi has earned widespread recognition for her restaurants, she has also established herself as an entrepreneur and media personality with influence across multiple platforms.

In 2020, she launched CookUnity, a chef driven meal delivery platform that now serves customers throughout the United States. The service allows professional chefs to bring restaurant quality meals directly to consumers, helping expand access to expertly prepared cuisine.

Alongside her business ventures, Choi has built a strong presence on television and digital media, introducing audiences to her cooking philosophy while sharing Korean culture through food.

Sharing Korean Culture Through Every Dish

At the center of Choi’s culinary philosophy is her commitment to celebrating her Korean heritage. Her menus combine traditional recipes with contemporary techniques, creating dishes that honor authentic flavors while appealing to modern diners.

She has consistently described food as a powerful way to build community, preserve cultural traditions, and create meaningful connections between people.

Speaking about joining the Lexus Culinary Masters program, Choi said food has always been her way of sharing culture, creating connection, and telling stories rooted in her Korean heritage. She added that partnering with a brand that values craftsmanship, innovation, and memorable experiences makes the collaboration especially meaningful.

The partnership reflects a shared appreciation for thoughtful design, precision, and creativity.

A Career Filled with Industry Recognition

Throughout her career, Esther Choi has received numerous honors recognizing both her culinary talent and growing influence within the food industry.

She was named to Zagat’s prestigious “30 Under 30” list, highlighting emerging culinary leaders making a significant impact on the restaurant world.

Her accomplishments also include appearing in the 2021 documentary Her Name Is Chef, which explores the experiences and achievements of women working in professional kitchens.

Television audiences may also know Choi from Netflix’s Iron Chef: Quest for an Iron Legend, where she competed as a finalist against some of the industry’s most accomplished chefs.

She currently hosts Food Network’s 24 in 24: Last Chef Standing, further expanding her presence as both a chef and television personality.

Lexus Welcomes Choi’s Creative Leadership

Lexus executives believe Choi’s appointment strengthens an already impressive Culinary Masters roster.

Lisa McQueen, Senior Manager of Lexus Marketing, praised Choi’s creativity, entrepreneurial spirit, and dedication to hospitality, noting that her ability to blend tradition with innovation reflects the same values that define the Lexus brand.

Her appointment demonstrates Lexus’ continued focus on partnering with respected leaders whose work represents excellence, craftsmanship, and unforgettable customer experiences.

Restaurants That Celebrate Korean Flavors

Choi’s culinary influence extends through a growing collection of successful restaurant concepts.

Her Mökbar restaurants have become well known destinations for modern Korean cuisine, with locations throughout New York City, Newark, New Jersey, and Las Vegas. Each location showcases her passion for bold flavors while introducing guests to contemporary interpretations of Korean classics.

Her restaurant portfolio also includes Yoo in New York City and Ö Bar, where thoughtfully designed menus combine traditional Korean influences with fresh ingredients and modern culinary techniques.

Together, these concepts highlight Choi’s commitment to hospitality, innovation, and authentic cultural storytelling.

Joining an Elite Culinary Roster

With her addition, Esther Choi joins an accomplished group of chefs and culinary personalities representing Lexus Culinary Masters.

The current lineup includes Shota Nakajima, Kwame Onwuachi, Tiffany Derry, Stephanie Izard, Jon Shook, Vinny Dotolo, Carlo Mirarchi, Dean Fearing, and Master Sommelier Carlton McCoy.

Each member contributes a unique culinary perspective, helping Lexus create exceptional dining experiences that celebrate craftsmanship, creativity, and hospitality across the country.

Lexus Continues to Connect Luxury with Lifestyle

Since introducing its first luxury vehicles in 1989, Lexus has consistently focused on delivering premium experiences through innovation, quality, and customer satisfaction.

The Culinary Masters program extends that philosophy beyond automotive excellence by partnering with chefs whose dedication to precision and creativity reflects the Lexus approach to luxury.

These collaborations allow Lexus to engage customers through exclusive culinary events that combine exceptional food, wine, hospitality, and storytelling.

Looking Toward the Future

Esther Choi’s appointment to the Lexus Culinary Masters program marks another milestone in her already impressive career. Her ability to blend Korean culinary traditions with modern creativity has earned widespread recognition across restaurants, television, and entrepreneurship.

As she begins collaborating with Lexus, guests can expect thoughtfully curated culinary experiences that celebrate craftsmanship, innovation, and culture. The partnership highlights the shared commitment of both Choi and Lexus to creating memorable experiences that leave a lasting impression, whether through exceptional cuisine or world class luxury.

Written By: Lydia Kelly

Published: 15th July 2026