8 Jul 2026
For 35 years, How’s Catering has been bringing people together through food.
Today, we are taking that idea one step further.
We are delighted to share that How’s Catering has been featured by Singapore lifestyle publication Metropolitant, which spotlighted our 35th anniversary and the launch of five immersive dining concepts designed to reimagine the traditional catering experience.
The feature reflects a journey that began in Singapore in 1991 — and a philosophy that continues to shape how we approach events today:
Catering should not simply be something guests eat. It should be something they experience.
Since our beginnings in 1991, How’s Catering has evolved alongside the way Singapore celebrates.
Events today are no longer defined by food alone.
Companies want launches that tell a story. Brands want experiences their guests remember. Corporate dinners need to feel different from the year before. Weddings and private celebrations are becoming increasingly personal.
That shift has shaped our approach to experiential catering in Singapore.
Instead of viewing catering as a standalone meal service, we increasingly consider the entire guest journey — the food, presentation, environment, interaction and story behind the experience.
Our 35th anniversary collection represents the next chapter of that journey.
Developed over two years, the collection introduces five distinct dining concepts, each built around its own narrative and visual identity.
Rather than beginning with the question, “What should we put on the buffet?”
We began with a different one:
“What should guests feel?”
From there came five experiences — The Canvas, The Shoreline, The Stall, The Wheel and The Hearth.
Each explores a different relationship between food, storytelling, presentation and interaction.
The Canvas transforms the familiar grazing table into an interactive edible artwork.
Instead of conventional cheese and charcuterie boards, guests are invited to explore handcrafted compound butters and flavoured cream cheeses presented across edible “canvases”.
Flavours such as Black Garlic, Nori Miso and Yuzu Acacia Honey introduce different personalities to the experience, while the presentation turns something as familiar as bread and butter into a conversation starter.
The concept works particularly well for events where guests are encouraged to mingle and interact — from product launches and networking receptions to cocktail events and intimate corporate gatherings.
It is grazing, reimagined.
For The Shoreline, we looked towards Singapore’s relationship with the sea.
The concept takes inspiration from coastal landscapes, translating elements such as tides, rocks and marine life into a contemporary dining experience.
Dishes include creations such as Pearl of the Tide, featuring Miyagi oyster with Ossetra caviar, and Tidepool Relic, a blue crab creation presented to resemble a coastal rock formation.
Even dessert continues the story.
After Tide, a black sesame and matcha creation, is presented in the form of a smooth pebble — allowing the visual narrative to continue right through to the final course.
The result is a dining experience where presentation becomes part of how guests discover the food.
Some of the strongest food memories are often the most familiar ones.
The Stall takes inspiration from Singapore’s hawker culture, reinterpreting well-loved local flavours through a contemporary lens.
Chicken rice becomes How Kee Ji Fan, with crispy chicken skin crackers topped with chicken mousse, puffed rice, achar, chilli and ginger.
Laksa is transformed into How Shi Laksa, featuring homemade prawn and scallop tortellini, fish noodles and laksa espuma.
These dishes are recognisable without simply recreating what guests already know.
For corporate events involving international visitors or celebrations centred around Singapore identity, The Stall provides a way to introduce familiar local flavours through a different dining experience.
Food becomes much more engaging when guests can see it being created in front of them.
That is the idea behind The Wheel.
At the centre of the experience is a Parmigiano cheese wheel station where fresh pasta is prepared and finished live.
The pasta is first tossed in a cream sauce with locally sourced wild mushrooms before being finished inside the cheese wheel and topped with freshly grated Parmigiano.
It combines food with performance, creating a live station that can naturally become a focal point during an event.
For company dinners, product launches, networking events and celebrations, interactive food stations can encourage guests to move around the space and create moments of engagement beyond the dining table.
If The Canvas is about art and The Shoreline about the sea, The Hearth returns to one of the oldest forms of cooking inspiration: fire.
The menu centres around warmth, smoke and slow cooking.
One of its signature dishes is Angus Beef Short Rib, slow-cooked until tender and served with celeriac purée, asparagus and barbecue sauce.
The experience continues into dessert with Charcoal Reverie — a steamed tapioca creation designed to resemble a piece of charcoal, accompanied by gula melaka mousse and coconut ice cream.
It is a reminder that even familiar ingredients can become unexpected when storytelling, technique and presentation come together.
Immersive catering does not end when the food reaches the table.
For events where clients want to build a complete experience, How’s Catering also offers customised event styling, allowing the surroundings to complement the dining concept.
This can include elements such as:
This approach allows food and event design to work together rather than exist as two separate parts of an event.
For corporate events in Singapore, this can be particularly useful for product launches, brand activations, media events, client receptions, gala dinners and milestone celebrations.
Our 35th anniversary collection also introduces new sweet and savoury canapés created for cocktail receptions and contemporary events.
These include creations such as Pandan Kaya set in coconut jelly, Lychee Rose, inspired by our signature roulade, and Ayam Buah Keluak served in charcoal brioche.
Canapés are particularly well suited to events where conversation and movement matter.
Instead of requiring guests to sit down for a complete meal, bite-sized food can be served throughout networking sessions, receptions and launches, allowing dining to become part of the event flow.
How’s Catering was founded in Singapore in 1991.
A lot has changed in 35 years.
But perhaps one of the biggest changes has been what people expect from catering.
Food quality remains fundamental.
Today, however, customers increasingly ask other questions too:
How will the buffet look?
How will guests interact with the food?
Can the catering complement our event theme?
What can we do that our guests haven’t experienced before?
How can our food become part of the event itself?
These are the questions behind our evolution towards experience-first catering.
Instead of treating food as something that simply accompanies an event, we see it as another way to tell its story.
This approach is particularly relevant for corporate events.
A catered meal for a team meeting serves a very different purpose from catering for a product launch, gala dinner or brand activation.
For experiential events, the catering format should support what the organiser wants guests to do and feel.
For example:
The question therefore becomes less about simply choosing a menu and more about choosing the right catering experience for the occasion.
Experiential catering combines food with elements such as storytelling, presentation, interaction and event design.
A traditional catering experience may focus primarily on what guests are eating.
Experiential catering asks additional questions:
How is the food presented?
Can guests interact with it?
Does it tell a story?
Does it complement the event?
Will guests remember it afterwards?
That could mean a live cheese-wheel pasta station, an artistic grazing experience, food inspired by Singapore’s coastal landscape or familiar local flavours presented in an unexpected way.
There is no single format.
The purpose is simply to make dining a more meaningful part of the overall event experience.
After 35 years, our goal remains remarkably simple.
We want people to remember how an event made them feel.
Sometimes that memory comes from a flavour.
Sometimes it comes from watching pasta being tossed inside a wheel of Parmigiano.
Sometimes it is discovering that what looks like a piece of charcoal is actually dessert.
And sometimes it is simply gathering around a table with the right people.
That is why our approach to catering continues to evolve.
Because we don’t just want to cater the next event.
We want to help create the moment people remember from it.
Whether you’re organising a product launch, corporate dinner, networking reception, gala, brand activation or milestone celebration, our team can work with you to develop a catering experience around your event.
Explore our immersive dining concepts, canapé selections, live stations and customised event styling — or speak with our team about creating something tailored to your occasion.
[Explore Our Experiential Catering Concepts]
[Discover Our Corporate Catering Services]
[Speak to Our Events Team]
How’s Catering’s 35th anniversary collection was featured by Metropolitant in “How’s Catering Marks 35 Years With Five Immersive Dining Concepts That Reimagine the Catering Experience”, published on 4 July 2026.
[Read the Full Metropolitant Feature]
External editorial coverage is provided for reference.
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