2017 marks Alex’s 10th year working in or associating closely with the hospitality and tourism industry. Alex’s background is cooking and restaurant management with roughly 4 years in business consultancy, training, and marketing (including media production, tourism and hospitality journalism) for several businesses in Vietnam. Besides consultancy works, Alex has published two cookbooks in 2014 and 2015. From 2015 to 2016, he worked as South Vietnam General Manager for KAfe Group (Vietnam). In early 2016, Alex started the Master of Gastronomy at AUT to advance his expertise in the field of gastronomy and sustainability. He plans to continue to study a PhD in the field. His research focus includes culture appropriation, semiotics of gastronomy, sustainable food systems, and relationships between popular culture and gastronomic tourism.