It all began with a shared passion for bold flavors and a commitment to celebrating local talent. The Noodle House, a renowned Southeast Asian dining venue, and Curious Elephant, a homegrown condiment brand, joined forces in a collaboration that exemplifies creativity, authenticity, and empowerment. At the heart of this partnership are two inspiring women leaders: Chef Fetty Aryanie, the culinary mastermind behind The Noodle House, and Melody Mok, the founder of Curious Elephant, who has redefined Asian condiments in the UAE. Their synergy not only brought their brands together but also showcased the transformative potential of collaboration in the culinary world.
For Chef Fetty, the decision to partner with Curious Elephant was driven by admiration for the brand’s authentic sambals and a desire to support local talent. Melody shared this vision, emphasizing the unique opportunity to unite two homegrown brands in creating something extraordinary. Both women saw this as more than a business venture; it was a celebration of women’s leadership in an industry traditionally dominated by men. The collaboration allowed their shared passion for bold, flavorful food to shine, setting the stage for an unforgettable menu.
The partnership’s result was the "Four Hands" menu, a name symbolizing the combined efforts of Chef Fetty and Melody. Tying into the theme "Feed Your Curiosity, Feed Your Soul," the menu encouraged diners to explore new flavor combinations and innovative culinary creations. The dishes were crafted to deliver not only nourishment but also a memorable experience. Among the highlights was a six-hour braised short rib infused with Indonesian spices and paired with sambal and lemongrass rice. Other standout creations included hand-pulled noodles with chicken, bok choy, and chili oil, as well as a Vietnamese chili sauce sea bream elevated by Chef Fetty’s secret sauce. Each dish reflected the seamless blending of Curious Elephant’s sauces with The Noodle House’s culinary expertise.
The journey to curate this menu was a collaborative process filled with creativity and careful deliberation. Melody provided samples of her sambals, which immediately inspired Chef Fetty to envision dishes that would complement their bold flavors. Together, they conducted extensive tastings, refined recipes, and combined their ideas to create a menu that was both innovative and authentic. Melody shared her own recipes, which Fetty adapted with her culinary expertise, resulting in unique dishes that resonated with both brands’ identities. A rigorous menu-tasting session, involving the entire Noodle House team, ensured that every dish met their high standards of flavor and presentation.
Sustainability was a core value throughout this collaboration. The Noodle House, recognized as "The Leading Sustainable Restaurant," operates a plastic-free kitchen and prioritizes zero-waste practices. For instance, its Peking duck is utilized in its entirety, with different parts used for various dishes, from soup stock to fried rice. The restaurant also partners with local farms and uses eco-friendly packaging for its deliveries. Fetty emphasized that sustainability should be a priority for every restaurant in Dubai, not just as a trend but as a commitment to environmental protection.
Consistency was another pillar of this partnership. The Noodle House, with its four venues across Dubai, prides itself on maintaining high standards through homemade ingredients, from noodles to dim sum. Fetty believes this dedication keeps loyal customers returning, setting the restaurant apart in a competitive market. For Melody, consistency was equally critical for Curious Elephant, which had carved out a niche as the UAE’s first locally produced Asian condiment line. The brand’s sauces evoke nostalgic flavors of home for many customers, creating a deep emotional connection.
The success of the collaboration has sparked discussions about potential product lines featuring joint branding. While still in the early stages, both leaders see potential for packaged meals or ready-to-eat options. Melody acknowledged the challenges of introducing such products in Dubai’s market, which relies heavily on third-party delivery platforms, but remained optimistic about exploring new opportunities.
The collaboration’s impact has been tangible. The Noodle House reported over AED 100,000 in sales within a single month, while Curious Elephant saw a surge in online orders and new customers discovering the brand through the partnership. The dishes are available across all four Noodle House venues, with both brands leveraging social media and promotional videos to maximize exposure.
For Melody, this journey has been both challenging and rewarding. She emphasized the importance of persistence, hard work, and creative marketing in building a successful brand. Participating in markets, exhibitions, and collaborations has been crucial for Curious Elephant’s growth. Fetty, reflecting on the challenges of running a restaurant in Dubai’s competitive landscape, highlighted the importance of innovation and differentiation. By offering unique, high-quality dishes, The Noodle House ensures that it remains a favorite among loyal guests.
The collaboration held personal significance for both women. For Melody, working alongside another female leader was empowering and inspiring. She praised Fetty’s leadership and culinary expertise, noting how smoothly their partnership unfolded. Together, they have created a collaboration that goes beyond the menu, celebrating creativity, sustainability, and empowerment.
As the partnership continues, both brands are looking to the future. The Noodle House plans to collaborate with more homegrown brands that align with its Asian-inspired concept and values. Curious Elephant, meanwhile, has seen increased production and distribution, reflecting growing demand for its products. This partnership is a testament to what can be achieved when two passionate visionaries come together, leaving a lasting impact on Dubai’s culinary landscape.
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Maryam Pervez
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