The Glenfiddich Where Next Club: What does it take to be a trailblazer in Singapore’s culinary industry?
28 June 2024
Vogue Singapore brings culinary mavericks Quynh Brown, Goh Tong Hann and Germaine Woon together for a revelatory conversation on taking risks, charting their own path and asking: Where Next?
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In 1963, Glenfiddich pioneered the first single malt Scotch whisky to be marketed around the world. In a time when blended whiskies were the norm, this was a revolutionary act—one that would come to define Glenfiddich’s trailblazing spirit for generations to come.
To date, a number of creative innovations have shaped Glenfiddich’s path—guided by one central question: Where Next? Despite an unshakeable reputation as the world’s most-awarded single malt Scotch whisky, a strong desire to push the boundaries of whisky-making still persists within the family-run brand. This has led Glenfiddich’s malt makers to embark on a series of experimental single malts, brewed and finished in unconventional vessels that each lends its own distinctive flavour—from bespoke craft IPA barrels to Japanese awamori casks.
While the golden liquid still flows out of the family’s Speyside distillery in the glen (or valley) of the River Fiddich, these innovative brews are a testament to Glenfiddich’s time-tested ethos of risk-taking. Even its signature triangular bottle was radical at the time, designed by influential 20th-century designer Hans Schleger in 1961 and instantly recognisable today.
In line with this same trailblazing spirit, Glenfiddich founded the Where Next Club to honour likeminded pioneers, bringing them together to foster connections and celebrate growth. The latest to join this exclusive group are three of Singapore’s culinary beacons: Quynh Brown, chef-creator of Lo Quay and group chef at The Dandy Collection; Goh Tong Hann, founder of PleasureCraft Group (and the brain behind Marcy’s, Hevel and Parliament); and Germaine Woon, founder of regional marketing firm The Foundry Asia.
“‘Where Next’ is a question I ask myself constantly”
Against all odds, each maverick has fearlessly charted a new path—and their journeys speak for themselves.
Brown’s time in the US saw her cutting her teeth at culinary institutions such as Nobu—eventually rising as a rare female leader in male-dominated kitchens, even with English as her second language. Today, she is championing her heritage and building a better restaurant culture at the helm of modern Vietnamese restaurant Lo Quay.
By the age of 30, Goh has already put his name on three of Singapore’s most stylish concepts: seafood bistro Marcy’s, New York-inspired speakeasy Parliament and modern European restaurant Hevel. Artfully incorporating music and design into each of his locations, the new entrant to the restaurant scene has proven his chops when it comes to building a memorable restaurant experience.
Meanwhile, native Hongkonger Woon brings her penchant for culinary storytelling to Singapore, where she chose to take a risk by starting her own marketing and public relations agency a year ago. With years of experience working with top restaurants, Michelin-starred chefs and renowned mixologists, Woon’s superpower lies in cutting to the heart of a brand, which is what makes her presence in the scene so distinctive.
Aside from a deep love for the culinary world, these personalities share something else in common: a strong desire to define their own paths, even if it means taking risks, facing challenges and overcoming failure along the way.
As the three come together for a rousing conversation on what it takes to build a brand that stands the test of time—especially in Singapore’s highly saturated dining industry—they echo the sentiment behind Where Next, constantly looking to the future while seeking to improve themselves and enrich those around them.
“I knew I had to jump in the deep end as this is where I believe the future of the culinary industry lies”
“‘Where Next’ is a question I ask myself constantly,” says Brown, reminiscing about her years of going against the grain in the fast-paced culinary world. “Leaving the corporate ranks of Nobu and moving to Singapore to open my own humble hut was a gamble, but I knew it was the right move for me. Now, I get to celebrate New Vietnamese cuisine and bring my heritage to the world.”
Woon reflects on a similar move of her own. “To give up the safety of a job and start my own agency while simultaneously operating in two cities was certainly a great risk. But I knew I had to jump in the deep end as this is where I believe the future of the culinary industry lies. That’s what ‘Where Next’ means to me.”
“I opened my first restaurant in the middle of the COVID-19 pandemic, with no culinary experience. What I did have was passion, a desire to work hard and a great team I am grateful for,” says Goh. “We went through countless obstacles and problem-solved on our feet. Each day, we would ask ‘Where Next’? That’s what kept us going.”
As the trailblazers swap stories, trade advice and share laughs over a round of drinks—Woon enjoys the light and fruity Glenfiddich 12 Year Old in a highball, while Goh and Brown indulge in the deep and complex notes of Glenfiddich 18 Year Old served on the rocks—they also illuminate the unconventional journeys that they have been on, with a hope of inspiring future generations of culinary mavericks to take risks, trust in their own visions and dare to ask: Where Next?
Associate lifestyle editor Chandreyee Ray
Production Amok, David Bay
Director Nicholas Goh
Director of photography/gaffer Ashley Tan
Styling Jasmine Ashvinkumar, Nicholas See
Hair Zhou Aiyi/Makeup Entourage using Keune Haircosmetics
Makeup Hazel Tan/Makeup Entourage using MAC and Charlotte Tilbury
Camera operator Dan Song, Afiq Aris
Sound Glene Kan
Photography Aik Beng Chia
Post-production Amok
Production assistant Jesslyn Lye
Styling assistant Nurul Firdousee Bte Mohd Riaz