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In photo: Charles Cointreau, Le Cordon Bleu vice president for Asia Pacific.

Le Cordon Bleu, the prestigious French culinary institution, is dedicated to training culinary masters through rigorous, no-shortcut methods. As the guardian of authentic French culinary techniques, its expansion into the Philippines went beyond a mere business move. For Charles Cointreau, vice president for Asia Pacific, it represented an exciting step in offering top-tier culinary and hospitality education through world-class programs.

In the country, Le Cordon Bleu Ateneo de Manila Institute, located in Quezon City, Metro Manila, offers French cuisine and patisserie programs aligned with other Le Cordon Bleu schools worldwide. It combines theory and hands-on experience with a focus on management, service, and a global perspective in culinary arts, food, wine, nutrition, and hospitality education.

“We’ve had a longstanding history with the Philippines,” Cointreau said. “In fact, we entered into an agreement with Ateneo de Manila University, a prestigious university in the Philippines, in 2013. So it’s been over 10 years now. Ateneo and Le Cordon Bleu wanted the best, so it took us some time. The building you’re in, the Areté building, was scheduled for completion over a longer period.” 

The partnership came to fruition in 2017 with the launch of a bachelor’s degree in restaurant entrepreneurship. Unlike traditional hospitality programs, it was designed for the country’s growing number of aspiring restaurateurs.  

“Because of Ateneo’s student and alumni base, we have many entrepreneurs, including families who own businesses,” he said. “We also recognized an industry trend — many people wanted to launch their own concepts and franchises. I’m happy to say that we now have about five classes of 30 students each year in that bachelor’s program.”

The school’s expansion, however, was met with unexpected challenges.  

“Unfortunately, our first intake launched during Covid-19 in March 2020, which, as you remember, was just when things became chaotic,” Cointreau recalled. “We had to close for over two years before gradually relaunching.”

Despite this, interest in the program surged.  

“I’m happy to say that recruitment has been very successful, and all of our classes have been full,” he said. “Now, we are slowly implementing new courses. For example, we are launching a pastry program. We have (French pastry) chef Julien Bispo joining us from Le Cordon Bleu Thailand, and we’re very excited about this discipline. We are also introducing bread-making courses — a boulangerie program — which will launch later. We have many ambitious ideas about what to do next.”

With its deep pool of culinary talent and strong presence in the global hospitality industry, the Philippines was a natural choice for Le Cordon Bleu.

“Many Filipinos work in the hospitality and tourism industries — on cruise ships and in kitchens across Asia and the Middle East,” Cointreau said. “Perhaps the salaries are better internationally, but Filipinos are also well-mannered, naturally hospitable, English-speaking, and talented. So, expanding here was a natural decision.”

But Le Cordon Bleu Ateneo is not just focused on training chefs for overseas jobs as it hopes to elevate local standards and empower homegrown talent.  

“We are launching additional disciplines — not just Western cuisine but also pastry and bread-making. We aim to set higher standards in these areas,” he said. “Eventually, we also want to introduce Filipino cuisine.”

While Le Cordon Bleu is known for its French techniques, its approach to global cuisine is evolving.  

“Everywhere we go, we study the local culinary heritage,” Cointreau said. “In Peru, we teach Peruvian cuisine. In Mexico, we teach Mexican cuisine. In Spain, we teach Spanish cuisine. So, naturally, we consider local cuisine wherever we establish an institute.” 

Filipino cuisine, he noted, is particularly fascinating due to its layers of history.  

The Philippines has unique attributes — its historical influences from Spain, Japan, and the US; indigenous traditions; agricultural diversity; and regional variations, he said. “You also have the Filipino diaspora, which brings global influences back home. Many Filipino chefs who work abroad return and introduce new culinary concepts. This exchange makes Filipino cuisine dynamic and exciting, with a promising future.”

The culinary world is a battlefield of flavors, precision, and passion, where only the best of the best rise to the top. But behind the glamour of plates lies an unforgiving industry that demands perfection, resilience, and sacrifice. Aspiring chefs often dream of Michelin stars and high-profile restaurant openings, but Cointreau warned that the reality of the industry is much tougher.  

“It’s both a curse and a blessing, but there are more and more aspiring chefs, though sometimes not for the right reasons,” he said. “The media has glamorized — if that’s a word — the industry. It’s like ‘Emily in Paris,’ but for chefs. The reality is that it’s not always that shiny or glamorous behind the scenes.”

Le Cordon Bleu Ateneo prepares students for the demands of the profession, but it does not offer shortcuts.  

“Going to culinary school is not your shortcut ticket to becoming a chef,” he said. “You are going to be better equipped. You’ll have a fast track to jump maybe from the prep side of things to the actual making and creating side of the business, but it’s not going to immediately jumpstart you into a chef position.” 

Sustainability is a growing concern in the global food industry, and Le Cordon Bleu is actively addressing it.  

“I think we should do more,” Cointreau admitted. “And I mean it, because I’m a bit fed up with hearing ‘sustainability’ all the time and seeing a lot of words but no action.”

One of the programs being explored is waste management.  

“Understanding waste management in food and beverage involves tracking data — what goes in and what goes out. Once you monitor this, you can optimize processes,” he said. “However, we want to go further by teaching chefs how to repurpose waste into useful components.”   

Le Cordon Bleu Ateneo is just the beginning. The institution has ambitious plans for growth, both in the Philippines and across Asia.  

“We currently have 12 campuses in Asia Pacific, including Australia. We are looking at new markets — Indonesia, Vietnam, and China,” Cointreau said. 

In the Middle East, they are opening three campuses in 2025-26: Riyadh, Jeddah, and Abu Dhabi. In India, they’re most likely expanding beyond New Delhi. And here in the Philippines, they’d like to be in the central business district in Makati or Rockwell, perhaps The Fort. They’ve been looking into the possibilities there. But places like Cebu could very well host a local-level campus. “We are fairly advanced in our roadmap and we definitely think there’s going to be multiple campuses eventually,” he said. 

For those looking to break into the culinary world, Cointreau stressed the importance of perseverance.  

“If you’re going into the industry, you’re going to start in a world where the chef is the boss,” he said. “And you’re going to have to prove yourself. You might have come to Le Cordon Bleu and gained great knowledge and experience, but at the end of the day, you need to prove yourself — not only once or twice, but consistently, and you need to be there for the long term.” 

Cointreau envisions a more comprehensive curriculum, deeper industry partnerships, and a stronger presence in the country.  

“I’d like to see the full breadth of disciplines on the technical side being offered — everything from Western cuisine, pastry, and bakery,” he said. “I’d like to see Filipino cuisine represented, and other international cuisines as well. I’d like sustainability and food waste management to be properly addressed. On the degree side, I think there are new specializations we could explore — restaurant F&B, hospitality, resort management, ecotourism, and events management.” 

As for what sets Le Cordon Bleu Ateneo apart, Cointreau’s response was immediate.  “Joy — people here are always smiling. Excellence — our facilities, chefs, and curriculum aim for the highest standards. Optimism — there’s a bright future ahead for Filipino cuisine, and we’re excited to be part of it.”

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