London-based chef Asma Khan launches Boxooo in Saudi Arabia 

The Jeddah venue will help female entrepreneurs.

Saudi Arabia has hit the headlines for its changing laws for women. Now, the London-based chef Asma Khan is working with Boxooo International, and creating a culinary concept that helps female entrepreneurs. Boxooo will be a dining destination in Jeddah, and more will open across the Kingdom.

Asma was born in Calcutta, India, and studied in London, England. She started off her culinary career through supper clubs. When the celebrity chef Vivek Singh visited, he encouraged her to do a pop-up at her restaurant, The Cinnamon Club.


In 2017, she opened her first restaurant, Darjeeling Express. Located in Carnaby Street, the Indian restaurant prides itself on its all-female, immigrant kitchen staff. She became the first British chef to be profiled on Netflix’s Chef’s Table, and shared stories of female empowerment and her charity work in India.

Asma visited Saudi Arabia to announce Boxooo, which has the tagline “creating a foodie future together”. The news coincided with the launch of VisitBritain’s GREAT FUTURES, which was attending by the UK’s Deputy Prime Minister, Oliver Dowden. The initiative aligns with Saudi Vision 2030, and aims to share the idea of equity and empowerment.

Peter Brunn, Chief Operating Officer at Boxooo International, explained: “As one of TIME’s 100 Most Influential People, a UN Chef Ambassador and featured chef on Netflix’s Chef’s Table; Asma Khan’s passion for food goes far beyond the plate. In all she does, she is fuelling people’s futures – women in particular. And she’s taking her mission to empower women through food one step further, in a partnership with pioneering food and lifestyle brand, Boxooo.

“Boxooo is a one-of-a-kind lifestyle destination centred around food, launching soon in Jeddah, Saudi Arabia (with many more in the pipeline). Its mission is to create spaces where people can discover, grow, and foster meaningful connections through a shared love of food. At their core is a belief that everyone deserves a seat at the table, which is what drew Khan to the role as their first official chef ambassador for Boxooo’s Academy Programme; giving people the chance to build their entrepreneurial skills and technical knowledge to develop their own restaurant or food business.”

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Kohinoor Sahota - Deputy Editor
A sucker for a good story, if you invite Kohinoor to a gallery, comedy night, new restaurant, hiking trip, cycle ride, pool day or just about any activity, she’ll probably say yes – that is if she isn’t busy planning her next adventure.

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