The Ibrahim International Business District (IIBD) brand launch, which was officiated by His Royal Highness Sultan Ibrahim Ibni Almarhum Sultan Iskandar, Sultan and Sovereign Ruler of the State and Territory of Johor Darul Ta’zim, unveiled IIBD’s brand promise of Spirit of Enterprise as well as the 4 HOME lenses, namely Heritage, Opportunity, Mobility and Eco-sustainability, goals that will define and drive development and investment strategies within IIBD. As the central business district of Johor Bahru transforms into the Ibrahim International Business District, there is a need to balance the continuity of local heritage and cultural assets, with forward progress and sustainability to drive economic development within IIBD.
In conjunction with the launch, the lunch reception presented an experiential dining that encapsulates this intricate evolution, and to commemorate the significance of IIBD’s brand pillars of HOME. The creative direction of this culinary affair is a collaborative effort led by Yang Berbahagia Datin Kalsom Taib and Yang Berbahagia Datin Hamidah Abdul Hamid, renowned co-authors of Johor Palate, along with Chef Azanuddin Ahmad from Puteri Pacific Johor Bahru.The lunch affair took on a reimagination of traditional Johorean cuisines by injecting international flavours and flair, blending authenticity with relevance to deliver a unique twist to the taste experience. The brand pillars of HOME were interpreted through customised artisanal creations, as well as a holistic engagement of senses in taste, sound and visual experiences throughout the course.
The Appetiser: Jauhar Wraps – Going back to our roots and heritage, we pay tribute to Johor (or ‘jauhar’, which means ‘precious gem’ in Arabic). Celebrate Johor’s colourful traditions and culture with the jenganan-inspired salad wrap sitting beautifully atop a trove of fragrant peanut sauce.
Main Course: Opportunity at IIBD is best expressed in the creative form of comfort food, reimagined from around the world.
Harissa Money Bags – Harissa is a Middle Eastern delicacy made from stirring a flavourful blend of mutton and oats for hours, then artfully infused with honey, garam lada and a dash of lime. The crisp play on texture brings an unexpected Oriental twist to this auspicious symbol of prosperity.
Cottage Pie Dome – This hearty beef pie is covered in a crust of mashed potato and reshaped as a dome – the symbol of lasting perfection in the Western cuisine.
Chicken Briyani Summit – This mouth-watering dish of Indian origin is a magical combination of basmati rice cooked in vegetables and heart-warming spices, ghee and served with marinated chicken. It is sculptured like a summit to symbolise the peak of human potential.
Laksa Johor – By pairing the appetising flavours of a rich fish-based sauce with Italian influences using spaghetti, we depict mobility and our progress towards a globally connected future.
Dessert: Chendol Pudding – Putting a new spin on a cherished classic, layers of cendol, gula melaka and teh tarik cream come together to reflect the combined efforts of our citizens and businesses in building an eco-sustainable future.