Guillermo (Willy) Trullás Moreno left Barcelona 3 years ago and never looked back. el Willy in Shanghai is Willy’s first restaurant, for which he has managed to elaborate seasonal menus fit for both its Western and Asian clientele through a delicate balance between twisted tradition and mouth-watering contemporariness, the East and the West, and last but not least the Yin and Yang that balance every dish from the perspectives of flavours, textures and craziness all together.

Willy received his training in some of the world’s best restaurants, including Georges Blanc in France (3 Michelin stars) and Aquavit in New York (4 stars in the New York Times). After maturing for several years in his homeland of Spain, Willy has managed to establish a personal cuisine dialogue through technical experimentation, creativity and the essence of nature, having a full respect for the flavours of the main ingredients.

His perfected culinary technique and the almost poetic sense with which he imbues each one of the details of his work make him one of the indispensable chefs because of his understanding of the genuine meaning of the changing haute cuisine at the beginning of this 21st Century.

In this segment of the interview in Luxury marketing in China, we take a close look at Willy’s initiative of having his own restaurant in Shanghai. How did he mix Chinese Yin-Yang culture into Spanish Cuisine? What is his exciting business plan in 2010? And what is his personal definition of luxury? To find out more and understand his secret ingredients to his success in dining business, join us on this ITV-Asia interview.