By: Naomi Liu
In 2025, Jay Ma Consulting received notable recognition at the dotComm Awards, including the Platinum Award for Brand Awareness & Integrated Marketing and an Honorable Mention for Excellence in Event Collaboration. The dotComm Awards are respected within the communications industry, administered by the Association of Marketing and Communication Professionals (AMCP), an international organization of thousands of professionals in marketing, advertising, PR, media production, and communications. These awards honor firms and individuals who strive to advance standards in digital strategy, branding, and creative innovation, highlighting Jay Ma Consulting’s influence in cultural branding and storytelling.
When Cuisine Becomes Culture
The modern consumer seeks more than just a product—they are increasingly drawn to experiences with depth and meaning. Early on, Jay Ma Consulting recognized that food, traditionally seen as a purely functional experience, could be reimagined as a medium for cultural expression. One of the firm’s most discussed projects, the Spicy Moon × Alexander Wang collaboration, exemplifies this perspective.
In this campaign, plant-based Chinese cuisine was integrated into a high-fashion narrative. Each dish was designed not only for flavor but also as a visual statement, creating a bridge between culinary tradition and contemporary design. Patrons did not simply dine—they participated in an immersive cultural experience, where elements like lighting and plating contributed to a broader conversation between food and fashion. The campaign captured the attention of food critics and fashion editors alike, suggesting that culinary experiences have the potential to reflect identity, creativity, and modern sensibilities.
“Our goal is not merely to market,” says Jay Ma, co-founder and creative director. “We aim to create cultural moments that resonate with people, leaving them with more than just a memory of the dish, but of how the experience made them feel.”
Award-Winning Campaigns
The Platinum Award for Brand Awareness & Integrated Marketing acknowledged Jay Ma Consulting’s Creative Rebranding campaign, which effectively transformed a hospitality brand into a lifestyle-driven identity. By merging visual storytelling, PR, and strategic media partnerships, this project created a measurable impact, positioning the brand within cultural conversations.
Similarly, the Honorable Mention for Excellence in Event Collaboration recognized the firm’s work on Breeze, a community-driven artistic initiative. The campaign combined event design and cultural performance, demonstrating how hospitality can be a platform for creativity and community engagement. These awards highlight not only the firm’s technical execution but also its approach to merging industries and shaping cultural narratives.
Bridging Industries with Vision
Jay Ma Consulting has built a reputation for orchestrating experiences where food, fashion, and art meet. Each campaign is crafted as a multilayered narrative, designed to engage diverse audiences across platforms. By creating connections between industries that typically operate in silos, the firm positions brands as contributors to a broader cultural dialogue, rather than isolated commercial entities.
Attention to detail is central to this approach. Visual aesthetics, narrative content, social media engagement, and event design are harmonized to create experiences that feel both exclusive and accessible. Collaborations with emerging designers, for example, have successfully integrated culinary storytelling into runway presentations, transforming ordinary events into fully immersive cultural experiences.
Cultural Authorship in Practice
At Jay Ma Consulting, campaigns are not just about promotion—they aim to spark conversations around tradition, identity, and innovation. By weaving together sensory storytelling, visual artistry, and cultural insights, each project creates a lasting impression. Heritage brands seeking to modernize without compromising their authenticity benefit from campaigns that celebrate history while embracing contemporary perspectives, engaging audiences across press, social media, and communities.
“Our vision is to create cultural moments that endure,” explains Jay. “Whether it’s a carefully curated dish, a thoughtfully crafted event, or a narrative-driven campaign, we aim to create experiences that remain memorable long after the lights go down.”
The Future of Branding
As consumer expectations continue to evolve, Jay Ma Consulting is working to push the boundaries of branding. In an era marked by fragmented attention spans and digital mediation, the firm prioritizes authenticity, craftsmanship, and cultural relevance. By combining multiple disciplines into integrated strategies, they seek to transform brands into living, breathing narratives that invite participation, reflection, and admiration.
“We don’t just market,” says Jay. “We help to shape culture. We don’t just launch campaigns—we create experiences. And we don’t just build brands—we foster communities of imagination, taste, and style.”
Through creativity, innovation, and a deep sensitivity to cultural context, Jay Ma Consulting demonstrates that when food, art, and fashion come together, the result can be nothing short of extraordinary. Their work has been acknowledged not only by industry peers through the dotComm Awards but by the lasting influence it has on culture itself.
