Megaworld Hotels & Resorts (MHR), the largest homegrown hotel operator in the Philippines, is cooking a rich collaboration with Chef Nouel Catis, the original creator of the viral Dubai chocolate, it was learned recently.
United by a shared vision on Filipinization and cultural sustainability, both are exploring the creation of an iconic food or beverage offering that not only delights taste buds but also champions Filipino heritage on the global stage, Megaworld said in a news release.
The possible partnership was revealed during MHR’s Media Huddle at Twin Lakes Hotel in Tagaytay on August 13, 2025, where discussions hinted at a signature creation designed to resonate deeply with local pride while appealing to international markets.
“This collaboration is deeply aligned with our strong advocacy for Filipinization, which supports the Department of Tourism’s mission to celebrate local culture, cuisine, festivals, and crafts. At the heart of this advocacy is our Sampaguita brand of service, our heartfelt expression of Filipino hospitality that we proudly share with every guest,” said Cleofe Albiso, Managing Director of Megaworld Hotels & Resorts.
“We want something that lingers. We want something that would go viral for a long time,” Chef Nouel said.
“Beyond commercial success, I’ve always been about leaving a legacy. I wanted to re-enter the Philippine market not just to sell, but to pass on knowledge and skills to future chefs. When I learned about MHR’s Sampaguita service and this year’s theme of the Culinary Conference, ‘Celebrate Your Roots,’ I knew this was the right vessel for my return,” he added.
Chef Nouel was a featured speaker at MHR’s 4th Culinary Conference, held August 11–14, 2025, at Twin Lakes Hotel. The annual gathering brings together MHR’s executive chefs and F&B leaders to explore culinary trends and strengthen their craft.
Albiso added, “We launched the Culinary Conference in 2022 right after the pandemic to reinspire our chefs. The ultimate goal is to do better each year as our culinary leaders grow in number and vision. This year, the theme ‘Celebrate Your Roots: Rooted in Tradition, Inspired by Innovation’ honors the Philippines’ diverse culinary heritage while looking ahead to new flavors, stories, and techniques.”
