Chef J Chong Helps Highland Celebrate Lunar New Year

Good Eats, On Campus

When craft beer meets culinary artistry, something special happens. That’s exactly what we’ve created through our Lunar New Year collaboration events with Asheville chef J Chong. 

Paired with our annual Lucky Envelope collaboration beers, these events showcase bold Cantonese flavors, thoughtful pairings and unforgettable community experiences. 

Meet Chef J Chong 

Chef J Chong is a standout in Asheville’s food scene, known for her modern take on traditional Cantonese cuisine. After years in some of the city’s top kitchens, she gained national recognition on HBO Max’s The Big Brunch. 

Through her pop-up concept, J Chong Eats, she’s built a loyal following across WNC with community-focused dining experiences that highlight culture, identity and connection. 

The Collaboration: Beer Meets Cantonese Cuisine 

In 2025 and 2026, we partnered with Chef J Chong to create ticketed Lunar New Year food events paired with our limited-release beers. 

Each menu was designed specifically around our Innovation Brew House releases, creating a curated, one-of-a-kind experience. 

2025: Chinese Street Food & Night Market 

Our first collaboration transformed Highland into a vibrant night market experience for over 300 guests. 

Highlights included: 

  • Cantonese street food-inspired dishes 
  • Interactive stations 
  • Beer pairings featuring our Wood Snake Honey Amber Lager 
  • Live music and festive decor  
2026: Dim Sum Brunch Experience in Asheville 

In 2026, Chef J Chong curated a traditional dim sum brunch experience in our Event Center. 

Guests enjoyed: 

  • Bite-sized sweet and savory dishes 
  • Bamboo steamer service 
  • Family-style dining served by cart 
  • Pairings with our Fire Horse Chocolate Porter 

This immersive brunch introduced many attendees to authentic dim sum culture with a craft beer twist. 

More Than a Meal: A Full Lunar New Year Experience 

These chef-driven events are part of our larger Lunar New Year celebration at Highland. 

Guests can also attend a free daytime festival, which features: 

  • Families gather for educational and celebratory experiences  
  • Lion Dance performances and local food vendors 
  • Red envelopes, handed out by Highland family owners to the first 88 guests, continuing a meaningful Lunar New Year tradition 
Don’t Miss the Next Lunar New Year Event 

If you’re searching for: 

  • Food events in Asheville NC 
  • Dim sum brunch experiences 
  • Beer and food pairing dinners 

Our Lunar New Year events with Chef J Chong deliver something truly memorable. Stay tuned for upcoming announcements and grab tickets early — these events sell out fast. 

 

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