Angel Fu · Co-Founder

Every house needs
someone who sees it first

Before there is a restaurant there is a name, an address, a reason and a reputation. Angel builds those — and then she builds the room they live in.

A
Angel Fu — Co-Founder of BLANCHE, LUMIÈRES JéJé and JéJé Chaya
Angel Fu — Co-Founder & Creative and Communications Director.
BLANCHE · LUMIÈRES JéJé · JéJé Chaya, Shanghai.
With Jérôme Tauvron, Co-Founder, Creative Director & Chef — two disciplines, one table.
Disciplines
Public RelationsReputation, positioning, the room
Media RelationsPress, editors, broadcast, KOL
Marketing & BrandNaming, identity, launch, growth
Artistic DirectionInside the creation, not beside it
Cross-Brand SynergyIntroductions, partners, qualified leads
The Story

Co-founder of BLANCHE,
LUMIÈRES JéJé
and JéJé Chaya

Two people built these houses, and they built them together. One of them stayed in the kitchen. The other built everything the kitchen stands inside — the name, the address, the identity, the opening, the story the city told itself about the place before a single guest sat down. That is Angel Fu's work, and it is half of why the houses exist.

BLANCHE, on Wukang Road — one of the most watched addresses in Shanghai, taken deliberately, because a house is judged by where it chooses to stand. LUMIÈRES JéJé — named for light, built for the kind of dining that asks something of the guest. JéJé Chaya — the gourmet wonderland, open now. Angel co-founded all three: the concept, the brand, the launch, and the reputation each one carried from its first night.

A restaurant is judged on the plate. A house is judged on everything around it — the name, the room, the story, and the people who choose to be in it. That is the work.

Her discipline is the one most restaurants discover a year too late. Public relations — deciding what a house means before the market decides for you. Media relations — press does not arrive on its own; it is invited, briefed, hosted, and followed through, in two languages and two press cultures. Marketing — naming, identity, positioning, the launch, and the far harder second year after the launch.

And then the part that is rarer than all of it. When a luxury maison comes to this table — a fashion house, a jeweller, a watchmaker, an automotive marque, a gallery — Angel is not the person who manages the account. She is inside the creative process: the narrative, the palette, the set, the choreography of the evening, and what a guest is supposed to feel in the first eight seconds after the door closes behind them. Every luxury collaboration these houses have taken on has her hand in it.

And then the part that makes a client keep her number. Angel does not only serve a maison — she connects them. A Rolls-Royce client evening supported by Piaget. The Boucheron Christmas breakfast, carried by FILLMED's distribution network. She finds where two industries already share an audience and neither has noticed, makes the introduction, and turns one brand's event into two brands' opportunity, with qualified leads running both ways.

Two co-founders. Kitchen and house. It is not a division of labour so much as one long conversation that has been running for years and shows up, eventually, on a plate and in a room at the same moment.

Work with usMeet the Chef
Before
Public relations, media & marketing
Years in communications before the first restaurant — brand building, press, and the Chinese luxury media landscape from the inside.
BLANCHE
Wukang Road, Shanghai
Co-founded. Concept, name, address, identity and launch. A historic address chosen on purpose, for a house that had to be talked about before it opened.
LUMIÈRES
JéJé
Named for the light
Co-founded. Contemporary French cuisine through the Japanese Kaiseki lens — and the brand, the press and the audience built around it. Currently on creative pause, seeking investors and venue partners for its return.
Maisons
Luxury brand collaborations
Artistic direction and communications across every luxury collaboration the houses have taken — fashion, fine jewellery, haute horlogerie, automotive, art and hospitality.
Now
JéJé Chaya & what comes next
Co-founded. The gourmet wonderland, open now in Shanghai — and the next house, with the story it will be known by.
The Work

Five disciplines,
one instinct.

They are usually five different people in five different agencies, none of whom speak to each other. Here they are one person — which is the whole advantage, and the reason the fifth one is possible at all.

01
Public Relations
A reputation is built deliberately or it is built by accident. Angel decides what a house means — to the city, to the press, to the guest deciding between you and the place across the road — and then makes the room, the service and the story agree with each other. Crisis included: the quiet weeks matter more than the opening.
02
Media Relations
Editors, critics, broadcast, and the Chinese social platforms that actually move a booking sheet — RedNote, WeChat, Weibo. Bilingual, in two press cultures that reward completely different things. Press is not luck. It is a list, a brief, a hosted table, and the follow-through most people skip.
03
Marketing & Brand
Naming, identity, positioning, pricing psychology, the launch — and the far more difficult work of the second year, when the novelty is gone and the house has to be good rather than new. Concept to full house, and then full house sustained.
04
Artistic Direction
The rare one. Angel sits inside the creative process for every luxury collaboration — narrative, palette, set design, the choreography of an evening, the first eight seconds after a guest walks in. Not an account manager translating a brief. An author of the thing itself.
05
Cross-Brand Synergy
The one nobody advertises, because most people cannot do it: introducing maisons to each other. A Rolls-Royce client evening supported by Piaget. The Boucheron Christmas breakfast, carried by FILLMED's distribution network. Two houses from different industries, one guest list that serves both, and a cost neither carried alone.

Angel finds where two industries already share an audience and neither has noticed. Each side brings what the other lacks — a channel, a budget line, a reason for the evening to exist. What the client receives is not catering. It is introductions, qualified leads, and a partner who arrives having already solved half the problem.
The Maisons

The luxury world does not
hire caterers. It hires authors.

Fashion houses, jewellers, watchmakers, automotive marques and galleries do not come to this table for food. They come for an evening that carries their name without repeating their name — and that requires someone in the room who thinks the way their creative directors think. Angel is that person, on every collaboration these houses have taken on.

Haute Couture & Fashion
Fine Jewellery
Haute Horlogerie
Automotive
Art & Galleries
Luxury Hospitality
Champagne & Spirits
Private Clients

Categories, not a client list. Each maison is named only with its own agreement.

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