IQOS, and Chef Josh Boutwood of HELM, recently held an exclusive six-course dinner—a sensory journey infused with unique flavors, inspiring legal age guests to Stay Curious* and embrace the unexpected.
This article is only for adults who would otherwise continue to smoke or use other nicotine products.
As the movement toward alternatives to traditional tobacco continues to grow, more adult Filipino smokers are seeking options that steer them away from cigarettes. Enter IQOS—an innovation in heated tobacco, thoughtfully designed to support their journey toward a smoke-free future.
IQOS is neither a vape nor an electronic cigarette. Instead, it is a device that uses real tobacco to deliver nicotine without ash or smoke. It provides a compelling alternative for legal age smokers who would otherwise continue to use cigarettes—without actually lighting one. However, it’s important to note that IQOS, like any cigarette alternative, is not entirely risk-free, as it contains nicotine, a highly addictive substance. As always, responsible use is advised.
READ ALSO: Wholesome Meal Prep Tips From Chef Josh Boutwood
Food as Performance
Outside of your typical brands that simply focuses on innovations, IQOS builds itself as an aspirational brand offering unique and curated experiences for its legal age users. Just recently, they held an exclusive six-course tasting dinner with Josh Boutwood at HELM.
In the intimate 24-seater space, legal age guests indulged in an immersive dining experience. Helm, shaped by Boutwood’s personal journey and culinary training, presented a bespoke menu which transformed each course into a dynamic, almost-theatrical performance—perfectly mirroring IQOS’s commitment to Pleasure & Progress.
Culinary Paradise
The menu unfolded as a two-hour tropical paradise, where Boutwood invited diners to Stay Curious*—embracing the unexpected and indulging in a sensory journey of discovery. Adding another layer of artistry to the evening, still-life photographer and mixed media artist Sara Erasmo captured the vibrant dishes through her lens.
Dinner began with a delicate first course of fresh tuna, marinated in soy sauce and aged miso, setting the stage for a memorable culinary journey. This was followed by a silky organic egg chawanmushi, elegantly paired with sweet shrimps and pink oyster mushrooms. A warm, freshly baked bread course provided a comforting interlude before the arrival of the fourth course—a lightly steamed Atlantic halibut, its tender flesh enhanced by a luscious bergamot mint butter sauce. The penultimate course showcased an indulgent Australian wagyu dish, its richness brought out by fermented vegetables and öttika gel. To conclude, a refreshing sweet dish was paired with caramelized cream leaving a lingering note of tropical freshness.
The Pleasures of the Unexpected
As the evening came to a close, legal age guests left with thoughtfully curated take-home packages from IQOS and HELM — a final touch to an experience that celebrated bold experimentation and the pleasures of the unexpected. From the first bite to the last, the dinner was a reflection of the artistry of Chef Josh Boutwood and the essence of IQOS: a balance of curiosity, discovery, and innovation.
If you’re curious about IQOS, you can visit IQOS.com and follow them on Facebook (ph.iqos) and Instagram (iqos.phl) to know more about their products.
*This product is not risk free and provides nicotine which is addictive. Only for use by adults who would otherwise continue to smoke or use other nicotine products.
