Chef Hisham Assaad brings flavours of home to SIBF 2025

November 08, 2025 / 5:40 PM

Sharjah 24: Lebanese-Palestinian chef Hisham Assaad captivated audiences at the 44th Sharjah International Book Fair (SIBF 2025) with a session blending storytelling and culinary art. The aromas of cumin, paprika, and coriander filled the air as Assaad guided participants through the preparation of soujouk, an Armenian sausage featured in his acclaimed cookbook Bayrut.

A unique blend of culinary traditions

Assaad highlighted how Armenian food in the Levant mixes with Syrian, Lebanese, and Palestinian influences, creating dishes distinct from their original recipes. “Armenian food in the Levant doesn’t resemble that in Armenia; it carries the spices of our region,” he explained.

Personal homecoming

Born in the UAE, Assaad returned to Sharjah for the first time since 1997, describing his participation as a “homecoming.” He emphasized the personal significance of sharing “a piece of home through food.”

From design to culinary arts

A former graphic designer, Assaad left his corporate career in 2015 to pursue food and storytelling. His cookbooks Bayrut and Taboon celebrate Levantine home cooking and the memory of generations. He also brings joy to refugee camps through the performance group Clown Me In.

Engaging the audience

Assaad kept attendees engaged with anecdotes, humor, and practical tips—from perfecting spice blends to balancing fat content. Attendees sampled freshly made soujouk sandwiches, prompting playful interactions with the audience.