Award-winning food writer and broadcaster Jimi Famurewa has just been announced as the official ambassador for the Soho Food Scene – and it’s big news for food lovers. Soho has long been one of London’s most exciting culinary destinations, and with Jimi at the helm of a new curated guide, we’re in for something special. Here are five things you need to know
1. Jimi Famurewa brings serious food credentials
Former Evening Standard restaurant critic and a regular on MasterChef, Jimi is known for his insightful, sharp writing on food and culture. He’s a two-time winner of Restaurant Writer of the Year at the Fortnum & Mason and Guild of Food Writers Awards – and his first book, Settlers, was widely acclaimed.
2. He’s curating an insider’s guide to Soho’s food scene
Jimi will shine a spotlight on the area’s top chefs, hidden gems and legendary haunts. Expect behind-the-scenes content, local hacks, late-night eats, and expert tips on how to recreate iconic Soho dishes at home – all told through editorial and social-first video content.
3. He’s showcasing Soho’s culinary innovation
From the legendary Darjeeling Express to exciting new names like Donia, Panadera, and Goldies, Soho remains a launchpad for bold new concepts. With Jimi’s guide, the spotlight is firmly on the creativity and diversity that define this buzzing neighbourhood.
4. A wave of new openings is on the way
Himi Izakaya (from the team behind Roji), Breadstall’s NYC-style pizza by the slice, and Basque cheesecake specialists La Maritxu are just a few of the recent arrivals. And with more launches expected this summer, there’s never been a better time to explore.
5. Soho is still London’s ultimate food destination
With its unique blend of energy, independence and world-class hospitality, Soho continues to set the pace for London’s dining scene. Jimi’s appointment is a fitting tribute to a district that’s always one step ahead.
To follow Jimi’s journey and explore the Soho Food Scene, visit ThisIsSoho.co.uk or follow @ThisIsSoho on Instagram.