Ivan Pažanin for HEDONIST: Food Has Become Sexy!

In an interview for HEDONIST magazine, the well-known chef speaks about enjoying every moment of life and about the balance between his private world and public media image.

“I always enjoy life, every single moment of it. Whether it’s wine, cigars, or food. I experiment in the kitchen every day, so I used this slower period to do even more of that. Lately I’ve mostly been cooking what we in Dalmatia call šalša na pome - pasta with tomato sauce. I just bought around 20 kilograms of homemade tomatoes, and now I’m heading to our summer house to cook the sauce. That’s the best thing in the world. Homemade pasta and vegetables. I don’t have a favorite wine because it always depends on the food and the atmosphere. Atmosphere matters most to me, and my favorite one is at my parents’ summer house. That’s where I feel best. What makes me happiest is the home atmosphere, reading books, and exploring new things in the kitchen,” says Ivan.

Editor’s note: This interview is part of the HEDONIST archive and was originally published in 2020, in the second print edition of the magazine.

He used the isolation period for new culinary experiments, but also devoted time to family and to things that had been postponed for years. As he says, he tried to take the best out of the situation.

“I spent the isolation period in peace and cooking, which at first felt really good. We rested and dedicated ourselves to our loved ones. We strengthened family bonds, resolved things we maybe never would have otherwise, and truly focused on what matters. I decided to take the best out of that period. But eventually it became too long, and we all started longing for a return to normal life, as much as possible,” he says.

The famous chef says he is deeply fascinated by the cuisine, whether traditional Dalmatian food or dishes from neighboring countries. According to him, everything tastes incredible as long as you choose authentic local ingredients.

“I’m truly fascinated by the Balkans and the cuisine of this region. From North Macedonia to Serbia, through Bosnia and Herzegovina and Croatia, every cuisine is fantastic. I believe you shouldn’t eat fish if you go to Banja Luka. Try something local and authentic - an ingredient or dish the city is known for. Once you decide to eat the best dishes of every region you visit, only then will you truly understand how to enjoy food. The Balkans are diverse, high-quality, and rich in flavors, but I think we still haven’t fully used our potential. We need to improve and present ourselves better to the world so people recognize our cuisine globally. We can definitely do much better,” Ivan says confidently.

Speaking about the growing popularity of cooking shows and food-related television, he has nothing but praise. He believes these programs combine exactly what people love most.

“Food has become sexy, and chefs have become media personalities. If they also have charisma and that special something, they stand out even more. I’m happy about that, of course. Cooking has reached a very high level, but we must also understand that it’s a difficult and demanding profession. Television is only one small moment in our lives, but it’s something we must respect. You should enjoy it, but also remember how much hard work stands behind it all,” he says.

According to Ivan, the rise of gastronomy in the media is directly connected to human nature itself.

“My profession is closely tied to basic human needs and human nature. Thanks to global media, people realized that gastronomy is an essential part of life and that food is not just energy - it is pleasure. It also became clear that good food plays a crucial role in sustainable tourism, and many countries used that to their advantage through smart marketing investments. Food attracts viewers more than almost anything else,” Ivan explains.

When speaking about his public image, he says he is completely honest and presents himself exactly as he is, without artificial additions or fake personas. He genuinely enjoys food, wine, and cigars. Tens of thousands of followers, mostly women, follow his social media profiles, enjoying not only his culinary experiments but also photos of his tattoos or simply cooking while wrapped in a towel.

Ivan insists there is nothing calculated about it.

“If you present yourself publicly, you have to be authentic and create something that truly belongs to you. It’s beautiful to combine nature, humor, and everything people enjoy, but you must respect yourself first to respect others. Every social media profile reflects the individual behind it, and not everyone has to like it. Everyone creates their own public image differently. Personally, I love combining food, the sea, and humor because together they create the image of a complete person. There’s nothing wrong with that. It’s simply my personal expression and my own wish. Everything you see on me and around me is my own choice and my own work. I don’t overthink it too much - I wear what I like, and the most important thing is feeling comfortable in it. That’s my formula for success, without too much philosophy,” says Ivan.

Still, he believes there must always be a clear line when it comes to privacy.

“I absolutely have a privacy boundary that nobody can cross. Nobody enjoys living without privacy. Over time, you learn how to live with it, and it becomes part of both the culinary and media professions. By coincidence, I combined both worlds - I’m a chef, and I’m also interested in the media. You have to know how to handle that and live with it. You need to be strong, expressive, and genuinely happy in life to balance everything. That’s why I can say I’m a happy man because I truly enjoy everything I do. Privacy is a very serious matter, and you have to know where to draw the line and how to keep a balance,” he says.

We also asked him who he considers the best Croatian chef and which colleagues he respects the most, but Ivan diplomatically avoided naming anyone, saying he appreciates all his colleagues equally.

“Honestly, I couldn’t single anyone out. I respect all my colleagues, and I know how hard they work. This is an extremely difficult profession. Personally, I have my own direction and vision of how a chef should approach this job. I respect everyone, so I can’t name anyone as my favorite. I simply try to bring out the best in what I do - to cook and to teach others how to do it as well,” Ivan told HEDONIST magazine.

• Interview by: Ivana Dragičević / HEDONIST
• Originally published in HEDONIST Magazine Issue 02, 2020.