KOREAN CULTURAL CENTRE and WILLIAM MURRAY PR & MARKETING
BRING A TASTE OF KOREAN TEMPLE FOOD TO THE UK
Opened by the Korean Ministry of Culture, Sports and Tourism in January 2008 under the jurisdiction of the Embassy of the Republic of Korea in London, the role of the KCC is to enhance friendship, amity and understanding between Korea and the UK through cultural and educational activities. It works to further develop established cultural projects, introduce new opportunities to expand its Korean events programme in the UK, and to encourage cultural exchange.
Unknown among UK consumers, the popularity of Korean food hadn’t yet reached the heights of other East Asian cuisines such as Cantonese, Sichuan or Japanese within British food culture. The Korean Cultural Centre wanted to change this.
To showcase the diverse and delicious dishes of Korea, it chose Korean Temple Food. This ancient cuisine cooked by Korean Buddhist monks is made with vegan ingredients and cooking techniques designed to nourish the body and mind in preparation for meditation. The result is light, clean dishes that are highly flavoursome and fragrant.
For this project, the KCC’s aim was to promote Korean Temple Food in London to consumers and chefs so they could learn about and be inspired to cook the cuisine.
William Murray PR & Marketing was tasked with targeting top chefs and high-profile media to attend two industry events inspired by Temple Food – an embassy dinner and a cookery demo. The events were a collaboration between the KCC and Ji Young Kim – executive chef of Balwoo Gongyang, Korea’s only Michelin-starred Temple Food restaurant. All events were led by chef Ji Young Kim as the guest of honour who gave them a history and explanation of Temple Food and its ingredients.
With ambitious attendance KPIS to meet, our strategy included:
Securing consumer media attendance at the embassy dinner, which would result in coverage to educate and encourage consumers to cook Temple Food
Securing chefs and trade media to attend the cookery demo, where the event and its coverage would educate and inspire chefs to use Temple Food in their restaurants
In just under a month we secured 39 journalist/blogger RSVPs including The Daily Telegraph, BBC Radio, Stockpot Magazine, All in London, Innovation Network and The Food Pundit. In addition, we secured two media interviews for Chef Ji Young Kim with Kavey Eats and This Girl’s Got An Appetite.
We secured 32 chefs. Attendees included four Michelin-starred chefs and a wealth of other highly regarded London chefs and restaurateurs from Galvin at Windows, The Cinnamon Club, Bistro Union, School of Wok, Bone Daddies, Ginza Onodera, Clove Club, Darjeeling Express and more.
Thanks to successful engagement with top quality event attendees, Korean Cultural Centre could promote Korean Temple Food to chefs and consumer and trade media. What’s more, event coverage has helped to educate and inspire consumers and
other chefs across the UK, with Temple Food articles containing recipes, event coverage and interviews with Ji Young Kim. Relatively unknown in the western world, Temple Food is now being embraced by influential UK chefs.