[Asia Economy Reporter Dongwoo Lee] Samsung Electronics announced on the 19th that Chef Shin Chang-ho of the modern Korean restaurant ‘Joo Ok’ will join the ‘Samsung Club de Chef Korea’.
Samsung Electronics launched the ‘Samsung Club de Chef Korea’ in 2015, following the ‘Samsung Club de Chef’ established in 2013, which was composed of world-renowned Michelin star chefs. The Korea club consists of top chefs in South Korea and leads the spread of new food culture.
Through this, Samsung Electronics has integrated chefs’ professional and differentiated ideas into premium kitchen appliances while taking the lead in promoting a healthy and valuable food culture to consumers.
The ‘Chef Collection’ refrigerator’s micro-temperature control and the direct flame convection of the direct flame oven, which have been loved by consumers, are representative innovative technologies born from collaboration with the ‘Club de Chef’.
The newly joined Chef Shin Chang-ho’s restaurant ‘Joo Ok’ has attracted industry attention by being selected as a Michelin Guide 1-star restaurant just 1 year and 6 months after opening.
Chef Shin Chang-ho is especially known for creating unique Korean cuisine based on jang, Korea’s representative fermented food, and seasonal ingredients.
With Chef Shin Chang-ho’s addition, the ‘Club de Chef Korea’ plans to strengthen its expertise in Korean cuisine, which has recently been reappraised worldwide. Along with existing members Chefs Kang Min-gu, Lee Chung-hoo, and Lim Ki-hak, they plan to design products, produce food culture-related content, and participate in various events such as cooking classes to allow consumers to enjoy gourmet experiences in their daily lives.
Jung Ji-eun, Executive Director of Samsung Electronics’ Home Appliance Business Division, said, “We expect that with Chef Shin Chang-ho’s joining, we will be able to spread a richer food culture that reflects consumers’ lifestyle trends.”
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