Established Customer Experience Space within Singapore Factory
Hyundai Motor Group has opened a Korean restaurant in Singapore. The group plans to provide visitors with a new experience by using vegetables grown with robotics technology in a smart factory on the menu, and to increase touchpoints with locals.
On the 15th (local time), Hyundai Motor Group announced on the 13th that it will officially open the Korean restaurant "Na Oh," collaborated with Michelin 3-star chef Corey Lee, at the Hyundai Motor Group Singapore Global Innovation Center (HMGICS).
The Korean restaurant Na Oh is located on the 3rd floor of the customer experience space within HMGICS in the Jurong Innovation District, Singapore, covering an area of 396㎡ (approximately 120 pyeong).
Hyundai Motor Group's Korean restaurant Na Oh, opened at the Singapore factory (HMGICS) [Photo by Hyundai Motor Group]
Na Oh is a pure Korean word meaning "to come out from inside to outside." A Hyundai Motor Group official explained that the name reflects the sincerity of wanting to convey the deep beauty of Korean culture contained in Korean cuisine to local customers in Singapore.
Chef Corey Lee is a world-renowned chef who was the first Korean to earn three Michelin stars. He operates the upscale restaurant Benu and the casual Korean restaurant San Ho Won in San Francisco. This restaurant opening is Corey Lee's first project in the Southeast Asia region.
In particular, Na Oh plans to provide visitors with a new "Farm to Table" experience by using vegetables grown in a smart farm in some of its menu items. HMGICS operates a smart farm that produces nine types of fresh agricultural products daily using advanced automation and robotics technology.
Hyundai Motor Group's signature chef Cory Lee at Nao, a Korean restaurant opened within the Singapore Smart Factory Photo by Hyundai Motor Group
Na Oh's staff wear uniforms practically designed, inspired by the traditional Korean garment Durumagi. The restaurant also introduces traditional Korean fermentation culture through the jangdokdae (fermentation pots) installed on site.
Chef Corey Lee said, "Through the process of combining the innovation demonstrated by HMGICS and traditional Korean cooking techniques, I wanted to present fresh and new Korean food in Singapore," adding, "I will continuously strive to provide high-quality food."
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