'Black and White Chef - Tofu Hell' Edward Lee Becomes the New Face of Pulmuone

Selected as Brand Ambassador
New Product Co-Developed and Scheduled for Release

Edward Lee (Korean name Lee Gyun), a Korean-American chef and winner of the Netflix 'Black & White Chef' semifinal mission 'Infinite Cooking Hell - Tofu,' has become the new face of Pulmuone.

Edward Lee appointed as Pulmuone brand model.
[Photo by Pulmuone]

On the 8th, Pulmuone announced that Edward Lee has been appointed as the brand ambassador for Pulmuone Foods, stating, "Edward Lee plans to widely promote Pulmuone's representative product and his symbol, 'tofu,' as well as the plant-based food brand 'Pulmuone Earth Diet' and the premium Korean convenient meal brand 'Bandeuthan Sik's' easy-to-cook seasonings." Edward Lee received considerable attention as a winner for expressing his affection for Korean cuisine and his Korean-American identity through new Korean fusion dishes on 'Black & White Chef.'

Edward Lee said, "I have always deeply resonated with Pulmuone's brand spirit and have been a loyal user even in the U.S., so it is an honor to serve as a brand ambassador," adding, "I will work hard to promote Korean cooking and culture more widely through various campaigns with Pulmuone."

Pulmuone plans to carry out various marketing activities using Edward Lee's recipes and will release new products jointly developed with him next year. Additionally, they plan to pursue collaboration on Pulmuone brand campaigns in the U.S.

Edward Lee won the 2010 season 8 of the famous American cooking survival show 'Iron Chef America' and was also spotlighted as a guest chef at the White House state dinner during the 2023 Korea-U.S. summit. He currently operates four restaurants in the U.S.

'Black & White Chef' is a survival program where 100 chefs, ranging from underground masters to star chefs already known to the public, compete solely based on taste. Since its release in September, it has gained syndromic popularity, becoming the first Korean variety show on Netflix to rank number one in the non-English category of the Netflix Global Top Ten TV for three consecutive weeks.