Edward Lee Plans to Promote Seoul’s Culture and Culinary Tourism
"Significant Contributions to Advancing the Rights of Women and Black Chefs"
Tofu Luncheon Showcasing Seoul’s Healthy Food Culture Draws Attention
World-renowned chef and culinary expert Edward Lee was appointed as a promotional ambassador for Seoul on May 7, 2025. The Seoul Metropolitan Government plans to leverage this appointment as a springboard to promote Seoul’s unique food culture to the world and attract global tourists.
Edward Lee was the runner-up on the Netflix show "The Chef Showdown: Culinary Class Wars." Since then, through his television appearances and the publication of numerous cookbooks, he has contributed to the globalization of Korean cuisine.
On the 7th, Seoul Mayor Oh Sehoon is taking a commemorative photo with Chef Edward Lee, who was appointed as a promotional ambassador for Seoul. Seoul City
Beyond the culinary field, Lee has also been dedicated to advancing the rights and expanding diversity for women and Black chefs, continuing activities that support and grow alongside marginalized communities. In particular, he has opened a sustainable Korean restaurant with a zero-plastic goal, experimenting with environmentally friendly operations and delivering a social message.
This is also the reason why the Seoul Metropolitan Government appointed Edward Lee as its ambassador. Seoul expects that, based on his global recognition and authentic culinary philosophy, Lee will be able to introduce Seoul’s attractive food culture to the world and promote Seoul as a global tourist destination.
At the luncheon following the appointment ceremony, a tofu dish?one that left a deep impression on "The Chef Showdown"?was served. The meal was designed to share Seoul’s gastronomic culture, featuring a menu that highlights healthy eating habits of Seoul’s citizens, such as low sugar and slow aging. As an appointment gift, the Seoul Metropolitan Government presented Lee with a "Seoul Saeksoban" made from eco-friendly materials. This gift, reflecting Seoul’s core value of sustainability, was especially meaningful as it aligned with Lee’s culinary philosophy of authenticity, creativity, and storytelling. The Seoul Saeksoban, created in the 2025 Seoul color "Green Aurora," inspired by Seoul’s long and verdant summer nights, is made from COMPOSATFUL, a biodegradable bio-material, showcasing both sustainability and design value.
Edward Lee said, "Seoul is a city with an incredibly diverse and rich food culture. As Seoul’s promotional ambassador, I will do my best to introduce the flavors of Seoul to the world and help more people discover the city’s unique appeal." Seoul Mayor Oh Sehoon also stated, "As Seoul’s reputation as a gastronomic city rises, I believe it is a tremendous help to have internationally renowned Chef Edward Lee serve as our ambassador. I hope you will continue your great work, so that Seoul becomes a culinary city that people from all over the world want to experience."
Seoul Mayor Sehoon Oh had lunch with Chef Edward Lee, who was appointed as the Seoul City Ambassador on the 7th. Seoul City
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