Enhancing Customer Experience for Top Flagship Model Owners
New Seasonal Dining Course Menus Offered Each Season
Genesis Celebrates 10th Anniversary This November
Song Mingyu: "Building Our Own Narrative and Story"
"The Genesis Lounge is a space where you can experience the identity and philosophy of the Genesis brand, which embodies a harmony between Korean sensibility and global luxury. Every detail of the lounge allows you to fully immerse yourself in Genesis with all five senses?sight, hearing, taste, smell, and touch."
A view of the Genesis Lounge located on the 5th floor of the Shilla Hotel in Jung-gu, Seoul. Genesis
On July 1, Song Mingyu, Executive Vice President and Head of Genesis Business Division, stated at the Genesis Lounge located on the 5th floor of the Shilla Hotel in Jung-gu, Seoul, "Genesis introduces the beauty of Korea in the most natural way, reflecting the brand's philosophy and values."
Since January 2023, the Genesis Lounge has provided a customer experience for owners of the top flagship models: the G90 Long Wheelbase, G90 Black, and G90 Long Wheelbase Black. Currently, only about 2,500 people in Korea have access to the lounge.
Genesis Lounge Private Dining Room located on the 5th floor of Shilla Hotel, Jung-gu, Seoul. Genesis
The approximately 80-pyeong space features an open dining hall, a private dining room that can seat around 10 people, a sound room, and a single malt whiskey bar. Inspired by the Korean architectural concept of "Teo," the space incorporates voids and openness, connecting each area seamlessly without boundaries to create a comfortable and warm atmosphere.
New seasonal dining course menus are introduced each season. In line with Genesis's "Distinctly Korean" philosophy, the courses reinterpret traditional Korean cuisine with creative elements in a modern style.
Moon Jungkyun, Head of Genesis Spatial Experience, explained, "The course harmonizes the understated yet refined charm of Korean cuisine," adding, "Each season, we focus on highlighting the authentic flavors of ingredients by using Korea's seasonal produce and cooking methods in a subtle and delicate way."
This season's summer menu featured a refreshing kombucha made from fermented Genesis garden tea, and "summer vegetable dumplings" made with seasonal vegetables and fruits such as eggplant, tomato, and plum. Dishes such as "sweet shrimp with seasonal vegetables," "seaweed noodles with Jangdan soybeans," and "croaker and chicken baeksuk" were also served, all modern reinterpretations of ingredients that help restore energy during the summer.
Additionally, dishes such as "grilled eel pancake" and "nuruk-aged Korean beef skirt steak," which combine the artisan's touch and the flavor of fire for a deep taste, were served alongside rice cooked with pumpkin flowers and summer angelica shoots, and native rice scorched rice ice cream.
The menu is composed of seasonal dishes using local ingredients such as Jeju Cheonhyehyang, Andong wild yam, and Paju Jangdan soybeans. Since June, a new Sunday-exclusive menu has been introduced, consisting of a refined four-course meal designed with families in mind, featuring cold soybean soup, seafood dishes with abalone and seaweed, seasonal pot rice, and traditional sweets.
The bar offers Korean traditional teas, 45 varieties of single malt whiskey, and a selection of champagnes and wines. Genesis has also exclusively stocked 40 bottles of "Ladybug Chardonnay 2022" from Hudson Winery, its U.S. wine subscription service partner, making it available only at the Genesis Lounge in Korea.
The Genesis Lounge has already become popular among vehicle owners, with reservations requiring a wait of over two months. According to a representative, the price of the dining course is around 300,000 won per person.
Executive Vice President Song emphasized, "As Genesis approaches its 10th anniversary this year, the brand pursues a harmony between Korean sensibility and global luxury. In recent years, we have created 'our own alphabet,' established 'our own grammar,' and are now building 'our own narrative and story.'"
He went on to introduce Genesis's challenge in luxury high performance. He stated, "To further solidify our position as a global luxury brand, we plan to sequentially launch high-performance models such as the GV60 Magma," adding, "Magma is not simply about making a fast car, but rather an expression of condensed passion infused with Korean sensibility and intense energy."
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