At the Hyundai Motor IONIQ 9 Premiere, Hansik led a global connection through shared experience.
On November 20, 2024, at the "IONIQ 9 World Premiere" held in Beverly Hills, Los Angeles, Hyundai Motor and NANRO Academy joined forces to showcase the originality and appeal of Hansik.
IONIQ 9 meets Hansik: the value of connection
The event was planned around the global debut of the IONIQ 9 electric vehicle, and aimed to convey the value of connection to guests through a range of experiences — space, car, and food. NANRO Academy took on overall F&B planning and operations, sharing a modern reinterpretation of Hansik with some 300 members of the global media and VIPs.
The world's attention on a reimagined Hansik
The main chef for the event was Kwang Uh of Baroo, the modern Korean restaurant that has earned recognition in LA. Baroo was named the LA Times "2024 Restaurant of the Year," celebrated locally for innovative cooking grounded in traditional Korean fermentation and plant-based cuisine.
The menu concept for the evening was "global expansion through connection," and Chef Kwang Uh of Baroo drew new experiences from the meeting of local food culture and ingredients with the jang and fermentation techniques of Korean cuisine.
<Menu>
Bites
- Sulppang-gui with truffle cream, sea urchin, finger lime, and lemon balm
- Namul-bap with fried mushrooms, dubu-jang, jangajji, gamtae, and bugak
- Yangnyeom chicken with perilla leaves
Mains
- Grilled galbi with an assortment of local leafy greens and baek-kimchi stir-fried with perilla seeds
- Sablefish braised in ganjang
- Chamoe dongchimi
- Grilled pine mushroom
- Grilled lotus root marinated in tofu ssamjang
Desserts
- Yuja jelly cheesecake
- Apple jelly pouch
Hansik as an everyday food, worldwide
Chef Kwang Uh of Baroo, who led the kitchen, called it a meaningful experience — the chance to connect Baroo's reinterpreted traditional Hansik and fermentation cuisine with so many people.
JungYoon Choi, Chairperson of NANRO Academy, who oversaw the event, said: "The core value for Hansik to grow and expand into a global business is connection. Through this collaboration with Hyundai Motor, we were glad to present NANRO's vision and Hansik's new challenges, and we will continue to actively pursue collaborations across industries, cultures, and brands so that Hansik can take its place as an everyday food for people around the world."
