At first glance the collaboration between a Korean car company and a triple Michelin-starred French chef sounds like a stretch.
But Kia Motors has tapped Jean-Georges Vongerichten to develop an original menu that draws on Korean flavors and global cuisine to promote the brand worldwide.
The collaboration has resulted in two menus that will be served at ‘Taste of Kia’ events around the world.
The three-course menu starts with a crab and avocado salad starter, beef tenderloin with Gochujang, butter sauce, and for dessert a dark and white chocolate mousse with strawberry and mint for dessert.
He also created a pair of ‘outdoor’ recipes inspired by street food stalls that includes a more high-brow version of a burger with lobster sliders, green chili-infused pickles and gruyere cheese, as well as spicy grilled chicken barbecue skewers.
As for the connection with Korean cuisine, Vongerichten has become an avid fan of the punchy, pungent cuisine in part thanks to his wife Marja Vongerichten, who is part-Korean.
Together, the couple filmed a TV series for PBS called the “The Kimchi Chronicles,” with guest appearances from their celebrity friends Hugh Jackman and Heather Graham. Part travelogue, part cooking show, the series was a culinary journey through South Korea.
The show was partly sponsored by the Korean tourism board.
Source: Relaxnews