Challenge: Position and introduce legendary “Haute Korean” Chef Jung Yim first U.S Restaurant Jung Sik which took over the celebrated Chanterelle space in Tribeca. Communications included print, radio, distribution strategy, public relations, invitation design, guest list promotion, honoree identification & procurement, sponsorship and production of the special events including a launch event with Jay-Zand the Supper Club
Chef Yim’s post-modern dishes display a passion for the classic and the current. Ingredients are sourced as locally as possible. The Ferran Adrià school of molecular gastronomy with its foams, immersion circulators and savory ice creams has been notorious for scaring off diners in the hands. Here taste is the priority and molecular techniques are simply tools to bring a sense of whimsy and magic to the table. With plates that appear as if they have been devised by a magician with the absurdity of a mischievous child, some of the experimental dishes on his menu include dishes like The Treasure Island, rich blends of foie grasand meoruand a local mountain grape create the ground for a a Dali-esquelandscape of green shaved pistachios and a forest of candied ginseng trees. One creation, simply entitled Egg, comes in a giant egg-shaped covered bowl. The star of the dish is delicately coddled and floats in a kimchi sauce with a parmesan foam and shaved asparagus. Kimchi, eggs and cheese is bountiful flavor combination. Five Flavor Pork Bellyis a slowly cooked sous-vide in double digits of hours where it remains basting in its own juices then seared so the outside is crispy while the rest literally melts away. Placed on top of pureed potatoes, pickled greens and topped with peppers, this morsel pleasantly attacks every single taste bud with so much intensity that it begs to be eaten in small bites.
Chef Yim Jung Sikbegan his culinary journey during his army days. His talent was recognized by the commanding officer and made him his personal chef. The experience inspired Yimto learn cooking professionally, eventually leading him to the renowned Culinary Institute of America, where he was introduced to the intricacies of fine Western cooking. This was followed by apprenticeships at the city’s Aquavit and Bouley restaurants. Yim waves when he opened Jung Sik in February 2009, wowing gourmands with his innovative take on cuisine serving what he calls “New Korean” cuisine. Using local ingredients, the New York restaurant stays true to his Seoul-based Jung Sik Dang. Fine dining that serves up Yim’s trademark cuisine.
Result Stories appeared in New York Times, Wall Street Journal, Departures Magazine, New York Post, New York Magazine, Avenue Magazine, Robb Report, Zagat, Metromix, TRL, NY Post, Eater, Thrilist, Refinery29, Timeout NY, Today Show and the Haute Living.
THE HOUSE THAT WORK BUILT.