At the end of last year, Chef Edward Lee, who finished second in the Netflix show 'The Final Table', has emerged as an advertising star in the distribution industry. He has been chosen as the model for new ramen product ads, and several companies have made requests for him as a brand ambassador. Limited edition menus created in collaboration with a burger brand are also gaining popularity.
It is reported that the fine dining promotion he conducted with a hotel was fully booked in no time. There is talk that Edward Lee is the biggest beneficiary of 'The Final Table', leading to questions about the secret of his popularity.
According to industry sources on the 26th, in November last year, Nongshim selected Edward Lee as the global advertising model for its new product 'Shin Ramyeon Tumba.' With the domestic market stagnant, there is a desperate need for success overseas, and they expect Shin Ramyeon Tumba to appeal to international consumers' tastes while actively planning to target overseas markets this year. Following sales beginning in Australia in March and Japan in April, it will also be available at Walmart, the largest retail chain in the U.S., in June.
A representative from Nongshim noted, "Edward Lee's unique dishes that combine Korean and Western culinary cultures showcased on 'The Final Table' align with the image of Shin Ramyeon Tumba, making him an excellent choice as our model." They plan to widely promote the appeal of Shin Ramyeon Tumba, which encapsulates Korea's representative spicy flavors and a comforting, nutty taste enjoyed worldwide. It was determined that Edward Lee, with his high global recognition among the various chefs who appeared on the show, was suitable as an advertising model. For companies striving to target overseas markets, he is an attractive advertising model.
Pulmuone, which surpassed 3 trillion won in sales for the first time last year, is similarly focused on entering the U.S. market with a recent emphasis on tofu and Asian noodles. Pulmuone has appointed Edward Lee as a brand ambassador, considering his high recognition in the U.S., it plans to pursue collaboration on Pulmuone brand campaigns in the future. Domestically, they are planning various marketing initiatives using Edward Lee's recipes, and a new product developed in collaboration with him is set to launch within this year.
In the industry, there are comments that Edward Lee's journey resonates with and moves Korean consumers. Edward Lee, a Korean-American born in New York, has built his reputation in the U.S. He is known for winning 'Iron Chef America' in 2010 and serving as a chef for state dinners at the White House. While excelling in both fields, he has not forgotten his parents' home country, Korea, and his dedication and participation in 'The Final Table' have touched consumers. In various broadcasts and interviews, he often expresses, "Korean cuisine is my identity," and "It is very important for me to have Korean fans." His kind and approachable image is also one of the reasons he is beloved by consumers.
In January, Edward Lee collaborated with 'Hinotsuki', a Japanese fine dining restaurant at the InterContinental Seoul Parnas, to conduct a culinary promotion. Hinotsuki features private rooms, and it is reported that Edward Lee personally visited each room to introduce dishes and take photos with guests. A hotel representative said, "The price was 300,000 won per person and as soon as reservations opened, it was sold out," adding that, "Upon hearing Edward Lee's strong interest in weaving different cultures and stories into food, we requested collaboration, which he readily accepted, leading to this partnership."
Edward Lee is collaborating with various sectors of the distribution industry without restriction. GS25 held a limited sale of 'Yi Gyun (Edward Lee's Korean name) Chamoe Minari Spirits' twice in December and January last year. The product was sold in sets of four bottles, and all 7,000 sets reportedly sold out. Mom's Touch began selling two types of burgers in collaboration with Edward Lee in 320 stores nationwide from the 18th, leading to an average daily sales increase of 61%. Maeil Dairies has also appointed Edward Lee as the ambassador for 'Maeil Soy Milk', planning to promote a healthy lifestyle through recipes and health-focused dishes using soy milk.
Edward Lee stated in a variety show, "I want to show the world how far dishes made with Korean ingredients can reach, and that thought stays in my mind." An industry insider noted, "Collaboration with Edward Lee is expected to be beneficial in enhancing the global competitiveness of Korean food beyond mere marketing."