Shake Shack, a fine-casual brand of Sangmidang Holdings, said on the 3rd it will mark the 10th anniversary of its entry into Korea by launching four items in collaboration with Chef Son Jong-won under a "Heritage Collection."
The "Heritage Collection" was planned to celebrate 10 years since Shake Shack entered Korea. Shake Shack said the brand's focus on the intrinsic value of ingredients met Chef Son Jong-won's modern reinterpretations of Korean ingredients and traditions, putting the brand's heritage and Korean flavors onto the menu.
This Heritage Collection includes four items: ◇ Heritage Tteokgalbi Shack ◇ Heritage Smoke Fries ◇ Heritage Yuzu Yakgwa Shake ◇ Heritage Yuzu Yakgwa Concrete. They will be available for a limited time at Shake Shack locations nationwide.
Chef Son Jong-won said, "With this 'Heritage Collection,' we focused on delivering a dining experience that feels both familiar and new by combining Shake Shack's unique New York sensibility with a Korean touch."
Chef Son Jong-won plans to donate all royalty revenue from sales of the collaboration products to support vulnerable groups.
To mark the launch, a promotion will also run. From the 3rd to the 12th, a random coupon event will be held on the Happy Point application.
A Shake Shack official said, "To thank customers for their support over the past 10 years and to show the values and direction pursued by Shake Shack, which has led a differentiated fine-casual culture, we launched the 10th-anniversary menu."
Since unveiling its first store in Korea in 2016, Shake Shack has steadily collaborated with top chefs at home and abroad, including Kang Min-goo, Kim Dae-chun, Lee Chung-hu, and Park Jung-hyun.