Chef Choi Kang-rok shared a story on Netflix's variety show "Culinary Class Wars: Cooking Class War 2" about a sneaker company CEO who was "completely moved."
Nam Su-an, CEO of All We Make Is' lifestyle sports brand AKIII CLASSIC, explained through the company's official social media on the 7th that Nam reached out to the chef a year ago.
Nam said that at the time, as Chef Choi was gaining popularity with so-called "jorimping" (a portmanteau of braising and finger-style cooking) and overflowing with human charm, Nam instructed the marketing team to get in touch.
But shortly afterward, the reply from the chef was a "decline." Choi said the restaurant was short-handed and could not take on other work, and turned it down. However, at the end of the message, Choi added, "I've become interested in the (AKIII CLASSIC) brand and will make a personal purchase."
A year later, while watching Culinary Class Wars 2, Nam said Nam saw the chef wearing AKIII CLASSIC shoes. "We wondered if it might happen, but the chef really did wear our shoes," Nam said. "It was something that didn't need to be kept, and it wasn't even a promise."
Nam continued, "It was just like the usual 'let's grab a meal sometime' kind of talk, but it's impressive to see someone not throw around even small words and keep what is said."
AKIII CLASSIC, a sports brand launched in 2007, touts sturdy, cushy cushioning and shoes that remain comfortable even after long wear.
Culinary Class Wars 2 has stayed near the top of Netflix's non-English rankings for three consecutive weeks, riding a wave of popularity. The final winner will be revealed in episode 13, which is released on the 13th. Chef Choi has also advanced to the final.