‘Keep it simple, memorable, consistent’

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‘Keep it simple, memorable, consistent’

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Richard Hill, president and CEO of SC First Bank makes shinseonro with chef Kim Ho-kyoung. By Oh Sang-min

President and CEO of SC First Bank Richard Hill had some advice for Korea when promoting its food abroad.

Based on his diverse business experience, Hill said that “globalizing Korean food should be based on a successful marketing activity.”

Prior to joining Standard Chartered in 2006 and being relocated to Seoul in 2008, Hill worked 19 years in the consumer goods industry in sales, marketing, finance and general management roles.

That included a 10-year stint working in Italy and Greece. He also has experience in manufacturing, international supply-chain management, retail sales and premium branding.

“Promoting Korean food [is] really about understanding, communicating and consistency, which is why I think promotion of Korean cuisine internationally has to come in stages,” he said.

Hill suggested Korea start by promoting simple dishes like bibimbap (rice mixed with vegetables), Korean barbecue and then high-end and complex cuisines like shinseonro (traditional hot pot), which he made for this series with chef Kim Ho-kyoung from the Grand InterContinental Seoul hotel.

“There has to be some simple, easy-to-make, [tasty] dishes to lead the way [for Korean food] and behind that, a depth of real quality,” Hill said.

Hill compared the process to marketing wine.

“Some of the best global wine brands tend to get built by providing accessible wine to consumers first, and then [building] credibility of others for people who are curious to find out more about wine.

“Likewise, any culture, including Korean food, has to have a credible root - which can be challenging from time to time - to be recognized by the [masses].”

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By Lee Eun-joo [angie@joongang.co.kr]
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