DINING TRENDS
Corporate dining in South Korea: high efficiency, high quality
FCSI Affiliate Haeam Jung tells Lauren Hurrell about the evolution of corporate dining in South Korea, the momentum behind its increased popularity, and why efficiency, menu diversity and customer service remain crucial to the design of corporate cafeteria projects
T
he global popularity and versatility of Korean food is rising through pop culture, social media, and even film, as
consumers continue to seek bold flavors like gochujang and kimchi. “[Tis exposure] celebrates not only
traditional Korean food, but also how it can be interpreted or integrated in modern and creative forms,” says FCSI Affiliate Haeam Jung (below), manager at Hyundai Greenfood, a major South Korean integrated food company, founded in 1968, with a focus on corporate foodservice. “Korean cuisine is no longer viewed as something only traditional, but something versatile that can involve and integrate with other global food cultures.” Jung is seeing this
play out in Korea’s
corporate dining scene too. Working on several large-scale corporate dining projects in Korea, including with Samsung and Hyundai Group, his latest project is the new Hyundai Motor Group headquarters cafeteria, where much of the nature of Korean cuisine played an important role in the design. In February, Hyundai Greenfood unveiled new menu items for this year’s corporate meal services through partnerships with popular restaurant brands.
Facilities are set up with maximum efficiency and high quality in mind
Te price of eating out in South Korea
has soared, particularly for employees, in a phenomenon known as ‘lunchflation’, driven largely by rising food prices that have overtaken inflation. Currently, many lunches cost more than 10,000 won ($6.50), and wages can’t keep up, driving employees to seek cheaper options such as corporate dining, which offers a more reliable, high- quality alternative that fits within budgets. “Tis creates a situation where
corporate dining is expected to deliver not only efficiency, but also cultural relevance, variety, and a restaurant-like experience on a daily basis,” says Jung. “Operationally, this significantly increases the complexity of menu planning, production, and service delivery, while the design needs to focus on speed and efficiency, but at a system level.”
HIGH-QUALITY CONVENIENCE
With a design and engineering background, Jung manages spatial, electrical, and kitchen aspects for complex projects, as well as their aesthetics. His work ensures corporate dining spaces are both functional and striking, offering quality lunches and supporting company branding. Jung notes Korean cuisine’s popularity has become a tool for internal marketing. Overseas, companies hold “Korean food days” for cultural engagement. Underlying these cultural dynamics is Korea’s fast-paced dining culture, where a
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ASIA PAC
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