If the expressway to a motorist’s heart is through his stomach, Kia might taste success with its latest marketing move (which needs an actual trip to the market). The Korean automaker worked with Michelin 3-star chef Jean-Georges Vongerichten and his wife to create a range of recipes parked under “Taste of Kia”. The French chef describes the dishes as “approachable but luxurious”, like the Kia Optima perhaps, and they’re influenced by Korean cuisine.
The menu items include a crab-and-avocado salad starter, a beef tenderloin entrée with Gochujang-butter sauce, lobster sliders and spicy grilled barbecue chicken.
A “Taste of Kia” will be served at select corporate events around the world and the outdoor recipes will be shared on the company’s global website. That’s one more source of good food for the Soul (driver).
