Taste of Seoul Showcases California’s Culinary Creativity

Visit California strengthened its cultural and culinary ties in South Korea through a high-impact collaboration at Taste of Seoul, the city’s premier weeklong food festival hosted by the Seoul Metropolitan Government. The initiative showcased California as a global leader in food, culture and lifestyle, inspiring future travel through chef-driven storytelling and immersive brand experiences.

At the center of the activation was a Four-Hands dinner featuring Chef Allen Suh of Michelin two-star Restaurant Allen, representing California, and Chef Um Taechul of Michelin one-star Soseoul Hannam, representing Seoul. Chef Suh brought a perspective shaped by nearly two decades working in San Francisco and Sonoma, while Chef Um offered modern interpretations of traditional Korean cuisine. Together, they created a collaborative six-course menu celebrating the shared evolution and creative synergy between California and Korean gastronomy.

The two-day Flavors on the Road program took place at Hwigyumjae, a historic hanok designated as a Seoul Folk Cultural Property. The venue provided an authentic cultural backdrop for an immersive culinary and storytelling experience that engaged trade, media, influencers and consumers. Seven California destinations delivered high-impact presentations to top Korean industry partners, highlighting culinary travel, road-trip itineraries and key 2026 travel updates.

Visit California further brought the brand to life through experiential elements, including a California wine-and-ice-cream pairing and a custom California-themed slipper design station — both of which generated strong engagement with media and consumers.

Partnerships played a major role in amplifying the program’s reach. United Airlines and Air Canada joined as event sponsors, each offering an ICN to California economy ticket giveaway. The California Wine Institute enriched the program with expertly guided wine pairings and public tastings featuring a curated selection of California wines, reinforcing California’s leadership in global wine tourism.

Through strategic collaboration and cross-cultural storytelling, Visit California expanded brand visibility, deepened connections with priority audiences and strengthened its culinary footprint in one of Asia’s most influential food destinations.