NEW YORK, Oct. 16, 2014 /PRNewswire-USNewswire/ -- Korean pop star PSY rocked Times Square last New Year's Eve – now it's the turn of hansik, Korea's traditional cuisine, to set cultural standards in New York with a three-day event at the famed New York City Wine and Food Festival (NYCWFF), held October 17-19 at Pier 94 on the West Side Highway, and a media event on October 20, from 5-7 p.m. at Soju Haus located at 315 Fifth Ave. in Manhattan.
Along with Korean culture overall, Korean food is breaking out across the U.S., typified by a rising generation of young chefs who are pioneering new fusion cuisines and bringing Korean-styled food to new audiences. The origins of Korean cuisine, dating back centuries, are not widely understood, however. Creating greater awareness of Korea's traditional cuisine and spreading Korean food culture in Korea and abroad to boost Korea's global image is the mission of the Korean Food Foundation (KFF), which since 2010 has been conducting diverse PR activities in Korea and overseas to inform about the excellence of Korean food.
"New York is justly famous as one of the world's most sophisticated food capitals, so we are delighted to return to the dynamic Wine and Food Festival here, and the special media event, in the theme of parking makgeolli with Korean food," said an official from the KFF. "It's the ideal place for thousands of residents and visitors to experience the wonders of traditional Korean food firsthand."
This year the KFF booth will feature presentations by Chef Sung Chul Shim, a 2006 graduate of the Culinary Institute of America, who among his many achievements is the first and only Korean chef to have worked at Per Se, the international standard-setting restaurant located at the Time Warner Center here. Also present will be Juno Moon, a mixologist expert in matching the wide portfolio of Korean alcohol beverages with the fullest palette of Korean foods.
Demonstrations by Chef Shim will feature grand tastings with special emphasis on Korean seasonings, use of natural ingredients, and ssam culture (wrapping ingredients within a leaf). Models dressed in hanbok, Korea's traditional garb, will help ensure a broadly engaging cultural experience. The KFF booth number 512 will be located at Pier 94 between booths managed by KitchenAid and the Cooking Channel.
The KFF is also offering local media the chance to experience additional Korean food and try traditional Korean rice wine, "makgeolli" at Soju Haus, a Korean lounge bar located at 315 Fifth Avenue on the second floor in Manhattan on Monday, Oct. 20 from 5-7 p.m. with mixologist Juno Moon and Chef Shim.
About the Korean Food Foundation
Founded in 2010, the Korean Food Foundation was established by the Korean Government to share the rich culture of hansik, Korea's traditional cuisine, with the broader world outside Korea. Focusing on food legitimacy, discovery, and culture, the KFF defines the excellence of Korean food in accordance with the modern pallet. The KFF is currently building the infrastructure for globalizing Korean cuisine through a multitude of initiatives, including recommending high quality Korean restaurants, training chefs, and sponsoring promotional and educational programs worldwide.
SOURCE Korean Food Foundation