JUNG SIK: Pioneer of "New Korean" Selects WORKHOUSE as A.O.R

July 7, 2011 - PRLog -- WORKHOUSE (workhousepr.com), one of the countries leading public relations and integrated creative agencies, today announced that it has been selected by the landmark and award-winning "New Korean" restaurant pioneer Jung Sik as A.O.R. Workhouse will develop integrated promotional campaigns that synchronize communication efforts for the opening of Jung Sik's Tribeca location and will execute a comprehensive public relations plan for domestic publicity and special events. Media contact Workhouse, CEO Adam Nelson directly via nelson@workhousepr.com or by telephone 212.645.8006.

Haute Korean Moves Into Chanterelle Space
Tucked away in the side streets of Apgujeong lies a cozy little restaurant that produces sci-fi Korean cuisine. Jung Sik Yim, the master chef behind Jung Sik, brings the innovations of French haute and new Spanish movements into the Korean realm while staying true to big, bold Korean flavors. It’s white-tablecloth fine dining, but it shuns the stuffy service, presentation-before-taste mindset. The Seoul-based restaurant has made a name for itself with unusual combinations of flavors and high-end ingredients, and the 55-seat TriBeCa restuarant located within the former Chanterelle space in Tribeca will be as inventive. The Seoul-based restaurant is popular among people who are trying Korean food for the first time but are afraid of starting with authentic local tastes. Opening in New York this Fall, 2011, Jung Sik offers a fine dining "New Korean" experience located at 2 Harrison Street at Hudson Street in Tribeca. For more information visit www.jungsikdang.com

From Seoul to New York City
With plates that appear as if they have been devised by a magician with the absurdity of a mischievous child, Chef Yim’s post-modern presentation displays a passion for the classic and the current constructed with only the freshest of ingredients. The school of molecular gastronomy with its foams, immersion circulators and savory ice creams has been notorious for scaring off diners. Here taste is the priority and molecular techniques are simply tools to bring a sense of whimsy and magic to the table. Some of the experimental dishes on his menu include items like Ginseng Field, rich blends of foie gras and meoru and a local mountain grape create the ground for a a Dali-esque landscape of green shaved pistachios and a forest of candied ginseng trees. One creation, simply entitled Egg, comes in a giant egg-shaped covered bowl. The star of the dish is delicately coddled and floats in a kimchi sauce with a parmesan foam and shaved asparagus. Kimchi, eggs and cheese is bountiful flavor combination. Five Senses Pork Belly is a slowly cooked sous-vide in double digits of hours where it remains basting in its own juices then seared so the outside is crispy while the rest literally melts away. Placed on top of pureed potatoes, pickled greens and topped with peppers, this morsel pleasantly attacks every single taste bud with so much intensity that it begs to be eaten in small bites.

Chef Yim’s dishes are a celebratory feast for all the senses, creating beautiful edible works of art. Whilst maintaining traditional Korean philosophy through food, the menus at Jung Sik have evolved to encompass various modern cooking techniques. His experience in Western cooking has undoubtedly played a significant part in developing his interpretations of traditional Korean dishes in his own unique style. Apart from experimenting with different produce and cooking methods, Yim also draws inspiration from his surroundings and incorporates a distinct sense of place into each offering.

Chef Yim Jung Sik began his culinary journey during his army days. His talent was recognized by the commanding officer who made him his personal chef. The experience inspired Yim to learn to cook professionally, eventually leading him to the renowned Culinary Institute of America, where he was introduced to the intricacies of fine Western cooking. This was followed by apprenticeships at leading New York restaurants  Aquavit and Bouley. In 2007, he relocated to Spain where he apprenticed at 2 star Michelin-rated Zuberoa followed by a stint at 3 star Michelin-rated Akelarre. He returned to Seoul and in February, 2009 he opened his near-eponymous restaurant Jung Sik Dang instantly wowing gourmands with his innovative take on what he termed “New Korean”. The New York Times states: "It was only a matter of time before Korean cuisine got the nouvelle treatment, and a pioneer in this growing movement is Jung Sik Dang."

W O R K H O U S E
WORKHOUSE (workhousepr.com), one of the countries leading public relations and integrated creative agencies, represents Jung Sik and serves as media contact and A.O.R. Celebrating a decade of service, Workhouse is a full-service creative agency headquartered in New York City. We specialize in integrated marketing positioning emerging and established brands with celebrity craftsmanship. Workhouse provides full-service public relations, social media, brand promotion, creative consulting, not to mention, modern day marketing & branding. Clients have included Debbie Harry, Francis Ford Coppola, David LaChaplle, Interview Magazine, Details Magazine, Budget Travel Magazine, Galleries Lafayette, Ford Motor Company, Virgin, Borrelli, Assouline Editions, Rizzoli International Publications, Tony Shafrazzi Gallery, Coty, Versace, Cynthia Rowley, offering award-winning worldwide campaigns across a broad spectrum of luxury, fashion and lifestyle brands. Our hands are dirty! Visit workhousepr.com

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Workhouse is a full-service creative agency headquartered in NYC specializing in integrated marketing positioning emerging & established brands. Clients have included Debbie Harry, Francis Ford Coppola, Tim Burton, David LaChaplle. Visit workhousepr.com