Seoul – American plant venture Just Egg has teamed up with production company MediaMonks to elevate South Korea’s burgeoning plant-based market through a fine dining experience. The pop-up restaurant, located in Seoul’s Yongsan district, prepares a personalised menu for every guest, incorporating the company’s egg alternative into each dish.
Diners at the pop-up, known as Pioneers Club, are treated to vegan dishes tailored to their dietary requirements and taste preferences, served by celebrated Korean chefs such as Jason Oh, a former sous chef at a Michelin-starred restaurant, and Joon Woo Park, the first runner-up on MasterChef Korea. In keeping with the growing plant-based movement in Korea, the restaurant is decorated with lush greenery that creates a verdant atmosphere.
Growing global awareness about the health and environmental benefits of plant-based eating has led many meat-dominant cultures to consider wider forms of protein. Just Egg is aiming to enter Asia’s Alternative Protein Market by creating a memorable and bespoke dining experience that appeals to people’s culinary curiosity.
To introduce an ingredient to a new market, consider hosting an ephemeral culinary event to show locals the use and versatility of the product