Event CICI Korea 2009
Venue Grand InterContinental Seoul
Group size 750
Date January 21
The brief
The CICI Korea 2009 ceremony aimed to positively enhance Korea’s global image. The Corea Image Communication Institute (CICI) sponsors the award ceremony and wanted to recognise people and brands that have contributed to promoting Korea’s image abroad.
Challenges
The major challenge for Grand InterContinental Seoul was creating a unique menu of authentic Korean cuisine as well as fostering a good image of Korea, and also appealing to the tastes of the international attendees at the event. A six-course menu was prepared using authentic Korean ingredients and the food presentation was in a modern western style.
Execution
The CICI Korea 2009 ceremony welcomed South Korean prime minister Han Seung Soo and ambassadors from over 50 countries, plus 700 dignitaries from various industries.
During the month prior to the event, the hotel’s Korean executive chef and chefs from Australia, England, France and other nations held numerous meetings to plan the banquet. The menu contained detailed explanations of the Korean ingredients on the menu. There was also a strong emphasis on pairing and balancing the flavours of the many different ingredients.
A fashion show was held after the CICI ceremony. Lee Hae-soon, a designer of traditional costumes for Korean cinema, conducted the Han Bok fashion show, which symbolically represented the beauty of Korea and Korean cuisine. A synergy was created between the two elements, which was designed to enhance the impression of the Korean cuisine in the ceremony.
Comment
The ceremony was a success. Choi Jung-wha, president of ICIC, says: “It was a superb reinterpretation of Korean food. Foreigners attending the event showed an enthusiastic response to the offerings.”
Paul Schenk, the director of kitchens of both Grand InterContinental Seoul and COEX InterContinental Seoul, says: “Special menus to please the palates of our international guests were created using authentic Korean ingredients.”