In a city where food isn’t just a pastime but a full-blown passion, standing out takes more than good flavours, it takes a story that sizzles. Bulgogi Syo, a brand rooted in fiery Korean grilling and bold dining experiences, wanted to do just that. To spark something new in the hearts (and feeds) of diners, they sought to create a collaboration that fused culinary creativity, storytelling, and cultural flair.
The Brief
Bulgogi Syo wanted to bring its fiery brand philosophy to life through a bold, high-impact collaboration. To do that, they teamed up with renowned celebrity chef Choi Hyun-seok, celebrated for his fearless culinary creativity and memorable appearances on Culinary Class Wars.
The Goal
Create a campaign that ignites buzz, excitement, and appetite across Singapore’s ever-competitive food scene.
The Challenge
Singapore’s dining landscape is saturated with launches and chef collabs, everyone’s talking, tasting, and trending. The challenge was clear: how do we make Bulgogi Syo’s story stand out and feel different? We needed to go beyond another menu release and create a culinary experience that captured attention, stirred conversation, and reflected the brand’s fiery spirit.
Our Approach
Enter “Memories on a Plate”, a storytelling-led campaign that introduced four exclusive dishes inspired by Chef Choi’s iconic TV moments and personal memories. Each dish was designed to blend nostalgia, creativity, and authenticity, mirroring the essence of Bulgogi Syo’s dining philosophy.
We built a 360° communications plan that brought the collaboration to life:
Strategic PR & Media Relations: crafted a strong narrative around Chef Choi’s artistry and innovation.
Paid & Earned Media Collaborations: amplified reach across premium lifestyle titles and digital platforms.
Creative Media Drops: designed bespoke kits that made a visual and sensory impact.
Launch & Tasting Events: hosted intimate experiences for media and KOLs to engage directly with Chef Choi and the dishes.
The Impact
The campaign delivered outstanding traction and visibility:
111 pieces of coverage across top-tier local and regional media
Over $1.1 million in PR
Over 44 million total reach
From The Sunday Times and Prestige to Time Out and Lifestyle Asia, the collaboration set the media abuzz, positioning Bulgogi Syo as a key player in the modern K-dining scene.
The Takeaway
By fusing culinary artistry with storytelling and experience, Mad Hat Asia turned a chef collaboration into a cultural moment. Memories on a Plate didn’t just celebrate food, it reignited passion, conversation, and connection over the shared love of bold flavours.
Want to see how your brand story can make a difference?
📩 Drop us a note at hatters@madhat.asia