In Singapore's fiercely competitive dining scene, a new menu launch rarely makes headlines. A cultural moment does. When Bulgogi Syo partnered with celebrity chef Choi Hyun-seok of Culinary Class Wars fame, they didn't just want buzz — they wanted the collaboration to feel like a live episode of Culinary Class Wars. They brought in Mad Hat Asia to make it happen.
The challenge was standing out in a city saturated with chef collabs and F&B launches. We needed to go beyond a standard media push and build a campaign with real narrative weight. Our answer was "Memories on a Plate" — a storytelling-led campaign built around four exclusive dishes inspired by Chef Choi's iconic TV moments, brought to life through a 360° communications plan spanning strategic PR, bespoke media drops, and intimate KOL and media tasting events.
The results spoke for themselves. The campaign generated 111 pieces of coverage in a month across top-tier local and regional media including The Sunday Times, Prestige, Time Out and Lifestyle Asia, delivering over SGD 1.1M in PR value and 44 million in total reach. Bulgogi Syo didn't just launch a menu — they owned the K-dining conversation in Singapore.
Ready to turn your next F&B launch into a cultural moment? Drop us a note at hatters@madhat.asia