American casual dining restaurant T.G.I. Friday has collaborated with Korean carmaker Hyundai Motor to hold a joint event dubbed i30 Cocktail Moving Bar, where professional bartenders are invited to conduct cocktail shows and offer visitors three cocktail drinks for free. / Courtesy of T.G.I. Friday's
By Rachel Lee
Unlikely partnerships are helping companies attract more customers. In particular, the country's dining and cafe industry is pursuing a kind of collaboration that used to be reserved for fashion brands and designers.
According to industry sources, dining companies as well as coffee chains have strived to attract consumers by launching crossover collaborative works with companies in such fields as automaker and entertainment.
American casual dining restaurant T.G.I. Friday's has worked with Korean car maker Hyundai Motor and held an event this month to mark the launch of i30 TUIX Package, a new color and design of the Hyundai's new car i30, created by the two companies together. At the joint event, the restaurant chain has showed off various colors of cocktail drinks and cars.
The company also plans to hold an event titled i30 Cocktail Moving Bar in the Hongik University area in Mapo District, Seoul, where its professional bartenders will present cocktail shows and offer visitors three cocktail drinks for free. All T.G.I. Friday's stores nationwide have added the i30 Cocktail drinks to existing drink menus and provide them for free till April 30.
"A synergy effect created by such collaborative work is going to raise the brand awareness as well as offer consumers something different while providing fun," said a T.G.I. Friday's spokesman.
The cafe industry has also actively participated in crossover collaboration.
Giant coffee chain A Twosome Place's family brand Twosome Coffee has opened last month "Twosome Studio" in the Hongik University area. The specially designed studio, or seen as an art gallery, is the collaborative work between the coffee chain and producer Teddy from YG Entertainment, one of the country's leading entertainment companies. A Twosome Place is owned and run by CJ Foodville.
The art gallery has become a landmark in the fashionable area since the opening. Creations made by some famous writers are on display there.
Angel In-Us Coffee, a cafe franchise run by Lotteria, has also followed the trend.
Since 2011, the cafe chain has worked with both local and international artists to launch new designs for its take away cup and