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| Italian cuisine served at Yido Cheongdam, plated on handcrafted dishes from Yido / Courtesy of Yido Cheongdam |
By Lee Hae-rin
Korean ceramics manufacturer Yido plans to present a fusion of Korean traditional handicraft and western cuisine at its newly opened contemporary dining space in the upscale Cheongdam-dong area of southern Seoul.
Named after King Sejong, the inventor of the Korean alphabet, Yido has until recently focused on porcelain tableware. However, in response to the rising global popularity of Korean culture, the brand has decided to showcase Korean handicrafts by opening Yido Cheongdam, a contemporary complex cultural space also featuring a restaurant.
"'Yido is a Korean handicraft brand, so wouldn't Korean cuisine be more suitable?' people often ask me," Yido CEO Kim Young-geun told The Korea Times in a recent phone interview.
"However, we wanted to show that Korean handicraft pottery can have a place in the western culinary world as well, where flat plates are often used unlike in Korea, where bowl-shaped dishes for rice and soup are more common."
In an effort to appeal to a broad audience, Yido chose to feature Italian cuisine, known for its worldwide popularity, at its restaurant. Yet, they've added a distinctly Korean twist to the recipes, creating a unique culinary fusion, according to Kim.
For example, Korean ingredients are used to reinterpret Italian cuisine, such as pasta featuring sea urchin and Korean pimpinella, while Korean dishes, such as "tteokbokki," a snack made from rice cake and red chili pepper are given a western twist.
Kim believes that such cross-cultural initiatives resonate better with a wider audience than adhering strictly to Korean traditions. This innovative approach is evident throughout the dining space, which showcases Yido's craftsmanship in everything from tableware and vases to furniture and craft tiles.
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| Dining space in Yido Cheongdam, southern Seoul / Courtesy of Yido Cheongdam |
Yido Cheongdam also consists of a pottery zone and gallery, featuring high-end crafted porcelain and selected works of pottery artists under the brand's monthly incubating program.
"There are many competent craft artists in Korea, but not enough galleries to foster the handcraft art scene," he said, explaining that the craft expertise has been less appreciated compared to the country's fine art scene, which has seen explosive growth in the number of galleries and gained international recognition in recent years.
To bolster the craft industry, Yido is committed to creating a platform for lesser-known artists, allowing them to make, exhibit and profit from their art works through the brand.
"We are striving to be more than just a collaborative entity. Our vision is to act as a catalyst for craft artists, advancing the industry and establishing ourselves as a K-craft platform," he explained.
Yido Cheongdam has already made waves, receiving high-profile visitors such as renowned American film director Oliver Stone and first lady Kim Keon Hee. Further solidifying their growing reputation, they've been approached for collaboration by foreign luxury brands and studios, including Atelier Mendini, and have plans to participate in international craft fairs in near future, he said.
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