[Interview] "Five-Star Hotel Experience"... The Secret Behind 'Kim Fairmont' Selling Out in Just One Month

Daegun Lee, Head Chef of Fairmont Ambassador Seoul, in Interview
The Youngest Five-Star Head Chef’s Private Brand Experiment
Industry’s First Launch of “Fairmont Gim”
A “Must-Buy” Shopping Item for Foreign Tourists
Collaboration with Domestic Distributors, Expanding Sales Channels... Considering Exports

"No hotel was selling gim. That's why I thought, 'Why not give it a try?'"

Daegun Lee, Head Chef of Fairmont Ambassador Seoul located in Yeouido, Yeongdeungpo-gu, Seoul, explained the starting point of "Fairmont Gim" this way. As the youngest head chef of a five-star hotel in Korea and having led the hotel since its opening, he saw new potential in gim, Korea's most familiar side dish.

Head Chef Daegun Lee of Fairmont Ambassador Seoul, located in Yeouido, Yeongdeungpo-gu, Seoul, is conducting an interview. Photo by Yanju Han

The idea was relatively straightforward. He explained, "Since many tourists buy gim, I thought we could create a new image of 'gim made by a hotel.'" Although it is a familiar ingredient, he calculated that, when combined with the context of a hotel, it could become a completely different product.

In fact, amid the recent K-food boom, gim has become a "must-buy" item for foreign tourists. Its convenience for carrying and storing, as well as its affordable price, have led to steadily increasing demand as a souvenir. Chef Lee explained, "The moment someone eats it at home and recognizes it as 'Fairmont Gim,' their hotel experience continues," adding, "It's an item people can enjoy easily, and it naturally promotes the hotel brand."

Product development progressed quickly. After being first proposed at the monthly management meeting last October, the product was completed within three months following management approval. Even before the launch, the response exceeded expectations. When it was first offered at the hotel’s buffet restaurant "Spectrum" for breakfast, customers flooded the staff with questions about where they could purchase it.

Official sales began on February 13. In just over a month, approximately 200 sets were sold, totaling 5,400 packs. Notably, the initial production volume of 15,000 packs sold out within one month, prompting additional production. Chef Lee analyzed, "This is much faster than our initial plan, which anticipated four months of sales," adding, "With continued exposure at Spectrum for breakfast, lunch, and dinner, a natural structure developed leading to purchases."

This achievement stemmed from a 'hotel-style development method.' Fairmont Seoul opted for direct development rather than simple Original Equipment Manufacturing (OEM). After conducting blind tests with more than 10 gim manufacturers, Gwangcheon Gim was chosen as the final partner. Chef Lee and his team then visited Songseok Port in Seocheon, South Chungcheong Province, where the initial seaweed auctions take place, to inspect the raw materials firsthand.

The hotel’s standards were applied to even the smallest processes. Head Chef Lee explained, "The taste of gim changes completely depending on even a one- or two-second difference in roasting, the oil blend, and the level of salinity," adding, "After six or seven rounds of testing, we found the most balanced point." Hygiene management was also strengthened by directly inspecting the entire production process.

Photo by Han Yeju of Fairmont Kim.

The sales channels are also expanding. While sales currently focus on the hotel, entering offline distribution through partnerships with domestic distributors is under consideration. There are ongoing discussions about adjusting the price range by varying the packaging. Global expansion is also being pursued by utilizing Fairmont’s network of over 100 locations worldwide. Chef Lee explained, "During the Asia-Pacific Zoom meeting, there was strong interest from the Philippines and Singapore," and he added, "We are also considering exports based on Gwangcheon Gim’s distribution network."

This trend is spreading throughout the hotel industry. As a strategy to lower dependence on room revenue and expand the brand experience beyond the hotel, competition over private brand (PB) products is intensifying. Hotel-branded kimchi is already producing results. For example, Chosun Hotel & Resort recorded sales of 54 billion won from its kimchi business last year, growing 23.8% year-on-year, and Walkerhill has also begun exporting kimchi to the United States.

Fairmont Seoul also views private brand products not just as a simple revenue source, but as a means of 'brand marketing.' Chef Lee stated, "Sales are important, but the bigger goal is to make the Fairmont name known to more customers," adding, "We will continue to try bringing the hotel experience into everyday life."

This content was produced with the assistance of AI translation services.