Lucia Cho was able to achieve Michelin Stars for her restaurants when the guide first launched in Seoul in 2016. It was not only a historic moment for the Korean fine dining scene, but a professional achievement triumph as she single-handedly revived the Gaon Society brand since she joined in 2010. Gaon Society is a company that was first established in 2003 to build a concept of fine dining for Korean cuisine, which did not exist at the time around the globe.*
It was Ms. Cho's executive leadership and branding strategies for Gaon Society, as well as its establishments, Gaon and Bicena, which resulted in the company's ability to secure Michelin Star ratings. She set up brands that were world-class and attracted high-end brand partnerships, and celebrity following. Ms. Cho’s given mission was to impress the nation’s highest class and to convince a mass audience to accept the national brand identity that was lost throughout the history; establish a culture of “restaurant and chef” specializing in Korean cuisine; and to have a solid philosophy and a voice to the world’s gourmands.
Ms. Cho has believed it to be necessary to focus on fundamental and basic aspects that build a culture: land, people, lifestyle, arts and history. Especially for Gaon, researching the most traditional ideas of Korean food culture, Ms. Cho has emphasized on the importance of understanding traditional Korean aesthetics and elements. Ms. Cho believes the authenticity comes alive in the practice of sincerity, transparency and bravery and that will be the most interesting Korean food story for the world’s audience.
Ms. Cho’s restaurants are the welcome centers of the world’s audiences who visit Korea. Her restaurants are the pride of the country. Every project Ms. Cho directs are founded on 5 solid principles:
1. Innovation;
2. Sustainability;
3. Community;
4. Contribution; and
5. Leadership.
In addition, Ms. Cho works with the Kwangjuyo Group in an executive capacity, including manufacturing Korean ceramics and tableware and Korean rice spirit, soju. She has worked as a Brand and Creative Director for both companies – in this position, she directed many Michelin-starred chefs as well as worked with artists from BTS, the biggest K-Pop group, to Giacometti Foundation, one of the finest art institutions. Furthermore, she is in charge of marketing and managing new business accounts around the world for the spirit business.
* To introduce the Michelin Guide, in 1931 Michelin ratings were set up as the following:
1 Star—A very good restaurant in its category.
2 Stars—Excellent cooking, worth a detour.
3 Stars—Exceptional cuisine, worth a special journey.
In 2017, there were 2817 restaurants in the world with at least One Michelin Star. Out of these there were:
2290 restaurants with One Michelin Star;
414 restaurants with Two Michelin Star;
113 restaurants with Three Michelin Star.
Education
1995 - 1999
(JAPAN) International School of Sacred Heart
1999 - 2003
(USA) Bachelor of Fine Arts (BFA) at The Art Institute of Chicago
2006 - 2008
(USA) MBA at Loyola University
2009 - 2010
(ITALY) Master of Quality Food and Culture Communication at University of Gastronomic Sciences
2012
(KOREA) EMBA in Advanced IT based Innovation & Transformation Management
(ATM) Program at Korea Advanced Institute of Science and Technology (KAIST)
Language / Affiliation
Languages
Fluent in English, Korean and Japanese
Basic French (currently leveraging)
Arts and Culture Affiliations
Slow Food member and En Shu Japanese Tea Ceremony member