Lucia Cho was able to achieve the most MICHELIN stars when the guide first launched in Seoul in 2016. It was not only a historic moment for the Korean fine dining scene, but a personal triumph as she was carrying heavy responsibilities to revive Gaon Society 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.*
From 2003 to 2008, Gaon Society opened 11 locations in Korea including one flagship in Beijing with three brands: GAON, Knock Knock and Nak Nak. Unfortunately, the Korean fine dining concept was too new and raw for the market and the global audience especially for Koreans who reside in Korea and abroad. This was the outcome of two factors: the Korean War’s aftereffect with national poverty and Confucianism founded customs that domesticated and protected family traditions including the food culture within their own boundaries. These factors prevented Korea from developing a national brand, which also led to the lack of loyalty and identity among the people.
As in all other cases of the world, once the economy grows, the first movement for the domestic wealth tends to be adopting the means of foreign cultures which led to prosperity. Under this circumstance, the challenge Cho had to face in 2010 was setting up brands that were world-class and regaining the trust of businesses that had been in a pause since 2008. Cho’s given mission was to impress the nation’s highest class and to convince the mass 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.
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, Cho has emphasized on the importance of understanding traditional Korean aesthetics and elements. 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.
Cho’s restaurants are the welcome centers of the world’s audiences who visit Korea. Her restaurants are the pride of the country. That is a great honor that comes with immense responsibilities. Therefore, every project Cho gets involved is always about:
1. Innovation;
2. Sustainability;
3. Community;
4. Contribution and;
5. Leadership.
In addition, Cho works with the Kwangjuyo Group in managing businesses including manufacturing Korean ceramics and tableware and Korean rice spirit soju. She has worked as a Creative Director for both companies – in her direction, 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)