Korean Air promotes new dish

"I will publicize the taste and beauty of Korean food. I believe that what is genuinely Korean is the most global."

Cho Hyun-ah, executive director of Korean Air and the oldest daughter of Cho Yang-ho, chairman of the carrier`s parent Hanjin Group, said this while standing at a podium in an in-flight meal tasting event at the Hyatt Regency in Incheon Wednesday.

She was introducing the launch of a new menu, including "dongchimi (radish water kimchi)" noodle and nutritious rice, for first- and prestige-class (business) passengers on long-haul flights to the U.S. and Europe next month.

Cho Hyun-ah made her first public appearance since April last year, when she attended the launching event for the in-flight duty-free cosmetics brand "Dabi." Unlike her younger sister Hyun-min, executive director of Korean Air`s budget carrier Jin Air who has an outgoing personality, Hyun-ah had refrained from public appearances but showed up Wednesday to publicize the new in-flight meal.

After being appointed to Korean Air`s board of directors in March this year, Cho Hyun-ah has been leading her company`s in-flight meal, hotel and flight attendant units and is a de facto internal director of the airline.

Famous for keeping calm, she appeared in a black suit and wore silver earrings at the event, actively replying to reporters` questions.

"Korean food, due to its unique ingredients and scent, can be used in a limited manner for in-flight meals. But we are making efforts to develop new menu items," she said in expressing a firm will to spread the popularity of Korean food throughout the world.

Dongchimi received the most attention Wednesday. Korean Air has served just white kimchi (kimchi without red pepper powder) due to the sensitivity of foreign passengers to smell.

"We chose this menu because it is traditional but not food that is eaten daily. Demand is growing to increase the diversity of kimchi on the menu," she said.

She also introduced Ghost Block Single Vineyard, a luxury wine launched in September, saying, "Despite the growing wine market, consumers still prefer a limited number of wines. We will serve hidden but good wines for our passengers."

Since launching "bibimbap (spicy rice mixed with vegetables)" in 1997, Korean Air have offered nutritious Korean dishes including ginseng chicken soup, ox tail soup, steamed rice with Gondrae herb and crab marinated in soy sauce. In 1998, bibimbap received the Mercury Award as the best quality in-flight meal and vegetable and hot pepper mixed noodles won the honor in 2006.

windup@donga.com