SEOUL, South Korea – Lotte Card is taking strategic steps to enrich the culinary experiences of international visitors to Korea and, in turn, contribute to the revitalization of the domestic dining industry. On May 26, Lotte Card announced it had signed a Memorandum of Understanding (MOU) on May 23 with Metizen, a renowned gastronomic curation platform, to boost the dining sector for foreign tourists.

This collaboration comes at a time when global interest in Korean culture is at an all-time high, with 'K-Food' emerging as a significant tourism draw. Following the pandemic, the number of foreign tourists visiting South Korea has surged, making it crucial to effectively introduce and enhance accessibility to Korea's diverse culinary offerings.

 
Synergizing with Metizen for Tailored Gastronomic Journeys

Metizen is a platform dedicated to curating a wide and deep range of culinary content, from Michelin-starred restaurants and fine dining establishments to traditional, long-standing eateries embodying Korea's unique charm. It's recognized as an innovative company that goes beyond mere restaurant information, expanding the scope of domestic and international gastronomic experiences by offering various food-related experiential products.

Through this partnership, both companies aim to leverage Metizen's high-quality culinary content and unique experiential products to develop customized 'foodie content' for foreign tourists. This could include, for example, street food experiences linked to traditional Korean market tours, specialized seasonal food tours in specific regions, or even visits to restaurants frequented by K-Pop idols. These diverse programs are designed to pique the interest of international visitors.

Furthermore, Lotte Card and Metizen plan to strengthen cooperation with affiliated dining establishments to jointly promote projects aimed at vitalizing the domestic restaurant industry. This initiative reflects a commitment not just to attracting foreign tourists but also to providing tangible assistance to local restaurant owners and small businesses, fostering a symbiotic relationship.

Lotte Card will actively disseminate Metizen's culinary information, available in various forms such as web and mobile content, social media, and newsletters, through its extensive digital platforms to foreign tourists. The combination of Lotte Card's vast customer data and marketing channels with Metizen's rich culinary content is expected to facilitate a more efficient and widespread distribution of information about Korean food to international visitors.

 
Spearheading K-Food Globalization and Bolstering the Dining Industry

"We anticipate that our collaboration with Metizen, which produces high-quality culinary content based on a diverse group of editors including chefs, F&B business experts, and passionate gourmets, will effectively promote Korean cuisine," a Lotte Card official stated. "Through this agreement, we will strive to contribute to the revitalization of the domestic dining industry and provide tailored information for foreign tourists."

This partnership between Lotte Card and Metizen is more than just a business alliance; it's seen as a crucial bridge for promoting Korean culture and cuisine globally. As interest in Korea intensifies through various Hallyu (Korean Wave) content like dramas, films, and music, foreigners' curiosity about Korean food naturally grows. However, many visitors often face difficulties in finding information about what to eat and where to dine upon arrival in Korea.

The collaboration between Lotte Card and Metizen will help bridge this information gap, enabling foreign tourists to experience "authentic" Korean food that aligns with their tastes and budgets. This will not only encourage repeat visits but also elevate Korea's status as a premier 'culinary tourism destination' through positive dining experiences.

Moreover, this partnership is expected to inject new vitality into Korea's dining industry. An increase in foreign tourist arrivals directly translates to higher sales for restaurants and can stimulate the development of new menus and improved services tailored to global trends, thereby enhancing the overall competitiveness of the domestic dining sector. Particularly, the exposure of hidden gems and traditional eateries, not just Michelin-starred restaurants, to foreign tourists is anticipated to have a positive impact on regional economies.

 
K-Food's Role in the Global Tourism Race

In recent years, the number of foreign tourists visiting Korea has recovered to pre-pandemic levels, with the government aiming to attract 30 million foreign visitors by 2027. Achieving this goal necessitates the development of differentiated tourism content, and 'K-Food' is poised to play a central role.

The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization are actively promoting the allure of Korean food overseas through initiatives like 'K-Tourism Roadshows' and developing various culinary festivals and experiential programs to attract international tourists. The Lotte Card-Metizen partnership is a commendable example of private sector contribution, aligning with these national efforts.

In conclusion, the collaboration between Lotte Card and Metizen transcends mere credit card marketing. It is a significant driving force that will promote Korea's culinary culture to the world, offer unforgettable experiences to foreign tourists, and ultimately lead to the sustainable growth of the domestic dining industry. All eyes are now on what innovative culinary content the two companies will unveil next.

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