SEOUL — In a milestone celebration marking a decade of success in the South Korean market, Shake Shack, the renowned global burger brand operated by SPC Group's Samlip Holdings, announced the launch of its exclusive "Heritage Collection" on July 3. To commemorate this special anniversary, the brand has partnered with acclaimed Chef Jong-won Son, a culinary innovator known for his modern reinterpretations of traditional Korean ingredients.
A Fusion of New York Roots and Korean Tradition
The collaboration represents a unique blend of Shake Shack’s signature New York-style "fine casual" philosophy and Chef Son’s deep-rooted expertise in Korean gastronomy. According to company officials, the new menu items were developed to honor the brand’s journey in Korea over the past ten years while providing customers with a sophisticated, avant-garde dining experience.
The "Heritage Collection" features four distinct items that bridge the gap between street food and fine dining:
Heritage Tteokgalbi Shack: The centerpiece of the collection, this burger features a traditional Korean Tteokgalbi (grilled short rib) patty served on a unique buckwheat bun, elevated with a savory roasted green onion sauce.
Heritage Smoke Fries: A gourmet twist on the classic side dish, designed to complement the savory profile of the Tteokgalbi patty.
Heritage Yuja-Yakgwa Shake: A creative fusion drink that incorporates traditional Korean Yuja (citron) and the beloved chewy confection Yakgwa, blending nostalgic flavors with Shake Shack’s signature creamy custard.
Culinary Philosophy and Social Responsibility
Chef Jong-won Son expressed his excitement regarding the partnership, stating, "It is a tremendous honor to be part of Shake Shack's meaningful 10th-anniversary journey in Korea—a brand that has been deeply cherished by local food enthusiasts for a decade. I hope this limited-edition collection allows many customers to experience a distinctive culinary joy that celebrates the harmony between our local heritage and global flavors."
In a move that underscores the spirit of the 10th anniversary, Chef Son has committed to donating 100% of the royalty proceeds from the collaboration to support vulnerable populations in the community. This gesture reflects the shared values of both the chef and the brand in contributing positively to society while celebrating a successful decade of business.
Looking Toward the Future
A representative from Shake Shack remarked, "This new menu was launched to express our sincere gratitude for the love and support our customers have shown us over the past decade. It also serves to showcase the core values and future direction of Shake Shack as we continue to lead the fine-casual dining culture in Korea."
Since its entry into the Korean market, Shake Shack has consistently sought to balance its international identity with localized initiatives. This partnership with Chef Son is seen as a strategic step in reinforcing that commitment, proving that a global brand can successfully integrate local culture to create something truly exceptional.
The "Heritage Collection" will be available for a limited time at Shake Shack locations nationwide. As the brand looks ahead, it continues to emphasize its dedication to premium quality, community engagement, and the constant pursuit of culinary innovation. The 10th-anniversary celebration not only marks a retrospective on past achievements but also sets a high bar for the brand's next chapter in Korea’s competitive food and beverage landscape.
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