Mercedes-Benz Korea said Friday it will work with fine-dining chef Sohn Jong-won on a brand collaboration program called “Mercedes-Benz Mate.”
The company described “Mercedes-Benz Mate” as a project designed to present its brand values in a more approachable way through collaborations with people who show their own philosophy and lifestyle in their fields.
Sohn oversees a French dining restaurant and a Korean restaurant, and both have earned one Michelin star. Mercedes-Benz Korea said Sohn will take part in a range of brand activities, including producing digital content and appearing at major events, where he is expected to meet customers.
Lee Sang-kuk, executive vice president and head of digital, marketing and communications at Mercedes-Benz Korea, said the collaboration was planned because Sohn’s drive for perfection and his continued efforts to deliver the best customer experience align with the company’s brand philosophy. He said he hopes the partnership will help broaden Mercedes-Benz’s brand philosophy and create opportunities for mutual inspiration.
* This article has been translated by AI.
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