When one first thinks of P.F. Chang’s one does not usually think of an authentic asian-style dining experience. Next to Bubba Gump and Black Angus it certainly provides a good meal when Asian food is what is on the family’s wish list. But authentic? Not so much.
However, in P.F. Chang’s latest video campaign, they have done away with anything related to their classic, corporate -style marketing and released a video that left us, a travel company, completely blown away. Not only is the storytelling clear, but the essence of the Korean people and culture has been flawlessly captured by their five minute documentation of, “Bulgogi” – a traditional Korean meat dish. This is more than a marketing campaign, it’s a travelogue for a dish:
Although we kind of wish it was, South Korea currently is not one of our planned group tour destinations, Distant Horizons founder Janet Moore has spent weeks visiting remote, yes remote, corners of the country. Fond memories of her travels to South Korea came flooding back after watching this video.
“I have spent a lot of time in Korea. There is so much to experience there and, as odd as this may seem, the video brilliantly captures the culture’s love of food, the role of tradition in society, and the importance Koreans place on friendships and quality of life.
The first time I went there was at least 30 years ago! It really is this gem of a country not really understood by this country and certainly not on most people’s travel radar screens. Sure there is urban Korea, fast-paced and slick, but then there is rural Korea where temple complexes are hidden in densely forested mountains. This push and pull between tradition and modernity makes it enormously complicated but also endlessly fascinating. Somehow this video captures that. Goodness knows why, in my busy day – I decided to watch it! But you should too – it conveys a lot about an incredible place.”
If travel to South Korea has been on your radar, then this video is worth the watch. Even if it hasn’t, this five minute clip will leave you with a sense of a beautiful tradition from a little understood and even less visited corner of the world.
For information on private trips to South Korea send us an email at info@distant-horizons.com. We’d love to help you plan your next trip – and we’ll definitely make sure time for Bulgogi is in your itinerary!