Mercedes-Benz Korea announces “Mercedes-Benz Mate,” a new brand partnership program designed to connect with audiences through collaborations with leading figures in diverse fields, making the brand’s values more accessible and relatable.
The inaugural partner is celebrated chef Son Jong-won, a leading name in Korean fine dining. Chef Son currently owns and operates both a French fine-dining establishment and a Korean restaurant, each boasting a prestigious Michelin star.
As a Mercedes-Benz Mate, Chef Son will participate in a range of Mercedes-Benz Korea brand activations, including digital content creation and involvement in significant brand events. The partnership aims to enhance customer engagement while showcasing Mercedes-Benz vehicles as integral parts of modern lifestyles.
Sang-kuk Lee, Vice President of Digital, Marketing, and Communications at Mercedes-Benz Korea, stated that Chef Son’s commitment to exceptional quality and customer satisfaction resonates strongly with the core values of Mercedes-Benz.
“We believe that this collaboration through Mercedes-Benz Mate will effectively communicate the brand philosophy of Mercedes-Benz and provide avenues for genuine inspiration,” Lee commented.
Chef Son expressed his enthusiasm for the partnership, citing his personal affinity for automobiles.
“A car is an extension of the driver’s taste and personality,” he remarked. He further noted that driving his preferred Mercedes-Benz provides a peaceful respite during his demanding restaurant schedule.
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