South Korea’s household goods company Amorepacific has entered a strategic partnership between its premium tea brand Osulloc and SHIA, a fine-dining restaurant in Washington, D.C., to promote Korean tea (K-Tea) in the U.S. market. Centered around shared values of sustainability, authenticity, and social impact, this collaboration aims to elevate the status of Korean cuisine while introducing Korean tea to a global audience.
According to Osulloc on July 15, the partnership incorporates Jeju-grown premium teas into SHIA’s tasting course menu. Featured selections include Sejak, Jeju Volcanic Rock Tea, Gotjawal Camellia, and Jeju Samda Youngyul Tea, with the refreshing Youngyul Tea gaining particular interest among local diners. SHIA will also debut new cocktails made with Osulloc teas, such as the Camellia Smash and Banana Muscat.
SHIA, a nonprofit restaurant led by Chef Edward Lee, focuses on sustainable food practices and inventive dishes inspired by traditional Korean ingredients. Chef Lee rose to prominence in the U.S. after appearing on the Netflix series Culinary Class Wars, and SHIA has become recognized for its cultural relevance and environmental consciousness.
Lee stated, “SHIA respects the essence of traditional Korean cuisine while incorporating modern creativity. Through this partnership with Osulloc, we’re able to seamlessly blend the rich, nuanced flavors of Korean tea into both our dishes and cocktails.”
Beyond product integration, the partnership extends to social initiatives. Osulloc will support SHIA’s nonprofit efforts, which include training young chefs, researching sustainable ingredients, and contributing to local communities.
Osulloc commented, “From Jeju’s once-barren land to being recognized as one of the world’s top three organic tea estates, our philosophy aligns with Chef Lee’s vision. We hope this journey—sparked by a single tea leaf—will continue to deepen within global culinary culture.”
