‘The Kitchen Is About Skill’
Materials Edition & Craftsmanship Edition
Hanssem has simultaneously unveiled the Materials Edition and Craftsmanship Edition of ‘The Kitchen Is About Skill,’ a kitchen campaign run together with its official brand ambassador, Chef Ahn Sung-jae.
The campaign was designed to showcase the expertise and brand value of Hanssem, which has led Korea’s kitchen culture through 55 years of research into Korean-style lifestyles and kitchens. The plan is to reinterpret and convey the brand’s overwhelming share of the domestic kitchen market and its meticulous design philosophy through the keyword ‘skill.’
In the two videos released, Hanssem captures the distinctiveness of the materials found in Hanssem kitchens and their outstanding level of craftsmanship. The company explains that it sought to condense 55 years of history—spent studying Koreans’ ways of living and cooking culture while developing kitchen systems—into a concise expression. The Materials Edition was produced to highlight the differentiated materials unique to Hanssem kitchens. The video opens with an interview of Ahn Sung-jae. As Ahn remarks, ‘Honestly, I was a little worried about whether it would survive,’ various food ingredients—flour, eggs, kimchi brine, and more—are shown getting on the kitchen surface. Then, with a single wipe of a dishcloth, every ingredient is cleanly removed, and the caption ‘Hanssem’s material collection, where only the strong survive’ appears.
The Craftsmanship Edition is an homage to Ahn Sung-jae’s scenes of sharp evaluation. When Ahn asks what the contestant has prepared, the contestant replies, ‘I refined the finest materials down to the last millimeter,’ adding, ‘I prepared it so you can feel a level of detail beyond what meets the eye.’ The contestant’s name is then revealed as ‘Quality Obsessive.’ Saying he has seen enough, Ahn turns away, and as an evaluation sheet slips from his hand, the paper reads ‘How much is it? I want it,’ drawing a laugh.