The new summer menu honours the rhythms of the seasons and Korea’s deeply rooted culinary heritage. Headlining this update are two new appetisers, a main course, and dessert, all carefully orchestrated to harmonise with the warmer months.

Let’s start with the Mugunji and Pork Belly Jeon. If you’ve ever wondered what aged kimchi tastes like when it’s not buried in a bubbling stew but crisped into a pancake and paired with rich pork belly, here’s your answer. It’s crispy, tangy, and savoury all at once.

Then there’s the Hwe Muchim, which may sound like a tongue-twister, but your palate will thank you. A colourful salad of wild summer croaker, fine vegetables, gochujang, sesame leaf, and seaweed, it’s a riot of textures and flavours.

As for mains, Golden Queen Rice topped generously with roe and spicy pollack muchim, comes flanked by a white kimchi stew and an elegant squash blossom and shrimp jeon.

And just when you think the experience couldn’t get any more poetic, along comes the Summer Melon Bingsu. This is a minimalist celebration of cantaloupe and honeydew, shaved delicately into a bowl of cooling delight.

All this, of course, is the brainchild of none other than three-Michelin-starred chef Corey Lee. With his hand in the menu design and a deep respect for traditional jang, Na Oh continues to carve a niche for itself as a rare gem in Singapore’s dining scene.

Na Oh is open from Tuesdays to Saturdays, serving lunch and dinner. More information is available here.

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Taking top honours at the 2025 PR Awards by Marketing Interactive, HMGICS clinched Gold in the ‘Best PR Campaign: F&B category for its thoughtful, seasonally driven communications strategy around Na Oh.

Launched in June 2024 within the heart of HMGICS, Na Oh introduced Singaporeans to a modern reinterpretation of Korean cuisine, built around a vertical smart farm and a philosophy of “seed to table.”

Across four meticulously timed seasonal menus — Summer, Autumn, Winter, and Spring — the HMGICS team kept diners and media alike coming back for more. Each new chapter added a reason to return. And, judging by the restaurant’s consistently packed reservation list, Singaporeans were listening.

“Na Oh was created as a living expression of our vision to blend innovation with tradition,” said Dr Hyun Sung Park, CEO of HMGICS. “This award shows the story has found its audience.”

The campaign garnered widespread coverage, culminating in The Straits Times naming Na Oh its “Best New Restaurant of 2024”. The PR Awards, judged by a panel of client-side marketing leaders across Southeast Asia and Oceania, recognised HMGICS’s campaign for its media engagement, public interest, and enduring relevance.

What sets the Na Oh campaign apart is a case study in how brands can connect with audiences beyond the traditional product pitch by offering experiences that are human, immersive, and meaningful.

Andrew Roberts, Head of Global PR at Hyundai Motor Group, put it best: “This award reflects the creativity, collaboration and cultural insight behind the campaign, as well as our ongoing commitment to thoughtful, human-centric engagement.”

Visitors to HMGICS today can tour the plant in VR, hop onto a rooftop test track, learn about sustainable manufacturing, then sit down for a carefully composed Korean meal made with ingredients grown metres away. A tour that feels as fresh as the dishes themselves.

So, what’s next? More seasons, more stories, and perhaps a few more awards on the shelf. Even when the product isn’t a car, it’s a bowl of pickled radish, plated with precision.

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Hyundai Motor Group has recently opened its doors to a new premium food establishment. Dubbed Na Oh (meaning “moving from inside out” in Korean), it is an in-house restaurant helmed by three Michelin-star Chef Corey Lee. 

With its grand opening on 15 June 2024, Na Oh is set to be a cultural hub celebrating Korean cuisine, craft, and design.

The restaurant is a space where every detail, from the interior design to the tableware, exudes Korean tradition. One can experience Korean culture through meticulously crafted dishes and thoughtfully designed spaces.

“We’re excited to bring this unique culinary experience to our Innovation Center in Singapore,” said Sungwon Jee, Senior Vice President and Global Chief Marketing Officer at Hyundai Motor Company. “By working with Chef Lee, we’re blending Korean tradition with global innovation that represents what modern Korean culture is all about.”

At Na Oh, Chef Lee’s four-course prix fixe menu offers a delightful exploration of Korean flavours. The menu evolves with the seasons, showcasing creative dishes rooted in Korean fermentation and seasonal ingredients.

This summer, diners can look forward to dishes like Mulhwe, a refreshing seafood dish in an icy kimchi broth; Naengmyun, cold beef noodles that are a summer staple; and Samgyetang, a chicken dish infused with the robust flavours of ginseng.

I had the opportunity to experience Na Oh in person, and it is definitely a treat for the senses, with each part of the exotic set meal I was bestowed exuding different medleys of flavours.

Why is everything so fresh? That’s because Na Oh sources ingredients from Hyundai’s vertical Smart Farm.

This fully automated, robotics-driven farm cultivates nine different crops, including ice plant, red coral lettuce, Swiss chard, mustard, kale, romaine lettuce, and mizuna, creating a unique seed-to-table experience.

“Partnering with Hyundai has been inspiring, allowing us to combine its cutting-edge innovation with our reimagined Korean cuisine,” said Chef Corey Lee. “Na Oh will introduce a fresh, accessible take on Korean cuisine to Singapore’s food lovers, merging casual and fine dining elements.”

Na Oh will be open from Wednesday to Sunday for lunch and dinner. Reservations are recommended and can be made through the HMGICS website.

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Enter Na Oh, a fresh, casual family restaurant that promises to redefine your dining experience with a modern twist on hansik cuisine.

The restaurant is a collaboration between world-renowned three-Michelin-star Chef Corey Lee and the minds at Hyundai Motor Group Innovation Centre Singapore.

And by the way, if you’re wondering, Na Oh means ‘moving from inside out’ in Korean; a fitting name for a place that aims to offer a deeply immersive cultural experience.

Hyundai Motor Group Innovation Centre is set to expand its horizons and yours by becoming a unique hospitality destination. Na Oh will be at the heart of this transformation, offering an exquisite blend of Korean cuisine.

Na Oh takes the concept of farm-to-table to a whole new level by utilizing 30kg of fresh produce harvested daily from the centre’s very own two-story vertical smart farm.

Fresh, sustainable ingredients straight from the farm to your plate, ensuring every bite is packed with the freshest flavours.

Even though it is designed to be a casual family restaurant, the quality of the dishes and the meticulous preparation techniques are what you’d expect from a fine dining establishment. 

The restaurant aims to be a cultural hub too, offering new insights through collaborations with many of Korea’s master artisans. This is a place where every meal is a journey into the rich heritage and craftsmanship of Korea.

Na Oh is all set to open its doors to the public in June 2024. You’ll find it at 2 Bulim Ave, Singapore 649674.

While public visits to the Hyundai Motor Group Innovation Centre are scheduled to resume in the second quarter of 2024, you can stay updated on all the latest news and developments via the centre’s website.

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