Na Oh and Hyundai Motor Group Innovation Center Singapore (HMGICS) have just earned a golden stamp of approval.
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.
Read more automotive news at AutoApp, or check out our latest videos on YouTube and on TikTok!
