Newsroom

• Campaign for Na Oh restaurant takes top honors at MARKETING-INTERACTIVE’s annual PR Awards
• Award recognizes excellence in media engagement, public interest and campaign effectiveness within the F&B sector
• Na Oh has delivered four seasonal menus since launch, and was named Best New Restaurant 2024 by The Straits Times
  

Singapore, 2 May 2025 - Hyundai Motor Group Innovation Center Singapore (HMGICS) has been awarded Gold for ‘Best PR Campaign: F&B’ at the PR Awards 2025 by MARKETING-INTERACTIVE, in recognition of the center’s communications campaign for Na Oh, its contemporary Korean restaurant led by three-Michelin-starred chef Corey Lee.

The award-winning campaign spanned the launch of Na Oh in June 2024 and sustained public interest through the introduction of four seasonal prix fixe menus – summer, autumn, winter and spring. Its strategic storytelling, strong media engagement, and cultural positioning also culminated in Na Oh being named The Straits Times’ Best New Restaurant of 2024.

Positioned as more than just a dining destination, Na Oh was conceived as an extension of HMGICS’s vision to redefine the customer journey—merging innovation with culture, and technology with tradition. The restaurant is part of HMGICS’s broader ambition to transform its facility into a hospitality and cultural hub, enriching the visitor experience beyond the automotive realm.

The award honors the most effective PR or communications campaign in the food and beverage sector, evaluating how well a campaign engages the media, supports campaign goals, and captures public interest. HMGICS’s win reflects a campaign that not only introduced a new restaurant to the market but sustained momentum with evolving culinary stories over time.

“This recognition is a proud moment for all of us at HMGICS. Na Oh was created as a living expression of our vision to blend innovation with tradition, and this award shows that the story has found its audience. I am especially grateful to the Na Oh team, whose passion and dedication have shaped both the experience and the story behind it,” said Dr. Hyun Sung Park, CEO, HMGICS.

“The Na Oh campaign is a strong example of how Hyundai Motor Group is expanding its storytelling beyond mobility, using authentic and immersive experiences to connect with people in meaningful ways. This award reflects the creativity, collaboration and cultural insight behind the campaign, as well as our ongoing commitment to thoughtful, human-centric engagement,” said Andrew Roberts, Head of Global PR, Hyundai Motor Group.

Located within HMGICS, Na Oh – which means “moving from inside out” in Korean – offers a modern reimagination of Korean cuisine using ingredients grown in HMGICS’s vertical Smart Farm. Its seed-to-table philosophy reflects the center’s ambition to go beyond automotive and bring innovation, culture, and sustainability together in accessible and meaningful ways. Since opening, Na Oh has been consistently fully booked, and its seasonal approach has given diners a reason to return – each visit offering a new lens into Korean culinary tradition.

The PR Awards is one of the region’s most respected platforms for recognizing excellence in communications and public relations across Southeast Asia, South Asia, and Oceania. Finalists are judged by an independent panel of client-side marketing and communications leaders. This award affirms HMGICS’s continued commitment to human-centric storytelling and experiences – where food, technology, and culture come together to create something memorable.

To make a reservation at Na Oh, please visit https://www.hyundai.com/sg/naoh.