In celebration of Frieze Seoul, JAI by ONESIAM, Siam Piwat Group’s cutting-edge community platform for luxury and influential communities, hosted its second global event outside of Bangkok at the iconic Korea Furniture Museum in Seoul.
JAI by ONESIAM allows its members access to invaluable experiences and exclusive privileges worldwide, with each event uniquely curated by global peers and leading industry specialists. The private event for 60 attendees featured global superstars Lee Minho (Boys Over Flowers, Pachinko) and Lee Jung Jae (Star Wars, Squid Game), actress Joomi Park (Beautiful Seoul, Ladies of the Palace), and Thailand’s Ambassador to Korea, His Excellency Tanee Sangrat.
Among the esteemed guests were some of Korea’s most significant entrepreneurs, society figures, and brand owners, including Lim Saeryung, Vice President of Daesang Group, Lee Taesung, CEO of Seah Holding, and Kim Hankook, CEO of Gentle Monster. International socialite Eva Chow (Khee Soju), Frieze Global Director Simon Fox, and renowned award-winning designer Teo Yang of Teo Yang Studio mingled with Thai guests Marisa Chearavanont, Kulapat Yantrasast, Nittha Kuhapremkit, Tharaphut Kuhapremkit, Morakot Sangtaweep, Kanachai Bencharongkul, Kullawit Laosuksri, Thanavalai Vacharaphol, Dennis Karlsson, Parit Chitaropa, and Chayapa Chutrakul.
“Siam Piwat has always explored visionary ways to deliver extraordinary experiences to our customers and JAI by ONESIAM members. This exclusive evening is not only a significant breakthrough in allowing our esteemed communities to connect and journey without borders, but also celebrates our ties with global partners who share our values,” said Siam Piwat Group’s CEO, Chadatip Chutrakul.
The event was organised in collaboration with The Hyundai, Siam Piwat Group’s global partner in experiences. Jung Jee Young, President and Co-CEO of Hyundai Department Store, stated, “We will continue to collaborate closely with Siam Piwat to provide a wide range of meaningful experiences to our customers. By offering the latest trends and innovations that blend traditional culture with modern changes, we will strive to make our customers’ lives more prosperous and fulfilling.”
JAI by ONESIAM’s Extraordinary Experiences
Upon entering the iconic Korea Furniture Museum, guests were welcomed by traditional Korean musicians in a village setting showcasing ten traditional ‘Hanok’ houses that illustrate how Korean nobility lived during the Joseon dynasty. Guests then toured the palatial main building containing some 2,500 pieces of rare furniture from the owner’s private collection before entering the private dining hall to a setting personally curated by museum owner Chyung Mi-sook.
A special six-course dinner themed ‘Journey Without Borders’ featured a collaboration by two Michelin-star chef Jungsik Yim (Jungsik Seoul and Jungsik New York), one Michelin-star chef Wilfrid Hocquet (Blue by Alain Ducasse), and chef Dej Kewkacha (Kyo Bangkok), who brought together rare and luxurious ingredients from their respective home countries. Chef Jungsik Yim curated the cold starter, aiming to offer a fresh twist on familiar cultural elements in Korean cuisine, making the dishes fun and exciting. This concept led to the creation of the restaurant’s signature dish, ‘Gimbap’, using only the finest ingredients to distinguish Jungsik Seoul’s Gimbap from traditional versions.
“This is a one-of-a-kind collaboration between three chefs from three different cuisines. I was responsible for the main course, where I combined Tom Yum flavour from Thailand with Korean beef, using French cooking techniques, and served it alongside Tom Yum Risotto—melding different flavours and cultures in one dish,” said Chef Jungsik Yim.
Additional support was provided by Gentle Monster, the iconic Korean eyewear brand that has expanded globally. Founder and CEO Kim Hankook created custom gifts especially for the evening, a metallic memento that allows JAI by ONESIAM guests and members to redeem eyewear of their choice at any Gentle Monster store globally with no price limit.
“Gentle Monster has always been committed to crafting experiences that challenge the ordinary and celebrate individuality. Collaborating with JAI by ONESIAM at the Korea Furniture Museum was a natural fit for us, as it represents a meeting point of art, culture, and innovation. We are delighted to present a specially created, custom-made gift designed for this remarkable event, as a token of our shared vision of a borderless journey in luxury and style,” said Kim Hankook, Founder and CEO of Gentle Monster.
The evening concluded with guests taking photos with celebrities and members of the community networking to plan future JAI by ONESIAM events before exploring the stunning gardens of the museum.
Paulie Sirisant, CEO of Vibal Corporation and one of JAI by ONESIAM’s founding members, said, “Journey Without Borders was such a magical event, and I am truly honoured to be a member and enjoy the benefits the access provides.”
Thanavalai Vacharaphol, COO of Thairath Online, said, “I’m really excited and impressed with all the people that JAI is bringing together. I have met and connected with people from many industries who have such diverse talents. There could be many exciting collaborations, and it’s thrilling to see who JAI can connect and introduce from around the world. JAI is always unexpected, and this event defines JAI.”
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JAI by ONESIAM
JAI by ONESIAM is Asia’s borderless luxury lifestyle community, offering curated experiences, exclusive privileges, and connections with global trendsetters. This groundbreaking private club reimagines traditional memberships, fostering a vibrant global network of visionary entrepreneurs and influential figures across Asia and beyond. With access to exclusive events, global partner benefits, and VIP services, JAI elevates members' lifestyles and connects them with industry leaders worldwide. The launch of JAI by ONESIAM also reinforces Siam Piwat’s leadership in luxury retail in Thailand, where it serves the most affluent customer base, and marks a step forward in elevating its luxury CRM to an unprecedented level.
Official Partner: Hyundai Department Store
Hyundai Department Store is a leading department store chain in South Korea, currently operating 16 locations nationwide. As part of the Hyundai Department Store Group, it is renowned for delivering high-quality services, differentiated content, and trend-setting merchandise that aim to exceed customer expectations.
Hyundai Department Store is also playing a pivotal role in the development of the domestic distribution industry. A notable example is The Hyundai Seoul, which opened in February 2021. This flagship location is celebrated for introducing a “future department store platform” by embracing the concept of ‘retail therapy’ rather than the traditional department store model, reducing sales areas and creating an innovative, nature-friendly space.
Hyundai Department Store is committed to becoming an ever-evolving platform through continuous content research and development, aiming to create spaces where customers not only want to shop but also linger and explore, fulfilling their desire for new and enriching experiences.
