• by Tanya Gazdik , July 21, 2024

Genesis House's Yukhoe, a traditional fresh beef dish.

Genesis Motor America is partnering with Michelin, but it might not be the product alliance you have in mind.

The automaker is the official automotive partner of the Michelin Guide, the premier dining guide in the United States.

The year-long deal includes a one-of-a-kind content series utilizing the brand’s flagship space, Genesis House, which was added to the Michelin Guide’s New York City Guide in 2023. 

The content series includes programming focused on expressing culinary excellence through Korean hospitality and recognizing top leaders in the industry.   

The partnership signals the brand’s ambition to be a leader in hospitality, says Rachel Espersen, executive director, brand experience, Genesis House and Studios, at Genesis Motor America.

Partnership content will be amplified across Michelin and Genesis House-owned channels, including social media.

“Content will be published throughout the partnership, timed to key Genesis lifestyle, culinary and design stories and highlights,” Espersen tells Marketing Daily. 

Future programming from the partnership will include a Michelin Guide and Genesis House co-hosted Hamptons dinner with East End tastemakers this fall. 

“Currently, there are no immediate plans to incorporate Genesis Originals influencers in the content series or future programming,” Esperen adds.