'Chef explains the menu in person': Parata Air holds special event on Hanoi route

For Business Smart Class passengers

Chef Choi Gyu-deok to serve in-flight meals and share menu stories

New in-flight dishes include braised eel rice bowl and chicken soup curry

Parata Air is hosting a special in-flight event to mark the launch of its Hanoi route and the debut of new in-flight meals, with a chef on board to introduce the menu in person. The airline aims to turn the flight itself into a culinary experience, going beyond simply serving food.

Parata Air announced Thursday that it will hold an "Onboard Chef" event on July 15 for Business Smart Class passengers aboard flight WE271 from Incheon to Hanoi.

Chef Choi Gyu-deok, who helped develop the airline's new in-flight menu, will board the flight himself. Choi will serve meals directly to passengers and share the stories behind each dish and the development process.

Choi is an alumnus of the Netflix show "Culinary Class Wars" and was appointed an honorary employee of Parata Air earlier this year. He subsequently collaborated with the airline to develop new in-flight dishes, including a braised eel rice bowl and a chicken soup curry.

The new menu items took about three months to develop. Recipes were adjusted and put through multiple tastings to ensure consistent flavor and texture in the cabin, where air pressure and humidity differ significantly from conditions on the ground.

Chef Choi Gyu-deok, who collaborated on Parata Air's new in-flight menu. [Parata Air]

Through the event, Parata Air is giving passengers a chance to hear firsthand about the inspiration and story behind its in-flight meals. In the aviation industry, in-flight dining is increasingly seen not as a basic service but as a key differentiator for the overall brand experience.

The event also serves as a promotional vehicle for the newly launched Hanoi route. All Business Smart Class passengers on the flight will receive a special amenity kit including an illy tumbler and a hand towel.

"We will continue to offer differentiated in-flight services and customer-focused content so that flying becomes another source of enjoyment during travel," a Parata Air official said.

Meanwhile, Parata Air has been moving proactively to improve passenger convenience. Reflecting a trend of earlier booking competition during holiday periods, the airline began selling advance tickets for peak winter travel — including Christmas and the Lunar New Year holiday — from June 5, allowing customers to plan their trips ahead of time.

kwater@heraldcorp.com