As a kid, the birthday wish was the all-important-part of my birthday celebration. Blowing out those candles meant there was a glimmer of hope that some small dream in my heart would have a chance of coming true.
By / Irene tortorella
I think it worked!
Once I wished I would become a flight attendant and here I am, ready to learn to fly for British Airways as Korean speaking cabin crew. My last birthday wish (made blowing out 28 candles on a Morrisons sponge cake) was about finding a job, and it worked as well.
At the last PLMA in Amsterdam I wasn’t yet aware of this change in my life and felt that the world is so big and it was a pity that I wouldn’t be able to travel it all. Luckily that international show gave me a real taste of the world: 3,800 exhibit stands including 42 International pavilions, manufacturers from 68 countries and an entire Korean exhibition area with 18 companies to participate in the trade show for the first time (with Gangnam Style as background music). Because of my addiction to the Korean culture this was another wish come true. I am definitely a culinary nationalist Italian, but sometime I find myself craving for Korean bibimbap and pajeon.
In London there are a lot of Asian supermarkets selling original Korean ingredients but the best choice of products is Tesco shops in New Malden (one of the most densely populated area of Koreans away from South Korea). Thanks to the Korean Chamber of Commerce, the Korean trade Investment Promotion Agency (Kotra) and Merton Chamber of Commerce, Korean foods are more readily at South London Tesco stores, meeting the demands of the community (and of an Italian that needs to vary her vegetarian pasta-based diet). When I miss japchae (sweet potato noodles stir fried in sesame oil with various vegetables) I know where to go. When during this hot London summer I prefer patbingsu (shaved ice and sweetened azuki beans) to Italian ice cream I am grateful to the largest supermarket retailer in UK. I do really miss Korea and when I shop there I don’t purchase the product itself, but rather the feeling that it evokes in me.
This is what all customers do, this is what retailers need to accomplish. I will start learning how to fly high and go back to Seoul (my main destination) this November and cannot wait to have the possibility to shop again at E-mart and stuff my luggage with ramyon and ready-made Korean stews. But I will still be loyal to Tesco and I’m proud of being a regular of a retailer true to its values, that always meets my needs (and wishes). Less often I might fly to Los Angeles, Cairo and few more destinations still unknown.
The world is really big and I still won’t be able to travel it all, but, like at PLMA, thanks to this new challenge I will be able to taste a bit of it. Wish me a safe flight and see you in the sky.
