Italian Tigelle And French Cars Reshape Seoul’s Scene

In the bustling heart of Seoul, a city renowned for its fast-paced K-pop culture, vibrant street food, and cutting-edge technology, two distinctly European stories are quietly reshaping the South Korean landscape—one on the plate, the other on the road. From the flour-dusted kitchens of Otigelle, where Italian tigelle are reborn with a Korean twist, to the high-tech factories of Renault Korea, where French automotive know-how fuses with local and Chinese innovation, the capital is witnessing a unique culinary and industrial cross-pollination.

On January 24, 2026, Otigelle, a restaurant specializing in tigelle—those pillowy, round breads from Italy’s Emilia region—opened its second location in Seoul’s stylish Itaewon district. The brainchild of Jake (Hwang Dong Hwi), who has already spent a decade running the Italian eatery O Mangia, Otigelle is not just a restaurant; it’s a bold experiment in cultural adaptation. According to CiboToday, Jake’s inspiration struck during a trip to Bologna, where he fell in love with the simple pleasure of warm tigelle served with cured meats and a glass of wine. “In that moment, I thought that when I returned to Korea, I wanted to recreate exactly that experience,” Jake told the publication.

But bringing a taste of Emilia to Seoul was no walk in the park. South Korea’s stringent import restrictions on animal products—requiring declaration, inspection, and sometimes outright bans—meant Jake couldn’t simply ship in Italian salumi. Instead, he took matters into his own hands, producing and aging his own coppa, pancetta, prosciutto, and salami in-house. This not only sidestepped regulatory headaches but allowed him to tailor flavors to local preferences.

And tailor them he did. While the original Italian tigella is a study in simplicity—fresh bread, ricotta, and the punch of cured meat—Jake realized that Korean palates might find classic salumi a bit foreign. So, he got creative. “I started to reinterpret the tigella by adding vegetables, aromatic herbs, and rich sauces, creating a combination suited to the Korean palate but still preserving the essence of the tigella,” he explained. Thus was born the “Korean style tigella.”

Among Otigelle’s most popular creations are the Copa Cruda Special, a lively medley of olive oil, Parmigiano Reggiano, oregano, aged coppa, arugula, ricotta, provolone, fig jam, and a squeeze of lemon, and the Copa Cotta Special, which swaps in butter, salt, pepper, cooked coppa, stracciatella, sun-dried tomatoes, red onion, and that signature lemony finish. The result? A menu that feels both authentically Italian and unmistakably Korean.

The gamble seems to be paying off. Korean customers have embraced the tigelle as a genuine Italian specialty, while even visitors from Bologna and Modena have responded with enthusiasm. “They’re thrilled to be able to enjoy dishes in Korea that they’d normally only find at home,” Jake shared, noting the positive feedback from the local Italian community and international visitors alike, especially given the restaurant’s proximity to the Italian embassy.

Otigelle’s success has fueled ambitions for further expansion. Just two months ago, the brand opened its second Seoul location and is already looking ahead. “We continue to build our unique story by introducing new dishes to offer customers fresh and memorable taste experiences,” Jake said. “Maybe one day you’ll even be able to enjoy Otigelle in Italy!” For now, though, the focus remains on growing the brand in Korea and deepening its distinctive blend of tradition and innovation.

Meanwhile, in a very different corner of the South Korean economy, another European import is making waves—this time on four wheels. On January 23, 2026, Fabrice Cambolive, CEO of Renault and Chief Growth Officer of Renault Group, outlined the company’s ambitious strategy for the South Korean market, a place he describes as “very tough and competitive, where success is never guaranteed.” According to Cambolive, Renault’s mission is to be “French and global,” combining “our French DNA with Korean excellence.”

Renault Korea, which emerged from a decades-long partnership with Samsung Motors, now boasts a 52.9% Renault stake, 34% held by Chinese giant Geely, and 13.1% by local partners. Over 25 years, Renault has produced more than 4 million vehicles in South Korea, building an industrial ecosystem of 30,000 employees and 165 suppliers—70% of which are local. Yet the real game-changer has been the arrival of Geely, whose engineering muscle underpins Renault’s ‘Next Gear’ strategy. The Chinese company’s CMA platform is now the foundation for new models like the Grand Koleos and Filante, while the European-produced Scénic electric and locally built Arkana round out the lineup.

Renault Korea’s flexibility is a major asset. The Busan plant, for example, not only assembles Renault and Geely-based models but also produces the Polestar 4 for North America, leveraging favorable trade terms. The country’s high-tech prowess—its software, semiconductors, and battery industries, led by LG, Samsung, and SK, which together supply roughly 20% of global demand—makes it an ideal laboratory for automotive innovation.

The market itself is formidable. In 2025, South Korea saw 1.658 million vehicles sold—a 5.4% increase—with more than 80% coming from Korean manufacturers. Renault Korea holds a 3.7% share, selling about 55,000 units and ranking seventh behind local giants Hyundai and Kia, as well as BMW, Mercedes, Tesla, and Lexus. The top-selling model? The Kia Sorento, with 100,000 units. The entire top ten is dominated by Hyundai, and most are large, premium vehicles packed with advanced technology.

Electrification is gaining ground, too: 29.3% of new cars are full hybrids, 13.4% are electric, and even hydrogen vehicles claim a 0.4% share—remarkably high by global standards, thanks largely to Hyundai’s leadership. South Korea’s unique embrace of GPL fuel is also notable, with over two million vehicles and a sprawling network of more than 2,000 filling stations. Renault is even considering hybrid-GPL combos, already seen in its Dacia lineup, for the Korean market.

Looking ahead, Renault is doubling down on sustainability and electrification, leveraging its joint ventures with Geely for everything from full hybrids to extended-range electric vehicles. The partnership’s potential seems almost limitless. And while for now Renault’s Korean and European operations remain distinct, there’s ongoing discussion about whether Geely platforms might eventually underpin European Renaults, opening the door to new industrial scenarios and perhaps even shifting production footprints across continents.

From the kitchen to the assembly line, the stories of Otigelle and Renault Korea are reminders that in a globalized world, cultural exchange isn’t just about borrowing—it’s about transformation. Whether it’s a humble bread from Emilia or a next-generation electric SUV, the blending of traditions and technologies in Seoul is creating something wholly new—something that might, one day, make the return journey home.