Chef Sam Kim during a cooking demonstration. /Photo by Kang Ye-shin, Travel+ reporter
To mark Family Month, the California Tourism Board and the California Dairy Association jointly hosted a media event under the theme “Playground for the Whole Family.”
The event invited major domestic media and influencers and was designed to share a fresh lifestyle message: how to bring special travel experiences into everyday life.
Eun-mi Kim, director of the California Tourism Board's Korea office, opened the event and, in her welcome remarks, emphasized the connection between family travel, food and daily life.
Shin-hyung Jeong, vice president of the California Dairy Association. /Photo by Kang Ye-shin, Travel+ reporter
Following that, Shin-hyung Jeong explained the high quality of dairy products produced by cows raised under California’s clear skies and warm sun, and conveyed the value of California dairy to attendees.
The event focused on broadening culinary experiences, introducing California-born cheeses like Monterey Jack as well as easy recipes people can recreate at home.
Celebrity chef Sam Kim then gave a beef taco cooking demonstration, which energized the event.
Sam Kim presented dishes inspired by his experiences in California, vividly showing how travel memories can translate into flavors at the table.
He noted that California Monterey Jack isn’t salty, so you can sprinkle it liberally without worry; its melt and stretch make it a great family cheese. He added that “half of my culinary DNA comes from the U.S.,” having met many different people and tried a wide range of foods and ingredients there.
Beef taco made from Chef Sam Kim's recipe. /Photo by Kang Ye-shin, Travel+ reporter
Sam Kim's beef taco recipe is as follows. First, marinate sirloin with cilantro, jalapeño, onion, olive oil, soy sauce, gochugaru (Korean red pepper flakes), garlic and sugar for at least 30 minutes, then grill the meat. Next, grate a generous amount of Colby-Jack cheese onto a tortilla and cook it over low heat for about 2–3 minutes per side to melt the cheese. Top the prepared tortilla with the grilled meat, avocado, sour cream, cilantro and lime to finish. You can substitute ranch dressing or plain yogurt for sour cream if you prefer.
The California Tourism Board also highlighted California's appeal as a family destination by showcasing theme parks, nature, culture and outdoor activities.
They drew particular interest by introducing tailored itineraries centered on upscale Pasadena in Los Angeles County and the desert-oasis city of Palm Springs.
They also raised excitement about California travel by highlighting major events and developments such as the 2026 North American World Cup, Route 66's 100th anniversary and the full reopening of Highway 1.
Eun-mi Kim, director of the California Tourism Board's Korea office. /Photo by Kang Ye-shin, Travel+ reporter
Eun-mi Kim said, “I hope this event marks the start of a sustainable lifestyle where family travel doesn’t end as a one-off, but naturally connects to daily life and food.”
Kang Ye-shin, Travel+ reporter
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