The British Embassy here is introducing the South Korean public to some of the best food and drink the United Kingdom has to offer in a special promotional drive.

Over the course of the next three weeks, four restaurants in Seoul ― My Ssong in Apgujeong, The Bulldog in Itaewon and Gangnam, and Behind the Yellow in Nonhyeon-dong ― will be treating foodies here to modern twists on signature British pies, curries and cocktails.

Dubbed the “This Tastes Great,” the U.K. Embassy’s promotional campaign seeks to raise Britain’s national brand in South Korea by offering specially created British-themed menus.

The campaign kicked off at My Ssong restaurant in southern Seoul on Monday. “Britain is a nation of food lovers. We enjoy one of the most diverse ranges of food and drink in the world, with everything from the peaty malt whiskies of the Scottish Hebrides to the tangy Stilton cheese of the Midlands,” said Andrew Dalgleish, charge d’affaires of the British Embassy.

The food and beverages industry is big business for Britain, raking in more than $30 billion in 2012 alone. “The key to the success of our food is in the freshness of the ingredients and the innovation of our world-class chefs, many of whom have received coveted Michelin stars.”

The promotion will take place at My Ssong from Sept. 23-28, the two Bulldog locations from Sept. 29-Oct. 5, and Behind the Yellow from Oct. 6-12.

(ephilip2014@heraldcorp.com)