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Hey, I am Seowon (Say) Song. I started Fork & Truffle Magazine to showcase and talk about things I like - business, cafes, restaurants, luxury and watches, while providing value to the readers.

Originally born in South Korea, I came to Christchurch, New Zealand in 2004 with my family. I moved up to Auckland in 2014 to study electrical engineering at The University of Auckland. A year after, I started my business journey as a freelance social media marketer while still studying. Then in 2017, I quit my study and declined an engineering job offer to go all-in with my business.


It has been well over 8 years since I first started. Now I run Caramel, a creative strategy agency specialising in helping hospitality and luxury businesses win. As one of the most experienced agencies, we have the biggest client portfolio in New Zealand - working with over 650 businesses.

My typical day consists of business consulting and strategy planning with clients, meetings with partners/prospects and of course, photography, which is one of my favourite hobbies. With a passion for capturing the hospitality scene and luxury things, particularly watches, I love introducing great places to eat/drink and showcasing fine things to buy to my audience via this Magazine and social media.

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