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Finger-licking fabulous: A field guide to Melbourne s best fried chicken
Emma Breheny
Photo: Courtesy Gami
Melbourne is no stranger to chicken breaded and crisped up by oil. But the parma that s so ubiquitous to pub menus has been joined more recently by a kaleidoscope of fried chook spanning Taiwan, Indonesia, Japan and especially Korea.
Korean fried chicken (the other KFC) can now be found from Williams Landing to Clayton. One of the first Korean fried chicken restaurants to open in Melbourne was Gami, landing in the city in 2009. There are now 20 Gami stores across Victoria and more outposts planned.
Dozens of competitors have launched in Gami s wake too, sporting names such as I Love Chicken, Chickilia and the no-nonsense Korean Chicken. The appeal, says Gami co-founder Jun Lee, lies in the mix of novelty and familiarity.
ASMR is not new, but it has picked up pace in the marketing industry in recent times. The use of multisensory media can be effective in engaging consumers and offering an experience that goes just beyond video. According to a recent blog post by Think With Google, autonomous sensory meridian response (ASMR) videos and other sensory formats such as video podcasts or cinematic first-person videos have also risen in popularity. In fact, the use of multisensory media to immerse viewers in an experience is more popular than ever .
For the marketing and advertising industry, ASMR videos, in particular, have been in the scene for the past few years. ASMR is a relaxing, often sedative sensation that begins on the scalp and moves down the body . According to Think With Google, it is also known as brain massage and is triggered by sounds such as whispers, accents and crackles.
From ayam goreng to Hot Star and KFC: a field guide to fried chicken in Sydney
David Matthews
Photo: James Brickwood
They say that those who burn twice as bright burn half as long, but in the case of fried chicken, a trend locally since the first Kentucky Fried opened in Guildford in 1968, this is a long, slow burn with many flavours and textures.
In the midst of a pandemic, however, with delivery a necessity, a dish with myriad variations is finding a wider audience as fried chicken shops reveal themselves as one of the more resilient restaurant models in the face of COVID
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