As famous restaurants that gained recognition in the provinces spread through word of mouth on SNS and expand into major commercial districts or large department stores in Seoul, an opposite trend is emerging where popular "hot place" restaurants commonly found in Seoul are making a reverse expansion into the provinces, attracting attention. This is interpreted as an increasing number of brands seeking new business expansion opportunities by moving into provincial areas amid the overheated competition in the dining market centered around Seoul and the metropolitan area. In particular, it is receiving positive responses as it revitalizes surrounding commercial districts by expanding dining experiences for local consumers who previously could only experience limited brands and attracting more visitors.
According to the dining industry on the 23rd, the Vietnamese cuisine specialty restaurant "Good Son," which started operations with its first branch in Shinyongsan, Seoul in January last year, has recently surpassed its 9th branch with locations such as Busan Jeonpo, Jeju City Hall, and Jeju Shinhwa World, growing rapidly.
Unlike typical Vietnamese restaurants that mainly sell pho, Good Son offers signature dishes like "Bun Cha" and pork rib rice bowl "Com Suong," with Saigon-style banh mi also being one of the popular menu items. Not only the taste but also the interior and fixtures of the store faithfully recreate the local Vietnamese atmosphere, giving it an exotic charm as if visiting a local eatery.
“Taegukdang,” the oldest bakery in Seoul, opened its first store outside Seoul in Daegu last year. After completing a renewal in 2016, it solidified its presence in Seoul by opening branches at the Mondrian Hotel in 2020, The Hyundai Seoul in 2021, and Seoul Station, followed by the opening of The Hyundai Daegu branch last year.
Taegukdang is loved by people of all ages for its retro-style interior and long-standing traditional flavors. Its signature menu includes monaka ice cream and salad bread, and a notable feature is that the taste, appearance, and even the packaging are sold in the traditional style of the past.
GFFG’s “Knotted,” which sparked a handmade donut craze with its stylish packaging and trendy flavors, recently made its first entry into Busan. This decision was made following continuous requests and suggestions from Busan consumers, with the location chosen as the main street of Haeundae Gunam-ro considering commercial development and foot traffic.
Knotted experienced management difficulties in its early days but developed cream donuts through continuous menu innovation. Adding trendy yellow smile packaging helped it quickly gain popularity on SNS, currently selling about 40,000 donuts daily. The Busan Haeundae branch also caused an open-run phenomenon as it was widely talked about on SNS during its soft opening period.
An industry insider said, “The fact that you can visit popular restaurants seen only on SNS right nearby often causes great excitement from the opening of Seoul restaurants’ expansion into the provinces,” adding, “However, to sustain this interest and popularity, it is crucial to continuously strengthen efforts not only in menu development but also in interior design and service.”
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
