[Report] "Cheap and Delicious" 20s and 30s Seeking 'Imokase' Instead of Omakase

Imokase with 'Course Meals' at the Owner's Discretion
Gourmets like Cartoonist Heo Young-man and Actor Kang Dong-won Visit
As Popularity Grows, 'OOkase' Restaurants Spring Up Everywhere

"People around me ask if there’s anything left over, but I want to make more delicious food for them."

These are the words of Tak Sun-hee, owner of 'Nadri Sikpum,' a restaurant famous for its 'Imokase,' located near Jugyo-dong, Jung-gu, Seoul, which I visited on the afternoon of the 16th. 'Imokase' is a newly coined term combining 'imo' (a friendly way to address an older woman, like 'auntie') and the Japanese word 'omakase.' Omakase means 'to entrust' in Japanese and refers to a dining style where the customer entrusts the chef with the choice of dishes and cooking methods.

On the 12th, the Japanese weekly magazine Shukan Shincho’s online edition, Daily Shincho, reported that "Omakase is a symbol of luxury for Korean youth," but if you look for restaurants with lower price ranges, there are many affordable Imokase options, even if they are not strictly omakase. At Nadri Sikpum, the price is 50,000 KRW per person. You can enjoy a course meal prepared by the owner on the day. The popular jjajang ramen, often ordered as a dessert after the meal, is always ready, and the most popular menu item is the spicy pork rib stew. It is like a gamakjip (store beer house) that lights up the night of Euljiro.

This restaurant is well-known as a famous Imokase spot frequently visited by cartoonist Heo Young-man, actor Kang Dong-won, politicians, and YouTubers. The restaurant is modest and reminiscent of a typical indoor pojangmacha (street food tent), but it is so popular that reservations are fully booked more than a month in advance.

Famous people at Nadri Foods. Cartoonist Heo Young-man (right in the photo) took a commemorative photo with the store owner. Photo by Han Seung-gon

On the day (the 16th) I visited, the restaurant was closed. However, owner Tak was at the store busy preparing food and tidying up. She said in an interview, "I feel energized when I come to the restaurant." She added, "I have been in the food business for 27 years. I worked in Sinsa-dong and Jamsil as well. But I never thought I would run a business here for this long. This is the 13th year of operation."

Tak said, "At first, I ran the business with single dishes like other restaurants. Then, after a customer posted about this place on Instagram (maybe because of the atmosphere), it became famous." She continued, "So young people started coming after seeing Instagram, saying things like 'Auntie, please make this,' or 'Auntie, please give me that.' I started giving them what they wanted, and that’s how it settled into what it is now." She said, "If there’s something delicious, I want to give more. Honestly, my body gets a bit tired, but it’s rewarding. The young customers are very polite and lovely," she added.

She said the ingredients that determine the taste of the food are brought from Sindang-dong Market. All are domestic products, and she never spares expenses on making the food. Because of this, some people ask, "Does this kind of business really work?" To this, Tak emphasized, "I like people and I like food, so I can’t help it. And I have to serve the best food to my customers."

As Imokase has become popular among young people, recently 'Ajaekase' has also emerged. This refers to a middle-aged man owner who offers set menus. There is also a term 'Halmaekase,' meaning a menu served by a grandmother running the restaurant. With the Imokase trend, attaching 'OOkase' to existing restaurants’ names has become a kind of marketing. What do people in their 20s and 30s think about these kinds of restaurants?

A man in his mid-30s office worker, Kim, who recently visited an Imokase-style restaurant, said, "Some places are too expensive if you order single dishes," and pointed out, "Because Imokase is popular, some restaurants seem a bit forced." A 20-something office worker, Park, said, "The Imokase restaurants that opened earlier have reasonable prices and good taste. Above all, the kindness and warmth of the owners toward customers are good. I think we should pay attention to these things when choosing restaurants."

Regarding the 'OOkase' trend, a food industry insider with 30 years of experience, who wished to remain anonymous, said, "Restaurants that suddenly appear and disappear are just riding a trend." He added, "You know from the sudden boom of 'clamshell grill restaurants' in the past. Imokase is ultimately about kindness and the warmth in treating customers, but I’m not sure if these newly popping-up restaurants can really do that properly." He continued, "From the customers’ perspective, it’s better to check whether the restaurant is a long-established place or not before visiting."