"Was This a Chicken Restaurant?"... When Pulling the 'Door Handle,' the Door Goes 'Drureuk'"

200m from Itaewon Station Exit 4
Cooking Method of Kyochon Chicken Inspired by Brush Strokes
120-Pyeong Store... Beer and Makgeolli Also Available

When you exit Itaewon Station through Exit 4 and walk about 200 meters, you will see a grand black stone wall building on your right. If it’s your first time, it might be hard to find the entrance, but if you pull the ‘brush’ placed at the entrance instead of a signboard, the hidden door will open with a ‘drreureuk’ sound, allowing you to step into the sparkling interior.

Pull the 'brush' hanging instead of a signboard on the right side of the entrance to Kyochon Pilbang at Kyochon Chicken in Itaewon-dong, Yongsan-gu, Seoul, and the door will open.
[Photo by Kyochon Chicken]

‘Kyochon Pilbang,’ the flagship store opened by Kyochon Chicken on the 8th, is a new-concept store spanning a total of 120 pyeong, inspired by Kyochon’s distinctive cooking method of brush strokes. A ‘pilbang,’ a shop that makes and sells brushes, has traditionally been a hub for creators leading the cultural arts of the era and a space for discovering and researching good materials that form the foundation of artistic activities.

The meaning of pilbang aligns with Kyochon’s product philosophy of completing a unique flavor by applying sauce made from good ingredients with brush strokes filled with sincerity. It embodies the management philosophy of Chairman Kwon Won-gang, the founder, who aims to propose a new food culture based on honest ingredients, as well as Kyochon’s aspirations.

Kyochon plans to offer customers a unique spatial experience and differentiated taste in this space styled as a ‘Speakeasy ChiMac Bar.’ The term ‘speakeasy’ means a hidden space and has recently gained attention as an exotic dining trend among the MZ generation (Millennials + Generation Z).

Gyochon Filbang of Gyochon Chicken in Itaewon-dong, Yongsan-gu, Seoul.
[Photo by Gyochon Chicken]

The interior design of the store fully reflects the philosophy of craftsmanship. The space is filled with brushes made by intangible cultural asset brush makers, and the walls are covered with hanji paper finished with lacquer by a lacquer craft artist. Additionally, the rough brush stroke patterns and shelf displays containing sauce ingredients evoke Kyochon’s sincere cooking methods, sensuously expressing Kyochon’s product philosophy. The media wall, composed by recycling beer bottles from Kyochon’s craft beer brand Moon Bear Brewing, also provides an eco-friendly interior attraction. Furthermore, a creator lounge ‘DJ zone’ with adjustable-height tables has been prepared to enjoy various performances.

Boncho Chicken (bottom) and Pilbang Special Chicken (top) prepared at Kyochon Pilbang of Kyochon Chicken in Itaewon-dong, Yongsan-gu, Seoul. Photo by Moon Hyewon

The menu sold at Kyochon Pilbang is as distinctive as the space itself compared to existing stores. First, the signature menu items have been newly arranged into a ‘Pilbang Signature 4-Item’ platter to allow customers to taste a variety of Kyochon’s signature dishes. In addition, new menu items exclusive to ‘Kyochon Pilbang’ will offer customers new taste experiences, including the ‘Pilbang Special Chicken,’ marinated with craft beer and characterized by a subtle hop aroma; ‘Boncho Chicken,’ harmonizing fragrant herbs and the tanginess of Tabasco; ‘Pilbang Gongbo Chicken,’ a Sichuan-style stir-fried chicken dish with tender chicken breast, various vegetables, and cashew nuts enhancing the texture; and ‘Coq au Vin’ (reservation required), a French-style premium dish cooked with chicken, vegetables, and wine, which cannot be found at other stores.

Moreover, premium side dishes made with extra care will also be introduced, such as ‘Pilbang Chili Pepper Tempura,’ filled with handmade chicken and shrimp stuffing, and ‘Kkuvun Tteokbokki,’ grilled garaetteok rice cakes served with Kyochon’s special sauce. Kyochon’s distinctive presence is also strong in the alcoholic beverages. Along with various craft beers unique to Kyochon, ‘Eunhasu’ Makgeolli produced at the 100-year brewery Kyochon opened last year in Yeongyang-gun will be available for sale.

Meanwhile, leveraging Itaewon’s location, Kyochon plans to activate ‘Kyochon Pilbang’ as a symbolic store to introduce Kyochon to foreign tourists.

Yoon Jin-ho, CEO of Kyochon F&B, said, “The brush strokes that inspired Kyochon Pilbang represent Kyochon’s cooking principle to maintain consistent taste and quality,” adding, “Through this place, we want to share Kyochon’s product philosophy and new food culture experiences with our customers.”