'Aiming for "Stateless Charcoal Grill" Cuisine... First Opening in Department Store
"Pairing with Over 100 Types of Alcohol"... 8 Chefs On-site
New 6-Item Lunch Course with Fresh Truffle Added'
Lotte Department Store announced on the 18th that it will open the first branch of the premium dining restaurant "Moktanjang," specializing in "stateless charcoal-grilled cuisine," at AvenueL Jamsil on the 19th.
As gourmet culture has developed and the audience for enjoying cuisine has expanded, Lotte Department Store is expanding its high-end dining establishments centered around AvenueL Jamsil. As a first attempt, the premium sushi omakase restaurant "Sushi Isei," which opened on the 6th floor of AvenueL last November, has gained a reputation for its top-quality Japanese cuisine and has become popular among general customers and sushi enthusiasts alike, with weekend reservations repeatedly selling out.
Lotte Department Store is building on this momentum by introducing the second premium dining restaurant, Moktanjang, on the 6th floor of AvenueL. It offers high-end charcoal-grilled dishes that transcend national boundaries. At a tasting event held at the store starting on the 17th, industry professionals and experts praised the menu composition, service, taste, and overall atmosphere.
Moktanjang aims to be the first in the distribution industry to offer "alcohol pairing" dining. For each dish ordered by customers, about 100 types of alcoholic beverages such as wine and whiskey are recommended to enjoy together. Eight professional chefs are stationed on-site to assist with wine pairing tailored to each dish. The cuisine is based on rare domestic and international ingredients, and unusually for a department store, charcoal is used to provide the best flavor and taste.
New menu items not previously sold at Moktanjang locations have been developed and will be offered, including the signature "Maguro Tartare," "Semi-dried fish dried in sea breeze," and "Special cuts from the Beyota variety." The store will present over 30 dishes including main charcoal-grilled dishes such as "Charcoal-grilled Korean beef tenderloin and uni," as well as pasta, rice, and appetizers like "Signature truffle gnocchi" and "Italian Giovanni grandfather’s seafood stew."
Special attention was also paid to the interior design. With the 2030 generation placing greater importance on experiences and showing increased interest in premium dining, the focus was on creating an interior where anyone can comfortably enjoy their time. The store covers a total area of 200㎡ (approximately 60 pyeong), with the hall occupying more than half of the space. It features a large bar-style table with about 30 seats and no regular seating, allowing customers to watch chefs cook right in the center. Customers can see the cooking process up close and engage in light conversations with the chefs about the dishes and wines. Four private rooms are also available for customers needing small gatherings or meetings.
Unlike existing Moktanjang locations that operated only during dinner hours, AvenueL Jamsil will offer six types of lunch courses featuring "fresh truffle" for customers visiting the department store for lunch. For customers seeking vegan options, the dinner menu includes various charcoal-grilled vegetables and sauces and garnishes prepared using Spanish cooking methods.
Meanwhile, Lotte Department Store plans to expand premium dining across various genres such as authentic Korean, Western, and Chinese cuisine, building on the foundations of Sushi Isei last year and Moktanjang this year. Through this, Lotte Department Store aims to make AvenueL Jamsil the largest "premium dining street" in the metropolitan area.
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
