[Report] 'Toilet Paper Made of Hanji' Genesis House in New York Leading with K-Culture

Rising 'Hot Place' in Manhattan Meatpacking
Beyond a Simple Car Showroom, Experience Korean Culture Itself
Korean Restaurant Blending with the Hudson River
'Tea Pavilion' Inspired by Hanok Sarangchae
Even Toilet Paper Made of Hanji Material
"Hope It Develops More Around the House"

The Meatpacking District located in Manhattan, New York, USA, is a trendy hotspot these days, much like Seongsu-dong in Seoul. Originally, this area was home to many factories processing meat products such as sausages and ham. Over time, as the factories relocated elsewhere, the area was once taken over by gangs. Later, artists moved in, and now it is a so-called 'hip' area frequented by many young people. One notable place is Chelsea Market, which transformed an Oreo cookie factory into a market. Attracting 6 million visitors annually, this place retains the look of the old cookie factory, allowing visitors to enjoy a nostalgic atmosphere while tasting foods like lobster.

Genesis House located in the Meatpacking District, Manhattan, New York, USA
Photo by Oh Gyumin moh011@

On the 11th (local time), the first brand complex cultural space of Hyundai Motor's Genesis, 'Genesis House,' was also visited. It is a place where visitors can experience Korean culture itself through food and more, beyond simply viewing cars.

At the Genesis House in New York, there is a Korean restaurant collaborated with the Michelin-starred restaurant 'Onjium' in Seoul.
[Photo by Oh Gyumin moh011@]

Opened in 2021, Genesis House consists of three floors including a basement level. Among these, the standout space is the second floor, themed 'Enjoying Korean Daily Life.' Upon ascending the stairs, one can see a Korean restaurant. Visitors can enjoy Korean cuisine while overlooking the Hudson River in New York. The restaurant chefs, who collaborated with the Michelin-starred restaurant 'Onjium' in Seoul, have learned Korean cooking directly in Korea. The menu design is impressive, bound with string to evoke the feel of old Joseon Dynasty books. The food itself is rooted in noble family dishes influenced by royal cuisine from the Joseon era. Traditional Korean liquors brought from Korea can also be tasted here.

If you dine at the Genesis House Korean restaurant, you can enjoy your meal while overlooking the Hudson River in New York.
Photo by Oh Gyumin moh011@

The Korean restaurant's menu is tied with string to evoke the feel of ancient Joseon Dynasty books. Traditional liquors brought from Korea can also be enjoyed.
[Photo by Oh Gyumin moh011@]

Next to the restaurant is a floor-seating area called the 'Tea Pavilion.' Visitors can take off their shoes and read books here; the space is inspired by the sarangchae (men's quarters) of a traditional Korean hanok house. Above this area, wooden structures reminiscent of hanok roofs can be seen. Sitting here and looking to the left, there is a terrace. This garden is also inspired by traditional Korean houses. It is like sitting in the sarangchae and looking out onto the courtyard. To the right, visitors can enjoy tea while viewing the Hudson River through floor-to-ceiling glass windows. Every Saturday and Sunday, events are held where visitors can experience traditional Korean tea.

In the tea pavilion inspired by the hanok sarangchae, classes are held where you can experience traditional Korean tea.
Photo by Oh Gyumin moh011@

Korean culture can also be glimpsed in the restrooms on the second floor. Even the tissues provided above the sinks for drying hands are made of hanji (traditional Korean paper). Unlike regular tissues with a rough wooden texture, these tissues retain the soft, unique feel of hanji.

Even the hand-drying paper in the second-floor restroom is made of hanji material.
Photo by Oh Gyumin moh011@

On the first floor, there is an exhibition hall where visitors can see Genesis vehicles. Through the mirror reflection effect on the walls, cars like the GV80 are made to look like works of art. A special 'art car' created to support Busan World Expo bids was also on display. The basement level, called the 'Cellar Stage,' is where new car launch events take place. The stage, equipped with displays on the front as well as above and below, stands out. In April this year, the concept model of the Genesis GV80 Coupe was unveiled here for the first time.

The first-floor exhibition hall uses the reflective effect of mirrors hung on the walls to make the vehicles appear like works of art. There is also a specially made "Art Car" to support the bid for the Busan World Expo.
[Photo by Oh Gyumin moh011@]

The appearance of the cellar stage display on basement level 1
Photo by Oh Gyumin moh011@

A Genesis House official who introduced the exhibition on that day expressed pride whenever seeing vehicles like the GV80 on the street, saying, "As Genesis House is receiving positive responses, this brand can grow even more," showing confidence.

In fact, the upward trend in Genesis sales in the United States is clear. Last month, the global cumulative sales of the Genesis brand surpassed 1 million units. In its first year of entry in 2016, U.S. sales were only 6,948 units. However, last year, sales reached a record high of 56,410 units, about eight times more than in 2016. This year is expected to surpass that record. Up to last month, 50,661 Genesis vehicles were sold. The average monthly sales this year are 5,629 units, which is higher than last year's average monthly sales of about 4,700 units.