1.5 Million Flock to '20,000-Won Value Buffets'... High-End Hotel Buffets Remain Popular [Jumeoni Talk]

Buffet Boom Amid Dining Industry Slump
From Value-for-Money to Premium Buffets, All Are Popular
Driven by Demand for Enjoying a Variety of Dishes in One Meal

Editor's NoteWe are living in a time when a single serving of samgyeopsal costs 20,000 won and a bowl of jajangmyeon is priced at 7,500 won. The Consumer Price Index for 2024 stands at 114.18 (2020=100), and in 2025, the burden on consumers’ wallets has increased further due to continued high inflation. Through the "Jumeoni Talk" (Week+Money+Talk) series, we aim to share stories about changing prices and how they impact our everyday spending.

While the dining industry as a whole is struggling due to a combination of high inflation and sluggish domestic demand, the buffet sector is thriving on its own. Both affordable buffets priced between 10,000 and 20,000 won and high-end hotel buffets costing nearly 200,000 won per person are enjoying strong popularity. As dining-out prices rise, demand has increased for places where people can enjoy a variety of dishes in one meal.

Enjoy a Full Meal for 20,000 Won... The Rise of 'Value-for-Money Buffets'

Ashley Queens store. Provided by E-Land Eats

According to the "Consumer Price Trends for June 2025" released by Statistics Korea on the 5th, last month’s Consumer Price Index rose by 2.2% year-on-year, up 0.3 percentage points from the previous month. The inflation rate for dining out was 3.1%, remaining in the 3% range for five consecutive months. In particular, dishes popular among ordinary citizens and office workers, such as jajangmyeon (up 5.9%), hamburgers (up 4.7%), and gimbap (up 4.1%), showed especially high year-on-year increases.

As a result, demand is surging for buffets, where diners can try a variety of menu items in one sitting. Buffets are especially popular because they often offer not only main dishes but also desserts like fruit, bakery items, and coffee, eliminating the need to visit a separate cafe after a meal.

Ashley Queens, well-known as a "20,000-won buffet," recorded 1.5 million visitors in just one month during its "Cheese Pairing" season, reflecting its strong popularity. For less than 20,000 won on a weekday lunch, customers can enjoy over 100 different dishes, earning high marks for value. Currently, Ashley Queens charges (for adults): ▲Weekday lunch 19,900 won ▲Dinner 25,900 won ▲Weekends and holidays 27,900 won.

Due to the impact of the COVID-19 pandemic, the number of Ashley Queens locations dropped to 59 in 2022, but with the recent recovery in buffet demand, the number has increased to 112. The company also continues to diversify its menu by changing 30% of the salad bar offerings every three months. The success of Ashley Queens has also led to improved performance for its operator, E-Land Eats. Last year, E-Land Eats recorded sales of 470.6 billion won and operating profit of 31.9 billion won, up 32.4% and 79.8%, respectively, compared to the previous year.

VIPS, operated by CJ Foodville, also saw the average sales per new store increase by 35% year-on-year as of last year. In particular, the VIPS Magok One Grove branch surpassed 10,000 cumulative visitors just two weeks after opening in December last year, and the number of reservations reached 25,000 within about two months of opening. VIPS charges (for adults): ▲Weekday lunch 39,700 won ▲Weekday dinner, weekends, and holidays 49,700 won.

Hotel Buffets Remain Fully Booked Despite Price Hikes

Buffets are thriving alone amid the recession in the dining industry. Photo is unrelated to specific expressions in the article. Pixabay

High-end hotel buffets, where a single meal can cost hundreds of thousands of won, are also seeing such high demand that securing a reservation has become a fierce competition. While value-for-money buffets are chosen by those seeking rational spending, hotel buffets are popular among consumers who prioritize special experiences. The growing trend of sharing on social networking services (SNS) is also driving demand for hotel buffets.

This trend is translating into sales growth. "Aria," the buffet restaurant at Grand Josun Hotel Busan, operated by Josun Hotels & Resorts, saw first-quarter sales rise by 16.4% year-on-year. "Seven Square" at The Plaza Hotel and "La Seine" at Lotte Hotel also posted growth rates of 11% and 6%, respectively, continuing their upward momentum.

Despite a series of price hikes in the hotel buffet sector this year, demand remains strong. "Constans," the buffet at Josun Palace Seoul Gangnam, raised its adult meal prices from 160,000 won to 170,000 won for weekday lunch and from 185,000 won to 195,000 won for dinner and weekend lunch starting from the 2nd of last month. Nevertheless, most weekend reservations for this month are already fully booked. "The Parkview" at The Shilla Seoul also raised its Friday evening and weekend prices from 192,000 won to 198,000 won in March, but some time slots are still already sold out.

Meanwhile, the buffet restaurant market is expected to grow even larger in the future. According to Euromonitor, the market size for buffet restaurants was estimated at around 400 billion won in 2020, during the height of the COVID-19 pandemic, but exceeded 890 billion won in 2023 and 930 billion won in 2024. If the current trend continues, the industry expects the market to surpass 1 trillion won this year.