Korean food is on the rise. However unlike other Asian cuisines it's stayed pretty pure in its'recipes and ingrdients. What's the reason for this? Namely that Korean chefs and the corporations responsible will not cave in to Amrcian tastes.
Regular contributor and chef herself Priya Kirshna wrote about this in today's New York Times Wednesday Food section. Korean food has never been more popular in Manhattan and the city has the Hand Hospitality to thank for this. This corporation has achieved what many non western restaurants still find difficult to do in America, win wide appeal while focusing on a narrow audience. This being young Korean and Korean-Americans hungry for a tasty of nergy pouring out of South Korea. Even Hand'sservers speak no or little English. Some dishes are only in Korean. They mean to cater strictly to this crowd however American are coming in droves to the eateries. Hand has imported some of the restaurants to New York and specialize only in one single dish - such as bulgoki thats served at Samwoojung.or the hearty soup gomtag at Okdonsig.Also trendy restaurants like Atomix and Atoboy, are also popular New York restaurants.
Hand has picked a good city to showcase its'restaurants. New york and its' boroughs have roughly twelve million people of Asian descent along with a dining crowd that's well acquainted with a myriad of different cuisines Hand Hospitality's influences goes beyond its' own restaurants and extends to such places as Korean Southern C as in Charlie. This is a fusion place whre popcorn chcken has a sweet gochujang glaze and there is a Seoulsbury strak with Gruyere grits.The chef David Jun woo serve swett tea alongside his meals. More and more Korean chefs are also combinging their American experience with their Asian backgrounds. Hand also maintains the cool and sometimes stern Korean style ethic to their restaurants . They are brutalist or minimalist lines. This again appeals to the downtown crowd used to warehouse design. This also appeals to a ounger Korean crowd although not necessarily their elders. The older generation still wants traditional food in traditional settings.
Korean food is on the uptick thanks to Hand Their restaurants not only attract Koreans longing for a taste of home but adventurous New Yorkers. It's the best of both worlds for them.
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