Now inviting complete strangers to your place, that's a statement about how you consider social interactions altogether.
Every major city (NYC, London, Paris) has stories of individuals who opened their doors to meet and share over a homecooked meal. For instance in Paris, where an American citizen has been, for decades, receiving once a week about twenty people from all over the world.
In parallel with 'home-like' restaurants where all patrons share the same table, menu, and dinner time, this concept hasn't evolved all the way from 'underground / alternative' to 'mainstream', but to a reasonably 'trendy' status, as people started looking either for sense in an overconnected world, or more trivially for new exciting experiences / exclusive moments. Still now, you can find both 'activist' and 'business' approaches.
"Pop-up restaurants" are the ideal tool to create a buzz or to test a new concept or menu: a one-shot event, an usual location, a happy few trendsetters, and there you go. It sounds a bit cynic, like a pre-launch focus group, but when you open a restaurant you can lose big, and that's a smart way to reassure or convince partners and investors, as well as to deliver the best to your customers. And cuisine-wise, chefs can be more daringly experimental, take a break from daily routine, have and give fun.
Until now, the concept didn't exist in Korea, except maybe for the dinners organized by Cho Tae-kwon at his place with top chefs. For years, this passionate advocate of Korean food has been waging a top-down cultural revolution: from the finest restaurant (my beloved The Gaon) to high end soju (Hwajo), and of course luxury ceramic ware (Cho Tae-kwon being first KwangJuYo's CEO, and second a wise businessman).
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Seoul Village 2012
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* "Korea's first pop-up restaurant"
** "광화문 한복판에 '한평극장' 관객에 계란도 삶아주겠다"
*** In Byeoksan Gwanghwamun Sidae (광화문시대), that's in Naesu-dong, and after Government buildings and the Jongno Church when you come from Sejongno.