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).
A real pop-up restaurant in Seoul? Fellow food lovers Joe McPherson's ZenKimchi.com and Sarah Lee's Seoulinthecity.com decided to take up the gauntlet: with "Back Kitchen-Seoul", they intend "to take Korean ingredients and dishes and re-imagine them - the emphasis is on freshness, flavor, and fun. There is no official charge for the family-style dinner, just a W30,000 suggested donation for ingredients, time and effort. Drinks are extra.*" The venue, a cafe near Anguk-dong (Cafe Gondry, Gye-dong 140-23), is not exactly a private home but the cooks will have a better environment to concentrate on what really matters. No wonder the event is almost already booked up.
Meanwhile, on the other side of Sejongno, someone decided to turn his own apartment into the tiniest stage. Actor SIM Cheol-jong promised to prepare some eggs for the audience to snack during his performance in his improvised "One Pyeong Theater" (1 pyeong = about 3.3 square meters - now that's Home Theater 1.0!). To accomodate visitors, he actually needs 10 pyeong of his 23 pyeong officetel***. Not much, but that's a cathedral compared to "Bien Etre".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.

Just to help you locate GCS HQs on Yulgokno, this is their Northern view, from Gwonnong-dong: a section of Changdeokgung (east of Donhwamun, the palace's main gate), Bugaksan in the distance (the mountain), and the hills of Wonseo-dong in-between (Bukchon area, close to Gahoe-dong in the sketch).


Even now that the Myeongdong Theater has reopened, it's hard to imagine the place as a buzzing spot full of artists, authors, and intellectuals. Ever the shopping mecca, Myeongdong was at the same time the Saint Germain des Pres, the Montparnasse, and the Champs Elysees of the fifties. Later on, but long before they started spitting two penny K-Pop on every passer-by, its streets resonated with slogans against the dictatorship.
"Myeong-dong Narratives" (exhibition)
Birkin is very popular in Korea. I mean the Hermes bag, not the young lady who, following Grace Kelly, lost her last name to the French luxury brand. Note that the Kelly's design recently fell into the public domain, thus the series of 'homage'-knockoffs from all rival manufacturers.
Jane Birkin is very popular in France. As a 
... And now this. Haechi, Seoul City's mascot, painted on US-style fire hydrants. I know Japanese tourists love the area but is this Gahoe-dong or Kawaii-dong?
This small alley has been hosting a second French restaurant for quite a while: facing the two-storey 'A Table Bis', 'Chataigne' proposes a more upscale menu (table d'hote) in a cute re-hanokized house seating no more than 12 people*. A well serviced place, but no pretensions, and a very kind Chef, who masters fine emulsions and sauces (delicious yam and snails). Merging dishes #3 and 4 (before today's main dishes: rainbow trout or ribeye) could make an even stronger statement, but that's not the positioning. What you enjoy is a soothing moment at a reasonable price.

