The neighborhood of Hongdae, home to Hongik University in western Seoul, isn't quite the place one would normally think of for innovative cuisine or fine wine. Yet, there is a growing number of entrepreneurs changing the landscape of this university district, and businesswomen at that.
On the edge of Hongdae between Sangsu and Hapjeong subway stations lies Seogyo-dong, an area that was previously dominated by publishing company offices and traditional two-story homes for the upper middle class. Many of these houses and their gardens are rapidly being converted into restaurants, bistros, and cafes as more and more people flock to the area.
Much of the change is being driven women entrepreneurs with innovative concepts and unique products.
Mimi Jung was awarded the first patents in Korea and Japan for fried shrimp, one of the specialty menus at her restaurant Miminae. She also specializes in tteokbokki (chili rice cake tube soup).
She originally opened the restaurant in 2009 in the western port city of Incheon because she wanted to keep a low profile after leaving the world of public relations. "I started with just one person, me alone," she said. She was determined to try something different.
"In 2009, tteokbokki was still considered a low-class street food. But I was confident that if I made something different, then people would consider it cuisine, a real food," she said.
Later she moved to Hongdae because of its high-density population who mostly eat out. "Hongdae residents hate to go far. And Hongdae is representative of Seoul," she said.
Flavor is central to Miminae's concept. She said she used to hate the very kind of food she is selling now. "I thought it was dirty," she recalled.
"I thought if I changed it, then it would be something people could enjoy," she said. One discovery she made was that people have different preferences for the fast food style. "Korean, Chinese, and Japanese like sticky, thick tteokbokki. I don't like it. Except for these three countries, most foreigners don't like sticky tteokbokki," she said.
Joe McPherson, a restaurant judge and Korean food blogger, sees something unique at Miminae. "Everyone does the same thing. She does something different. All the street food places are exactly the same. She's doing something to innovate," he said.
Miminae (www.미미네.com) plans to expand and open franchises throughout South Korea and Asia.
Fox Wine Bistro was established in 2008 by a former public relations executive who wanted to exit the corporate world and follow her passion for wine. The bistro has 400 wines and a range of bistro food such as pasta, lobster, grilled meats and burgers. Monthly wine tastings and parties are held for wine connoisseurs.
What brought Lee Su-yeon to Hongdae for her business was lower rent. "Prices here are much cheaper because we don't have the huge rent and utilities like other parts of the city. So I can offer wine at reasonable prices," she said.
The area also attracts a different demographic with its trendy boutiques and cafes, she explained. "Some of my best customers are women, women with careers in their 30s," she said.
She also likes the strong network of women business owners in the Hongdae area. "Being independent is tough. We all try and help each other," she said.
(Fox Wine Bistro www.foxwinebistro.com)
Hongdae isn't the area that most people would go to for single malt whiskey, which is precisely why in 2010 two businesswomen opened "The Factory," a late night bar with 130 whiskeys and 170 cocktails on the list.
Owners Park Si-young and Han Kiu-seon are friends from elementary school who view Hongdae as somewhere special with a lot of potential. "A lot of people in their 30s remember Hongdae with fond memories," said Han.
An emotional connection with the area was a major part of why they set up shop there. "Hongdae has a different mood. Whereas Cheongdam-dong, strewn with high-end bars, is too luxurious to enjoy easily, Hongdae is a freer area," Han said.
Park is a self-taught mixologist who has been making cocktails for 20 years. She is passionate about whiskey and is keen to introduce new beverages to young Koreans. "I wanted to cultivate this wasteland so young people can learn about whiskey," she said.
Han also believes whiskey shouldn't be an exclusively male beverage. "Whiskey is not just for men. Single malt whiskey is smooth and not for drinking quickly. It's something to enjoy." (The Factory www.barfactory.co.kr)
Women entrepreneurs like the owners of The Factory see the Hongdae area as having potential to develop even more. As a sign, more people in their 30s and 40s are coming to the area to wine and dine.
Kim Eun-mi, a 27-year-old teacher and resident of the area, sees the changes as positive. "It's like what happened with Garasu-gil three years ago," she said, referring to the fashion street in southern Seoul. "There's always a new cafe or restaurant opening. There's always somewhere new to go." (Yonhap)