Globalizing Korean Cuisine-BANN

                     BANN restaurant is opening up a new sensation of Korean cuisines in New York

Lately with the spread of Hallryu, there are expanding new interests in Korean cultures around the world. Besides K-POP, Korean celebrities, and Korean dramas, there is a new kind of culture that is interesting people in the United States. A Korean restaurant in New York is interesting the taste of many foreigners-this restaurant is called Bann. BANN Restaurant, since opening in 2005, has become the premier Korean restaurant in New York City. It is the flagship of a group of bicoastal restaurants developed by Mrs. Young Sook Choi, highly regarded as the pioneer in revolutionizing modern Korean cuisine. Following the success of more contemporary restaurants in Los Angeles, Beverly Hills and SoHo, Mrs. Choi began to focus more on broadening traditional flavors and artisan crafted foods, creating BANN's signature style of cuisine.

Executive Chef Eli Martinez brings 'Innovative Korean Cuisine' to BANN, showcasing traditional elements in a modern adaptation with an emphasis on using the finest natural ingredients to develop rich, distinct flavors highlighting the unique tastes of Korean cuisine in a simple & refined presentation. Exclusive to BANN is the distinctive style of dining not found in any other Korean restaurants. BANN's rare approach creates a dynamic sensory experience through the use of all 5 senses. The open kitchen provides guests with an exciting look into how their food is being prepared with views of blazing fires from the wok and aromas of familiar and exotic foods. Known for authentic Korean barbeque, all tables are fitted with smokeless grills where guests can watch a variety of fresh meats and seafood sizzle and cook to their liking.

             Many people believe that foreigners, especially Southerners, do not enjoy Korean food. They think that it is too spicy and not suitable for their taste. However, BANN proves this wrong with their special cuisines that keep the original Korean taste but also suit the foreigners taste at the same time. Today, I have asked BANN about their special tips on success to suiting the Korean flavor to the foreigners.

1. Could you tell us the history of BANN?

             Mrs. Choi is a second generation restaurateur, being mentored by her mother in law who began the famous Woo Lae Oak chain. After working together for the openings of the original Woo Lae Oak in New York and Los Angeles Mrs Choi decided to modernize Korean cuisine and try to introduce it to the Western palate. She opened her first branch of Woo Lae Oak on the prestigious "Restaurant Row" in Beverly Hills and soon the restaurant gained a large celebrity clientele as well as critical acclaim. Having seen how Korean cuisine was well accepted, Mrs. Choi focused on opening a new branch of Woo Lae Oak to replace the original space in New York that had burned down in Midtown, this time in an up and coming neighborhood, SoHo. In 1999 the restaurant opened and has become the premiere Korean restaurant in the city as well as a hot spot for the chic Soho crowd. 5 years later Mrs. Choi and executive Chef Eli Martinez created a new dining concept to go back to authentic recipes and ingredients and focus on traditional cuisine, which would become the signature style for Bann. Bann is now the most recognized Korean restaurant, having been featured in several media outlets such as television shows, movie, magazines, etc. Bann has hosted the National Korean Tourism Board as well as the Korean Culture Association, has been frequented by the Secretary General of the United Nations and other dignitaries. With the success of Bann New York, Mrs Choi opened another location in Korea town Los Angeles at MaDang Plaza.

 

2. How many foreigners normally visit the restaurant?
Bann is very popular with tourists because of the prime location in Times Square. About 50% of the customers are foreigners (from all parts of the world) travelling to New York and of Bann's regular clientele roughly 65% are foreigners.

3. What changes/efforts does Bann make in order to adjust to the taste of foreigners?
When people think of Korean food, they automatically think spicy, which traditionally Korean food can tend to be. However at Bann we try to highlight all the unique flavors of each dish using the finest natural ingredients to create a multi-layered but simple and refined plate. We try to create a balance between flavors like spicy, sweet & savory that will not overpower the other. In a word, it is milder than traditional Korean food

4. Can you introduce us foods that foreigners enjoy the most from your restaurant?
Bann is known for our tabletop barbeque, which is successful because all cultures can appreciate grilled meats. Foreigners tend not to order items that are that are too exotic so will choose the more familiar items such as the fresh sashimi (sang sun muchim), Ke Sal Mari (crab), Dae Ji Jim and Dak Nal Ke Ti Kim as appetizers. For traditional dishes foreigners choose entrees (not so much chiges or soups) like the Kalbi Jim or the Un Dae Gu Jorim. Also here are some of my favorites:

Duk Bok Ki

Baked Scallop

Raw beef

Beef with lettuce

5. What kind of future do you see in Bann? (Or what is the future goal of Bann?)
We are trying to truly globalize Korean cuisine. It is still not as well known as Japanese, Chinese or even Thai cuisine so we try to make it more approachable. We are developing new concepts like Bann Next Door which is our fast casual restaurant that serves popular Korean street food. We want to expand the "Bann" concept by creating different dining styles while focusing on using the finest products available.

  

             Sometimes questions are brought on whether we should keep our original flavor or change the flavor of our food to suit foreigners. BANN Restaurant is expanding the tastes of many foreigners by trying to keep the original flavor, yet also suiting the foreigners’ taste at the same time. Through their efforts, Korea’s culture is spread far through cuisines. Maybe it’s not about only emphasizing the original taste. Like BANN, maybe what combines both the original and foreign taste can be the global choice.