Seoul’s food startups find success with affordable food court

[Courtesy of Seoul Startup Hub Kitchen Incubator]

A new trend in the South Korean food and beverage (F&B) industry is catching office workers’ attention, as a kitchen incubator named Food Court offers a platform for startups to sell innovative and affordable menus. This model not only helps struggling startups secure cooking space but also allows consumers to enjoy unique dishes at a lower cost, making it a win-win situation.

Seoul Business Agency (SBA) operates Seoul Startup Hub Kitchen Incubator, which opened its doors in June 2017. This shared kitchen and facility aims to support F&B startups by providing them with a space to work rent free and allowing them to receive direct feedback from consumers.

As F&B startups break free from the high costs associated with renting traditional restaurant spaces, office workers are flocking to these innovative food courts. This trend has arisen as the prices of various raw ingredients have surged, adding to the financial strain on Korean consumers. According to SBA, Kitchen Incubator’s in-house restaurants host an average of over 9,000 visitors each month.

Kitchen Incubator Food Court in Seoul’s Mapo district, part of Seoul Startup Hub, bustles with customers during lunch hours. In addition to its in-house cafeteria, it houses three startup-run restaurants: Sihwa Yeonjae, VTTR, and Gyelim Myeonga. Sihwa Yeonjae offers “ugoji gukbap,” a traditional Korean dish, for 5,000 won ($3.7), while VTTR provides vegan options, including a cheeseburger priced at 6,900 won. Gyelim Myeonga sells a set of lamb rice noodles and barley rice for 7,300 won.