"We wanted to create a culinary space in Gwanghwamun that connects Seoul's past, present, and future."
Chief Executive Officer Jo Yong-gi of Hanwha Foodtech stated accordingly at a launch press briefing for "THE PLAZA DINING" held on the 21st at KT Gwanghwamun Building West in Jongno-gu, Seoul.
Unveiled on the day, THE PLAZA DINING is a high-end food and beverage (F&B) platform introduced by Hanwha Foodtech, the dining subsidiary of Hanwha Hotels & Resorts. It opens on the 15th floor of KT Gwanghwamun Building West in a 450-pyeong space, bringing together Korean "Asadal," Chinese "Dowon·S," and the grill dining "Pablo."
Asadal is a brand that succeeds the namesake Korean restaurant operated at THE PLAZA in the 1980s, offering courses that reinterpret seasonal ingredients and court cuisine in a modern way. Dowon·S is a premium Chinese restaurant that builds on the 50-year tradition of "Dowon," with strengthened seafood dishes. Pablo is a contemporary grill dining concept centered on meat aging and open-flame cooking, composed mainly of dry-aged steaks and seafood menus.
Located on the 15th floor, most seats command sweeping views of Gyeongbokgung, the Blue House, and Bukaksan, which is a standout feature. On site, the spatial layout and visual elements also stood out. Guests could see each restaurant's cooking process, including a large wine tower holding more than 1,000 types of wine, an open kitchen and aging room, and a large aquarium.
Jo said, "THE PLAZA DINING is not just a restaurant but a space that contains iconic elements customers can experience," adding, "The experience that combines palace views from the 15th floor with wine and food is itself a competitive edge."
Among the three brands, he said the focus was placed relatively more on the Chinese restaurant Dowon·S. Jo said, "It is a natural choice to concentrate on Chinese fine dining based on Dowon's competitiveness carried over from the Plaza Hotel days," while adding, "Asadal and Pablo were also designed as optimal spaces suited to their respective cuisines."
In the subsequent Q&A, a question was raised about the main target customer base. Jo said, "We are looking broadly, not only at VIP customers such as nearby government ministries and corporations and figures from the political and business communities, but also at customers interested in gastronomy."
On a question about the profitability of fine dining, he answered, "If customer satisfaction rises relative to the price they pay, the average check naturally increases," adding, "With the recent spread of culinary trends, the fine dining market now has an environment capable of generating sufficient revenue."
On how the core keyword "Foodtech" of Hanwha Foodtech is being applied, he said it has been intensively implemented in the institutional sector of ingredient production and quality control. Jo explained, "Foodtech goes beyond simple automation technologies to encompass the entire realm of ingredient production and quality control," adding, "We are applying it in various ways, including smart farm–based cultivation and maintaining sauce quality through recipe standardization."
Kim Dong-Sun, executive vice president overseeing future vision at Hanwha Hotels & Resorts, Hanwha Galleria, and Hanwha Vision, has recently focused on expanding the dining business. The launch of THE PLAZA DINING is also part of that expansion. OURHOME, acquired earlier by Hanwha Group, has said it plans to open the mid- to low-priced buffet brand "TAKE" at the end of this month. Jo said, "As an executive, (Kim) has consistently emphasized the importance of service and ingredient quality," adding, "He called for a staff mindset and operations faithful to the basics."
Hanwha Foodtech plans to use THE PLAZA DINING as a bridgehead to expand its dining business. Jo said, "Bringing multiple fine dining brands into one space creates synergy in terms of service competition and operational efficiency," adding, "Additional openings are still under review." THE PLAZA DINING officially opens on the 24th.