In Seoul, this butcher wants to start a Korean barbecue omakase beef culture
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Remarkable Living
In Seoul, this butcher wants to start a Korean barbecue omakase beef culture
Jung Sang-won's boutique meat market place, Born and Bred, not only offers the highly prized Korean hanwoo beefiness, only it also features an omakase-style barbecue bar with a multi-course meal featuring various cuts of said beef.
Born and Bred challenges the perception of a traditional slaughter-house. (Photo: Threesixzero Productions)
26 Jan 2022 06:30AM (Updated: 16 Aug 2022 03:08PM)
It's difficult to fathom that a brand like Born and Bred, which sounds more than like a cool denim characterization, is home to the nigh premium hanwoo beef in all of Seoul. And, maybe the only building in the world, where every flooring is dedicated to pleasuring your palates with meat.
Decked out in Fine art Deco style with dark marble, tinted glass and bronze accents, the five-storey complex is a nod to the design ethos of the Roaring Twenties. It stands imposingly, albeit awkwardly, against a tired-looking streetscape of onetime landmarks, including the famous Majang-dong Meat Marketplace.
The man behind this boutique meat operation is Jung Sang-won, 37, who grew up watching his father sell beef at Majang-dong, famous for its meat market place and slaughterhouses.
"My begetter has been doing business here for over 40 years. Since I was born and raised here, I aptly named the concern Born and Bred," said Jung.
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Majang-dong is also where Korean hanwoo is sold – a prized meat, highly-regarded for its marbling and flavour. "I love hanwoo non just for its rich flavours and buttery textures, but it brings me dorsum to when my father would come abode subsequently work, always bringing back some meat in a bag, and I would grill it for him," he reminisced.
Growing up, Jung and his cousins treated the market like a playground, by having pellet gun- or water pistol fights. Those were expert memories for him, just it was besides frightful because at that place was blood everywhere, from the meat.
"Visitors who came to Majang-dong had the same feeling – that information technology was a scary identify. I wanted to change this perception and show that it was possible to come to here and have a fancy meal in a boutique hotel setting," he shared.
Jung's father, on the other manus, wasn't keen on something so modern, as he felt it should retain the red neon lights that Majang-dong is known for.
"Through my travels, I felt inspired past the aesthetics of boutique restaurants and bars that take a speakeasy quality, as well equally the set design of the picture show, Kingsman. So, I worked with my interior designers to recreate something like a gentleman's club. I personally feel nosotros complement the timelessness and traditions of the neighbourhood," he affirmed.
Born and Bred challenges the perception of a traditional shambles past offering a one-of-a-kind space that features three dining concepts. The first floor, a chic butcher's lounge, showcases the all-time hanwoo beef in Seoul. On the 2d floor, you'll find a modern casual eatery that takes inspiration from butcher restaurants in the Majang-dong area. The subconscious precious stone is the omakase barbecue bar in the basement, which offers a multi-class beef experience featuring diverse cuts of melt-in-your-mouth hanwoo beef. This is where you'll discover Jung putting on a spectacular show behind a slick hemispheric counter.
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Born and Bred is the first restaurant in Seoul to offer a matkimcharim course that specialises in premium hanwoo beef. Matkimcharim, which means "trust me" in Korean, is akin to a Japanese omakase.
"I fondly recollect my time at a Japanese sushi bar, where the chef was able to sense what blazon of sushi I wanted, without me having to tell him. I was really touched by the quality of service and decided that I had to try that with beef," he explained.
With admission to the best beef in Korea, Born & Bred'due south loftier-terminate concept is the perfect showcase of what hanwoo has to offering. Jung reveals that his best cuts come from two-year-old female cattle, every bit they are softer and have a richer taste. According to him, the best part of the moo-cow is the skirt meat, as information technology has the deepest flavours.
He assures that, even though the matkimcharim class volition set you back at least US$300 (S$397), you volition be getting your coin's worth of beef, at to the lowest degree 600g, in a wide variety of cuts, all lovingly grilled over a smokeless charcoal grill.
It doesn't finish there. Like any traditional Korean meal, there are enough of sides to savour, from picked vegetables to bound rolls, spicy noodle salads, katsu sandwiches, pho, and much more.
Jung strongly believes that matkimcharim dining will definitely enhance the standards of hanwoo cuisine in Korea.
"Simply like how people call back of Nippon when they call up of omakase, it would be great to have people to propose 'Ah, nosotros have to go to Korea to have special Korean barbecue omakase beefiness'. This is my dream!" he enthused.
Adapted from the series Remarkable Living (Season 3). Sentinel total episodes on CNA, every Dominicus at 8.30pm.
Disclaimer: This video was filmed earlier the COVID-19 pandemic.
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Source: https://cnalifestyle.channelnewsasia.com/remarkableliving/seoul-korea-korean-barbecue-omakase-beef-246696
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