Summer New Menus in the Food Service Industry: Diverse Regions and Styles

[Asia Economy Reporter Moon Hyewon] The dining industry is unveiling a variety of new summer menus to stimulate appetites amid the heat. As more consumers experience dining in various forms such as delivery, takeout, HMR, and meal kits, each brand is launching new menus that maintain their unique characteristics while meeting consumer demand.

According to the industry on the 12th, Bon I F's ‘Bon Woori Bansang’ recently introduced the ‘Gangwon-do Sokcho Kodari Naengmyeon Bansang.’ This menu reinterprets Sokcho’s famous kodari naengmyeon with Bon Woori Bansang’s unique Korean recipe, featuring a harmony of chewy kodari muchim and a sweet and tangy broth. Customers can choose between bibim naengmyeon and mul naengmyeon according to their preference, and it is served with king dumplings for a hearty meal.

Bon Woori Bansang also launched the summer delicacy ‘Gyeongsang-do Jinju Yukhoe Bibimbap Bansang.’ Jinju yukhoe bibimbap, topped with freshly cooked vegetables and fresh beef mixed with a secret deodeok gochujang sauce, has long been called ‘Hwaban (flower rice)’ due to its variety, offering a taste that delights both the eyes and the palate.

‘Bon Seolleongtang’ is selling two dishes inspired by Jinju’s local specialty ‘Jinju Naengmyeon,’ a dish of boiled buckwheat noodles topped with beef yukjeon: ‘Yukjeon Yeolmu Naengmilmyeon’ and ‘Yukjeon Myeongtae Bibim-myeon.’ Both dishes share the common feature of thick yukjeon placed on cold buckwheat noodles, providing a savory flavor, chewy texture, and satisfying fullness. Yukjeon Yeolmu Naengmilmyeon combines yukjeon with crunchy yeolmu kimchi and cold buckwheat noodles for a refreshing yet savory taste. Meanwhile, Yukjeon Myeongtae Bibim-myeon boasts a rich flavor with yukjeon, myeongtae hoe muchim (pollock sashimi salad), and seasoned sauce.

These can be enjoyed cool by visiting Bon Seolleongtang stores directly or ordered for delivery through the ‘Bon Order’ app.

Although social distancing has been lifted, if you want the fun of cooking yourself along with the guaranteed quality of ready meals, you can choose RMR Freshigi’s Yeongyeong meal kit. This product reinterprets various authentic Chinese dishes in its own style and offers representative menus from ‘Yeongyeong,’ a well-known Chinatown restaurant, in an easy-to-prepare RMR format. It faithfully incorporates the ingredients and know-how used at Yeongyeong and includes menus such as ganjjajang, samseon jjambbong, and gwobaorou, allowing you to enjoy the taste and atmosphere of Chinatown at home.

An industry insider said, “After over two years of social distancing, consumers who have experienced ‘home dining’ have diverse demands, and the industry is showing a new dining culture by launching new menus through dining out, delivery, takeout, HMR, and RMR. We hope customers will visit stores or choose delivery, takeout, or self-cooking to enjoy the new summer menus that cool the early heat and stimulate the appetite.”

This content was produced with the assistance of AI translation services.