Lotte Confectionery, 'Chefood Bushellang' Promotion... "Fine Dining Bus in the City"

Chef Nam Dae-hyun, a master chef of Korean cuisine (right), and Chef Park Sang-jun of Lotte Confectionery are introducing the Chefood Burschelin Bus. Photo by Lotte Confectionery

[Asia Economy Reporter Song Seung-yoon] Lotte Confectionery announced on the 7th that it will launch ‘Beoshulleng’ as a new promotion for its home meal replacement (HMR) brand 'Chefood'. Beoshulleng, a portmanteau of Michelin and bus, is a unique pop-up store where you can enjoy fine dining inside a bus.

Chefood Beoshulleng created a moving high-end restaurant using a double-decker bus. This is to deliver Chefood’s brand experience of ‘the chef’s taste you can enjoy anytime, anywhere.’ The menu offered by Beoshulleng features fine dining course meals using Chefood’s ‘Blending Curry,’ ‘Sirloin Pork Cutlet,’ and ‘King Dumplings.’ The recipes were created by Master Chef Nam Dae-hyun, a Korean culinary master and former executive chef of Lotte Hotel Signiel.

In addition to the food, the experience is enhanced with various attractions such as city night views and concerts. Participants gather at Lotte Confectionery’s headquarters in Yangpyeong-dong and can enjoy a city tour course featuring night views of Dongjak Bridge, Yeouido Seoul Marina, Olympic-daero, and Gangbyeonbuk-ro. Detailed information can be found on the Beoshulleng introduction microsite.

Reservations for Beoshulleng rides can be made through the restaurant reservation app Catch Table. The bus is scheduled to operate every Wednesday and Thursday until the end of January next year. For the first week’s rides on the 7th and 8th, more than 600 customers accessed the reservation system simultaneously, and all seats were fully booked within one minute of opening.

A Lotte Confectionery official said, "This promotion is prepared targeting office workers who are interested in gourmet food," adding, "We hope everyone enjoys the special experience of becoming a chef in everyday life through Chefood Beoshulleng."

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