Kyochon F&B Launches 'Memildanpyeon' for the First Time in Yeouido

Buckwheat Ingredient-Based Buckwheat Cuisine Brand
Using Domestic Buckwheat and 1++ Grade Hanwoo Beef Broth

Kyochon F&B Co., Ltd., the operator of Kyochon Chicken, is launching a buckwheat cuisine brand called ‘Memildanpyeon’.

Memildanpyeon, which opened on the 1st in Yeouido-dong, Yeongdeungpo-gu, Seoul, is a buckwheat cuisine brand that utilizes ‘buckwheat,’ a representative ingredient of Korean cuisine.

Buckwheat Noodle Side Dish Set

Kyochon plans to open a new dining chapter by putting buckwheat, a familiar ingredient that has long been responsible for the nutrition and meals of the people, at the forefront of Memildanpyeon.

The ingredients of Memildanpyeon offer a splendid meal using buckwheat, the most Korean and traditional ingredient, along with premium ingredients.

Using 100% domestically produced buckwheat from Bongpyeong, Gangwon-do, the buckwheat noodles are freshly kneaded every morning and made in-house. The broth is made by simmering 1++ grade Korean beef brisket and shank, and chicken. The seasoning sauce is aged for 72 hours to bring out umami. Additionally, perilla oil from Paju Majung Oil House, which has a 50-year tradition, is sourced to add excellent flavor.

In particular, all the tableware used to serve the food is bangjja yugi (bronze ware) crafted by Lee Bong-ju, a national intangible cultural asset and master of yugi (bronze ware). By adding the value of craftsmanship to dishes made only with the finest ingredients, they plan to satisfy both taste and aesthetics.

The menu includes four types of buckwheat noodles: ▲Perilla Oil Buckwheat Noodles ▲Bibim (Mixed) Buckwheat Noodles ▲Pyongyang-style Cold Buckwheat Noodles ▲Bajak Antique Buckwheat Noodles, along with three side dishes: ▲Korean Beef Boiled Meat ▲Cheongsong-style Chicken Bulgogi ▲Handmade Gondre Jeonbyeong (wild vegetable pancakes). Especially, the ▲Memildanpyeon Bansang is a signature dish that includes all ingredients on one table and is prepared in limited quantities daily.

Inside the Buckwheat Short Story

Moonbear craft beer, Eunhasu Makgeolli, and other beverages to accompany the dishes are also introduced. Among them, Moonbear craft beer is produced at the ‘Moonbear Brewing’ factory in Goseong, Gangwon-do, and Eunhasu Makgeolli is produced by the agricultural corporation ‘Fermentation Workshop 1991.’ These beverages boast the best flavor harmony with Memildanpyeon’s menu.

The store interior is also decorated with a luxurious atmosphere that transcends tradition and modernity, matching the brand’s value. The entire store is painted in brown tones reminiscent of buckwheat. The ceiling objects and wall boards express the coarse texture and linear image of buckwheat.

Song Won-yeop, Innovation Leader of the Global Americas & New Business Division at Kyochon F&B Co., Ltd., said, “Memildanpyeon will establish itself as Kyochon’s new dining space that combines the most Korean ingredient, buckwheat, with Kyochon’s craftsmanship.” He added, “As the status of Korean ingredients and K-food is strengthening worldwide, we plan to create a more special and new food culture experience for our customers.”

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