"You Can Taste Michelin-Starred Korean Cuisine at a Hyundai Plant"...A Hit Among Singapore's Young Generation

Hyundai Motor’s Na-Oh at Singapore HMGICS
Fine-Dining Korean Restaurant Led by Michelin Three-Star Chef
Word-of-Mouth Sensation Among Local Millennials and Gen Z
Ingredients Grown in On-Site Smart Farm
Showcasing Premium Korean Cuisine

Hyundai Motor Group's Korean restaurant 'Na-Oh', operated within the Singapore Global Innovation Center (HMGICS), is attracting significant interest from the local younger generation. The restaurant, located inside an electric vehicle plant, has established itself as a brand experience space that expands customer engagement through its unique concept of serving Korean cuisine in such an unconventional setting.

Hyundai Motor Group's Korean restaurant 'Na-Oh' operating within the Singapore Global Innovation Center (HMGICS). Provided by Hyundai Motor Company

According to industry sources on October 10, online reservations for the fine dining Korean restaurant Na-Oh are opened monthly and fill up immediately, making it highly competitive to secure a spot. A Singaporean government official commented, "Although it has been over a year since the restaurant opened, it is still difficult to get a dinner reservation. Among the younger generation, it is known as a must-visit hotspot."

The restaurant is drawing attention thanks to its differentiated concept of offering Michelin chef-prepared Korean cuisine inside an electric vehicle factory. All vegetables are grown in a smart farm installed within the factory itself, and the use of ingredients cultivated with automation and robotics technologies simultaneously conveys the premiumization of Korean food and Hyundai Motor's advanced technology image.

Under the direction of Michelin three-star chef Corey Lee, the restaurant presents a variety of Korean dishes themed around seasonal ingredients, allowing guests to experience the changing seasons. The fine dining experience consists of a four-course meal, priced at 78 Singapore dollars (approximately 85,000 Korean won) per person.

This is the first time Hyundai Motor Group is directly operating a Korean restaurant at an overseas production base. The project originated from a casual conversation in 2020 between Hyundai Motor Group Chairman Chung Euisun and Chef Lee. Through this initiative, Hyundai Motor is attempting to expand HMGICS beyond a simple electric vehicle production facility into a new space for customer experiences.

Singapore's multicultural society and its high acceptance of diverse food cultures are also cited as key factors behind the restaurant's success. Na-Oh offers a modern reinterpretation of Korean cuisine, simultaneously advancing both the premiumization and normalization of Korean food. This has naturally helped the Hyundai Motor brand integrate into the local community. Last year, Na-Oh was selected as one of the 'Best New Restaurants of the Year' by Singapore's leading daily newspaper, The Straits Times.