Why Singapore's MZ Generation Lines Up at Hyundai's Factory

Hyundai Motor Group's Singapore Global Innovation Center
Korean restaurant 'Na Oh' draws attention from local younger generation
Monthly online reservations, fully booked as soon as they open
Established as a must-visit hot spot

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

'Na Oh,' the Korean restaurant operated by Hyundai Motor Group at the Singapore Global Innovation Center (HMGICS), is attracting significant interest from the local younger generation. With its unique concept of a Korean restaurant inside an electric vehicle factory, it has established itself as a brand experience space that broadens customer engagement.

According to the industry as of October 10, online reservations for the fine-dining Korean restaurant Na Oh are conducted on a monthly basis, and competition is so fierce that slots are filled as soon as they open. A Singapore government official commented, "It has been over a year since the restaurant opened, but I hear it is still difficult to get a dinner reservation," adding, "Among the younger generation, it is known as a must-visit hot spot."

'Michelin Chef's Korean Cuisine in an Electric Vehicle Factory'
Gaining attention for its differentiated concept
All vegetables grown in the smart farm inside the factory
Four-course fine dining, SGD 78 (approximately 85,000 KRW) per person

'CX Smart Farm' within the Singapore Global Innovation Center (HMGICS). Provided by Hyundai Motor Company

The restaurant is drawing attention thanks to its unique concept of offering Michelin chef-prepared Korean cuisine inside an electric vehicle factory. All vegetables are grown directly in the smart farm installed within the factory, and by using ingredients cultivated with automation and robotics technology, the restaurant simultaneously conveys the premiumization of Korean cuisine and Hyundai Motor's cutting-edge technology image.

Under the direction of Michelin three-star chef Corey Lee, the restaurant features a diverse array of Korean dishes themed around seasonal ingredients. It offers a four-course fine dining experience, priced at 78 Singapore dollars (approximately 85,000 KRW) per person.

Idea born from a conversation between Chairman Chung Euisun and Chef Corey Lee
First Korean restaurant operated at an overseas production base
Expanding into a new customer experience space
Singapore's multicultural acceptance of diverse food cultures also contributed

Hyundai Motor Group Chairman Chung Euisun is taking a photo with employees after a town hall meeting at the Singapore Global Innovation Center in December last year. Photo by Hyundai Motor Company

This is the first time Hyundai Motor Group has directly operated a Korean restaurant at an overseas production base. The project began in 2020, inspired by a casual conversation between Hyundai Motor Group Chairman Chung Euisun and Chef Lee. Through this initiative, Hyundai is attempting to expand HMGICS beyond a mere electric vehicle production facility into a new customer experience space.

Singapore's status as a multicultural society with a high acceptance of diverse food cultures is also cited as a key factor in its success. Na Oh offers a modern reinterpretation of Korean cuisine, driving both the premiumization and everyday appeal of Korean food. This, in turn, has helped the Hyundai brand naturally integrate into the local community. The restaurant was also named 'Best New Restaurant of the Year' by Singapore's leading daily, The Straits Times, last year.