Competition is heating up among restaurant operators betting on hotpot for solo diners. As Chinese hotpot chain Haidilao rolls out single-diner outlets in the greater Seoul area, Korean restaurant company FG is opening its first store in Busan in partnership with chef Jung Ji-sun. The company is targeting solo-dining demand with broths tailored to Korean tastes and a range of Chinese dishes.
FG will open the first outlet of its new Chinese restaurant brand Tiantianlai at Lotte Department Store's Busan main branch on Oct. 28, according to industry sources on the 23rd. The name means "come every day" in Chinese, and the brand is built around the concept of a Chinese meal that can be enjoyed alone on a daily basis.
FG operates dessert brand Buchang Confectionery, single-serving shabu-shabu brand Kangho Yeonpa and Western-style diner chain Pacific Tonkatsu. The company is now expanding into Chinese cuisine and solo hotpot through a partnership with Jung, who appeared on the Netflix cooking competition show "Culinary Class Wars."
Tiantianlai chose Seomyeon in Busan for its first location. The company plans to test the competitiveness of its menu and store operations in a commercial district that draws young consumers, office workers and families alike. After establishing a foothold at the Lotte Department Store Busan main branch, FG plans to move north into the greater Seoul area.
The menu emphasizes flavors familiar to Korean consumers. The company is differentiating itself with broths made from ingredients Koreans know well, including light anchovy, spicy water parsley and spicy mushroom. Hotpot, long seen as a dish for groups, has been reworked as an everyday meal for one.
Also on the menu are mapo tofu rice and noodles, scallion oil noodles, mala xiang guo and mala dumplings, all developed with Jung's involvement. The lineup targets customers looking for an easy way to enjoy a variety of Chinese dishes beyond hotpot. FG plans to combine the operating experience it gained from single-serving shabu-shabu at Kangho Yeonpa with Jung's expertise in Chinese cuisine.
Haidilao earlier launched Hi Five, a single-diner hotpot brand, to tap the same demand. After opening its first store at Hyundai Department Store's Pangyo branch on the 1st, it is preparing to open a second outlet at Lotte Mall's Cheongnyangni branch. The move is aimed at drawing solo customers in addition to the group diners served by its existing restaurants.