“The Leader in Korean Fine Dining”

There couldn't be a better expression for introducing 'Jungsik.' Located in Tribeca, New York, Jungsik is the first Korean fine dining restaurant in New York to be awarded two Michelin stars, making it the first Korean chef and the first Korean restaurant in the US to achieve this honor.

True to its name, Jungsik presents refined Korean cuisine and has been at the forefront of local Korean food culture. Incorporating Korean ingredients and food culture throughout the restaurant, it has captured the palates of global gourmets with on innovative menu and established itself as a success case of local Korean fine dining. In recognition of its achievements, Jungsik was selected as one of the '2022 Best Overseas Korean Restaurants' by the Ministry of Agriculture, Food and Rural Affairs and the Korean Food Promotion Institute.

What does the leading representative of overseas Korean fine dining envision for the present and future of Korean cuisine? We spoke with Director Suyoung Park, who has worked as the head chef at Jungsik and currently oversees the New York branch.

From Seoul to New York, Jungsik Captivates the World with 'New Korean'

Jungsik started in Seoul's Sinsa-dong in 2009. Unlike other Korean restaurants, it focused on developing innovative Korean menus using seasonal ingredients, pioneering a new genre of reinterpreting familiar ingredients from traditional Korean cuisine in a contemporary way. Jungsik's chef, Jungsik Yim, called this style of cuisine 'New Korean'. In 2011, the opening of Jungsik's second branch in New York expanded the scope of New Korean fine dining to the world.

Director Park identified the main differences between Jungsik Seoul and Jungsik New York as the primary customer base and ingredients. "Jungsik New York welcomes a diverse range of customers from different countries," and therefore, "has incorporated a variety of ingredients from around the world that are available in New York, in addition to local Korean ingredients," she explained. 

The philosophy of 'New Korean', which demonstrates the infinite possibilities of Korean cuisine based on traditional Korean cuisine, remains unchanged whether in Seoul or New York. Director Park states, "We are striving to tell the story of Korea through various traditional foods and cultures" and "We showcase Korean culture such as Korea's representative fermented foods like jang and kimchi, traditional liquors, and the Korean way of dining such as enjoying banchan (side dishes) with a meal."

Domestic Ingredients, the Root and Strength of Jungsik

The menu at Jungsik is visually exciting. The familiarity of the ingredients and the freshness in the cooking methods are evident. The well-loved signature dishes such as "Sea Urchin Bibimbap" and "Octopus dish with Gochujang Aioli" are made with familiar ingredients like parae (green laver), toasted sesame oil, and homemade kimchi.

Jungsik puts great efforts into sourcing domestic ingredients, continuously seeking out regional specialties such as Gyeonggi rice, Haenam seaweed, and Wando abalone. Director Park notes that the interest in Korean cuisine has even led to an expansion of exports of domestic ingredients. She explains, "Nowadays, various food suppliers are importing Korean ingredients," and "In addition to basic ingredients, you can find excellent products made by Korean artisans in New York."

As Jungsik has been designated as a '2022 Best Overseas Korean Restaurants' selected by the Ministry of Agriculture, Food and Rural Affairs and the Korean Food Promotion Institute, it has been able to get increased supply of domestic ingredients since this year. 'Best Overseas Korean Restaurants' are recognized for their contributions to the promotion of Korean food, food quality, hygiene, and ingredient management. They receive various benefits, including support for purchasing ingredients and tableware. Director Park shared, "After being designated as a Best Korean Restaurant Overseas, we have been able to receive not only the ingredients we used to prepare but also high-quality products created by skilled artisans. It has provided us with a great opportunity to develop diverse menus and reduce the financial burden."

"Customers are the Driving Force of Growth" - Jungsik's Philosophy of Korean Cuisine

Just a few years ago, New York's Korea Town, which was primarily dominated by Koreans, has transformed into a gourmet destination enjoyed by everyone in New York. Director Park attributes this change in perception of Korean cuisine to the influence of the Hallyu (Korean Wave) culture. She explains, "Due to the cultural trends of K-pop and K-drama, foreigners' interest in Korean cuisine naturally grew," and "I cautiously think that Korean cuisine is currently at the peak of the New York food scene."

Jungsik, which is thriving and rising with the increasing popularity of Korean cuisine, has also faced times of difficulties. Director Park recalls that the past few years, which includes the peak of the COVID-19 pandemic, were the most challenging. The impact on premium fine dining restaurants during the period when the entire foodservice industry was struggling was even greater. Jungsik's solution during the crisis was "fine dining delivery." Director Park says, "It was a delivery service that we started with concerns about whether we could meet customer satisfaction, but thanks to the customers who love Jungsik and our dedicated team, we were able to overcome the crisis." "Both outdoor dining and delivery services would not have been possible without the love and support from our customers," she added with an expression of gratitude.

Customers visiting Jungsik have a special meaning for Director Park. The sight of customers enjoying Korean food is her driving force and nourishment. "My greatest joy is seeing customers sincerely enjoying our Korean food," said Park. "The pride and satisfaction I feel when I see them savoring every drop of the sauce, their genuine expressions of delight, and the nodding of their heads are the reasons why I am in this profession."

With Great Expectations for the future of New Korean Fine Dining

Jungsik has great aspirations to be a 'Global Korean Cuisine Ambassador.'

As the first Korean restaurant to be designated as a ‘Best Korean Restaurant Overseas', Jungsik feels a greater responsibility to share Korean food and culture with the world. "As the first Korean fine dining restaurant in New York, we have been striving for a long time to deliver the best ingredients and service," said Park. "As a Best Korean Restaurant Overseas, we will take the lead in not only exceling in the quality of our food, but also spreading the Korean culture in various ways." We truly look forward to the diverse new Korean fine dining experiences that Jungsik, the forerunner in the globalization of Korean food, will continue to offer.

JUNGSIK
Address │ 2 Harrison St. New York, NY 10013
Hours │ Sunday-Thursday (5:00PM-9:00PM) / Friday-Saturday (5:00PM-10:00PM)

References JUNGSIK, JUNGSIK Instagram (@jungsik_nyc, @jungsik_inc), Exploretock