Chef Lee Myeong-yeon, who has been in business at Namdaemun Market for 30 years, visits the US
Make and sell hotteok yourself at Koreatown pop-up ‘Hotteok’
Chef Lee Myeong-yeon is baking hotteok at the ‘Namdaemun Hotteok’ pop-up store that opened at Angelina Bakery on 32nd Street in Manhattan, New York, USA. New York=Bin Nan-sae Special Correspondent On the afternoon of the 9th, when the wind turned cool, a New Yorker walked through the middle of Manhattan, New York, USA, biting into a hotteok in a paper cup. In front of the small store he came out of was a sign that had the word ‘ho-tteok (hot-teok)’ written in Korean. Jesse Marcus, who was waiting in line outside the store, said, “I saw the hotteok recipe in the New York Times last February and wanted to try it, so I came because they were selling it here.”
New York, the city of gastronomy. In this city where fine dining and street food from all over the world come together, ‘Namdaemun Hotteok’ has appeared. It was when Angelina Bakery store in Koreatown on 32nd Street in Manhattan was transformed into ‘Manhattan Hotteok House.’
At this place, which opened as a pop-up store at the end of August, chef Lee Myeong-yeon, a “Hotteok master” who has been making hotteok at Namdaemun Market in Seoul for nearly 30 years, is personally baking hotteok. He brought over the menus that were famous as Namdaemun specialties, such as black sugar hotteok, cheese hotteok, and bulgogi hotteok. Freshly baked hotteok is folded in half and placed in a paper cup, just like in Korea.
Jessie, who waited in line to receive the black sugar hotteok, praised it, saying, “It tastes good because you can chew on the sugar powder like a Belgian waffle, and the texture is enjoyable.” Annika, who works near Koreatown, said, “It’s sweet but not too sweet,” and added, “I think I’ll come back and eat it again.”
The Namdaemun Market has been recreated with everything from the oil boiling at the perfect temperature on the large iron plate to the dough mixed with glutinous rice flour. The hotteok dough made by this chef is so well-known that it is supplied to local markets across Korea. He said, “Just like in Korea, I make the dough fresh every morning with glutinous rice flour,” and “I remixed it with the water and ingredients here to recreate the original taste.” He added, “When someone who bought hotteok the day before came back the next day and said, ‘I came back because I remembered it,’ I was happy and thought, ‘This works in America too. ’”
The idea of scouting this chef to New York and opening a hotteok shop was suggested by Tony Park, CEO of QB Hospitality. An Italian-born Korean-American, he has been attracting attention in the New York restaurant industry by successfully opening Angelina (bakery), Antoya (Korean restaurant), and Antoya (BBQ) in Manhattan.
CEO Park prepared 350,000 dollars (about 470 million won) in investment funds for the opening of this hotteok shop. The interior and kitchen facilities of the shop were also renovated to fit the hotteok shop. He explained, “In Manhattan, there is a high demand for street food that can be eaten quickly, and there are many consumers who seek new experiences with food,” and “I thought that sweet and easy-to-eat hotteok would be appealing enough in Manhattan, which leads the global food trend.”
CEO Park plans to develop new hotteok menus tailored to local tastes and increase consumer touchpoints through delivery services and pop-up stores. They will also sell “street toast” in the mornings, targeting New Yorkers who eat breakfast on their way to work.
He said confidently, “New Yorkers’ interest in Korean food is not a passing trend, but has completely settled in.” In fact, in the United States, representative Korean food menus such as bulgogi, japchae, and kimbap are now easily available as frozen foods in supermarkets. “Korean food has succeeded in penetrating the daily lives of New Yorkers who pursue wellness thanks to its healthy ingredients and balanced nutrition,” Park said, adding, “It will continue to grow in the multicultural New York food culture.”
New York = Binnansae Correspondent binthere@hankyung.com
– What makes Chef Lee Myeong-yeon’s hotteok unique compared to other Korean desserts?
Table of Contents
The Sweet Success of Hotteok in Manhattan: Chef Lee Myeong-yeon Brings a Taste of Korea to New York
In the heart of Manhattan, a sweet sensation has taken over the streets of Koreatown. Chef Lee Myeong-yeon, a renowned hotteok master from Seoul’s Namdaemun Market, has brought his signature hotteok recipes to New York City, offering a taste of Korea to locals and visitors alike. The pop-up store, aptly named ‘Namdaemun Hotteok,’ has become a hotspot in Manhattan, with New Yorkers lining up to indulge in the sweet and savory treats.
A Taste of Namdaemun in Manhattan
Chef Lee, who has been perfecting his hotteok craft for nearly 30 years, has recreated the authentic Namdaemun Market experience at the Angelina Bakery on 32nd Street. From the oil sizzling on the large iron plate to the freshly mixed dough made with glutinous rice flour, every detail has been meticulously replicated to bring a taste of Korea to the Big Apple.
Hotteok Frenzy in Koreatown
New Yorkers are going wild for hotteok, with many eager customers waiting in line to try the sweet and savory pancakes. The black sugar hotteok, cheese hotteok, and bulgogi hotteok are among the most popular flavors, with each hotteok carefully folded in half and placed in a paper cup, just like in Korea. The response has been overwhelmingly positive, with customers praising the textural delight of the hotteok and the perfect balance of sweet and savory flavors.
A Culinary Ambassador for Korea
Chef Lee’s hotteok has become a culinary ambassador for Korea, introducing New Yorkers to a new wave of Korean flavors and traditions. The chef’s commitment to using only the freshest ingredients and traditional methods has earned him a loyal following, with customers eager to experience the authentic taste of Korea.
A Bold Venture
The idea of bringing Chef Lee’s hotteok to New York was conceptualized by Tony Park, CEO of QB Hospitality. With an investment of $350,000, the interior and kitchen facilities of the Angelina Bakery were renovated to accommodate the hotteok shop. Park’s vision is to create a hotteok empire in Manhattan, capitalizing on the demand for quick and easy street food that can be easily devoured on-the-go.
Expanding Horizons
As the pop-up store gains momentum, CEO Park plans to introduce new hotteok flavors tailored to local tastes, including innovative flavors such as matcha and strawberry. The company is also exploring delivery services and pop-up stores to increase consumer touchpoints and make hotteok more accessible to New Yorkers.
A Breath of Fresh Air
The arrival of ‘Namdaemun Hotteok’ in Manhattan marks a significant milestone in the city’s culinary landscape. This bold venture is a testament to the power of culinary innovation and the allure of Korean flavors in the global food scene. As New Yorkers continue to fall in love with hotteok, one thing is certain – the sweet and savory taste of Korea is here to stay.
Keywords: Hotteok, Namdaemun Market, Chef Lee Myeong-yeon, Koreatown, Manhattan, New York City, Korean food
Flavors and unique varieties. How is Chef Lee Myeong-yeon preserving traditional hotteok recipes while adapting them for a New York audience?
The Sweet Taste of Korea: Chef Lee Myeong-yeon Brings Namdaemun Market’s Hotteok to New York’s Koreatown
In the heart of Manhattan, New York, a culinary revolution is underway. Chef Lee Myeong-yeon, a veteran of Namdaemun Market in Seoul, has brought his iconic hotteok to the Big Apple, captivating the taste buds of New Yorkers and Koreans alike. This sweet and savory treat, traditionally served as a popular street food in Korea, has found a new home in Koreatown, Manhattan, at the “Namdaemun Hotteok” pop-up store.
A Master of Hotteok
Chef Lee Myeong-yeon, affectionately known as the “Hotteok Master,” has been perfecting his craft for nearly 30 years at Namdaemun Market. His legendary hotteok recipes, passed down through generations, have been tweaked to perfection to cater to the diverse palates of New Yorkers. From classic black sugar hotteok to cheesy and bulgogi varieties, each bite is a testament to the chef’s dedication to preserving the authentic flavors of Korea.
A Taste of Nostalgia
As customers waited in line outside the pop-up store, the aroma of freshly baked hotteok wafted through the air, transporting them to the bustling streets of Seoul. The chef’s attention to detail is evident in every aspect of the store, from the large iron plate to the dough mixed with glutinous rice flour, recreating the traditional Namdaemun Market experience. The hotteok dough, made fresh every morning, is a recipe that has been supplied to local markets across Korea, a testament to its quality and popularity.
A New York Debut
The idea to bring Chef Lee’s hotteok to New York was conceived by Tony Park, CEO of QB Hospitality, a Korean-American entrepreneur with a passion for promoting Korean cuisine in the United States. With an investment of $350,000, the interior and kitchen facilities of the shop were renovated to fit the needs of the hotteok-making process.
A Cultural Exchange
The “Namdaemun Hotteok” pop-up store is more than just a food venture; it’s a cultural exchange that bridges the culinary gap between Korea and the United States. As New Yorkers and Koreans alike savor the sweet and savory flavors of hotteok, they are experiencing a taste of Korea’s rich cultural heritage. The store’s popularity is a testament to the growing demand for Korean cuisine worldwide, with hotteok being a significant contributor to this phenomenon.
A Sweet Success
The response to “Namdaemun Hotteok” has been overwhelming, with customers praising the authentic
