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Gordon Ramsay's lavish burger store in Seoul attracts celebrities

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People queue to enter Gordon Ramsay Burger at Lotte World Mall in Seoul's Songpa District, Jan. 7, when the restaurant opened to the public. Newsis
People queue to enter Gordon Ramsay Burger at Lotte World Mall in Seoul's Songpa District, Jan. 7, when the restaurant opened to the public. Newsis

By Ko Dong-hwan

British star chef Gordon Ramsay's burger joint "Gordon Ramsay Burger" at Lotte World Mall in Seoul has attracted YouTube influencers, a famous comedienne as well as a rambunctious CEO who shared their mouth-watering experiences online.

They visited the restaurant that opened to the public Jan. 7 after running a pre-opening event from Dec. 30 that saw 2,000 reserved guests. The pre-opening reservation event began Dec. 20, and its limited seats were completely booked within 30 minutes.

The influencers ate the restaurant's pricey burgers which started at more than 30,000 won ($25) and ran as expensive as 140,000 won. Such lavish price tags apparently provoked not just high-profile foodies with an army of online followers but also anyone interested in choice burgers to give it a try. YouTuber "Tzuyang" with 5.26 million followers posted a video Jan. 12 showing herself ordering the entire menu there, grabbing the head chef's attentions.

A poster of Gordon Ramsay inside Lotte World Mall promoting the Gordon Ramsay Burger restaurant. / Newsis
A poster of Gordon Ramsay inside Lotte World Mall promoting the Gordon Ramsay Burger restaurant. / Newsis

A chef with more than 1.5 million YouTube subscribers who was invited as a VIP to the restaurant posted a review Jan. 10. He said the 1966 Burger ― the most expensive one on offer ― used "high-end 1++grade Korean hanwoo beef" and was "so savory its after-taste dominated other burgers I had after that." Another chef who tried the same burger said it "was rather a nice cuisine than simply a burger." Funny woman Kim Min-kyung said eating the burger was "like having a steak at a good barbeque restaurant."

"For 140,000 won, I would rather go to a barbeque restaurant than coming here," she said.

Chung Yong-jin, vice chairman of conglomerate Shinsegae Group, let his 773,000 Instagram followers know, Jan. 8, that he visited the restaurant and had a 31,000 won-burger. The active social network user said it has been a long time since he visited a shopping mall of Lotte, his rival company, adding he enjoyed "tremendous freedom."

Some also mentioned that the restaurant's signature Hell's Kitchen Burger (31,000 won) had a good balance between ingredients ― a hanwoo beef patty, jalapenos, avocado, tomatoes and grilled cheese ― and wasn't too far off what they expected as a good choice burger.

The restaurant is the first Asian branch of the brand and the fourth in the world following Las Vegas, Chicago and London.


Ko Dong-hwan aoshima11@koreatimes.co.kr


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