Seoul’s Brunch Bunch

In the view of many, the major American contribution to dining out is the fast food restaurant. Those familiar outlets dispensing over-the-counter or drive-by fare—such as hamburgers, hot dogs and pizza—are a fixture not only on the U.S. landscape but also all over the globe.
Yet a more elegant American tradition established years ago in fine hotels has also taken hold. It’s the Sunday brunch, described by one critic as “the ultimate all-American dining ritual.”
The term “brunch” was coined by combining the words “breakfast” and “lunch.” Brunch was first introduced as a meal that hotels began serving buffet style from late morning through the early afternoon. Convenient hours and expansive fare accommodated diners such as families coming in after church, golfers after completing an early morning round or locals meeting friends for a substantial meal.
Settling into Seoul
One hotel’s general manager considers his lavish brunch to be “an unforgettable gastronomic celebration, an event in and of itself. It’s not just a meal; it’s an adventure.” And it’s one that has hit Seoul, South Korea.
About 10 years ago, brunch was introduced at one or two luxury hotels in Seoul, where it quickly found responsive patrons. Before long, other places introduced the Sunday brunch to their dining rooms. As a result, today, American-style Sunday brunch can be enjoyed at almost every top Seoul hotel.
Most of the basic elements that originated in the United States have been carried over to Seoul. For one thing, the brunch is served buffet style with guests invited to partake of the wide range of dishes arrayed on long tables and at specialty “stations.” Those with hearty appetites appreciate the freedom to go back for “seconds” or even “thirds” under the “all you can eat” policy.
Food, food and more food
A quick swing around metropolitan Seoul starting late morning on any Sunday is a mouth-watering experience in dining out—brunch style.
At the Shilla Seoul, Sunday brunch is grandly presented in its posh European-styled Continental restaurant. Awaiting those with hearty appetites is a selection that includes a dozen appetizers and salads, sushi, a choice of soups, eight hot dishes, plus a carving station offering roast beef, duck breast and rack of lamb. In the breakfast area are cereals, juices, and omelets to order; six different cheeses and 10 desserts top things off.
Things are equally elaborate at the nearby Grand Hilton Hotel. To accommodate the large turnout on Sunday, its brunch is served in the atrium lobby where the buffet restaurant and the atrium cafe are combined seamlessly into one venue.
Let’s say you visit the Grand Hyatt Seoul anytime between 10:30 a.m. and 3 p.m. Awaiting you at the Paris Grill are the Breakfast Station, the Eggs and Pancake Station, a Hot Station for main courses, a Pasta Station and the Dessert Station with no fewer than 13 choices.
More than just food
The super-deluxe JW Marriott Hotel offers further proof that the Sunday brunch is now part of Seoul’s dining scene. Among the newest luxury properties in the capital, it was just opened five years ago in Kangnam, the capital’s center for international finance and commerce. Opening day boasted, you guessed it, a lavish Sunday brunch buffet. Served in the Grill restaurant from 11 a.m. to 2:30 p.m., the repast included champagne and live background music performed by a jazz trio.
Truly, Sunday brunch has become an established feature in Seoul