SEORAE Korean BBQ’s first Hong Kong restaurant was completed in Tsim Sha Tsui in 2014, marking the arrival of a well-known Korean BBQ chain into one of Hong Kong’s most active Korean business and lifestyle districts.
The project followed SEORAE’s original Korean brand language, creating an authentic, lively, and informal BBQ dining environment inspired by Korean street dining culture and traditional Korean BBQ houses. With an area of approximately 6,000 sq.ft., the restaurant combined large-scale F&B planning with a highly recognisable material palette, including cement flooring, red brick walls, exposed finishes, metal BBQ equipment, and open dining furniture.
A key feature of the project was the integration of table-based BBQ grills with individual extraction systems, which supported both operational efficiency and a more immersive Korean grilling experience. The overall design captured the raw, communal, and energetic spirit of Korean BBQ, appealing to both younger and mature customer groups.
Key themes: Korean brand heritage, authentic street dining atmosphere, large-scale F&B planning, integrated BBQ extraction system, and Tsim Sha Tsui’s Korean community context.
Project details
Construction Duration
~3 months
Location
T.S.T., Hong Kong
Signature materials
Cement Flooring
The cement flooring created a raw and grounded spatial character, reinforcing the casual and urban feeling of a Korean street dining environment.
Red Brick Wall
Red brick was used as one of the key signature elements, bringing warmth, texture, and a strong sense of Korean BBQ house identity to the interior.
Exposed Finishes
Exposed and unfinished textures helped strengthen the authentic, down-to-earth atmosphere, avoiding an overly polished or formal restaurant expression.
Metal BBQ Equipment
The grill equipment and extraction elements became part of the visual identity of the space, clearly communicating the restaurant’s core BBQ dining experience.
Open Dining Furniture
Simple and practical dining furniture supported the lively, communal nature of Korean BBQ, allowing the space to feel approachable, energetic, and suitable for a wide range of customers.
Area
6000 sqft.
Year
2014
CONCEPT & DESIGN INTENT
The design intent was to preserve SEORAE Korean BBQ’s original brand identity from Korea while adapting it for the Hong Kong market. Inspired by traditional Korean BBQ houses and casual street dining culture, the space was designed to feel authentic, energetic, and socially engaging.
SPATIAL STRATEGY / PLANNING LOGIC
With approximately 6,000 sq.ft. of dining space, the planning focused on balancing seating capacity, customer circulation, BBQ table arrangement, kitchen operation, and ventilation requirements. The layout was developed to support both efficient restaurant operations and a lively open dining atmosphere.
GALLERY
MATERIALITY & DETAILING
The material palette featured cement flooring, red brick walls, exposed finishes, metal BBQ equipment, and practical dining furniture.
These raw and honest materials helped create a down-to-earth Korean street dining character while reinforcing SEORAE’s recognisable brand atmosphere.
PROJECT GOALS & OUTCOMES
The design intent was to preserve SEORAE Korean BBQ’s original brand identity from Korea while adapting it for the Hong Kong market. Inspired by traditional Korean BBQ houses and casual street dining culture, the space was designed to feel authentic, energetic, and socially engaging.
COLLABORATION & CHALLENGES
The project required close coordination between design planning, BBQ equipment integration, ventilation systems, and site execution. Particular attention was given to the table-based grill and extraction system, ensuring that the technical requirements could support both customer comfort and the operational needs of a high-capacity Korean BBQ restaurant.
SEORAE KOREAN BBQ
T.S.T.
EXPLORE MORE PROJECTS
새마을식당
SAEMAEUL Original Korean BBQ
GROVE SANDWICHES @DOMAIN MALL
PURADAK CHICKEN@OLYMPIAN CITY
