"Black & White Chef" Comes to Busan... Department Stores Intensify Gourmet Content Competition
Shinsegae Centum City Hosts Chef Park Juseong's First Pop-up in Busan
The fierce competition among department stores to offer gourmet experiences led by celebrity chefs continues in Busan. Shinsegae Centum City is introducing chef Park Juseong's soba brand, Sobaju, to Busan for the first time. Park Juseong became well-known through his appearance on "Black & White Chef."
On July 21, Shinsegae Centum City announced that it would operate a Sobaju pop-up store—featuring the handmade soba brand by chef Park Juseong, known from "Black & White Chef"—for the first time in Busan.
At this pop-up, chef Park prepares handmade soba himself, from kneading the dough to making the noodles. The pop-up will also feature exclusive menu items that are not usually available at regular stores.
The signature dishes include duck breast warm soba, tomato basil cold soba, wild sesame oil mixed soba, and pollack roe tamago mixed soba. Set menus pairing soba with side dishes are also available for sale.
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The pop-up will be open on the first basement floor of Shinsegae Centum City until July 30.
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