Pei Wei Asian Diner opened its first Asia location in South Korea by launching its brand at Starfield Hanam, the country’s largest shopping mall.
Pei Wei is partnering in South Korea with ELX Food & Beverage, led by Chef Mr. Justin Choi. Choi will supervise the brand in the market and Pei Wei will offer its characteristic scratch and open kitchen, which allows customers to enjoy dishes made from the freshest ingredients as well as a glance into the cooking process that includes the quintessential Chinese Wok as the cooking method.
Pei Wei is the second brand of the globally popular P.F. Chang’s Inc. who was brought by ELX F&B to the South Korea market. “South Korea’s sophisticated yet practical customers are a perfect target for Pei Wei’s simple, yet healthy and high-quality dishes,” says Kwak Ki-hoon, CEO of ELX F&B. “Through our insights and experience behind our successful launch of P.F. Chang’s, I look forward to leading local dining trends through Pei Wei’s flavorful selection and fresh offerings.”
The company is planning to open 10 more Pei Wei locations by end of 2017, including Daejeon Galleria Department Store and Busan Seomyun Lotte Department Store.
“We are thrilled to open our first Pei Wei restaurant in Asia and are looking forward to serving delicious food to the South Korean consumers in a modern, practical and efficient setting,” says Steve Winters, director of operations for Pei Wei globally. “We believe that our partner ELX will do a fantastic job operating the brand in South Korea.”
The menu items that Pei Wei is introducing are the same as items popular in the U.S., including its signature Lo Mein and Quinoa & Fire Chicken, in addition to the “Wok Classics” Noodle & Rice bowl options, soups, salads and “Small Plate” offerings.