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Buffets' popularity surges due to high inflation, sluggish domestic consumption

Published: 09 Mar. 2026, 11:04

People eat at the seafood buffet Makino Chaya Black31 Jamsil Lotte Tower branch in southern Seoul in this undated photo. [CHOI HYUN-JU]

For Hwang, a resident of Seodaemun District in western Seoul who only provided their surname, buffets have become the go-to choice for family outings. At one restaurant that Hwang frequents, adults and children can enjoy everything from steaks to cakes, fruits and desserts for 27,900 won ($20) and 15,900 won, respectively.

This means that on weekends, Hwang's family of four can fill their stomachs for only 87,600 won.

“Recently, my family went to a pork cutlet restaurant, followed by a cafe, and the total bill amounted to more than 100,000 won,” Hwang said. “My kids have big appetites, and every time they asked to order more, I felt bad for worrying about the bill. At a buffet, the price is fixed, so I feel much less anxious.”

As high inflation persists and domestic consumption remains sluggish, more consumers are turning to buffets, where they can pay a fixed price to eat a variety of foods.

Ashley Queens, a buffet chain known for its prices in the 20,000 won range, saw its sales jump from 160 billion won in 2022 to 500 billion won last year, the highest on record. The number of stores in Korea has also grown from 59 in 2022 to the current 115. E-Land Eats, the chain's parent company, plans to expand that number to 150 by the end of this year.

Likewise, the seafood buffet chain Makino Chaya's sales increased tenfold from 4.6 billion won in 2021 to 48 billion won last year. Although its weekday dinner price for adults is 72,000 won, customers generally agree that the chain's price matches its value due to its wide selection of fresh seafood — including olive flounder, red drum, tuna, salmon, pink shrimp, sea urchin and abalone — purchased directly from producers.

People eat at the seafood buffet Makino Chaya Black31 Jamsil Lotte Tower branch in southern Seoul in this undated photo. [CHOI HYUN-JU]

The restaurant chain VIPS also saw its membership increase 22 percent in 2025 compared to 2024. The number of stores has grown from 25 in 2022 to 35 as of press time.

The surge in buffet demand during the economic downturn is largely due to tighter household budgets, especially since households consider food to be one of the most difficult expenses to cut suddenly.

A person surnamed Park, a resident of Eunpyeong District, northern Seoul, recently chose to celebrate their father's birthday at a seafood buffet instead of a Japanese restaurant.

“My father likes sashimi, but I was worried about how much the bill would be at a Japanese restaurant,” Park said. “So I chose a seafood buffet where they prepare fresh fish on the spot. Everyone was satisfied because we could each eat whatever we liked.”

According to government data, restaurant prices rose 25 percent over the past five years as of the end of last year, an average annual increase of 4.5 percent.

Data from the Korea Consumer Agency show that as of January, the average price of a bowl of bibimbap in Seoul was 11,577 won, and that of naengmyeon (buckwheat noodles in cold broth) was 12,538 won. A serving of samgyeopsal (pork belly) averaged 21,056 won for 200 grams (7 ounces). This has led to a common joke among diners: “For the price of one serving of pork belly, you can go to a buffet instead.”

People eat at an Ashley Queens in this undated photo. [E-LAND EATS]

Retail and food companies are also expanding into the buffet market.

Lotte GRS launched Bokjugeok, a Korean-style buffet, in July 2025. On weekdays, adults and children can enjoy unlimited bibimbap, bulgogi, stews and vegetables for 15,900 won and 8,900 won, respectively.

Ourhome plans to open Take, a buffet priced in the 20,000 to 30,000 won range, in Jongno District, central Seoul, next month.

“Buffets are becoming popular not because people want to eat large amounts like before but for psychological and economic reasons,” said Jung Yeon-sung, a professor of business administration at Dankook University. “And beyond competing on the number of dishes, buffets need a clear concept that resonates with consumers to differentiate themselves.”

This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
BY CHOI HYUN-JU [[email protected]]