After successfully presenting Chatime, Chatime Atealier, Cupbop, Gindaco, and Go! Go! CURRY - Genki no Minamoto, F&B ID introduced its sixth brand, 88SEOUL, with its first store officially opening on 22 May 2025 in Central Park Mall, LG floor.
The coming of 88SEOUL was based on Korean food popularity, which keeps growing in Indonesia. It is not just a momentary trend, but it is also part of a lifestyle that is increasingly popular. 88SEOUL is a full-service restaurant presenting Korean-style home cooking with unique serving using a large tray. Pronounced “Eighty Eight Seoul”, 88SEOUL brings a dining experience full of warmth, combined with the new retro nuance of Korea in the 1980s, which is nostalgic but modern.
Devin Widyakrisnadi, CEO of F&B ID, stated, “The launch of 88SEOUL is not just introducing a new brand, but also marking a new phase in the journey of F&B ID to bring a more varied and thorough food selection. Through 88SEOUL, we bring the full-service Korean dining concept, combining quality, comfy, and a strong cultural touch in a comprehensive experience. This is part of F&B ID’s commitment to keep innovating in presenting a dining experience which is more than just tasty, but also relevant to Indonesian people’s needs and wants that are constantly growing. We want to create a new space for culinary lovers, especially Korean culture lovers, to enjoy authentic, warm, full story food without going far.”
Carrying the slogan “Seoulful Korean Cuisine”, 88SEOUL presents various delicious set menus cooked to bring the warmth of Korean flavors in every bite. Customers can choose Champion Set for one person or Victory Set, great for two. Each set comprises warm rice, a main dish from animal-based protein, authentic Korean soup, and various banchan or side dishes to complete the dining pleasure. Moreover, there is a series of highlighted side dishes that bring more taste and give a more authentic dining experience. All dishes are served on a large tray to create an immersive dining experience and sensation as if you are enjoying homemade food right in South Korea.
88SEOUL is developed with a serious and collaborative approach to ensure the authenticity of taste and food quality. In the planning process, F&B ID collaborated with Chef Lim Jong Bin, who holds an official certificate from the South Korean government and has 20 years of experience in the culinary world. The Chef, known as Chef JB, is fully responsible for developing all 88SEOUL menus, from choosing ingredients, taste compositions, and serving techniques. Chef JB’s presence ensures that each dish in 88SEOUL is not just authentic, but also comes with warmth and care of homemade Korean food, aligned with this brand's “Seoulful Korean Cuisine” spirit.
Beyond serving food, 88SEOUL is also designed as a space that brings the customers to dive into the nuances of Korean culture more thoroughly. The brand name “88SEOUL” was chosen with full meaning. The number “88” refers to the year 1988, an important period that marked the national spirit and pride of the South Korean people. This spirit is sparked through the 1980s interior detail and decoration, giving a warm and nostalgic atmosphere. This atmosphere also becomes F&B ID’s way of responding to the enthusiasm of Indonesian people for Korean culture and food.
“Based on our research in 2024, it was clearly shown that Korean food has a big potential to keep growing and become an important part of the Indonesian culinary landscape. The popularity is not seasonal anymore, but has transformed into consistent preference, especially in the young generation who are familiar with Korean culture through music, dramas, and lifestyle. Seeing the opportunity, we saw the importance of bringing a brand which didn’t just answer the market demands, but could also shape a new standard in serving Korean food authentically and thoroughly.” added Devin.
Food lovers can now enjoy various 88SEOUL menus. With up to 55 seats capacity, 88SEOUL is ready to become a new destination for food enthusiasts, especially Korean food lovers. Besides dining in, all 88SEOUL menus are also available in the F & B ID mobile app available on Google Play or App Store, also an online delivery service.
The launch of 88SEOUL proves F&B ID’s commitment to providing simple daily happiness for Indonesian families each day through flavors that touch the heart (soulfull).
