Seoduk Oh's Beef Wellington Burger Debuts in Seoul's Seongsu-dong
Creatrip Team
3 months ago
Ashley Queens, a value-focused buffet brand, opened its first pop-up in Seongsu-dong and collaborated with celebrity chef Seoduk Oh to launch a premium “Beef Wellington Burger.” The burger uses a hanwoo (Korean beef) patty, jamón (cured ham), Colby-Jack cheese, Dijon mustard, and a pastry bun to echo the classic Beef Wellington. Priced around 15,900–17,900 KRW, the collaboration aims to offer a differentiated dining experience as restaurants shift toward selling brand experiences. Ashley Queens says this is its first chef partnership and plans more store openings and menu strengthening to reach aggressive sales and expansion targets next year.
