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Lotte Hotel Seoul's fine dining Korean restaurant 'Mugunghwa' / Photo=Lotte Hotel

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As it's reportedly known that Michelin Guide 2020 for Seoul will be announced somtime around this month, there is a growing hope at South Korean hotel that 'Mugunghwa', the hotel’s fine dining Korean restaurant, can get its first Michelin star.

If Lotte Hotel is lucky enough to be awarded, the hotel believes that their plan to get grow as a global hotel chain will gather momentum.

While the Michelin Guide for 2020 marks the fourth list for Seoul, the Michelin stars have already been accepted as a 'entry qulification' to become renowned super luxury hotel. Last year, Hotel Shilla’s Korean restaurant 'La Yeon' and Four Seasons Hotel’s Chinese restaurant 'Yu Yuan' claimed stars, proving their names as luxury hotels.

Lotte Hotel Seoul / Photo=Lotte Hotel

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Although the biggest interest this year is whether Shilla’s La Yeon can keep its three stars or not, Lotte’s Mugunghwa also attracts lots of whether it can grab a coveted star or not. As Lotte Signiel Seoul’s Stay and Bicena earned one star each last year, if they keep their stars and Mugunghwa gets a new one, Lotte will get a fame to be a hotel chain with the most Michelin-starred restaurants in South Korea.

Mugunghwa, located on the 38th floor of Lotte Hotel Seoul, is the oldest Korean fine dining restaurant in a five-star hotel. Just like Hotel Shilla’s La Yeon, Mugunghwa represents the hotel. Even while traditional Korean restaurants lost grounds in luxury hotels, Mugunghwa has maintained its status until now. However, while La Yeon, its archrival, maintained three stars for three consecutive years, Mugunghwa got none.

Mugunghwa winning a Michelin star is especially meaningful to to Lotte. Lotte Hotel has two Michelin Guide-listed restaurants, Stay and Bicena, but it remains regrettable that they only depend on the name of the three-star Michelin chef Yannick Alléno.

Mugunghwa acquiring a Michelin star is also important for Lottel Hotel’s strategy to extend its business overseas. While Lotte Hotel currently operates 11 hotels abroad, it is seeking to build more luxury hotels in not only the US and Europe, but also in the emerging markets of Southeast Asia. Mugunghwa has already advanced in Lotte Hotel Yangon, the hotel which is considered the most luxurious in Myanmar.

As ‘Destination Hotels’, where the hotels themselves are the destinations of travelling, have become the latest trend, it became more important for hotels to differentiate their services with others. Lotte Hotel hopes to use Mugunghwa’s Michelin star to strengthen their fine-dining service. While Lotte Signiel’s Stay and Bicena will be in charge of trendy dining services, Lotte Hotel Seoul plans to present traditional Korean style dining experience through Mugunghwa. /Nam Soohyun. Yoo Seungmok

*The original version of this article has been published on Oct. 7, 2019.

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남수현 인턴 nsooh@mt.co.kr, 유승목 기자 mok@mt.co.kr

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