HOWOO, a high-end Korean barbecue restaurant specializing in USDA Prime, dry-aged beef and A5 wagyu, opens from Urimat Hospitality Group in Manhattan’s Nomad [7 East 31st St]. Meaning “good meat” in Korean, HOWOO is dedicated to offering an elevated Korean barbecue experience with a commitment to quality, serving only the finest cuts of beef, including dry-aged ribeye, snow-marbled short rib, A5 Miyazaki wagyu, among others, alongside three unique rounds of banchan. The 7,700 square foot, bi-level space is designed to host groups of all sizes – from intimate, two-seat grills at the bar to eight private dining rooms on the mezzanine level overlooking the dining room.
Later this Spring, Urimat Hospitality Group, a new group from KTM Group (known for Nubiani, mono+mono, Soju Haus, and Food Gallery 32) will open two additional concepts, DubuHaus and Musaek, within the same space.
HOWOO’s menu offers a sophisticated Korean barbecue experience with unrelenting dedication to culinary techniques and meticulously sourced, high-quality ingredients – many of which are imported from Korea. A la carte appetizer dishes include Seafood Naeng-chae with jellyfish, octopus, squid, shrimp, lotus root, cucumber, sesame, and homemade sauce; and Kale-Mung Bean Mook Salad with prime bulgogi, shiitake, bean sprouts, perilla egg, and seaweed. A selection of noodles and stews are also available including Cold Noodles in prime beef bone broth, served with brisket, egg, and sesame; and Spicy Cold Noodles, mixed in homemade gochujang, with brisket, egg, sesame, and in prime beef bone broth. Both noodle dishes use lotus leaf noodles: a variation of noodle rarely seen in the U.S., sourced directly from South Korea and adding a dynamic, green hue to each dish. Fermented Soy Stew, a hearty stew made with prime short rib, onion, zucchini, potato, tofu and anchovy broth, and a spicy Kimchi Stew, with homemade kimchi, onion, and tofu, are served with Mahn-Saeng-Jong Rice, a high-quality Korean rice variety known for its deep, naturally sweet flavor that is milled in-house.
Guests can order a la carte or choose from a Butcher’s Selection of packages including the Prime Course and the Elite Course, featuring a more deluxe selection of meats, including A5 Miyazaki Wagyu Striploin, all prepared using a 35-day dry-aging process to enhance the meat’s depth of flavor and tenderness. Each guest receives a personal tray of housemade sauces, including Anchovy Ssamjang made with anchovies sourced from Tongyeong, Korea,1000 Day Aged Sinan Sea Salt & Maldon Salt, and Korean Ramps Jangajji Wasabi with pickled Korean ramps grown on the island of Ulleungdo for a spicy complement. The Butcher’s Selection includes a generous spread of Accompaniments: Japchae, glass noodles with spinach, oyster mushroom, sesame, bell pepper, egg, onion and chive; Egg Soufflé made with fermented shrimp and kelp broth; a Lettuce Ssam Set to wrap meats in freshly picked lettuce and enjoy with cucumbers and carrots; and three different rounds of Banchan, with an array of pickled seasoned vegetables and kimchi.
To finish the meal on a balanced note, all guests receive Nok-cha Soft Serve, green tea ice cream made with green tea powder from Boseong, a Korean county famous for its green tea leaves.
Highlighting Korean ingredients, crafted cocktails include Strawberry, made with vodka, KMS Chamoe, strawberry, cantaloupe, and elderflower; Ginseng with vodka, ginseng, grapefruit allspice, grapefruit, and lime; and Omija, made with gin, omija, fino sherry, egg white and lime; and highballs like Ginger Lemon with Suntory Toki Whiskey, ginger-honey and turmeric cordial; and Pink Lemonade with Suntory Toki Whiskey, rose and lemon. A selection of Korean sool, beer, and wine are also available alongside a selection of non-alcoholic cocktails, including Orange with Ghia aperitif, vinada sparkling NA wine, soda, orange and Barley with goji berry, barley, lemon, NA Lyre’s tequila. HOWOO’s cocktail program is complemented by a stellar wine list highlighting varietals from California, France, and Italy, all housed in a floor-to-ceiling Sapele Mahogany wine cellar as a focal point of the Main Dining Room.
Designed by Urimat Hospitality’s in-house team, HOWOO’s 257-seat bi-level dining room is elegant and understated, featuring a combination of wood, black steel, and matte brass materials. Guests enter the dining room alongside a striking Giwa Tile Wall adorned with traditional Korean Giwa roof tiles, which goes on to divide the main dining room into two sections. The Main Dining area is a lively open space with high ceilings and views into the butcher’s station with red-hued refrigerators and tables accommodating up to 8 guests and behind the Giwa wall, tables can accommodate parties of up to 6. Intimate horseshoe-shaped booths are nestled in the corner with built-in grills for up to five guests alongside an 18-seat bar equipped with grills for parties of two. On the mezzanine level, eight private dining rooms overlook the restaurant and can seat groups of all sizes up to 22 guests.
HOWOO is open for dinner from Sunday to Thursday from 5 PM to 11 PM and Friday and Saturday from 5 PM to 12 AM. Reservations are available on Resy. For more information, visit www.howoo.nyc and follow @howoo.nyc.
