Jongsik Seoul Restaurant is located near Apgujung Rodeo Street. It is an upscale “New Korean” restaurant. It has a modern and simple décor, making it a symbol of taste, elegance and creativity among Seoul’s restaurants. All of its menus, which mostly include Korean food, change every two to three months. The most famous and distinguished dishes served by this restaurant are Jeju Crispy Snapper and Sea Urchin Bibimbap, which was selected as one of the top 10 dishes in the New York Times newspaper. The term "New Korean" was first used by Owner Chef Yim Jung Sik, who devised new ways to present a variety of innovative Korean cuisine.