corebrilliance

If you’ve been following the NYC food scene at all, you’ve probably noticed that Korean cuisine is having a major moment. And as a Korean living here in New York, let me tell you, it’s been incredible to watch! It makes me so happy to see the dishes of my heritage not only gain such well-deserved attention but also offer a truly unique and enjoyable experience for everyone—even for those of us with Korean roots living outside of Korea.

Recently, to celebrate my husband’s birthday, I finally visited Joo Ok in midtown New York and had an excellent dinner with my beloved ones. Joo Ok is led by Chef Shin Chang-ho and it is relatively new to the NYC Korean fine dining scene so I can’t help visiting and exploring their creativity.

Joo Ok’s Immersive Welcome

What truly stood out at Joo Ok was the meticulously designed journey that began the moment we arrived. The experience started with an unexpected entrance through an old building and a freight elevator, building anticipation before revealing a serene welcome area. This space was beautifully crafted to evoke a traditional Han-ok (a Korean traditional house), leading us to our seating in a Korean Daechung Maru. This wooden hall, a central feature of traditional Korean homes, provided a unique setting.
Here, we were welcomed with an array of delightful Korean amuse-bouches and refreshing beverages crafted with their housemade vinegar, setting the perfect tone for the evening. One particular highlight was explained as tasting like a sophisticated version of a familiar Korean shrimp cracker, a clever nod to traditional flavors.

The Culinary Unveiling

Our anticipation continued as we discovered Joo Ok’s 10-course tasting menu, priced at $190 as of June 2025. More than just a list of dishes, this menu was a testament to Korean culinary traditions and seasonality, presented with exquisite care. I especially loved the elegant detail of the menu, enveloped in a beautiful Korean fabric, subtly hinting at the thoughtful culinary journey about to unfold. The main dining room, with its striking views of midtown Manhattan, served as the backdrop for this exceptional experience.

Joo Ok’s tasting menu masterfully balances traditional Korean flavors with a modern fine-dining experience.

The journey began with an intriguing trio of amuse-bouches, showcasing the fundamental Jangs – Ganjang, Gochujang,and Doenjang. While the dishes might not immediately reveal the presence of these traditional sauces, their profound depth and nuanced flavors become beautifully evident with every bite. Of all the exceptional courses that followed, I’ll never forget the initial taste of the namul & sweetfish shrimp jeon with Ganjang – a truly memorable first impression.

Another standout, and perhaps my personal favorite, was the Deul Gi Reum (Perilla Oil) dish. True to Joo Ok’s commitment to housemade ingredients, the perilla oil was not only crafted in-house but also specially brought over from Korea. The elegant presentation involved a staff member bringing an oil kettle directly to our table, where they artfully poured the fragrant Deul Gi Reum over a harmonious combination of succulent shrimp, delicate geoduck, and luxurious caviar.

Adapting to a New Home: Joo Ok’s Commitment to Quality

As we savored the final dishes, our curiosity led us to inquire about the menu’s rotation, hoping for frequent visits to explore new creations. The staff explained that, despite already earning a prestigious Michelin star in their first year, Joo Ok in New York (which opened in September 2024) rotates its menu less frequently than anticipated. This deliberate approach allows them to consistently source the best local ingredients to perfectly capture authentic Korean tastes. Having successfully run the same restaurant in Seoul, Korea, they are diligently refining their processes and logistics to adapt to their new environment in New York, ensuring the highest quality in every dish.

Wine & Beverage Program

While we opted for a celebratory bottle of champagne rather than the offered 5 or 7-course wine pairing, the experience with their beverage program was superb. The sommelier, who came to New York with Chef Shin, provided an excellent recommendation within our preferred price range, serving us with impeccable attention. For those considering bringing their own, Joo Ok also offers corkage service at $70 per bottle, limited to two bottles per reservation.
Pro-Tip: Given that the tasting menu leans heavily towards seafood over meat, I highly recommend selecting a beverage – whether from their list or your own bottle – that beautifully complements delicate seafood dishes.

A Harmonious Blend of Heritage and Hard Work

In conclusion, Joo Ok NYC truly delivers an ultimate Korean dining experience, masterfully weaving traditional Korean courses throughout its entire 10-course tasting menu. From the foundational Jangs to the thoughtful preparation of every dish, it’s clear that Chef Shin and his team are not just serving food, but telling a story of Korean culinary heritage.

What makes Joo Ok particularly compelling is their evident dedication to localizing these traditions within the New York fine dining scene. Their commitment to sourcing the best local ingredients and diligently adapting their processes, as they once did in Seoul, speaks volumes about their pursuit of excellence. It’s this harmonious blend of deep-rooted tradition and incredible hard work in their new home that makes Joo Ok a truly unique and unforgettable destination in NYC’s vibrant Korean gastronomy.

ℹ️ For more information: https://www.joo-ok.com
🍽️ Reservation on Resy
📍Get directions: 22 W 32nd St 16th flr, New York, NY 10001 (Entrance can be found on 32nd street, between Citi Bank and Hana Michi restaurant)