MOO-LAH – MOO-LAH, AN ELEVATED HONG KONG-STYLE DINER BY THE RENOWNED TEAM BEHIND BORN & BRED SEOUL SOFT OPENS IN HONG KONG’S HOLLYWOOD ROAD, CENTRAL  

Korean Hanwoo beef expert, Jung Sang-won’s first venture in Hong Kong offering nostalgic Hong Kong classics with its signature Born & Bred Hanwoo Beef 

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<<10^th October, 2024 – Hong Kong >> Moo-Lah, the highly anticipated new dining concept from the renowned team behind Born & Bred in Seoul (#64 on Asia’s 50 Best Restaurants 2024 and MICHELIN recommended), has now soft opened on Hong Kong’s Central Hollywood Road. With a total seating of 24 guests, Moo-Lah seeks to marry the rich traditions of local cuisine with the dynamic flavors and unparalleled quality of Born & Bred’s iconic Hanwoo beef, recognized worldwide for its unique marbling and robust umami. Moo-Lah highlights this exceptional ingredient, with each dish thoughtfully crafted to celebrate the distinct depth of flavor that Hanwoo beef can bring to traditional Hong Kong and creative Korean influenced recipes along the way.

At the helm of this venture is Jung Sang-won, founder of Born & Bred and a noted expert in Hanwoo beef. Growing up in Seoul’s Majang-dong neighborhood, renowned for its meat markets, Sang Won developed a passion for exceptional beef at a young age, inspired by his father’s legacy in the meat business.

“Bringing Moo-Lah to Hong Kong is a dream come true,” says Jung Sang-won. “I am excited to share the incredible flavors of Hanwoo beef while honoring the city’s culinary traditions. After three long years of working to secure the license to export our beef to Hong Kong, we are eager to create memorable dining experiences that unite top quality ingredients from Born & Bred with authentic recipes which I believe will be familiar flavors for Hong Kong and overseas guests.”

EXCEPTIONAL HANWOO BEEF AT MOO-LAH BY BORN & BRED

Moo-Lah’s greatest strength lies in the experience and expertise of its Korean beef artisans who have been sourcing, selecting, and processing top-quality Hanwoo beef for well over 40 years, building on the legacy of the team at Born & Bred. Hanwoo beef is a prized Korean delicacy known for its exceptional flavor and quality. The unique characteristics of Hanwoo beef differentiate it from other varieties of top-quality beef. Striking a harmonious balance between Japanese and American beef, Hanwoo offers a well-rounded profile that is neither excessively fatty like Wagyu nor overly lean like American cattle. With optimal marbling for rich flavor and a satisfying texture, Hanwoo beef shines in its natural aroma and taste. Characterized by a grading system that evaluates meat based on marbling, color, texture, and aging, this systematic approach simplifies quality assessment for consumers, categorizing Hanwoo into grades 3, 2, 1, 1+, and 1++, where top-tier specimens exhibit a pinkish hue, glossy appearance, and well-distributed fat, with additional distinctions for male and female cattle types.

At Moo-Lah, only the most premium cuts of Hanwoo heifers beef from the highest-ranked 1++ (No.9) category are used, boasting exceptional quality and tenderness. While the official grading system does not factor in the age or gender of the cattle, the restaurant specifically selects heifers aged between 24-36 months. This unique expertise, honed over decades in Hanwoo distribution, sets Moo-Lah apart with a standard that is challenging to replicate. Within its intimate space of 24 seats, guests can indulge in dishes crafted from exceptional cuts of beef ribs, brisket, blade, shank, round, and tendons.

A HONG KONG TAKE ON SET LUNCH & DINNER MENUS AT MOO-LAH

During the soft opening phase of the new shop, lunchtime guests can indulge in a delightful 3-course set menu starting from HK$168 served from 12pm to 5pm beginning with a refreshing starter of tomato salad in plum dressing as a palate cleanser.

For the main course, diners can choose from 4 signature main course options including the Assorted Hanwoo Beef Brisket in Clear Broth served with rice noodle, egg noodle, or rice (HK$228), Hanwoo Beef Shank with original gravy sauce with stirred noodles (HK$188), Aromatic Hong Kong style Curry Beef Brisket with egg noodles or rice (HK$168) or the Black Peppered Hanwoo Burger & Fried Egg on rice (HK$178). The meal concludes with a choice of dessert, featuring either a classic Hong Kong White Sugar Sponge Cake or a Black Sesame Roll.

During the soft opening phase of the new shop, a 5-course set dinner starting from HK$268 will be served daily from 6pm to 10pm and begins with the same refreshing starter. Guests can select an appetizer, opting for either a Hong Kong style Hanwoo Blade Steak HK Bao with Satay Sauce or Chinese Herb Spiced Hanwoo Beef Shank, followed by a comforting Minced Hanwoo Beef Radish Cake in Gravy.

A choice of 5 main dish options includes Hanwoo Kalbi Short Rib Noodles in clear broth (HK$368), Assorted Hanwoo Beef in clear broth noodles (HK$338), Hong Kong style Beef Brisket Curry Rice (HK$288), a Chargrilled Hanwoo Burger with Egg on Rice (HK$268) and a Hanwoo Beef Brisket in clear broth noodles (HK$318).

The experience culminates with the same delightful traditional Hong Kong dessert choices, allowing guests to savor the sumptuous flavors of Moo-Lah for dinner. As a nod to Hong Kong’s dynamic late-night dining scene, Moo-Lah will soon introduce a special menu of late-night offerings and will continue to develop and evolve with menu offerings starting in November.

INTERIOR DESIGN INSPIRATION – MOOLAH BY BORN & BRED

Inspired by the colonial-era Hong Kong style teahouse (pronounced as Cha Chaan Teng), Moo-Lah by Born & Bred combines nostalgic elements with a modern twist. The jade-green mosaic tiles, khaki oak furniture, and rustic concrete walls have been carefully selected to evoke a journey that seamlessly bridges the past and the present with a touch of east meets west tea-house setting.

A must-visit destination for food enthusiasts and locals alike, Moo-Lah allows guests to immerse themselves in the flavors of Hanwoo beef and the comforting embrace of Hong Kong dining. Moo-Lah has now soft opened its doors for lunch and dinner service only, with late night service to offer at a later stage. For more information, please visit Moo-Lah’s Instagram account at @moolah.hk.

<<ENDS>>

ABOUT MOO-LAH BY BORN & BRED

Moo-Lah, a concept by the award-winning restaurant and butcher shop Born & Bred from Seoul, elevates local Hong Kong comfort food by incorporating authentic recipes and the finest ingredients, with a particular emphasis on Hanwoo beef. Born & Bred began its journey in 1978, becoming the first distributor of Hanwoo beef in Korea. With over 40 years of experience, the brand’s greatest asset lies in the expertise and heritage of Korean beef artisans who meticulously select and trim high-quality Hanwoo beef. Founded by Jung Sang-won, whose passion for premium Korean beef was ignited in his youth by his father, a beef purveyor, the Moo-Lah brand was inspired by Jung’s love for clear soup brisket noodles—a cherished local comfort food in Hong Kong. His goal is to recreate this dish using the most authentic recipe and the best ingredients available, all within a relaxed and comfortable setting. Recognized by “USA Today” as the Best Beef in the World, Hanwoo beef is now more accessible to diners.

At Moo-Lah, each dish is served in a warm atmosphere with friendly service that makes every meal a delightful journey into comfort food.

ABOUT BORN & BRED

Founded by Sang Won Jung, Born & Bred Korea proudly presents the best Korean Hanwoo beef from Majang-dong. Sourced from Sang’s hometown, the beef reflects the dedication of its skilled butchers, the craftsmanship of its masters, and the love and passion of its meat merchants, resulting in a rich and robust flavor profile. Established in 1978 as the first Hanwoo beef distribution company, Born & Bred goes beyond a typical meat company, reshaping the industry with its premium Hanwoo beef. The cornerstone of Born & Bred lies in the expertise and history of its Korean beef masters, who have been meticulously selecting and crafting high-quality Hanwoo beef for over four decades.

Born & Bred sets the standard for excellence in Hanwoo beef cuts and flavor, representing the pride of Majang-dong.

RESTAURANT INFORMATION

Address – G/F 66 Hollywood Road, Central, Hong Kong

Contact Number – +852 2219 8600

Contact Email – info@ moo-lah.net

Website – www.moo-lah.com.hk

Instagram – @moolah.hk @bornandbredkorea

Opening Hours – Monday – Sunday from 12pm – 10pm (during soft opening only)