OPPAlicious BBQ: Spice Up Your K-Grill With Six-Pack Sauce

It was a Friday night at the newly opened Hanyang restaurant in LKF, and an impressive "Fully Booked" sign hung outside. Inside, the crowd was almost entirely made up of women, myself included. As the lady next to me held her breath, hopping for an oppa to flip her sizzling gogigui (Korean BBQ), waiter Kibum poured my soju with a wink, and I nearly ordered another round just for an encore!

At Hanyang, the charming young men known as "oppas" (누나) provide attentive service and playful banter, which are the secret ingredients to the restaurant's success. They have established a thriving niche in the city's dining scene, where the currency is measured in abs, biceps, and the uplifting K-pop music. Ladies of all ages, from twenty-somethings wearing crop tops to ajummas (older women) carrying Chanel handbags, flock to the restaurant not just for the food, but to enjoy the eye candy and a bonus of six-pack abs.

Jennifer, a 28-year-old lawyer, recalled her first visit to Hanyang. "I was having a tough week at work," she said. "I was stressed, overworked, and feeling invisible. But then I walked into Hanyang, and the waiter smiled at me. It was just a smile, but it made me feel like I mattered."

"Hanyang attracts a customer base that is 99% female!" Felix, the manager of Hanyang and a professional model, said somewhat shyly. "While our core focus is the quality of the food, the 'oppa' service is an add-on to enhance the atmosphere, and it helps us bring in a lot of walk-ins."

The "oppa" trend in Hong Kong is driven by the city's unique demographics. According to the Hong Kong Census and Statistics Department, there are approximately one million more women than men in the city, which creates a significant gender imbalance. The odds are not in favor of the ladies, and it's worth noting that hostess bars, sports bars, and gentlemen's clubs in this city have long catered to men, leaving women underserved. However, OPPA restaurants are now turning the tables, changing this dynamic by tapping into women's growing financial independence and their desire for experiences that make them feel valued and special.

The OPPA Economic Effects

Women use the term "OPPA" to address older brothers or close male friends in Korean culture. Hiring actual Korean young men in hospitality isn't just about looks; it's the final layer of authenticity. The language, manners, and cultural nuances create an inviting atmosphere tailored to women, transporting diners straight into the vibe of a trendy Seoul eatery.

For many Hong Kong women, these OPPA restaurants offer a momentary escape from their daily routines. Women can openly express their desires without shame, playfully calling their favorite waiter 'oppa' while basking in the charm of Korean hospitality. It's a space where they're celebrated, entertained, and pampered. Given the soaring popularity of the OPPA hospitality, Hanyang is expanding its business.

"As part of the BMJ Restaurants Group, Korean hospitality brand Samsic is set to open two new OPPA-styled Korean restaurants - Jejusic and SOLSOT - next month," Felix noted. "We want to provide a unique dining experience that blends Korean cuisine with personalized service."

Hong Kong has a long-standing fascination with Korean entertainment, encompassing K-pop, K-dramas, and the adult musical "WILD WILD Show". The rise of OPPA-styled restaurants has spread the Hallyu (한류, "Korean Fever") trend beyond the media and sparked a surge in language learning, offering a real-life extension of the fantasy world.

With women outnumbering men, the gender imbalance in Hong Kong reflects the growing financial independence of women, who are now more career-focused and assertive. As women command greater economic resources, businesses like Hanyang are adapting to cater to this demographic's preferences and purchasing power.

The NOONA Movement

The OPPA-culture trend has not only emphasized the increasing purchasing power of women but has also played a significant role in redefining women's roles in Hong Kong society. The Korean term "NOONA" (누나) means "older sister" when used by younger men, often conveying a sense of respect and affection.

At Hanjang restaurant, women were laughing, flirting, and enjoying themselves in a way that's empowering and unapologetically fun. Women are no longer waiting for someone (older) to invite them out; they're creating their social circles and enjoying themselves on their terms.

This place opens the door for women to challenge stereotypes that older women should be reserved or ashamed of their attraction to youth or celebrity culture. Instead, it provides an environment of openness and humor, giving them the space to assert their sexuality and independence, and allowing them to own their desires and dismiss age-related stereotypes. In other words, women can take charge and actively enjoy entertainment and romance just as men do.

Hong Kong's gender imbalance has created a fertile ground for businesses like OPPA restaurants and movements like NOONA to thrive. For centuries, women have been told what they should want, how they should behave, and where they should go. The OPPA trend is shifting that narrative, giving women the freedom to choose their own experiences, whether that's a night out at a young male dance show or a private cooking class with a handsome chef.