Chef Sungchul Shim Infuses Korean Flavor Into a Times Square Steakhouse

Why It Matters

GU Steakhouse demonstrates how cultural fusion can revitalize a traditional dining segment, offering a competitive edge in a crowded market while appealing to diverse, price‑sensitive consumers.

Key Takeaways

• GU Steakhouse blends Korean flavors with classic New York steakhouse
• Dry‑aged steaks cooked over wood and Korean charcoal
• House‑made sauces feature fermented soy, seaweed, and plum
• Shared noodle and rice dishes offer affordable, communal options
• Fixed‑price three‑course menu targets tourists and budget‑conscious diners

Summary

Chef Sungchul Shim’s GU Steakhouse, which opened in Times Square in 2025, reimagines the traditional American steakhouse by infusing it with Korean and broader Asian influences. The concept retains the classic steakhouse layout—bar, appetizers, and prime cuts—but layers it with Korean‑style sauces, fermented ingredients, and a live‑fire grill that combines wood and Korean charcoal for a smoky, umami‑rich finish.

The menu showcases dry‑aged prime beef, half of which is aged in‑house while the rest comes from a specialized vendor, ensuring consistent quality. Signature sauces blend Korean soy, fermented seaweed, and plum‑based dressings, while the Caesar salad incorporates fermented plum for a citrusy umami lift. A shared‑plate section offers kimchi fried rice, tteokbokki‑style noodles, and tofu stew, providing affordable, communal options alongside the high‑priced steaks. A fixed‑price three‑course “prefix” menu, priced around $65, targets theatergoers and tourists seeking a complete dining experience without the premium steak price.

Notable details include a tableside martini cart that adds a Broadway‑style show element, and a hidden, single‑seat tasting room called O.Har where chefs present a Korean‑French fusion tasting over a central fire pit. Shim emphasizes staff training to explain the hybrid menu, noting that many guests need guidance to appreciate the Korean twists on familiar dishes.

The restaurant’s hybrid model differentiates GU in a saturated NYC steak market, attracting both locals and the high‑traffic tourist demographic. By marrying Korean culinary techniques with American steakhouse expectations, Shim creates a scalable concept that could inspire further Korean‑infused steak venues across major urban centers.

Original Description

Chef Sungchul Shim’s dream was to have a restaurant in Times Square, and he realized that dream just about a year ago when he opened Gui Steakhouse. The Culinary Institute of America graduate set out to make his steakhouse unique by infusing Korean flavors and techniques into the menu.

Steaks are dry-aged and cooked over live fire fueled by a combination of wood and Korean charcoal. Along with classic steakhouse sauces, Chef Shim offers a house-made steak sauce that’s an umami-rich blend of Korean soy sauce, seaweed and herbs. His Caesar salad also has Korean accents—the dressing includes fermented plum. Diners can choose from an array of starters and sides, but there’s also a menu section of shared noodle and rice dishes—a traditional way for Koreans to end a restaurant meal. But a martini cart with tableside service is an all-American specialty of the bar.

A more recent addition is Hwaro, a 22-seat circular chef’s counter within Gui that offers a Korean fine dining experience through a multi-course tasting menu. It’s named after the traditional Korean brazier, a symbol of community. For a more wallet-friendly option, there’s a prix-fixe three-course dinner that’s well-suited for pre-theater guests.

Listen as Chef Shim talks about the culinary journey that brought him from Korea to New York and how is wowing guests at Gui Steakhouse with its inventive menu in a striking setting right in Times Square.

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