Restaurants that have been around for ages can be found in cities and rural areas alike. In Korea, these places are known as nopo. The no in nopo means ¡°old¡± while po means ¡°store.¡± Nopo have generally retained their old appearance and flavor.

Many hip restaurants and cafes these days seemingly transport visitors to completely different cities. People and places have also been churning out food with increasingly stimulating, addictive and even unconventional flavors. Nopo seemingly go against this trend, both in their vibe and the food they serve.

These days, people are crazy about nopo. People no longer consider nopo simply as restaurant options. They are increasingly willing to travel and wait in line just for the experience. This trend is mostly seen among young Koreans. Many people question this trend since nopo aren¡¯t new or fancy.

There are two main reasons why young consumers love nopo. The first reason is ¡°guaranteed taste.¡± Korean restaurants often open or change their menus to remain in line with consumer trends. The problem is that the trends are very short-lived. Trends also tend to have similar patterns. Many consumers have grown weary of trying to keep up with all of them. However, nopo are recognized for their sustainability, their longevity based on their food and service. The number of people visiting nopo has increased as consumers search for places that focus on the essentials rather than current trends.

The second reason why people love nopo is ¡°unexpected newness.¡± While older people often consider nopo old and boring given that they have enjoyed them for decades, younger people find nopo new and exciting. Restaurants that have been in business since before they were born and have maintained the same taste for generations stand in sharp contrast with the trends young people have come to expect from the restaurant industry. Every aspect of nopo is unique, from the interior and exterior to the taste and history. Young people have become captivated by nopo because they value their own individuality while placing great importance on finding fun things to experience. For this reason, Koreans, from the younger generation to the old, continue to visit nopo.