Korean business entertainment and drinking culture can trace its roots back to the Joseon Dynasty. During this period, networking and business discussions over alcohol primarily took place among the yangban (aristocratic) class in sarangbang (men’s quarters) culture. Entertainment at gisaeng houses or taverns was mainly the privilege of the upper class, with strict etiquette and hierarchical order.
Modernization Period (1960s-1980s)
After the Korean War, as economic development began in earnest, business entertainment culture also started to change. From the 1960s, the yojeong (traditional Korean restaurant) culture centered in Myeongdong, Seoul, reached its golden age. Secret deals and lobbying between large corporations and politicians took place in yojeong establishments, forming the foundation of Korea’s unique “closed-door politics” and “relationship-centered business” practices.
From the mid-1970s, hotel lounges and nightclubs emerged, making entertainment culture more sophisticated. Particularly as Gangnam began to develop, new entertainment venues started to form.
Modern Transition Period (1990s-Early 2000s)
The 1997 IMF financial crisis brought reflection on excessive entertainment culture. As corporate cultures emphasizing transparency and efficiency were introduced, traditional yojeong culture began to decline.
In the early 2000s, new forms of upscale lounge bars emerged, centered in the Gangnam area. Unlike traditional yojeong establishments, these venues provided a more open and sophisticated atmosphere while still serving business entertainment functions.
Era of Diversification and Segmentation (Mid-2000s-2010s)
From the mid-2000s, business entertainment culture became more diverse and segmented. Various forms of entertainment venues such as high-end clubs, lounge bars, and room salons emerged, each targeting different customer segments.
During this period, mid-range lounge bars like Gangnam jjeomo(강남 쩜오) began to gain attention. Gangnam jjeomo positioned itself between the most exclusive Ten Pro Club and casual karaoke bars, known for providing personalized hospitality and a comfortable atmosphere. These mid-range lounge bars gained popularity among businesspeople who wanted dignified entertainment without being excessive.
Transparency and Compliance Era (Mid-2010s-Present)
Since the mid-2010s, with the implementation of the Kim Young-ran Act (Improper Solicitation and Graft Act), business entertainment culture underwent significant changes. As entertainment of public officials, journalists, and private school staff became legally restricted, traditional entertainment culture was curtailed.
However, business entertainment between private companies still exists and is evolving toward a more restrained and dignified direction. Entertainment at Michelin Guide restaurants or upscale bars has increased, shifting from excessive drinking to a culture focused on networking and relationship building.
Post-COVID-19 and Present (2020s-Present)
The COVID-19 pandemic brought another wave of change to business entertainment culture. Face-to-face entertainment was significantly reduced due to social distancing and health protocols, leading to increased video conferencing and online networking.
As of 2025, lounge bars like gugudan jjeomo (구구단 쩜오) are gaining attention again. As social needs suppressed during the pandemic are being expressed, mid-range entertainment venues that provide an appropriate level of luxury and comfort are becoming popular. Unlike the flashy and ostentatious entertainment culture of the past, these establishments are positioning themselves as practical and sophisticated venues for business socializing.
Conclusion
Korean business entertainment and drinking culture has evolved from traditional yojeong culture to modern, transparent business socializing culture. The rise of mid-range lounge bars like Gangnam jjeomo reflects the changed needs of modern businesspeople who seek dignified entertainment without excess. Korean entertainment culture is expected to continue developing in a healthier and more rational direction, adapting to legal regulations and changing social perceptions.