Seoul's ever-shifting restaurant and bar scene is dependent on the fickle nature of Korean eaters.
This makes the capital a dangerous place to attempt new ideas, yet one that also forces restaurateurs and bar owners to embrace innovation and change.
A dozen noteworthy arrivals have opened in the past year and a half. They're listed here in alphabetical order.
Hidden in a basement in Apgujeong with minimal signage, the Seoul branch has one of the city's largest selections of single cask and single malt whiskeys.
While single malts have long been popular in Seoul, few bars have been dedicated to single cask whiskey.
The most popular variety among B28 customers is Laphroaig Islay Single Cask Single Malt (₩59,000/$53 for a dram, ₩790,000/$710 for a bottle). It's one of six single cask whiskeys the bar stocks.
The couple is working on importing more varieties - the plan is to eventually offer the most varieties of whiskey in South Korea.
The bar features live jazz on Fridays.
B28 Seoul, B/1 88-2 Cheongdam-dong, Gangnam-gu; +82 10 3402 2828; Monday-Saturday 7 p.m.-4 a.m., closed Sundays; cover charge ₩10,000 ($9)