From in-company drive-thrus to yoga, lunch hours transform across Korea as prices rise and lifestyles change

This article is by Lim Sun-young and read by an artificial voice. Lunch at work used to mean waiting in line with a tray in hand, then carefully examining the large hall to spot a table for all your teammates. Now it can mean grabbing a meal from your car, squeezing in a simple yoga routine during a workout, or ordering a menu inspired by a video game. Korea's group catering industry is evolving into a more personalized service. Cafeterias at workplaces, military bases and schools have emerged as a key form of welfare, while rising prices — often referred to as "lunchflation," a blend of "lunch" and "inflation" — have driven more people to rely on them. At the same time, higher expectations for food quality and increasingly individualized eating habits have pushed cafeteria dining beyond a simple means of filling a meal. In Posco's steelworks in Pohang, North Gyeongsang, workers can make a quick visit to the drive-thru cafeteria, roll down their window and get themselves a takeout boxed lunch instead of driving to the cafeteria from their offices. Posco introduced the drive-through system at its Pohang plant in July 2021 and expanded it to its steelworks in Gwangyang, South Jeolla, in February. Employees can place orders in advance through an app and pick up items such as boxed lunches, salads and burgers without leaving their cars. The system reflects on-site needs. The Pohang steelworks in Nam District, Pohang, spans 9.5 million square meters (102 million square feet). Travel distances within the site are long, and it can take up to 20 minutes by car to reach the central cafeteria from the farthest office. Employees have responded positively since the system was introduced. "It saves time on parking," employees said. "I don't have to leave my desk for long." "We introduced the drive-through system following Posco's suggestion to reflect the unique conditions of the steel mill," a source from Pulmuone Food & Culture, which runs Posco's employee cafeteria, said. "It has become popular, with about 250 meals served [through the drive-thru] each day." Health-focused meals are also gaining traction. Hyundai Green Food runs a lunch fitness program at some worksites. After a light meal, employees can use their remaining lunch break to take free fitness classes, such as yoga, Zumba or posture correction, led by in-house instructors. From January to March this year, about 30 percent of meals served at Hyundai Green Food catering sites were quick meals, a sevenfold increase compared to 2022. The rise reflects the growing trend of eating alone and a lifestyle focused on productivity, where people opt for lighter lunches and spend time on exercise or hobbies. "The program was designed in response to growing demand for quick meals," a Hyundai Green Food source said. Samsung Welstory, another catering company, analyzes user health data to provide personalized meal plans. The catering industry is also targeting Gen Z. Catering company Pulmuone Food & Culture offers preordered vegan meals at a few military bases and is expanding its menu to include alternative options that accommodate allergies and religious dietary restrictions. It has also strengthened special menus tailored to the tastes of younger service members. Samsung Welstory has introduced menu items based on the popular online game PUBG: Battlegrounds at military bases and university cafeterias to attract customers in their 20s. Last year alone, 12 million people tried menu items created in collaboration with 90 brands, including video games and celebrity chefs. The company also rolled out a program that uses customer health data to provide personalized nutrition coaching and tailored meals for those focused on their health. Demand for premium cafeteria dining is also rising. Hyundai Green Food operates stations with wood-fired ovens serving freshly baked pizza and live cooking counters where chefs prepare dishes on the spot. Ourhome recently became the first in the industry...