What Makes Atoboy a Must-Visit NYC Dining Destination
Atoboy is a Korean-inspired restaurant in New York City’s NoMad neighborhood that transforms traditional banchan (Korean side dishes) into a modern 4-course prix-fixe dining experience for $75 per person.
Quick Facts About Atoboy:
- Location: 43 E 28th St, NoMad, New York, NY 10016
- Owners: Chef Junghyun Park and Ellia Park (also behind Michelin-starred Atomix)
- Opened: July 2016
- Menu: 4-course prix-fixe at $75, featuring reimagined Korean banchan
- Hours: Sun-Thu 5-9 PM, Fri-Sat 5-10 PM
- Signature Dish: Fried chicken brined in pineapple juice with ginger-peanut butter sauce
- Recognition: Michelin Guide listed, New York Times featured
The name “Ato” comes from an ancient Korean word meaning “gift” – fitting for a restaurant that presents liftd Korean comfort food in an accessible format. Unlike its fine-dining sister restaurant Atomix, Atoboy offers a casual atmosphere with communal tables and concrete-clad industrial design.
Chef Junghyun Park reimagines banchan – the small side dishes traditionally served free at Korean restaurants – as the centerpiece of a structured tasting menu. Each dish blends Korean flavors with Western techniques and New York City influences.
The restaurant has earned critical acclaim for making Korean cuisine approachable while maintaining culinary sophistication. Food critics have praised everything from the legendary fried chicken to creative dishes like braised eggplant with snow crab and tomato.
Atoboy terms to remember:
Atoboy: Origins, Founders, and Philosophy
Picture this: it’s July 2016, and a young Korean chef named Junghyun Park is about to flip the script on how New Yorkers think about Korean dining. Along with his wife Ellia Park, he opens Atoboy at 43 E 28th Street in Manhattan’s buzzing NoMad neighborhood, armed with a idea that would make food critics sit up and take notice.
The concept was beautifully simple yet brilliant – what if those little side dishes that Korean restaurants give you for free became the stars of the show? Chef Park had spent years working in high-end kitchens, but he kept coming back to banchan, those colorful small plates that represent the heart of Korean hospitality. He saw an opportunity to lift these beloved dishes while keeping the experience welcoming for New York’s incredibly diverse dining scene.
The restaurant’s name tells you everything about their philosophy. “Ato” comes from an ancient Korean word meaning “gift” – and that’s exactly how the Parks approach every meal they serve. This isn’t just clever branding; it’s a mindset that shapes everything from how they source ingredients to how they train their staff.
What makes Atoboy truly special is how it uses New York City as both muse and stage. The menu captures the multicultural energy that makes this city so exciting, weaving together local ingredients and techniques while staying true to Korean culinary roots. This thoughtful approach has earned serious recognition, including a coveted spot in the Michelin Guide and glowing reviews from food critics across the city.
The restaurant would later become the more accessible sibling to Atomix, the Parks’ Michelin-starred fine dining venture. But Atoboy was always meant to be different – a place where Korean cuisine could shine without any intimidation factor. Learn more about similar groundbreaking concepts in our guide to Innovative Restaurant Concepts.
Meet the Team Behind Atoboy
Chef Junghyun Park – known affectionately as “JP” to regulars – brings impressive kitchen credentials to Atoboy, but what really sets him apart is his infectious passion for Korean food. He’s not just technically skilled; he has this rare gift for making Korean flavors feel familiar and exciting to first-time diners. You can taste his enthusiasm in every dish.
Ellia Park runs the front of house with the same attention to detail that JP brings to the kitchen. She’s the hospitality mastermind who ensures that the service matches the quality of the food. Together, this power couple has created what food critics describe as an experience that “wows diners from start to finish with their unapologetic passion for Korean food.”
Their partnership goes way beyond marriage – it’s a shared vision of Korean hospitality that values genuine warmth over flashy service. They’ve even implemented a no-tipping policy, building service charges into the final bill so their team can focus entirely on creating memorable experiences rather than worrying about individual tips. It’s this kind of thoughtful detail that makes Atoboy feel special.
The ‘Gift’ Concept and Banchan Roots
Here’s where Atoboy gets really clever. In traditional Korean dining, banchan are those delightful small side dishes – think pickled vegetables, seasoned greens, or fermented goodies – that come alongside your main course. They’re usually free, refillable, and represent the generous spirit of Korean hospitality.
Chef Park looked at this tradition and asked a game-changing question: what if we gave banchan the spotlight they deserve? Instead of treating them as supporting actors, Atoboy makes them the main event. Each course in their prix-fixe menu represents a different take on banchan traditions, liftd through modern techniques and premium ingredients.
This approach perfectly captures the communal spirit of Korean dining while adapting to New York’s restaurant culture. The choose-your-own-trip format lets diners customize their journey while ensuring they experience the full spectrum of Korean flavors.
It’s chef-led creativity at its finest – taking something traditional and beloved, then reimagining it without losing its soul. The result? A dining experience that feels both familiar and surprising, honoring Korean culinary heritage while creating something entirely new for the NoMad dining scene.
Navigating the Menu: Banchan Reimagined
Atoboy’s menu tells a story of growth and refinement. When the restaurant first welcomed diners in 2016, they offered a three-course prix-fixe for $42. Fast forward to today, and you’ll find a more developed four-course experience at $75 – a change that reflects both the restaurant’s evolution and the realities of New York dining costs.
What makes the current menu special is its choose-your-own-trip approach. You’re not locked into a rigid tasting menu like many upscale restaurants. Instead, you get to pick from various banchan-inspired dishes across four courses, creating a personalized journey through Korean flavors. It’s like being the curator of your own Korean feast.
The seasonal approach keeps things exciting for repeat visitors. Chef Park works with local farms and purveyors, which means your winter visit might feature completely different vegetables than your summer return. This commitment to seasonal ingredients shows how Korean techniques can highlight New York’s local bounty – a beautiful marriage of place and tradition.
Vegetarian diners will find plenty to love here, which might surprise those who think Korean food is all about barbecue. The vegetable preparations showcase the depth and complexity that Korean cuisine brings to plants. These aren’t afterthought salads – they’re carefully crafted dishes that prove banchan traditions have always celebrated vegetables.
The beverage program deserves its own spotlight. The wine list features what industry insiders call “unicorn wines” – those rare, cult-favorite bottles that you can’t find just anywhere. These carefully selected wines complement Korean cuisine’s bold flavors in ways that might surprise you. The selection also includes traditional Korean beverages like soju and sake, giving you a complete cultural experience.
| Year | Courses | Price | Notable Changes |
|---|---|---|---|
| 2016 | 3-course | $42 | Original opening menu |
| 2025 | 4-course | $75 | Expanded offerings, seasonal focus |
Signature Dishes You Can’t Miss at Atoboy
Let’s talk about the fried chicken that has food lovers across the city talking. This isn’t just good fried chicken – it’s been recognized as among “The Absolute Best Fried Chicken in New York,” which is saying something in a city obsessed with crispy poultry.
The secret starts with a pineapple juice brine that adds subtle sweetness while keeping the meat incredibly juicy. Then comes the tempura batter – light as air but crispy as can be. The real magic happens with the ginger-peanut butter sauce that accompanies each piece. It sounds unusual, but one bite will convert even the most skeptical diner.
The braised eggplant with snow crab represents everything Atoboy does well. Chef Park takes humble eggplant and transforms it through careful braising until it becomes silky and rich. The addition of snow crab and tomato creates layers of flavor that showcase Korean techniques with premium ingredients. It’s comfort food that happens to be sophisticated.
Don’t overlook the truffled corn, which perfectly captures the restaurant’s playful spirit. This dish takes an American classic and gives it Korean soul, with premium truffles adding an luxurious touch. It’s the kind of dish that makes you smile while you eat.
For dessert, the sujeonggwa granita might sound intimidating, but it’s actually quite approachable. Sujeonggwa is a traditional Korean cinnamon punch, and changing it into granita with lychee yogurt, walnut, and burrata creates a refreshing finale that’s both familiar and surprising.
Beverage Program Highlights
The drink menu at Atoboy shows the same thoughtful attention as the food. The wine program features carefully curated bottles that you won’t find at every restaurant in the city. These “unicorn wines” are chosen specifically to complement Korean cuisine’s bold flavors, creating pairings that improve both the food and drink.
Soju and sake get the respect they deserve here, presented in ways that help newcomers understand their versatility. The staff knows these beverages inside and out, so don’t hesitate to ask for guidance. They’re genuinely excited to help you find something new.
The curated pairings lift the entire experience. Each course can be matched with specific wines or spirits that bring out different flavor notes. It’s the kind of attention to detail you’d expect at a fine dining restaurant, but delivered in Atoboy’s welcoming, casual atmosphere.
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Dining Experience: Atmosphere, Service, Reservations
Walking into Atoboy, you’re immediately struck by the industrial-chic aesthetic that defines the space. The concrete-clad interior might seem stark at first, but it serves a purpose – creating a minimalist backdrop that allows the colorful, artfully plated dishes to take center stage. The design reflects the restaurant’s philosophy of letting the food do the talking.
Communal tables dominate the dining room, encouraging the social aspect of Korean dining culture. These tables can accommodate both intimate dinners and larger groups, though they also mean you might find yourself chatting with fellow diners about the meal. For many, this adds to the experience rather than detracting from it.
The no-tipping policy at Atoboy might surprise first-time visitors, but it reflects a growing trend in New York dining. Service charges are built into the final bill, allowing the staff to focus entirely on hospitality rather than individual tips. This system supports fair wages for all staff members while ensuring consistent service quality.
Operating hours are Tuesday through Sunday, with dinner service from 5:00 PM to 9:00 PM Sunday through Thursday, and 5:00 PM to 10:00 PM on Friday and Saturday. These hours reflect the restaurant’s dinner-focused concept, though the relatively early closing times make it perfect for pre-theater dining or early evening celebrations.
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How to Secure a Seat at Atoboy
Reservations at Atoboy are handled through Resy, the popular reservation platform. Unlike its sister restaurant Atomix, which books up months in advance, Atoboy typically has availability with a few weeks’ notice, though weekend reservations fill up faster.
For those who prefer calling directly, the restaurant can be reached at +1 646-476-7217. The staff is helpful in accommodating special requests or dietary restrictions when you book by phone. They can also provide guidance about the menu for first-time diners who might be unfamiliar with Korean cuisine.
Walk-ins are occasionally accommodated, especially on weeknight evenings, but we recommend making reservations to avoid disappointment. The restaurant’s popularity has grown significantly since opening, making spontaneous visits more challenging.
Group dining guidelines are flexible, with the communal table setup working well for parties of various sizes. Larger groups should call ahead to ensure proper seating arrangements and to discuss any special needs or celebrations.
What to Expect When Dining at Atoboy
The pacing at Atoboy strikes a balance between casual and refined dining. Courses arrive at comfortable intervals that allow for conversation without feeling rushed. The staff is knowledgeable about ingredients and preparation methods, making them excellent guides for diners new to Korean cuisine.
Allergy accommodations are handled professionally, though diners with severe restrictions should call ahead to discuss options with the kitchen. The menu’s flexibility allows for modifications in most cases, and the staff takes dietary restrictions seriously.
The hospitality-included pricing means your final bill reflects the true cost of dining, with no need to calculate tips or worry about service charges. This transparency is refreshing and allows diners to focus entirely on enjoying their meal.
Critical Acclaim & Atoboy in NYC’s Korean Scene
Atoboy has become something of a darling among New York’s food critics since its 2016 debut. The New York Times fell for the restaurant’s charm early on, praising how Chef Junghyun Park manages to make Korean cuisine feel both familiar and exciting to diners who might never have tried banchan before. It’s not easy to strike that balance, but Atoboy does it with grace.
The Michelin Guide took notice too, awarding Atoboy a coveted listing that puts it on the map alongside New York’s most respected restaurants. While it doesn’t carry the star that its sister restaurant Atomix boasts, this recognition speaks volumes about the consistency and quality that diners can expect. For a restaurant that started as a more casual concept, this acknowledgment represents a significant achievement.
Food enthusiasts who follow OAD (Opinionated About Dining) rankings have also acceptd Atoboy, placing it among notable dining destinations that attract global attention. These rankings come from serious food lovers and industry insiders, so earning a spot means the restaurant has truly resonated with people who eat professionally.
The timing of Atoboy’s success couldn’t have been better. The restaurant opened just as Korean-American cuisine was experiencing a renaissance in New York City, with chefs finding new ways to honor their heritage while appealing to diverse palates. Atoboy didn’t just ride this wave – it helped create it by proving that Korean flavors could anchor a successful fine-casual dining concept.
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Why Critics and Diners Love Atoboy
The $75 price point for four courses continues to impress both professional critics and everyday diners. In a city where fine dining can easily cost twice that amount, Atoboy delivers remarkable value without cutting corners. This accessibility has been crucial to building a loyal following that includes both food industry professionals and neighborhood regulars.
Critics consistently rave about the inventive flavors that emerge from Chef Park’s kitchen. Take that famous fried chicken – who else would think to brine it in pineapple juice and serve it with ginger-peanut butter sauce? These aren’t gimmicks but thoughtful innovations that respect Korean traditions while creating something entirely new.
The warm service orchestrated by Ellia Park gets mentioned in nearly every review. There’s something special about feeling genuinely welcomed rather than merely served, and the Park family’s approach to hospitality creates an atmosphere that puts diners at ease. This is particularly important when you’re introducing people to flavors they might not recognize.
Atoboy’s Place Among New Korean Restaurants
Atoboy essentially wrote the playbook for what food industry insiders now call the fine-casual Korean model. By offering sophisticated cuisine in a relaxed setting, the restaurant proved that Korean food could succeed outside traditional formats. This approach has inspired countless other establishments to experiment with their own presentations.
The restaurant’s influence extends beyond just Korean cuisine. Other chefs have taken note of how Atoboy lifts humble ingredients like banchan into the star of the show. This philosophy of celebrating the overlooked has become a broader trend in American dining.
The relationship with Atomix demonstrates something particularly clever about the Parks’ approach to the restaurant business. By creating two distinct experiences – one casual, one ultra-refined – they’ve shown how to serve different audiences while maintaining uncompromising quality standards. This dual-concept model has become a template that other restaurant groups study and attempt to replicate.
Frequently Asked Questions about Atoboy
What is the current price and structure of Atoboy’s menu?
Atoboy’s menu has grown more sophisticated since its humble beginnings. Today’s four-course prix-fixe experience costs $75 per person – quite a jump from the original $42 three-course menu when they first opened their doors in 2016. But here’s the thing: you’re getting significantly more value now.
The beauty of Atoboy’s approach lies in its choose-your-own-trip format. You’ll select dishes across four courses, all inspired by traditional Korean banchan but reimagined for the modern palate. Think of it as building your own Korean tasting menu – you get to customize the experience while the kitchen ensures everything works together harmoniously.
Want to add extras? The legendary fried chicken and seasonal specialties are available as additions to your base menu. The beverage program deserves special mention too, featuring everything from traditional soju and sake to their famous “unicorn wines” that you won’t find just anywhere in the city.
Does Atoboy accommodate dietary restrictions?
Absolutely! Atoboy takes dietary restrictions seriously, and their menu’s flexible structure actually works in your favor here. Whether you’re vegetarian, have food allergies, or follow other dietary guidelines, the kitchen can usually work something out for you.
The vegetarian options at Atoboy might surprise you with their creativity and depth. Korean cuisine offers incredible vegetable preparations that go way beyond simple sides – we’re talking about complex, flavorful dishes that’ll make you forget you’re not eating meat. The banchan tradition actually includes many naturally vegetarian dishes, so you’re in good hands.
For serious allergies or complex dietary needs, definitely call ahead at +1 646-476-7217. The staff knows their ingredients inside and out, and they’d rather discuss your needs beforehand than scramble during service. It’s this kind of thoughtful approach that keeps diners coming back.
How do I book a reservation at Atoboy?
Getting a table at Atoboy is refreshingly straightforward compared to some of NYC’s dining destinations. Your best bet is booking through Resy, where you’ll typically find availability a few weeks out. Weekend spots disappear faster, so plan accordingly if you’re hoping for a Friday or Saturday night.
Prefer the personal touch? Call them directly at +1 646-476-7217. This route works especially well for larger groups, special occasions, or when you need to discuss those dietary restrictions we mentioned earlier. The staff is genuinely helpful and can often accommodate special requests when you book by phone.
Feeling spontaneous? Walk-ins sometimes work, particularly on weeknight evenings when the pace is a bit more relaxed. But honestly, Atoboy’s growing reputation makes this risky – especially on weekends. The smart money says make that reservation and save yourself the disappointment of being turned away from one of NoMad’s most interesting dining experiences.
Conclusion
Your next great dining trip in New York City might just be waiting for you at Atoboy. This isn’t just another restaurant recommendation – it’s an invitation to experience something genuinely special in a city that’s seen it all.
What Chef Junghyun Park and Ellia Park have accomplished goes beyond serving excellent food. They’ve created a bridge between cultures, turning traditional Korean banchan into a contemporary dining experience that feels both familiar and surprising. The genius lies in how they’ve made Korean cuisine approachable without dumbing it down, sophisticated without being stuffy.
The journey from that original $42 three-course menu to today’s $75 four-course experience tells a story of success, but more importantly, it reflects how New Yorkers have acceptd what Atoboy offers. In a dining scene that can be notoriously fickle, this restaurant has built lasting relationships with both critics and regular diners.
What makes this place truly special is how it honors tradition while embracing change. The banchan concept could have easily felt forced or gimmicky in less skilled hands. Instead, Chef Park has created something that feels both authentic to Korean culinary culture and perfectly suited to New York’s diverse dining landscape.
The warmth of the hospitality, led by Ellia Park, transforms what could be an intimidating cultural experience into something welcoming and inclusive. Whether you’re a Korean food enthusiast or someone trying these flavors for the first time, you’ll leave feeling like you’ve finded something meaningful.
Planning your visit requires a bit of strategy – make those Resy reservations a few weeks ahead, especially for weekend dining. Come with an open mind and an empty stomach. The four-course format gives you time to savor each dish and appreciate the thoughtful progression of flavors.
At The Dining Destination, we’ve seen countless restaurants that promise to change how you think about a particular cuisine. Atoboy actually delivers on that promise. It’s the kind of place that expands your culinary horizons while making you feel completely at home.
