Inside Burger King Korea's 90-minute secret Whopper room

What happened: Burger King Korea operator BKR opened Flameground, a Seongsu flagship with the Gastro, a reservation-only eight-course tasting menu that deconstructs the Whopper. It launched in September and is priced at 89,000 won per person. Key numbers: Gastro 89,000 won per person excluding drinks; drinks 59,000 won with alcohol, 34,000 won without; Korean burger market Why it matters: BKR's first fine-dining experiment tests how customers experience the brand beyond quick service, as rivals compete on menus. BKR also announced Flamelab, an R&D hub in Seoul, opening later this month.

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