No, it’s not a gimmick. Yes, it’s good. And in this case, it’s also cheap and centrally located. The new Dong Chun Hong is a sit-down, worth-the-effort, Chinese-Korean spot on Fifth Ave in the low-30s serving signature noodle dishes and more. True—the lighting could be dimmed, but overall this place seems promising. I tried the Ja Jang Myun noodles with black bean sauce (with tiny bits of potato and pork). Apparently it’s a traditional Korean comfort food (my stomach certainly felt comfortable—but not uncomfortably full—after eating it). Bonus: This is one of the few places I’ve been to that serves OB Beer, a rare Korean lager. But back to the food. Even the seemingly boring Soo Cho Myun (a light, stir-fried noodle dish with veggies and seafood) was tasty and satisfying. Walls are adorned with art from local artist Joo hyun Kang, who creates her pieces using beads and sequins. This is an affordable, interesting, filling lunch or dinner option in midtown—with decor and quality to match.
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