‘Mies Container’ is a strange name for a restaurant. But its theme is unique and refreshing – factory-style décor and extremely good-looking male waitstaff. The restaurant, located in Gangnam District – one of Seoul’s most hip locations – has been dubbed ‘Hooters for Women’. In a city where people are not exactly known for their patience, Koreans are actually waiting in endless lines outside Mies Container – that’s how popular it has become. And about nine out of ten customers are always women!
The atmosphere inside Mies pretty much screams one word – Macho. The open loft structure is constructed like a factory, with the slogan ‘Wipe and Tighten and Oil!’ written on the wall in Korean. They even have numbered construction helmets to identify orders. All the waiters are young and hot (and male), and overly friendly towards customers, especially women.
One waiter was overheard telling a customer: ‘You have excellent taste in picking from the menu.’ Handsome men who are attentive and appreciative? No wonder this place is a hit with the ladies. And the customers aren’t exactly bashful while returning the compliments. There’s a wall right next to the cashier filled with little notes like: ‘Dear hot waiter, please marry me!’ – that’s just one of the decent ones.
Photo: Mies Container
But Mies Container’s isn’t doing well only because of its choice of employees. The restaurant has been winning rave reviews on pricing, taste, serving size, service, and ambience. In fact, the interiors won the Reddot Design Award, which is one of the world’s most prestigious design awards, last October. Since it is almost impossible to find a stylish restaurant serving delectable food at affordable prices in Gangnam, its popularity has practically hit the roof.
Photo: Baby, U Are Very Kissable
Despite its gorgeous waiters, a Mies representative asserted that they do not employ people based on looks. Instead, they look for men who are energetic and masculine. “We don’t discriminately hire staff based on their looks. We agree to some extent about the comparison to Hooters. But we exhibit quality dishes, friendlier service and trendier design.”
The representative described the place as: ‘an industrial-style fusion restaurant that only employs male staff’. “By simulating the concept and design system of a male-only working space of a construction site, and showing a very masculine enthusiasm and passion we wanted to appeal to young women who comprise an important customer base.” And he revealed the reason behind the strange name – ‘Mies’ is carried over from an old barbeque company that they used to do business with.
Interestingly, Mies Container doesn’t have an official website. They’re more interested in viral marketing. “Even if we don’t publicize, those who’ve experienced Mies Container go back and write about it on their blogs or tell other people and do a better job of marketing Mies Container than we could.” True, that!