Why do some Korean restaurants in the U.S. (like NYC) seem to “whitewash” traditional dishes?

I’ve been noticing that some Korean restaurants in the U.S., especially in places like NYC, present Korean food a bit differently than what I’m used to.

For example, I’ve seen spots charge separately for kimchi jjigae or other stews that in Korea (or even at more traditional spots) might be complimentary in certain contexts or come with a full spread of banchan. I’ve also noticed fewer banchan overall and sometimes things like lettuce wraps, ssamjang, or even basic side refills aren’t included unless you pay extra.

Another example: some places rebrand dishes with trendier descriptions like “Korean spicy tofu bowl” instead of sundubu jjigae or serve bulgogi without the usual garlic, ssam, and side dishes, more like a standalone plated entrée.

Is this just a business decision because of U.S. food costs and dining norms? I honestly don’t know how I feel about this.

submitted by /u/savingrace0262
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