An Italian restaurant in Itaewon, Seoul.
Had it really been almost ten years? When someone younger than me, whom I had not seen for a very long time, said she was coming to Korea, I asked a colleague who knows all the popular spots for a restaurant recommendation. This was the place they suggested. At first glance, both the interior and the food have a bright, playful look that feels very much of a younger generation. Yet one bite reveals an unexpected depth, making the experience especially enjoyable.
Sharing that pleasure over a meal played a big part in bringing us closer and eventually becoming a couple. In that sense, this is the restaurant that gave birth to Kanojo’s Choice.
PIMFY in Itaewon is a casual Italian restaurant that combines the distinctive views from the Noksapyeong hillside with approachable pricing. From a restaurant market analyst’s perspective, it is an example of making the most of a location: the appeal goes beyond the food to include the setting and the emotional experience of dining there. In particular, the window-side terrace seats overlooking Itaewon are a key attraction, encouraging guests to share their visits on social media and helping draw reservations that support a steady flow of customers.
The menu also shows thoughtful planning. Main dishes featuring ingredients often associated with fine dining, such as French-trimmed lamb racks and sous-vide chuck flap steak, are offered in the ₩30,000 range. Sous-vide cooking helps the kitchen work efficiently and serve dishes promptly while maintaining consistent flavors and textures, delivering both value for money and a satisfying experience.
Unlike many other wine bars in Itaewon, the restaurant does not require guests to order alcohol, making it accessible to everyone from couples on daytime dates to evening wine drinkers. Familiar pasta dishes and trendy offerings such as its signature lemon draft beer also give diners in their twenties and thirties reasons to return.
Price impression: Moderate.
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