In 2020, the online community was abuzz with the appearance of a “mind-blowing” boxed meal featuring elaborate preparation and expensive ingredients.

The box meal, named “Kobe Gangnam,” was offered by a restaurant in Hanoi at a price of 29 million VND/box, earning the title of “the most expensive boxed meal in Vietnam.”

Specifically, the 29 million VND meal consisted mainly of Kobe A5 beef, one of the most expensive types of beef in the world. The amount of beef used in this meal was about 1.5kg. Additionally, the box meal also included vegetables, corn, and accompanying sauce, all packed in a specially designed wooden box.

At the time of its launch, the price of the box meal sparked a lot of controversy in public opinion. Most people believed that such a meal would be difficult to sustain in the current economic situation and pandemic, and that it was not meant for the general public.

However, some argued that the meal was worth the price due to the premium quality of Kobe A5 beef. “For those who can afford it, they can gift the box meal to partners or family members according to their needs,” one user named Pham Huong commented.

After three years of offering this expensive meal, the restaurant owner admitted to a Dan Tri reporter that the 29 million VND box meal was not intended for most customers. Currently, the restaurant still sells a few meals per month, despite not receiving many orders.

“Customers purchase the 29 million VND box meal mainly for gifting to partners or family members or to try at home. These are people with economic means, food enthusiasts, willing to spend to appreciate specialty foods. We mainly serve customers in Hanoi and do not deliver to distant provinces to ensure the freshness, hygiene, and safety of each box meal,” the restaurant owner shared.

According to the owner, the Kobe A5 beef in each box meal is only cooked by grilling to preserve the original flavor of the dish. Customers can enjoy it with a special sauce included.

Apart from the high-priced box meal, the restaurant mainly offers items like sushi rolls, mixed rice, and black bean noodles ranging in price from 70,000 VND to 90,000 VND.

In reality, the most expensive meals are not uncommon around the world. They are prepared with expensive ingredients and high-end services aimed at super-rich customers.

For example, the Sublimotion restaurant in Spain offers a 13-course menu for two at a price starting from 3,266 USD per person (80 million VND). The meal includes 25 servings for guests to experience drinks, a 360-degree film, and new serving techniques.

Or another dining experience at Ultraviolet restaurant in Shanghai, China, offers a 4-hour meal for two people. Customers are served with music and visuals along with a menu of 20 dishes. According to the head chef, this dining experience helps guests enhance their sensory perception in terms of hearing, seeing, tasting, and smelling.
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