Emoi

Every once in a while a pho place comes up with a flavor so different that it makes you stop and take pause. Emoi is that kind of place. Opened only a few months ago, Emoi serves Hanoi-style pho in downtown Jongno. Walking in you notice that the style of decor is in between a dive noodle bar and a larger chain—it's quite comfortable. The pho makes a nice visual impact— slices of beef in the middle with shredded cilantro all around, so much so that you don't see the broth, which is also almost clear. But after that first taste, you know something very right was done. The broth is light, full of flavor and well seasoned, quite unlike anything else available in Seoul. Two types of pho are served: the regular and the premium. The meat in the premium pho is cooked beforehand and then added to the broth, giving it a completely different flavor from the regular. The fried spring rolls here, which are perfectly formed and fried crisp, are also absolutely addictive. Pro tip? There are refills on both noodles and broth, so make sure to go on an empty stomach. By James Yu