18 June 2026
East Restaurant has welcomed Hyokeun Choi as its new Executive Chef, a chef who has led some of Auckland's most respected kitchens and has now chosen to bring his craft to an entirely vegetarian restaurant.
It's a decision that says something about where dining is heading and about what East has already built.
The philosophy behind the plate
Chef Choi grew up in Seoul, South Korea, where his love of food began at home. His grandmother taught him that every dish should be made with care, respect and intention, a philosophy that has stayed with him across nearly two decades in professional kitchens.
Before joining East, he led the kitchens at CIBO, The Grove, Sofitel Auckland Viaduct Harbour, Park Hyatt Auckland and Movenpick Hotel Auckland. His appointment to an all-vegetarian restaurant was a natural evolution of his career.
"Every ingredient has to earn its place on the plate. It's about layering flavour, texture and technique to create dishes that are memorable, regardless of whether guests usually eat vegetarian food."
– Hyokeun Choi, Executive Chef, East
Drawn to a different kind of kitchen
For Chef Choi, East's identity was a big part of the appeal. The restaurant has built a reputation for vibrant, flavour-led dishes that happen to be vegetarian, rather than being defined by it.
"I was drawn to East because it has such a strong identity and a genuinely unique point of view. Working without meat challenges us to think differently and be more creative. It pushes us to constantly innovate and redefine what East Asian vegetarian dining can be through vegetables, textures and bold flavours."
– Hyokeun Choi, Executive Chef, East
His appointment aligns with East's commitment to thoughtful sourcing and sustainability. Over 75% of the menu is vegan or available with a vegan option, and the restaurant strives to source ingredients from within a 30-kilometre radius.
Building on East’s success
Sudesh Jhunjhnuwala ONZM, Founder and CEO of Hind Management, says Chef Choi's arrival is an exciting addition to East’s continued growth.
"With his experience across some of Auckland's most respected kitchens, Chef Choi could have taken his career in many directions. The fact he chose to bring his craft to an all-vegetarian kitchen speaks to where dining is heading, and to the strength of what East has already built. "
– Sudesh Jhunjhnuwala ONZM, Founder and CEO, Hind Management
Chef Choi joins East as the restaurant launches its winter menu, a collection of warming, flavour-packed dishes including the award-winning Water Chestnut Wontons, Dan Dan noodles, spicy Korean braised tofu and Massaman curry.
East's winter menu is available now at East Restaurant, Sudima Auckland City, 63–67 Nelson Street, Auckland CBD.