The Michelin Group came to Seoul in 2016. This allowed some of the best restaurants in Seoul to get the prestigious Michelin star. The Michelin Guide started in 1900 as a free guide to promote the tire company and included helpful information on roads, restaurants, and accommodation. Getting a Michelin Star is a huge deal for any restaurant. It brings with it notoriety and along with it a chance for a restaurant to raise its prices and gain notoriety. In the end, running a fine dining restaurant is costly and can have surprisingly small margins. This is why many fine-dining restaurants go all out to get that Michelin Star.