Chloe Jeon, a 31-year-old office worker, recently visited the Gordon Ramsay Restaurant in southern Seoul and was surprised to discover that the most expensive item on the menu, the “1966 Burger,” costs 140,000 won ($101.71) alone. “I am a burger lover and I have tried many hamburgers around the world, but I have never seen such a pricey one. I mean it s good, but it s not to the level that I would pay over $100 for it,” Jeon said.