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Chairman Kim Byung-gap: "Challenges of K-Food Globalization, Hoolala's Vision for the World"

Hoolala Group, a franchise company specializing in food services, is once again pursuing aggressive overseas expansion after the COVID-19 pandemic. Before the global health crisis, Hoolala had already made strides in international markets such as China, Southeast Asia, Japan, and the United States. Now, the company is focusing on expanding its portfolio of authentic Korean food concepts, including Hoolala Charcoal BBQ and Hong Chun Cheon Cheese Dak Galbi. We spoke with Kim Byung-gap, Chairman of Hoolala Group, to learn more about the company’s global ambitions. Q: What is the current status of Hoolala's international expansion? “Before the pandemic, our Hong Chun Cheon Cheese Dak Galbi locations in Tokyo and Manhattan performed very well, which sparked a lot of international interest in our brand. Recently, we've made our debut in the Philippines. Hoolala Charcoal BBQ also opened stores in Vietnam and India last year, both of which have been well-received. Now that the pandemic is behind us, we're in the process of signing contracts for 10 additional locations in Vietnam and India.” Q: What drives your passion for international expansion? “Our ultimate goal is to establish Hoolala as a global brand. We've had challenges, including a setback in China. But I remain committed to expanding internationally because I want to elevate K-food and Korean franchises to a competitive level on the global stage. Our mission isn’t just about making money, it’s about helping the Korean restaurant industry achieve global recognition and standards.” Q: Could you elaborate on this vision? “American brands like McDonald's and Starbucks have played a significant role in spreading American culture worldwide. They’ve successfully enhanced the American lifestyle and competitiveness. I believe it’s time for Korean brands to do the same, using food to spread Korean culture. With the current rise of the Korean Wave, there's a renewed global interest in Korea, and this is an opportunity we must seize. For the franchise industry to grow both in size and quality, many more Korean brands need to emerge and take on the global market.” Q: Why is the growth of homegrown Korean franchise brands so important? “Global food brands can become a major engine for national growth. The restaurant industry is a significant part of Korea's economy and has the potential to create millions of jobs. Korea’s self-employment rate is among the highest in the OECD, and while some argue that the number is too high, the demand for dining out, particularly in the evening, is uniquely strong in Korea. This culture can drive job creation and economic growth.” Q: Do you see the global expansion of Korean brands as a positive development? “Absolutely. Experts in the restaurant industry are saying that with the global rise of K-pop and K-dramas, there’s an unprecedented opportunity for Korean food brands to gain favor internationally. It’s crucial for local franchisees to seize this moment. The world is more receptive to Korean culture than ever, and this is the perfect time for Korean food brands to take their place in the global market.” Q: What advice would you give to those looking to enter the franchising world? “Franchise entrepreneurs need to have a strong conviction and a willingness to take risks if they want to build a global brand. Expanding overseas requires a deep understanding of franchising, as it’s essentially a 'cultural convergence product.' To succeed, you must integrate cultural elements into your brand or store, this is key to connecting with customers in diverse markets. The Korean Wave offers incredible opportunities because it embodies the blend of horizontal communication from our love room culture and the deep, affectionate connection known as 'Jeong,' both of which resonate with people worldwide. I believe the government also needs to recognize the food service industry as a vital policy focus and provide active support for overseas franchise companies. It’s also important to remember that global franchises are often built through failure. Global success doesn’t happen overnight, it requires hard work, persistence, and an unwavering commitment. Hoolala Group will continue to pursue these challenges without ever giving up.” 박원중 기자 ([email protected])globalization challenges korean food international expansion gap chairman

Chef Soojin Shines in New York, From Jean-Georges to Oiji Mi Leading the Globalization of Korean Cuisine

Chef Soojin has recently returned to Korea after building a stellar career at Michelin-starred restaurants in New York. Known for his significant contribution to the globalization of Korean cuisine, Soojin is a rising star in the culinary world. After graduating high school, Chef Soojin gained experience at the Imperial Palace Hotel and pursued his dreams by studying English diligently during his military service. His hard work paid off when he was admitted to the Culinary Institute of America (CIA), a prestigious culinary school in New York, where he further honed his skills with passion and dedication. Upon graduation, Chef Soojin earned an opportunity to work at Jean-Georges, a Michelin two-star restaurant operated by the world-renowned chef Jean-Georges Vongerichten. Starting his training at Nougatine at Jean-Georges, Soojin's diligence and talent caught the attention of Mark Lapico, the restaurant’s executive chef. Within just a year, Soojin was promoted to a full-time chef at the Michelin two-star Jean-Georges. Reflecting on his time there, Chef Soojin recalls experiencing the precision and perfection of New York's fine dining scene, where even a one-gram deviation was unacceptable. For him, Jean-Georges was his "dream job" and the first Michelin-starred restaurant where he gained invaluable experience. After three years at Jean-Georges, Chef Soojin embraced a new challenge by joining the Korean restaurant Oiji Mi in New York. Located in the Flatiron District of Manhattan, Oiji Mi is a Michelin-starred restaurant that reinterprets traditional Korean cuisine into modern five-course meals, gaining widespread acclaim for both its dishes and interior design. As the chef of Oiji Mi, Chef Soojin played a pivotal role in promoting Korean cuisine globally. Oiji Mi is also a hotspot for celebrities, including Hollywood actress Lucy Liu and Korean stars Son Tae-young and Kwon Sang-woo. During a YouTube filming with model Hong Jin-kyung and Son Tae-young, Chef Soojin prepared an exquisite course menu, starting with scallop mulhoe and beef tartare with caviar donuts, followed by oyster bossam, striped mackerel, lobster bibim-guksu, sea urchin rice, aged duck, and wagyu. The dishes were praised for their refined reinterpretation of Korean cuisine, with Hong Jin-kyung commenting, "This food isn’t just about presentation; it truly tastes incredible." Last year, SK Group Chairman Chey Tae-won hosted a "Korean Night" event at Oiji Mi, inviting United Nations (UN) ambassadors to experience Korean cuisine. Under Chef Soojin's direction, the event featured signature dishes such as beef tartare, flower galbi with sea urchin rice, and glutinous rice donuts, which received rave reviews. Despite his success in French cuisine at Jean-Georges, Chef Soojin chose to pursue Korean cuisine. He explained, “Although I have never formally studied Korean food, it’s what I do best. Having spent 25 years in Korea, eating the food and experiencing the culture, I wanted to use the techniques I learned at Jean-Georges to present Korean cuisine in diverse and innovative ways.” After a successful tenure at Oiji Mi, Chef Soojin has now returned to Korea. With his experience from Michelin-starred restaurants like Jean-Georges and Oiji Mi, expectations are high for his next chapter. The culinary world eagerly awaits how Chef Soojin‘s dream of promoting Korean cuisine globally will continue to unfold. 박원중 기자 ([email protected])globalization georges korean cuisine chef jean new yorks