Baek Jong-won's $35 samgyeopsal draws late-night queues at US restaurant

The Born Korea's dining brand Saemaul Sikdang is gaining traction in the United States, posting measurable growth since its American debut.

According to the restaurant industry, Saemaul Sikdang opened in Carrollton, Texas, in 2023, and average monthly sales through the end of September this year were up about 70 percent compared with its first year of operation. Last year, sales had already grown 38 percent over that opening year.

The restaurant's popularity drew fresh attention after YouTube channel Yeong-alnam YAN, which has about 1.21 million subscribers, posted a video titled "Shocking update on Saemaul Sikdang in the US."

Customers lined up outside a dining room that looked no different from an ordinary Korean barbecue restaurant back home — wait numbers stretched into the triple digits. Inside, diners grilled meat at their tables and paired it with soju, jjigae and various banchan.

A single serving of samgyeopsal is priced at $34.99, roughly double what it costs in Korea, yet the restaurant has been packed.

"It's amazing that a K-barbecue place is doing this well," the Yeong-alnam YAN host said. "It feels like eating in Hongdae."

Even after finishing the meal and seeing the line still stretching outside, the host expressed surprise. "There's still a queue even at night," he said.

The company attributes the success to Korean dining culture resonating with local consumers.

Saemaul Sikdang is also performing well beyond the United States. In Thailand, 14 stores recorded average monthly sales of about 100 million won ($75,300) per location as of last year. The brand also expanded its footprint in Mongolia, opening two new stores in the first half of this year.

International expansion has become a critical priority for The Born Korea as it grapples with deteriorating earnings. The company posted consolidated sales of 162.8 billion won in the first half of this year, down 11.9 percent from the same period a year earlier, and has logged operating losses for five consecutive quarters from the second quarter of last year through the second quarter of this year. Its operating loss for the first half of this year stood at 9.8 billion won. The share price has fallen to around 14,000 won — roughly 20,000 won below the IPO price of 34,000 won.