Cote Founder Simon Kim: "Copying What's Successful Creates a Red Ocean... I Have to Do What I Do Best"

Korean and American identities drive his business
Success in upscale dining while preserving Korean food's identity
Speaks at KOOM 2026 as a featured speaker

"If something works and you keep making the same thing, the market becomes saturated. You have to start with where you come from, what you strive for, and what you do best."

Simon Kim, founder and CEO of Gracious Hospitality Management (GHM), which opened Cote (COTE), a famous Korean steakhouse in New York, made the remarks about strategies for globalizing K-food during a meeting with reporters on Oct. 16 (local time) at KOOM 2026, a festival for Korean American entrepreneurs held in Manhattan, New York.

Kim Simon, founder of Cote (flower), a Korean steakhouse in New York. New York, U.S. -- Correspondent Hwang Yunju.

His point was that entrepreneurs should break into new markets based on their own experiences and strengths, rather than compete by copying models that have already succeeded.

Kim said that Korean food has grown in stature in the United States over the past 10 years, but cautioned against simply repeating successful models.

"Whether the golden age of Korean food is just beginning or coming to an end depends on what we do," he said. "If we start with our own strengths and create new blue oceans, the golden age of K-food is only just beginning, and there will be endless opportunities ahead."

Opened by Kim in 2017, Cote drew attention for its concept combining Korean barbecue with an American steakhouse. It received one star in the Michelin Guide announced in its first year of operation, and was praised for successfully establishing an upscale dining experience while retaining the identity of Korean food.

Combining Korean and American Cultures... The Secret to Cote's Success

Kim cited his experience growing up between the cultures of the United States and South Korea as a competitive strength. Like many other immigrants, he struggled with his identity as he grew up.

Kim said, "I spent a lot of time thinking about my identity because choosing one side felt like losing the other part of myself." He explained, however, that having two identities became a driving force behind his Korean food business.

'Kkot' restaurant. 'Kkot' website

Referring to the yin-yang symbol on the Korean flag, he said, "Just as white makes black look even darker, and black makes white look even brighter, the strengths of each are brought out more when the two coexist."

He added, "There were plenty of Korean barbecue restaurants and American steakhouses, but there was no 'Korean steakhouse' that combined the two. Bringing together the two cultures I love opened up a new market."

"Take on What You Do Well and Create a New Market"

However, Kim did not succeed in the Korean food business from the start. His Korean fusion restaurant Piora opened in 2013 and received a Michelin star in 2016, but struggled to become profitable.

"Restaurants struggle if culinary artistry and commercial viability do not coexist," Kim said. "It's difficult if you pursue artistry alone, and it's hard to sustain a business if you focus only on commercial viability."

He emphasized that being loved by customers comes before profitability. "The most important thing is whether customers can love what you offer," Kim said. "The restaurant business is about turning that love into profit."

Drawing on these experiences, Kim advised Korean entrepreneurs not to stop at capturing market share in existing markets, but to create new markets.

"Rather than dreaming of taking a slice of the existing pie in a market, you should start with the idea of making a new pie," he said. "If you create a new market, the opportunities for growth can become 100 times, 1,000 times, or even greater."

Kim stressed, "Without risk, there is no reward. If you want a reward, it's important to build an ecosystem where people can truly take risks."

From Korean-Style Chicken to Field-Day Kimbap... Taking Upscale Korean Food to New Heights

The new dining brand 'COQODAQ' created by Simon Kim

COQODAQ, a new restaurant brand launched in 2024, grew out of this philosophy. It drew attention by offering an experience distinct from that of conventional chicken restaurants.

Explaining why he decided to upscale chicken, Kim said, "I learned that U.S. soldiers, or GIs, introduced fried chicken culture to Korea during the Korean War. As a Korean American, I thought I could make chicken feel familiar yet new."

This year, he continued his efforts to upscale Korean food while preserving its identity at the US Open, the largest tennis tournament in the United States.

"Watching the US Open, I thought it was similar to a Korean school field day," Kim said. "I was always loved the kimbap my mother packed for me when I played sports as a child, so I thought it would be fun to make kimbap for the US Open, one of the most prestigious and popular events in the United States."

He also created new packaging for the kimbap and sold about 1,500 pieces a day. The effort also delivered tangible business results. Through the process, he reaffirmed the principle that has run through his business experience: "Find what I can do best and bring it to market."

This content was produced with the assistance of AI translation services.