"Baek Jongwon Had Been Quiet, Then Hit It Big"... Waits in the 100s in U.S. Despite KRW 46,000 Pork Belly

Texas Saemaul Restaurant Sales Up 70% Three Years After Opening
Thailand Stores Average KRW 100 Million a Month; Company Considers Bringing Overseas Practices to Korea

Saemaeul Sikdang, a restaurant brand operated by The Born Korea, led by CEO Baek Jongwon, is continuing to grow its sales in the United States, drawing long lines of customers. A serving of pork belly costs $34.99 (about KRW 46,000), yet local diners flock to the restaurant, with weekend waitlist numbers reaching the 100s.

Baek Jongwon, CEO of The Born Korea, and locals visiting Saemaul Sikdang in Carrollton, Texas. The Born Korea

According to The Born Korea on October 21, the average monthly sales at Saemaeul Sikdang in Carrollton, Texas, were about 70% higher as of the end of September 2026 than in 2023, its first year of operation. Sales also rose about 38% year over year in 2025.

Even with Pork Belly at KRW 46,000, Waitlist Numbers in the 100s Lasted Into the Night

The restaurant's popularity was also evident in a recently released YouTube video. In September 2026, the YouTube channel Youngalnam YAN, which has 1.21 million subscribers, released a video of a visit to Saemaeul Sikdang in Carrollton, Texas. As of October 20, the video had surpassed 500,000 views.

The restaurant in the video looked much like a Korean barbecue restaurant in South Korea. Customers grilled meat at their tables, and the video also showed them enjoying soju, various side dishes, and stew.

Locals at Saemaeul Sikdang in Carrollton, Texas, U.S. The Born Korea

A serving of pork belly cost $34.99. After looking around the restaurant, Youngalnam said, "It's amazing to see a K-barbeque restaurant doing so well," and "It feels like I'm eating in Hongdae." When he asked a staff member about the wait, the staff member replied, "The waitlist number is in the 100s." After finishing his meal, he was surprised to see the line still stretching outside the restaurant, saying, "The line is still here even at night."

Online reviews have also been strong. The restaurant has more than 1,400 reviews on Google and an average rating of 4.7. The Born Korea said local consumers have responded well to the Korean-style barbecue experience, in which customers grill meat at their tables or receive service from staff while enjoying side dishes, meal options, and soju.

U.S. Sales Jump 70%... Expanding to Thailand and Mongolia

Saemaeul Sikdang's overseas business is growing not only in the United States but also in Thailand and Mongolia. In Thailand, despite a decline in foreign tourists and slower growth in the restaurant market, its 14 locations recorded average monthly sales of about KRW 100 million per store in 2025.

Customers at Saemaul Sikdang in Carrollton, Texas. The Born Korea

According to Krungsri Research, the economic and industry research arm of Bank of Ayudhya, the number of foreign tourists to Thailand fell 7.2% in 2025 from the previous year. Growth in sales in the food service and beverage sector was also estimated to have slowed from 14.2% in 2024 to 2-3% in 2025. In Mongolia, the company expanded its business by opening two new locations in the first half of 2026.

The Born Korea is considering applying the operational experience it has gained overseas to its Saemaeul Sikdang locations in South Korea. It is analyzing service approaches and menu offerings that have been well received at overseas locations and considering areas such as around Gangnam Station in Seoul as potential sites for new locations.

A company representative said, "Saemaeul Sikdang has operated locations in several countries overseas, featuring signature dishes such as Yeoltan Bulgogi and 7-Minute Kimchi Stew." The representative added, "We plan to strengthen the competitiveness of our global business while carefully considering new Saemaeul Sikdang locations in South Korea that incorporate our overseas operating experience."

Meanwhile, CEO Baek said in May 2025 that he would suspend his broadcasting activities, except for programs currently being filmed, and focus on managing the company.

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