Bowls of ambition: Passion Gukbap’s mission to make Korean comfort food global sensation

Chon Kyung-hun, founder and CEO of Passion Gukbap, holds a simple yet powerful vision close to his heart: to make gukbap, a Korean staple dish of rice and soup, a global phenomenon.

With more than 300 Passion Gukbap restaurants across the country, he is now preparing to take the brand overseas.

“My aim for this year is to serve at the APEC’s VIP dinner, which will be held in Gyeongju, a city steeped in history,” Chon told The Korea Herald at the Passion Gukbap headquarters in southern Seoul, underscoring his ambition to elevate the humble dish to international prominence.

Passion Gukbap has swiftly established itself as Korea’s leading gukbap chain, a feat achieved through a combination of aggressive branding and an innovative approach to what is traditionally seen as a working-class hearty meal.

The company has modernized its image, attracting younger consumers while maintaining the dish’s authenticity. On the day The Korea Herald visited Chon's office, a team of marketers in their 20s and 30s were actively brainstorming new promotional strategies.

Chon, originally a pharmacist, said that he came across the idea while juggling the demands of running a pharmacy.

"At the time, delivery options were limited, and ordering fried chicken or pizza daily was not satisfying for my appetite. Working long hours with little time for proper meals, I thought, “Wouldn’t it be great if someone delivered a hearty gukbap I love?”

After a period of menu development and research, in August 2020, during the peak of the pandemic, Chon launched Passion Gukbap as a delivery-focused brand.

"On top of my personal love for the dish, I hoped that the brand could provide a lifeline for struggling small business owners in hard times."

Three years later, with the pandemic behind it, the company now sells over a million bowls of gukbap each month — a staggering 3,000 percent growth since its launch.

The current menu features 15 gukbap variations and eight carefully curated small plates, all shaped by real-time consumer feedback. Its success stems from a blend of data-driven marketing, compelling storytelling, and eye-catching advertising, strengthening its franchise network.

“I thrive on challenging conventions,” Chon said. “Of course, gukbap is at the heart of our business, but we also heavily promoted our Hamburg steak side dish to draw in younger customers. Rather than targeting the usual gukbap demographic of middle-aged diners, we focused on marketing to people in their teens and 20s.”

The strategy has paid off. Women now make up 55 percent of Passion Gukbap’s customers, and young consumers aged 10 to 29 account for 60 percent of sales across delivery and dine-in services.

A staunch believer in Korean food's franchise potential, Jeon argues that past attempts at scaling traditional dishes failed due to inconsistencies in taste across locations, often attributed to reliance on "sonmat," which meant the unique touch of individual chefs. “To truly globalize Korean food, consistency is key,” he insists.

His solution was "standardization."

“We aim to be the ‘Starbucks of gukbap,’ ensuring that every bowl tastes the same, regardless of location. One major challenge was preventing the broth from developing an unpleasant odor when cooled for delivery. We tackled this by refining our preparation techniques — removing excess fat and slicing meat more thinly to enhance texture, particularly for younger consumers.”

The brand’s momentum gained international traction in 2022 when Passion Gukbap was featured on the YouTube channel “Korean Englishman,” which boasts over 6 million subscribers. The episode, which introduced gukbap to British taxi drivers, amassed more than 7.6 million views.

Chon recalled working hard to ensure the version of the dish they got was as authentic as possible.

“I was deeply moved by the British drivers’ genuine enjoyment of the dish.”

Next on his agenda is an ambitious dual expansion into the US West Coast and Japan.

Rather than focusing on traditional brick-and-mortar restaurants, Chon plans to capitalize on high-density urban areas through a delivery-first model.

Observing American dining habits during a visit earlier this year, he noted that the country’s restaurant landscape had changed little over two decades, aside from an increasing reliance on tipping.

“This presents an opportunity for us to introduce healthier, more flavorful options,” he says.

Acknowledging that American consumers are unfamiliar with broth-based dishes, Jeon remains confident in his product’s appeal.

“They love meat and various sauces. Gukbap is essentially a barbecue in soup form. We’ll tweak the broth ratio slightly to make it more approachable.”

Beyond food, Chon has extended his entrepreneurial efforts into the arts. The company runs “Passion Gallery,” a creative space that collaborates with emerging artists to showcase their work. “I believe 'growth' is a fundamental driver, not just for businesses but for individuals,” he explains. “Just as our employees and brand must evolve, Passion Gallery exists to nurture and support up-and-coming artists.”

His next venture? The Dongnimmun Gamjatang, launching in Gyeonggi Province this May.

“‘Dongnimmun’ symbolizes resilience and ambition—elements that we desperately need today,” Chon said. “We’re putting a fun twist on gamjatang by pairing it with French fries. But to truly experience it, you’ll have to taste it yourself.”

The Top 100 Global Innovators series spotlights the trailblazers shaping Korea’s future across a range of industries — from bold entrepreneurs and tech pioneers to research leaders — whose innovations are making a global impact beyond Korea. More than a celebration of success, the series offers a deeper exploration of the ideas, breakthroughs and strategies driving their achievements. — Ed.