Samdong Soba, one of Korea’s leading soba restaurant brands, is advancing its global expansion with plans to establish a U.S. corporation. Rather than pursuing overseas growth alone, the company aims to build a K-Soba Standard: a reproducible Korean-style soba experience that delivers consistent taste and quality across markets.
Founded in February 2020, Samdong Soba began as a modest 12-table restaurant on the outskirts of Bojeong-dong in Yongin. Despite offering only an ₩8,000 cold soba bowl and no delivery service, the restaurant quickly gained nationwide attention, recording monthly sales equivalent to approximately USD 200,000 (KRW 265 million) shortly after opening. Achieving such performance in a non-prime location provided early validation of the brand’s market competitiveness.
Setting a New Standard for a Single Bowl
At the heart of Samdong Soba is the philosophy of founder and CEO Jae-soo Pyo, who believes the essence of dining lies in the bowl placed before each guest. With over 20 years of culinary experience, Pyo built a cooking system centered on consistency, reproducibility, and disciplined execution.
The decision to open the first store outside a major commercial district reflected this focus. Pyo prioritized one question: “Can we deliver the best flavor anywhere, under any condition?” The model proved successful. Even during the pandemic, Samdong Soba maintained strong performance and has since grown into a nationwide brand operating 105 stores, generating annual revenue exceeding USD 50 million (KRW 80 billion).
In peak summer seasons, many locations experience queues of 200–300 waiting parties, solidifying Samdong Soba’s position as one of Korea’s most prominent restaurant brands.
Japanese Expertise, Reinterpreted for Global Audiences
Pyo spent six years operating restaurants in Japan, mastering authentic soba techniques. After returning to Korea, he adapted traditional methods to suit Korean preferences and ultimately created a style that resonates with customers from diverse cultural backgrounds.
Originally focused on cold soba, the brand expanded its offerings to overcome seasonality. In winter 2025, Samdong Soba will launch Nagoya Miso Nabe Udon and Kakiage Nabe Udon, establishing an all-weather menu portfolio suitable for both cold and warm climates—an essential foundation for global scalability.
“We do not follow others; we create our own standards. And we put sincerity into every bowl,” Pyo says, defining the brand’s identity and core principle.
Establishing the Global ‘K-Soba Standard’
Samdong Soba is preparing its U.S. corporation as the cornerstone for international expansion. The company aims to establish standardized cooking processes, operational manuals, and unified customer experiences—elements highly valued by global buyers and franchise partners.
Pyo describes soba as “a dish that brings balance to the day—light yet full of depth, simple yet deeply satisfying.” His vision is to position K-Soba as a credible new category in global dining through consistent quality and honest standardization.
Having proven its operational stability and reproducibility in Korea, Samdong Soba is now poised to introduce a new era of Korean soba to the global stage.
Media Contact
Company Name: SAMDONG F&B
Contact Person: CEO Pyo Jae-soo
Email: Send Email
Country: South Korea
Website: https://samdongsoba.com
