Korean Siblings Quit Finance & Media Jobs To Save Parents’ K-BBQ Restaurant From 6-Figure Debt
The uni-educated siblings gave up promising careers to rescue the family’s eatery that was popular with K-pop idols in its heyday. “Some days I feel good – hey look at us, we’re entrepreneurs. Other days, I wonder if we’ve disappointed our parents by returning to F&B when they’ve worked so hard to give us better careers,” says 2nd-gen boss Rhee Hyuk Kee, 32.
For most second-generation restaurant owners, taking over the family business is an act of love – a continuation of a legacy built with sweat and sacrifice. For Rhee Hyuk Kee, 32, and his younger sister So Hyun, 30, the decision was far more complicated.
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“It’s still mentally difficult to come to terms with,” admits Hyuk Kee. The university-educated siblings gave up promising careers to rescue the family business. Hyuk Kee, an SMU graduate, was in asset management for a US-based investment firm – his current salary is about one-tenth of what he used to make – while So Hyun, a former translator, worked at a Korean broadcasting station after graduating from the Hankuk University of Foreign Studies in Seoul.
“Some days I feel good – hey look at us, we’re entrepreneurs. Other days, I wonder if we’ve disappointed our parents by returning to F&B when they’ve worked so hard to give us better careers,” he reflects.
Hyuk Kee and sis So Hyun with dad at their defunct Korean food court stall in Amara
Their parents, who declined to be interviewed, relocated from Seoul to Singapore more than 30 years ago. Mr Rhee, formerly a tour guide, opened a Korean food court stall with his homemaker wife at Amara Shopping Centre after losing his job in the 1997 Asian Financial Crisis. A decade later, they opened their first casual K-BBQ restaurant, Han Kook Gwan, in Tanjong Pagar, eventually moving to their current location in 2013.
The kids had never considered taking over initially
Until last year, the siblings had no intention of managing the family restaurant. “When friends asked, I’d say, no way – study so hard just to work in F&B?” says Hyuk Kee, who is married. So Hyun agrees: “Our parents wanted us to have a more comfortable life.”
That changed when their parents, now in their 60s, finally revealed the restaurant’s dire financial state. “They’re usually secretive, so I knew it was serious when they told us,” says Hyuk Kee.
Hyuk Kee initially thought a loan might solve the problem. But as he dug deeper, he realised money alone wouldn’t be enough – his parents were physically and mentally exhausted. “That’s when I decided to quit my job,” he says.
He convinced So Hyun to join him. “I could see how earnest he was. Since he was sacrificing so much, I felt I should too,” she says. Laughing, Hyuk Kee chimes in: “I forced her! I told her I’d go crazy if I did this alone.”
Now, he handles back-end tasks like finance, operations, and marketing, while So Hyun manages the front of house. The only challenge they didn’t anticipate? Customers mistaking them for a couple – most likely due to their lack of resemblance. “Cringe!” So Hyun groans while recounting the interaction.
Shutting down wasn’t an option
With the restaurant struggling, why didn’t they cut their losses? “For our parents to retire, the business had to be net asset positive – but it wasn’t,” reveals Hyuk Kee. “The restaurant’s market value with monthly losses was close to zero. If we wound down, our parents wouldn’t walk away with any assets or cash. Worse, since the debt was personally guaranteed, they’d still owe money with no way to repay it unless they kept working for years. By continuing to operate, at least we had a chance to survive.”
How they turned the restaurant around
Streamlining operations was the first game-changer. “Reservations were done with pen and paper. Customers would call my dad – sometimes while he was driving – and he’d get frustrated trying to write them down in his notebook. Then he’d have to call the manager to update the book at the restaurant,” recalls Hyuk Kee. By implementing a digital reservation system, they eliminated errors and improved the overall customer experience.
Repaid 6-figure loan in less than a year
Marketing was another key factor. “Our parents never did any marketing in their 30-plus years in F&B. It was all word-of-mouth, which is a testament to how good the food was,” shares So Hyun. “With just a few tweaks, we knew we could make a difference.”
These changes, along with their hands-on management, have helped revive Seoul Restaurant. In less than a year, they’ve repaid the six-figure loan, and the restaurant is now profitable.
Their reticent parents have yet to express how they feel about the turnaround, but the siblings believe they are proud – especially since their father has fully entrusted them with the business. He stepped down a few months ago due to health reasons, while their mother retired last month.
What’s next?
When So Hyun first joined the restaurant, she assumed it would be temporary – a few years to pay off the debt before returning to her old life. “After working here, I’ve realised there’s meaning to this job,” she shares.
Still unsure about future career in corporate world
For Hyuk Kee, the future is more uncertain. The weight of his parents’ dreams – that he and his sister would pursue careers far removed from F&B – still lingers. “For now, my focus is on running the restaurant well,” he says, sidestepping any promises about the years ahead.
Despite his mixed feelings, Hyuk Kee shares that he has also found unexpected joy and emotional connection in his role. Taking over his dad’s office in the restaurant, he often stumbles upon mementos from the past – like a letter his sister had written to their father, tucked deep inside a drawer. “Something as simple as that reminds me of how much time and effort he put into the restaurant,” he shares.
The menu
Seoul Restaurant offers three a la carte buffet tiers for lunch and dinner, with prices ranging from $49 (without beef) to $119 depending on the selection of meats ranging from beef and pork to seafood. The grill uses smokeless binchotan and Korean oak charcoal, and diners handle the cooking themselves for buffet orders.
The buffet options come with free-flow ban chan (Korean side dishes) and a variety of hearty staples, including stews, noodles, and Korean pancakes. There’s also a regular à la carte menu featuring similar items.
The meats
The Premium Buffet ($119 for Lunch or Dinner) features top-quality cuts like Japanese and Australian wagyu.
Australian Wagyu Short Rib (8 DAYS Pick!)
This cut is our favourite, thanks to a full beefy flavour, rich marbling and melt-in-your-mouth tenderness.
Seoul Galbi (8 DAYS Pick!)
Another highlight is the marinated short rib with sweet-savoury flavours – a refreshing change from the heavier, unseasoned wagyu cuts.
A range of pork cuts is included for all buffet tiers. It includes Kurobuta pork belly and Spanish Iberico pork collar – we prefer the former, which is juicy and tender with a lovely smoky aroma.
The sides
Kimchi-jjigae (8 DAYS Pick!)
Incredibly flavourful with a perfect balance of spice, tang, and umami, this is a comforting addition to the meal. We also enjoyed the lesser-known Kongbiji-jjigae, featuring a creamy, nutty texture from ground soybean.
Korean pancakes
With fillings like kimchi, squid and zucchini, the jeons are serviceable – but could be crispier and more flavourful.
Yangnyeom-gejang
The spicy marinated raw crab comes with a punchy sauce that’s sweet, garlicky and has a bit of kick. However, the flower crab is rather small and not too fleshy.
Bibim-naengmyeon (8 DAYS Pick!)
Dressed in a spicy and sweet chilli-based sauce, the cold, chewy buckwheat noodles offer a bright contrast to the rich, smoky barbecued meats. This one’s our top carb pick.
Bottom line
The Premium Buffet is the best pick for meat lovers, featuring quality cuts such as the tender Australian wagyu short rib. Beyond the grill, the flavourful stews are must-tries, while the Bibim-naengmyeon’s spicy, chewy noodles are a refreshing contrast to the rich meats.
With its modern, unpretentious interiors and smokeless binchotan grills, the restaurant provides a comfortable dining experience. While service is mostly hands-off for buffet orders, the well-curated meat selection and cosy ambience make it worth a visit for a value-for-money K-BBQ experience.
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