Korean Techpreneur Opens K-Style ‘Cai Fan’ Eatery in S’pore
Cai fan regulars, here’s a new Korean version of our beloved economical rice to check out. OGOG, a Korean fast-casual eatery, is being dubbed the Korean version of cai fan. Except instead of sweet-and-sour pork and curry, you’re getting rice with bubbling soups, K-style meat dishes and a colourful spread of banchan (Korean side dishes).
OGOG — which stands for “five grains” in Korean — was opened by Korean entrepreneur Bae Jihoon, 33, who went from dabbling in the tech industry to F&B. In 2018, he founded Elecle, Korea’s first and largest e-bike sharing platform. After growing the business for over seven years and eventually exiting it through an acquisition, he decided to take up something completely different.
From tech entrepreneur to F&B founder
Why the switch from tech to F&B? “Tech was my career, but food has always been my first love,” Jihoon says.
After years in the fast-paced tech world, the idea of creating something more personal began to appeal to him. “Creating something meaningful is always a difficult journey, no matter the sector. So if I’m going to spend years pouring my energy into a business, I’d rather build something I genuinely love,” he shares. His move to Singapore was made solely to launch OGOG, after identifying the little red dot as an ideal market for an everyday casual Korean dining concept.
“Eating great food is one of the biggest joys in my life. I travel for food, I explore new dishes and brands constantly, and I work out just to eat more tteokbokki,” he adds with a smile. “After experiencing how hard entrepreneurship can be in my previous business, I wanted my next venture to be something I can love wholeheartedly even on the toughest days. F&B is that perfect blend of passion, culture, and business challenge for me.”
Jihoon also sees a broader potential in the industry. “Food is one of the very few products people everywhere understand instantly,” he explains. “If something tastes great, everyone gets it. That universality means F&B can scale across borders in a way many industries can’t.”
That vision gave birth to OGOG, which first opened at Marina One in April this year, followed by a second outlet at CIMB Plaza in Raffles Place in November.
Jihoon also partnered F&B veterans with work experience at other Korean eatery brands, such as Gopizza, Bongousse Rice Burger and Nekkid Wings, to set up shop. This team, who are also Korean, is present at both outlets daily to handle both cooking and service.
Korean cai fan, inspired by mum’s cooking
The food at OGOG is rooted in how Koreans typically eat at home. A bowl of rice forms the base, paired with soup or stew, and multiple small side dishes. Rather than fixed sets, customers build their own bansang (a traditional Korean meal layout) by choosing from a wide selection of mains and banchan.
Why Korean fast-casual food makes sense now in Singapore
Ever enterprising, Jihoon reckons that he took the leap into F&B after observing a market gap for his ‘Korean cai png’ concept.
He noted that there is a demand for more fast-casual food — high-quality, nutritious meals at accessible prices, served quickly. “Singaporeans, especially, now want food that is both nutritious and convenient. This demand isn’t a ‘trend’, it’s becoming a permanent global shift,” he explains.
While Korean fried chicken and K-BBQ are common enough in Singapore, gourmet Korean homestyle food is harder to find here. “If we merged these two megatrends into one, Korean fast-casual, I feel there is a massive whitespace to build a global brand,” Jihoon shares.
OGOG is located at 30 Raffles Pl, CIMB Plaza, #B1-30, S048622. Open Mon to Fri 11am-3pm; 5.30pm-8pm. Closed Sat & Sun. More info via website or Instagram.
Photos: Glyn Seah
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