South Korean restaurant operator TheBorn Korea said Wednesday that average monthly sales at its Saemaeul Sikdang outlet in Carrollton, Texas, have risen about 70 percent since 2023.
Known for its briquette-grilled bulgogi and seven-minute kimchi stew, Saemaeul Sikdang operates in the US, Thailand and Mongolia. TheBorn Korea attributed its growth to locally tailored strategies and rising global interest in Korean food.
In the US, the company pointed to growing demand for Korean-style tabletop grilling, complimentary side dishes and dining experiences featured in Korean entertainment. A recent video by a Korean travel YouTuber featuring the Texas restaurant drew more than 500,000 views as of Tuesday.
The restaurant posted a 38 percent year-on-year sales increase in 2025, according to the company.
In Thailand, the chain's 14 outlets generated average monthly sales of about 100 million won ($70,000) each in 2025, despite a slowdown in the local restaurant industry.
According to Krungsri Research, Thailand's food and beverage service sector grew an estimated 2 to 3 percent in 2025, down from 14.2 percent in 2024, while foreign tourist arrivals fell 7.2 percent.
The chain also opened two restaurants in Mongolia in the first half of 2026.
Building on its overseas experience, TheBorn Korea is exploring new restaurant formats at home, including potential locations near Gangnam Station in Seoul, aimed at attracting both Korean diners and international visitors.
yejinlim@heraldcorp.com