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Healthy and tasty table with superb harmony between siraegi and bulgogi
Trendy Korean food brand 'Mr. Siraegi' that enchanted young folks
Food & Innovation CEO Sungjin Park

Charming transformation of Siraegi
Siraegi (dried radish greens) is a healthy food as we all know. It is good for eye, skin and osteoporosis as it contains enough vitamin A and C and calcium. It is also rich in dietary fiber which is good for constipation and it reduces cholesterol and prevents cancer. Park has been running a Siraegi specialized restaurant since 2010 in Daechi-dong, Gangnam and launched a new brand 'Mr.Siraegi'. Park redeveloped the vegetable in modern terms. Mr. Siraegi is introducing creative and fresh menu by using siraegi and gondrae (cirsium setidens). But the restaurant is also famous for its delicious bulgogi (barbecued beef). As Park likes meat dishes very much, their main menu is bulgogi and sukiyaki (beef cooked in Japanese style). Park says "siraegi until now was mainly used for side dishes or a minor ingredient with the preference of elderly people. To improve its recognition, we combined siraegi with bulgogi so that everybody can enjoy." Park's idea was a hit. Spicy fragrance of siraegi and deep taste of bulgogi attracted men and women of all ages. 'Siraegi Stew Bulgogi' and 'Gondrae Soybean Paste Bulgogi' in particular are very popular and they were introduced in a food program 'Tasty Road' on TV. 'Gondrae Lentil Meatball Bulgogi', introduced in last March' was another brainchild of this success. Crunch lentil combined with traditional Korean meatball is satisfying the customers appetite. 

Suggesting a new paradigm of Korean food
The sensation of Mr. Siraegi came from its unique recipe. Park used sukiyaki method instead of traditional soy sauce-based method. Park promoted the identity of this unique taste while developing a variety of menus. Park says "the restaurant industry is much affected by trend. For this reason, most start-ups are pursuing trendy business items that can bring them a short term profit. But we can see many restaurants disappear soon after they start a business because, without their own uniqueness, they are pushed out by new trend. That's why we don't pursue the trend but rather develop our own competitiveness." Apart from the flagship store in Daechi-dong, Park is currently running directly managed stores in Suwon, Bundang and Pangyo and Gwanggyo branch is scheduled to open in April. Park also opened the first affiliated store in Bundang in the close of the last year. Park said that they are not fully prepared to run many affiliated stores because it requires much time and attention to detail. Park says "most franchise businesses are run by a similar way. But a systematic and sustainable management of the business is basic with a brand making strategy as the core element. The brand that appeals to people naturally leads to strengthening its brand power." Mr. Siraegi currently has a goal to open 7 to 8 directly managed stores and more than 30 affiliated stores within the year through constant R&D on a new menu and excellent customer services. They are also under discussion on cooperation with the F&B related companies in Singapore, Malaysia and Thailand in the hope of entering the markets. Park changed our prejudice that siraegi is food for elderly people but everybody is enjoying the food with much appreciation now. 
 


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