Interview with Song Jung-Hoon, CEO of Korean restaurant chain Cupbop

Dubai, UAE: Cupbop started a few years ago as a food venture running from an old food truck in South Korea. Today, it’s a nationwide success, as a well-known chain not just within the country, but across the world.

Selling Korean fast food favourites in a cup in the past five years, Cupbop has expanded to over 20 locations across the US, with its annual revenue surpassing 30 billion KRW (approximately 25 million USD). Recently, it debuted in the UAE too.

We caught up with the CEO, Song Jung-Hoon, to find out the story behind Cupbop’s global journey.

Question: After graduating from college and trying out various part-time jobs, what motivated you to go to the United States with the mindset of “If it doesn’t work,  I can always go back”? And how did the idea of Cupbop first come about?

Song Jung-Hoon: Actually, studying abroad was never part of my original plan. I entered military service shortly after starting university. When I returned after completing my two-year service, my parents had already arranged a flight for me to join my sister, who was studying in Utah at the time. Honestly, I was hesitant and didn’t want to go. But my parents encouraged me by saying I could always come back if it didn’t feel like the right fit. "Our family wasn’t wealthy—we were just an ordinary family—so sending both my sister and me to study abroad was a significant decision and sacrifice for my parents. My parents just wanted me to see the world and explore opportunities.

Question: What was the inspiration behind Cupbop’s remarkable growth and expansion?

Song Jung-Hoon: My inspiration has always been people. The people who love our food and support our brand, the incredible team I work with, and most of all, my family. They’ve lifted me up and guided me, especially during times when I felt tired or defeated.

A few years ago, I went through one of the most difficult moments in my journey. Some former partners, who had been planning in secret, attempted a coup to take over the company. They called a shocking and unethical meeting, filled with lies, to try to remove me and my wife from the business. I was devastated. That night, lying in bed in the dark, I told my wife I wanted to sell my shares and walk away.

She paused for a moment and said, “If you truly want to quit, I won’t stop you. But you should at least stay until the company can stand on its own—especially now, in such a difficult time. Yes, you were betrayed, but there are many more people who still believe in you and look up to you.”

Her words hit me deeply. It was a painful moment, but I came to realize how much trust and loyalty I had from my team. My employees, domestic partners, and even international partners stood by me and fought to protect me from that betrayal.

From that experience, I became even more committed to my people. People can sometimes hurt you—but they are also the reason I’m still standing. They continue to be the source of my strength, my responsibility, and my inspiration.

Question: Could you share a memorable story or experience with a customer that stands out to you on the journey to Cupbop’s legendary success ?

Song Jung-Hoon: One day, I was working in our food truck in downtown Salt Lake City during a busy lunch rush. There was a long line of customers, and as usual, I was laughing, shouting, and joking with people as I served them. It was chaotic but full of energy—just the way I love it.

As I handed a bowl to one gentleman, he dropped something into the tip jar. I glanced over and realized it was a $100 bill. Thinking it was a mistake, I quickly grabbed it, jumped out of the truck, and chased after him. I called out, “Sir! Sir!” and when I finally caught up to him, I said, “I think you put the wrong bill in the jar.”

What he said next completely surprised me—and inspired me.

He replied, “Yes, that’s the bill I meant to give. If I had more, I would’ve given more. I was having a terrible day and was actually thinking about quitting my job. I just stepped out for some air and stumbled upon your food truck. Then I saw you working—shouting, smiling, laughing—and I wondered, ‘Why is this guy so happy?’ I got in line and watched you the whole time. Your energy and attitude lifted me up. You made me feel better. Thank you.”

That moment became one of the most memorable and inspiring experiences of my journey. I was just doing what I always do—serving food with energy and love—but I realized that sometimes, people aren’t just fed by the food. They’re fed by the passion, joy, and human connection we put into every bowl.

Question: Relying on creative, human-centered strategies, you strengthened community ties by hosting private house parties once a month, inviting 25 customers each time. Over the past five years of Cupbop’s growth, what was the most challenging moment you faced, and how did you overcome those difficulties?

Song Jung-Hoon: We were fortunate to gain local popularity early on, especially because people connected not just with our food, but with the unique culture behind Cupbop — a culture deeply rooted in Korean traditions. I wanted to share something beyond just the food, so we started hosting monthly private Korean food parties at my home, inviting 25 of our most loyal customers, our "Cupboppers." We even held events at local parks where we played traditional Korean games together. These moments brought us real joy and helped us build a strong emotional bond with our community.

However, as Cupbop grew, one of the biggest challenges we faced was staying connected with that core group of loyal customers and maintaining the unique culture that set us apart. As the number of stores, employees, and franchisees increased, it became harder to maintain that same level of personal connection. At times, we felt like we were losing a part of our identity.

Some might argue that culture isn’t essential for business success — and it’s true that many restaurant brands thrive without a strong cultural focus. But Cupbop wouldn’t be Cupbop without its culture. That’s what makes us different.

So instead of letting it fade, we decided to invest even more in it. We created a global culture training manual that is now used in both corporate and franchise stores. One small but meaningful example is how our staff says “See you tomorrow!” instead of a typical “Bye” or “Thank you” — it adds a personal and memorable touch to each customer interaction.

Our small house parties have now evolved into Utah’s largest Korean cultural festival, celebrating Korean food, games, and traditions with the community.

The way we express our culture may continue to evolve, but our mission and vision remain the same: to serve not just great food, but joy, energy, and human connection through Korean culture.

Question: I heard that after the U.S., Cupbop plans to establish four branches in Dubai. Among many countries, what made you choose Dubai as the next location?

Song Jung-Hoon: Interestingly, we started receiving a lot of attention from people living in the UAE through our social media channels. But honestly, we never seriously considered expanding to Dubai at first — mostly because of the distance. It’s very far from our headquarters in the U.S., and distance really does matter, especially when it comes to maintaining quality and culture.

However, everything changed after we met our current Dubai partner group. When we explore international expansion, we don’t prioritize a partner’s wealth or business success. Of course, money matters — but for us, it always comes after people.

What we truly look for is a passionate team that respects and understands our brand values, and is ready to work relentlessly through any challenges — like a honey badger, as we like to say. In that sense, we feel incredibly lucky to have found our Dubai partners. Their commitment, passion, and shared vision gave us the confidence to take this big step forward.

Question: What do you think is the most important factor for achieving success, and what message would you like to share with young people who are aspiring to start their own startups?

Song Jung-Hoon: Don’t wait for opportunities to come to you—you create them. Think short and act fast. Every experience, even failure, holds value. In fact, making mistakes is one of the most powerful ways to learn how to rise and walk again. The more you fail and keep trying, the stronger your resilience becomes. And that’s a wonderful thing.

Many people assume that as our company grows, I have fewer concerns. The truth is, if a problem was worth $1,000 ten years ago, it’s worth $1 million today. The struggles never go away—they just evolve. What has changed is my mindset. The resilience I’ve built through years of setbacks and lessons is what keeps me going forward.

To all young aspiring founders: start failing early. Now is the perfect time to build your grit. Don’t be afraid to make mistakes—they're your stepping stones to growth.

Question: With the second branch, Deira City Center, opening on October 6, Dubai customers are eagerly anticipating meeting CEO Song Jung-Hoon. Since October 6 is Korea’s Chuseok, a very special day, how would you describe Chuseok to Dubai customers in a single sentence?

Chuseok is Korea’s traditional harvest festival—a time when families come together to share food, stories, and appreciation for what they have. Personally, it’s one of my favorite holidays, because it's all about connection—playing games, eating together, and bonding with loved ones. That’s why the opening of our Deira City Center branch on the same day is especially meaningful to me. I’m excited to celebrate both Chuseok and this milestone by sharing Korean food and culture with our future Cupboppers in Dubai, and building new bonds across cultures.