SeoulSpice Korean Kitchen recently expanded into the Chicago market, opening its first location on March 31 at 20 North Michigan Avenue across the street from Millennium Park and steps away from the Chicago Symphony Center.
Founded by Eric Shin, principal percussionist of the National Symphony Orchestra in Washington, D.C., the fast-casual Korean comfort food chain is known for its vibrant, fresh rice and noodle bowls and has grown to seven locations across the D.C. metro area.
Following a recent investment from CAVA’s lead investor Invus, additional SeoulSpice locations are planned throughout Chicago for the spring and summer alongside its continued growth within the D.C. region.
Shin has spent his life balancing the precision of classical music with the creativity of culinary arts. His grandfather served as a South Korean army general before founding a restaurant in Seoul.
In the 1970s, his parents immigrated from Seoul to Atlanta and opened Garam, one of the city’s first upscale Korean restaurants. From a young age, Shin learned the values of hard work and hospitality by watching his family create a gathering place for the Korean community.
“What was cool was we saw how the restaurant became a hub for Korean community. A lot of people in Georgia came into the restaurant to get the familiar flavor of food they were used to, just to be able to also connect with the broader Korean community in Atlanta. And that was a really amazing thing to be part of as a kid,” Shin told FI.
From Musician to Restaurateur
Though Shin pursued music at the Cleveland Institute of Music and Juilliard, his love of Korean food never faded. And after landing his dream job with the National Symphony Orchestra in 2012, he often found himself guiding his friends through Korean menus and restaurants, eventually envisioning a way to make Korean food more accessible.
“I really view food like music: a gateway to culture. Everyone loves food and music,” Shin said.
In 2016, Shin opened the first SeoulSpice location in the NoMa neighborhood of D.C. Inspired by fast-casual brands like Sweetgreen, CAVA, and Five Guys, which all originated in the DMV (D.C., Maryland, Virginia) area, he saw an opportunity to share Korean food through a familiar, modern format. The debut was a hit – with lines stretching down the block.
SeoulSpice is not Shin’s first entrepreneurial venture, as he paid his college tuition through the online marketing company he started in high school with friends.
Today, SeoulSpice operates eight locations, including its newest in downtown Chicago, where his sister lives and Shin had previously played as a guest percussionist for the Chicago Symphony Orchestra.
“The food scene is so vibrant and exciting, with so many different cultures represented, so it felt like the natural next place to bring SeoulSpice,” Shin said.
“With Invus’ support, we can not only expand to Chicago but also take SeoulSpice nationwide and become the category-defining fast casual concept for Asian food.”
Two more Chicago locations are planned for River North and Wicker Park, with other locations coming to both Chicago and D.C.
Appealing to Modern Consumers
SeoulSpice is tapping into several dining trends, including customization, bold flavors, and cultural discovery.
Its fast-casual format invites diners to build their own bowls with their choice of bases, proteins, and sauces.
The Egg – a jammy soft-boiled egg marinated in sweet soy-garlic sauce – pays tribute to the Korean dish Mayak Gyeran and adds a social media-driven yet novel twist.
“SeoulSpice is unique because I developed all the recipes based on my family’s recipes served at home and in my parents’ restaurant in Atlanta,” Shin said. “I’ve adapted these recipes for fast-casual quick service yet maintained a high culinary standard. We like to say ‘made from scratch with love.’”
All the vegetables are prepped daily by hand, and the proteins (bulgogi beef, chicken, crispy chicken, spicy pork, tofu) are marinated and batch-cooked for freshness. In addition, Shin says all five sauces – ranging from mild to spicy – are also made in-house.
“Our house-made kimchi, a labor of love and our most popular topping, is a fan favorite. My mom personally taught employees at our first D.C. location how to make it,” Shin added.
“We’re excited to be sharing the culture of Korea through food, hospitality, and service with everyone.”
SeoulSpice’s momentum reflects a broader cultural shift. The U.S. has seen a surge of interest in Korean cuisine, driven by K-pop, K-dramas, and TikTok trends.
According to Circana, the number of U.S. Korean restaurants increased 10% year over year in 2024.
As Americans seek global flavor experiences, SeoulSpice offers a fun, approachable way to explore Korean food.
Looking Ahead
“We look forward to this path toward being the category-defining Asian fast-casual restaurant in the United States,” Shin said.
For now, SeoulSpice remains focused on its D.C. and Chicago expansion, with long-term plans to grow into cities where it can share the food, culture, and hospitality that’s at the heart of Korean culture.
Virginia Lee is a food & beverage trendspotter and founder of The Curious Foodie LLC, helping CPG brands, research agencies, and global food companies understand what’s next – so they can make smarter decisions, faster. She has advised companies on innovation and market entry opportunities in global consumer packaged goods at Euromonitor International, Innova Market Insights, and Brightfield Group. Connect with Virginia on Instagram, TikTok, and X at @VirginiaALee.
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