Korean Brand Simbongsa Has Arrived in the Bay Area

According to SF Eater , Korean brand Simbongsa has debuted in the US at Pacific Pearl, an Asian mini-mall in Pleasanton — and has plans to expand.

Spearheaded by Jennifer Eun Park (owner of Pleasonton’s Mochinut), the brand will serve up Korean street food classics such as quabegi (twisted donut) and korokke, the Korean version of the Japanese croquette, among others.

“It’s something I grew up eating,” Park said to Eater . “My sisters and I used to say we should open a korokke place someday because we loved to eat them so much.”

Refining the brand’s offerings, Park intends to diversify the existing korokke selection, “I’m thinking of a bulgogi, a kimchi, and a spicy pork and cheese version soon,” she said.

“You can’t ship the meat fillings over from Korea,” she says. “So one of the Simbongsa owners came here to teach me their recipes. I make them all myself and you can taste the difference.”

“As the master franchisee for Simbongsa in Northern California and the first in the United States, she’s also considering locations in the South Bay and the Peninsula once her Pleasanton location gets settled and running smoothly,” the journal reports.

No opening date has been announced.

Keep up with What Now San Francisco’s restaurant, retail, and real estate scoop by subscribing to our newsletter , liking us on Facebook , and following us on Twitter . Opening a restaurant? Browse our Preferred Partners .