"GFFG's director of strategy, Amber Koh, who played a prominent role in the opening of Los Angeles's Hojokban, says the restaurant's menu is "not traditional, yet it's still very authentic Korean." While a couple of miles away in Los Angeles's bustling Koreatown, where generations of immigrants are serving old-school preparations of jjigae, seolleongtang, and samgyeopsal, Hojokban more closely aligns its menu with how people currently eat in Seoul."
"The majority of the recipes at Hojokban take influences from GFFG CEO Joon Lee's mother-in-law's cooking. "She's something special," Lee says. Lee's mother-in-law's touch can be found across the menu, in dishes like perilla noodles laced with perilla oil and soy dressing, and the Hojok galbi painted with a soy glaze and topped with Fresno chiles and peanuts. The rest of the lineup comprises cold starters like yukhoe (spelled as yukhwe on the menu), a Korean beef tartare serv"
Hojokban opened in Los Angeles's Arts District on November 20, expanding a Seoul-born contemporary Korean concept that began in 2019 and reached New York in 2023. The restaurant is operated by Seoul-based GFFG Hospitality and offers a menu centered on jeon (pancakes), galbi, and abundant soju with modern Seoul-style influences rather than strictly traditional preparations. Many recipes draw from GFFG CEO Joon Lee's mother-in-law's cooking, including perilla noodles with perilla oil and soy dressing and a soy-glazed Hojok galbi topped with Fresno chiles and peanuts. The menu also features cold starters such as yukhoe (spelled yukhwe), reflecting contemporary eating habits in Seoul while respecting Koreatown traditions.
Read at Eater LA
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