In 2022, Josh Kim and Sam Hong shifted from successful tech careers to food by starting Softies Burger after their first pop-up at Thank You Coffee in Chinatown. Within a year, they gained a vendor spot at Smorgasburg, selling 450 burgers on opening day, combining Korean American flavors with classic American burgers. They opened a physical location in USC Village with diversified menu offerings, including a New York-style chopped cheese and nostalgic desserts. Their raised funds from GoFundMe provided support for equipment and inventory, showcasing their journey from tech to food service.
I say it's like exploring cultural confusion. Sam and I are both Korean American, so we grew up at home eating Korean dishes. But whenever we're out, we wanted to eat burgers and pizza and whatnot.
The newly-opened burger joint has a few new items on the menu, including a classic New York-style chopped cheese sandwich, a chicken Caesar salad with spicy panko breadcrumbs and shrimp paste.
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