"Chef Jihan Lee recalls thinking, 'As Nami Nori grows, eventually we'll have a team that's operating it. Then, we can really think about the concept of gimbap, because it's still something very new to the [rest of the] world.'"
"With more typical fillings like beef bulgogi and spicy carrots, but also a forthcoming slate of specials that draw on his Japanese training, Lee hopes to push the concept - and test the waters - of what constitutes gimbap."
"Lee expects TBD Gimbap will be open until at least May, as he and his partners in Launchpad Hospitality assess the market for gimbap."
"TBD Gimbap is technically a pop-up; it follows in the footsteps of places like Kimbap Lab, which launched in NYC in 2014."
Chef Jihan Lee's culinary journey began with his mother's gimbap, but professionally, he focused on sushi after training at Masa. In 2019, he opened Nami Nori, a hand roll bar, while keeping the idea of gimbap in mind. With Nami Nori's success, he launched TBD Gimbap in Manhattan, offering traditional and innovative gimbap options. The pop-up aims to gauge interest in gimbap, following other NYC establishments. Lee's goal is to elevate gimbap's profile and explore its potential in the market.
Read at Eater
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