Walk up the stairs to the second floor of an Euljiro alley and open the door to reveal a scene of 1970s Saigon. Eulji KkanKkan is a brand that has caused a quiet stir in the food service industry with its authentic Vietnamese pho, which is rare in Korea. After his appearance on 'Culinary Class Wars', we met with CEO Cho Kyung-chan, who is attracting attention from more people, to talk about everything from his startup story to his brand philosophy.

Q. I'm curious about how you got started in the food service industry.

I lived in Vietnam for about five years. I initially went there for agriculture-related work, but I just loved it so much that I settled down. Then, I ate pho locally, and the taste was completely different from the pho I had eaten in Korea. It was the real, local taste. I thought it would be fun to bring that to Korea. As far as I know, I was the first to bring this style (crab pho) of pho to Korea.

The fatal charm of 'main store limit'. Even during weekday lunch hours, many people visit the Euljiro alley for a bowl of crab pho.

Q. How was it in the early days of opening?

We opened in November 2019, and then COVID-19 hit. There was a day when our daily sales were only 80,000 won (approx. $60 USD). That was for both lunch and dinner combined. I was really at a loss, but fortunately, in March of the following year, Morning Wide proposed a shoot. I didn't expect much, but after the broadcast went on air, the response was explosive. Even during COVID-19, sales jumped, and later, Saengsaeng Jeongbotong (Live Info Show) contacted us, making us known once again. From then on, YouTubers started visiting, and we gradually established ourselves.

Turning a time of crisis into a time of competence. Thanks to media and customers recognizing him first, CEO Cho Kyung-chan became busy with no time to worry.

Q. Has anything changed since your appearance on Culinary Class Wars?

Immediately after the broadcast, the number of customers definitely increased. However, the lasting impact wasn't as long as Season 1. It felt like it died down faster than I expected. What's interesting is that regular customers who have been coming for a long time are upset, asking, "Why do you keep getting so famous?" (laughs) Also, now people recognize me on the street. A while ago, at a friend's (bride's) wedding hall, the guests on the groom's side recognized me. While the broadcast had an impact, I think the continuous exposure on YouTube Shorts and the like also played a big role.

Finding Hong Kong in Euljiro. The moment you open the door to 'Yeouiju Hot Pot Restaurant', it feels like your passport should be checked.

Q. I heard that the menu structure is different for each store.

Yes, because customer preferences differ by commercial district. Euljiro responds well to highly individual and experimental menus. Crab pho is also only available in Euljiro. On the other hand, malls like department stores are better with intuitive menus and diverse options—easy-to-recognize items like seafood pho and spicy pho. While maintaining the brand DNA, we operate in a way that aligns with the experience customers expect in that space.

Q. How do you respond to changes in trends?

I make sure to go to Vietnam once or twice a month. I taste the local flavors, check out trends, and buy props. For example, this year, the number of customers looking for less stimulating tastes increased compared to last year. So, I am adjusting the seasoning little by little. I also received feedback from Chef Anh Sung-jae during the judging that it "lacks acidity," so I have subtly added acidity as well. Not just the food, but we also keep changing the space props little by little.

Q. How do you analyze commercial areas when opening a new store?

I look at people rather than numbers. I walk around the neighborhood myself and observe people. I see if they linger leisurefully, take photos, what they are carrying, whether they are carrying takeout food or books. In the food service industry, I think the key is ultimately how long people stay in that space. When I see that, I get a sense of whether this brand fits the vibe.

Bringing a street food stall (pocha) and retro vibe indoors. The most comfortable interior style interpreted by 'Jumadeung' is a feast for the eyes.

Q. Do you personally get involved a lot in space design?

For the first Eulji KkanKkan store, I bought almost all the props myself in Vietnam. I also made the lighting frames myself and even brought fabric to make them. I enjoy decorating, and I believe first impressions are crucial. Just as first impressions are important for people, I think it's the same for stores. I believe that when you open the door, you should immediately feel that world view.

Two turtles welcoming you at the entrance of 'Daedongok', worth millions of won. The CEO's 'turtle flex', showing his true dedication to even a single prop.

Q. What was your most difficult moment?

At one store, a fire broke out due to an employee's mistake. We lost nearly 100 million won (approx. $75,000 USD). It was really hard for about six months. At that time, while many thoughts flashed before me like a kaleidoscope (jumadeung), paradoxically, I developed a desire for the people who visit this space to become rich. So, I started posting "May everyone who comes here become rich" in every store.

Coming for hot pot and getting a bonus of rich vibes. The phrase wishing for everyone to become rich is written in both 'Jumadeung' and 'Yeouiju Hot Pot Restaurant'.

Q. What are your goals for the future?

The goal is to reach company sales of 50 billion won by next year. Also, I want to further standardize operational systems like recipe manuals, workflows, and ingredient management for each brand to maintain quality in any store. I also dream of expanding overseas. I am also planning new brands based on chicken dishes or seafood concepts. Chicken can be eaten by anyone in the world, regardless of religion or culture, so I think it's an appealing item.

Eulji KkanKkan is not simply a "restaurant that sells Vietnamese food." The sense the CEO acquired with his own body over five years locally, the strength built up while rising again after a fire, and the sincerity of "hoping everyone who comes becomes rich" are infused throughout the space. Starting from daily sales of 80,000 won amidst COVID-19 to currently dreaming of multiple branches and 50 billion won in sales, at the center of that growth was the CEO's persistence in observing people, finely tuning tastes, and obsessing over every single first impression of the space, rather than flashy marketing strategies. That is exactly why Eulji KkanKkan is likely to survive for a long time in the breathtakingly fast-changing Seoul dining market.