The vibrant Korean dining landscape in Singapore’s Central Business District continues its rapid evolution with the recent debut of Joong San, a compelling new barbecue concept launched by the operators behind the critically acclaimed Um Yong Baek. Located directly across from its successful predecessor on Boon Tat Street, Joong San—which specializes in premium beef barbecue for dinner, complemented by traditional Korean lunch specialties—signifies a strategic expansion by the recognized Korean brand, leveraging its reputation for authentic, high-quality cuisine.
Um Yong Baek’s Recognized Success Leads Expansion
Since its 2022 introduction, Um Yong Baek, the Singapore franchise of the popular Busan eatery renowned for its signature dwaejigukbap (pork soup with rice), quickly established itself as a must-visit destination, leading to the rapid opening of a second location on Telok Ayer Street. The brand’s commitment to culinary excellence was recently validated when it received official recognition from South Korea as one of seven exceptional Korean restaurants globally. This demonstrated success paved the way for the creation of Joong San, which offers a contrasting yet complementary dining experience.
While Um Yong Baek focuses on its meticulously prepared, three-way-aged pork and beloved pork-based soups, Joong San pivots to showcase high-end beef selections, providing patrons with an alternative focus within the same culinary family.
Joong San Focuses on Premium Beef and Unique Sides
Joong San differentiates itself with an extensive dinner menu dedicated primarily to bovine cuts, offering a selection rarely found elsewhere. Customers can experience premium cuts like teuk-sang useol (beef tongue), kkakduk deungshim (cubed ribeye steak), anshim (tenderloin), and jjak galbi (thick-cut short ribs). The most sought-after item is the Andong-style marinated galbi, celebrated for its deep, garlicky marinade. For diners seeking variety, the sogogi modeum (assorted beef platter) is a popular choice. Although specializing in beef, the restaurant does offer a charcoal-grilled sliced pork option, yeontan bulgogi.
Lunchtime at Joong San features comforting Korean staples, including sundubu jjigae (soft tofu stew) served with nangphoong bapsang accompaniments, and specialties like savory mung bean pancakes. A unique offering is the soon memilguksu, or perilla buckwheat noodles, known for their springy texture and nutty, savory flavor derived from perilla oil and powder.
Creative Culinary Details Enhance Dining
A hallmark of both concepts is the attention paid to side dishes, known as banchan. Um Yong Baek offers classic pickled vegetables, including garlic shoots and morning glory. However, Joong San distinguishes itself by introducing more innovative sides, notably truffle mustard seeds cheekily served in a caviar tin, providing an element of playful luxury.
Another standout dish at Joong San is the beef yukhoe (beef tartare). Prepared with a subtly sweet profile and a velvety texture enhanced by a raw egg yolk mixer, this delicacy is presented with condiments such as marinated mushrooms with wasabi, ojingeojeot (fermented squid salad), and crisped laver. These accompaniments allow diners to create personalized ssam (wraps), further engaging them in the dining experience.
Joong San is located at 28 Stanley St, Singapore 068737, and operates Monday through Saturday from 11:30 a.m. to 10:30 p.m. The success of Um Yong Baek and the introduction of Joong San reflect the growing sophistication and demand for diverse, high-quality, regionally authentic Korean cuisine within Singapore’s competitive dining scene. This strategic expansion offers patrons distinct yet reliable experiences, solidifying the brand’s position as a leader in premium Korean dining.