{"id":23264,"date":"2026-02-25T13:00:24","date_gmt":"2026-02-25T04:00:24","guid":{"rendered":"https:\/\/dev.stories.amorepacific.com\/en\/?p=23264"},"modified":"2026-02-26T11:28:18","modified_gmt":"2026-02-26T02:28:18","slug":"amorepacific-meeting-yujung-choi-and-yujin-na-the-owners-of-superstar-tteokbokki","status":"publish","type":"post","link":"https:\/\/dev.stories.amorepacific.com\/en\/amorepacific-meeting-yujung-choi-and-yujin-na-the-owners-of-superstar-tteokbokki\/","title":{"rendered":"\ufeffMeeting Yujung Choi and Yujin Na, the owners of \u2018Superstar Tteokbokki\u2019"},"content":{"rendered":"
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Just in front of the Hangang-daero pedestrian overpass, Superstar Tteokbokki, with its cheerful orange sign, has become the go-to hangout for ARMY \u2014 BTS\u2019s global fanbase \u2014 from around the world. Powerful speakers fill the space with BTS music, while high-definition screens play an unbroken stream of music videos and BTS content on YouTube. Every wall is covered in BTS posters, photos, and photo cards. Yujin Na and Yujung Choi, the owners of Superstar Tteokbokki, are BTS fans themselves, but they\u2019ll be the first to tell you that none of this was part of the original plan. Not long after they opened on Hangang-daero, where AMOREPACIFIC is headquartered, HYBE moved into the neighborhood, and from that point on, fans of superstars naturally found their way to Superstar Tteokbokki. Today, as always, guests from all corners of the world gather around bubbling pots of tteokbokki, sharing a good time together. For K-pop fans around the world, Superstar Tteokbokki is fast becoming their ultimate soul food.<\/p>\n<\/div>\n<\/div>\n

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Tell us a little about yourselves.<\/strong><\/p>\n<\/div>\n

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Yujung Choi and Yujin Na<\/strong> We\u2019re Yujin and Yujung, a married couple running Superstar Tteokbokki here on Hangang-daero. We opened the first Superstar Tteokbokki in Cheongdam-dong in 2013, moved to Dongbu Ichon-dong in 2017, and finally landed at our current spot on Hangang-daero in 2019. We\u2019d always worked in quieter side streets, so we thought it was time to try our hand at a major road location. And then, three months later, HYBE moved in. We were shocked. Strangely enough, when we first opened in Cheongdam-dong, JYP moved in two months after that.<\/p>\n<\/div>\n<\/div>\n

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Could it be the name? Maybe superstars follow wherever \u2018Superstar\u2019 goes.<\/strong><\/p>\n<\/div>\n

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Yujung Choi<\/strong> We\u2019ve actually wondered the same thing ourselves. It\u2019s uncanny, really. The name \u2018Superstar\u2019 came straight from my husband, Yujin\u2019s, love of Marvel.<\/p>\n

Yujin Na<\/strong> When we first opened the restaurant in 2013, I was completely obsessed with superhero films. If you look around our place, you\u2019ll spot the occasional hero tucked in among all the BTS photos. Back then, Marvel heroes had my whole heart \u2014 now, my heroes are BTS. (laughs) I named it \u2018Superstar\u2019 because heroes are our superstars, and then, funnily enough, actual superstars started showing up in the neighborhood.<\/p>\n

Yujung Choi<\/strong> There was even a rumor going around that trainees worked part-time here, but that\u2019s completely off-base. This is just a place run by people who love superstars. (laughs)<\/p>\n<\/div>\n<\/div>\n

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Why tteokbokki \u2014 and why the cook-it-at-your-table kind, hotpot-style?<\/strong><\/p>\n<\/div>\n

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Yujung Choi<\/strong> I\u2019ve always loved tteokbokki. My husband used to run a caf\u00e9 in an alley in Cheongdam-dong, a beautifully upscale space that was honestly a little out of place in a street market setting. It didn\u2019t quite fit the neighborhood, so we eventually had to close it. That\u2019s when I came up with the idea: \u2018Let\u2019s take the tteokbokki I love and turn it into something beautiful and elevated.\u2019<\/p>\n

Yujin Na<\/strong> That idea hooked me instantly. Tteokbokki is such a familiar dish, but finding a place that actually does it well is surprisingly hard. I was convinced that if we used quality ingredients and put real care into it, we\u2019d have a genuine shot.<\/p>\n<\/div>\n<\/div>\n

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Toppings aside, the main menu is really just the one item \u2014 tabletop tteokbokki. So you decided to go all-in on your signature dish.<\/strong><\/p>\n<\/div>\n

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Yujin Na<\/strong> Every business has its ups and downs, and many restaurants are constantly adding and dropping menu items. Especially in summer and winter, there\u2019s always the temptation to roll out seasonal specials. But we felt that if we got caught up chasing trends, we\u2019d lose sight of what really matters. We wanted our guests to feel that when it comes to tabletop tteokbokki, Superstar is the place, and we hold ourselves to the standard of being the best at what we do.<\/p>\n

Yujung Choi<\/strong> Tabletop tteokbokki is the star of the show, but there\u2019s plenty of room to make it your own: you can add a thick loin pork cutlet, tofu pockets, tempura, dumplings, sausages, and more, or swap out the sauce for black bean. It\u2019s one dish, but there\u2019s enough variety that you won\u2019t get bored no matter how often you come in.<\/p>\n<\/div>\n<\/div>\n

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The tableware is lovely, and the whole atmosphere feels relaxed and tidy, like being invited to a friend\u2019s place. Even the restroom was spotless, which was a nice touch.<\/strong><\/p>\n<\/div>\n

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Yujung Choi<\/strong> That genuinely means a lot to hear. I\u2019ve always loved beautiful things, and our guests probably feel the same way. Nobody dislikes something pretty. We use ceramic dishware for all our individual servings. It\u2019s heavier than plastic and not the easiest to maintain, but we\u2019ve stuck with it. When you\u2019re serving food to someone you care about, you don\u2019t put it out on plastic.<\/p>\n

Yujin Na<\/strong> My wife has always insisted that even though tteokbokki is a casual dish, it should be presented as a proper, well-prepared meal. I completely agree. Good tableware makes the food look more appealing and makes the whole experience more enjoyable. That\u2019s why we chose dishes, forks, and spoons with a bit of weight.<\/p>\n<\/div>\n<\/div>\n

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You\u2019ve committed to your signature dish, which shows you\u2019re confident in its flavor. How much care goes into getting the taste right?<\/strong><\/p>\n<\/div>\n

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Yujin Na<\/strong> As I mentioned, the tableware and plating matter, but at the end of the day, it all comes down to taste. My brother-in-law is a chef working in Australia, and he came back to Korea around the time we were opening and helped us develop the recipes. We needed someone with the expertise to bring our vision to life, and he was more than happy to help.<\/p>\n

Yujung Choi<\/strong> I was pregnant at the time and dealing with really bad morning sickness. So I thought, we need to make a sauce that even a pregnant woman with morning sickness can eat. From the very beginning, our goal was to create something that even the pickiest eater could enjoy \u2014 food I\u2019d feel perfectly comfortable giving to my own child. We only use the finest base ingredients. A lot of people tell us our tteokbokki is easy on the stomach, and every time someone says that, we\u2019re genuinely grateful and proud.<\/p>\n

Yujin Na<\/strong> Even if no one else noticed, we could never deceive ourselves. What matters most is that we know, even if no one else does. We\u2019re extremely strict when it comes to selecting ingredients. Because in the end, great ingredients make great flavor.<\/p>\n<\/div>\n<\/div>\n

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You must have quite a few regulars. Are most of them ARMY?<\/strong><\/p>\n<\/div>\n

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Yujung Choi<\/strong> There\u2019s a good mix: plenty of ARMY, but also a lot of locals from the neighborhood. We even have guests who\u2019ve been coming since our Cheongdam-dong days, ten years and counting.<\/p>\n

Yujin Na<\/strong> Just a few days ago, a regular came in with their child, who has grown up so much. They said they thought the kid was finally ready to handle something spicy. I hadn\u2019t seen them since they were little, and the change was remarkable. There\u2019s something really heartwarming about watching kids who couldn\u2019t handle spice grow up and come back asking for tteokbokki.<\/p>\n<\/div>\n<\/div>\n

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You were known as a celebrity favorite in Cheongdam-dong. What brought you to Hangang-daero?<\/strong><\/p>\n<\/div>\n

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Yujung Choi<\/strong> My husband\u2019s family home is in Dongbuichon-dong, which is a quieter neighborhood. As our kids got older, we thought it might be nice to move somewhere better suited to raising a family, so we opened there first, and two years later, we moved to Hangang-daero.<\/p>\n

Yujin Na<\/strong> I\u2019d always wanted to try a spot on a main road, but most of the options felt too cold and impersonal. Hangang-daero felt different. With long-established anchors like Amorepacific and a neighborhood with a real commercial history, it had a warmth that made the idea of a busy main road feel a lot less intimidating.<\/p>\n<\/div>\n<\/div>\n

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Were there any challenges after the move?<\/strong><\/p>\n<\/div>\n

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Yujung Choi<\/strong> We\u2019d finally achieved our dream of opening on a major road, and then COVID hit. That was a bit of a shock. But then again, it was hard for everyone at that point. Things gradually improved as employees from Amorepacific and then HYBE started coming in regularly, and the ARMY community really helped us find our footing.<\/p>\n

Yujin Na<\/strong> Honestly, it\u2019s always a challenge. The rise of Yongri-dan-gil has created some strong synergies, but we still have to keep building our own name and keep earning our guests\u2019 trust. We\u2019re genuinely grateful to be featured on AMOREPACIFIC STORIES. The world changes so fast that keeping pace isn\u2019t easy. You just have to keep trying.<\/p>\n<\/div>\n<\/div>\n

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HYBE moved in three months after you opened. When did ARMY fans actually start finding their way to Superstar Tteokbokki?<\/strong><\/p>\n<\/div>\n

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Yujin Na<\/strong> It started when we hosted a birthday caf\u00e9 for TXT member Beomgyu. Watching that event unfold made us think: we\u2019d love to throw one ourselves for BTS, who we\u2019re fans of too.<\/p>\n

Yujung Choi<\/strong> We\u2019re ARMY ourselves, after all. (laughs) That\u2019s actually when we first learned about the whole birthday caf\u00e9 concept that fans organize. So we started putting together events for members\u2019 birthdays, debut anniversaries, and other milestones, making goods like posters and photo cards to give out. Word slowly spread through the ARMY community.<\/p>\n

Yujin Na<\/strong> We opened just before COVID hit, so it took about 3 years of gradual word of mouth to build. We joke among ourselves that we\u2019ve had visitors from nearly every corner of the world, and honestly, we do get an incredible range of visitors. People come in thinking, \u201cThe Superstar Tteokbokki right next to HYBE \u2014 these guys must be real ARMY.\u201d<\/p>\n<\/div>\n<\/div>\n

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The walls are absolutely covered in posters and photo cards, and the photos are so varied. Did you put all of this together yourselves?<\/strong><\/p>\n<\/div>\n

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Yujung Choi<\/strong> This was a joint effort with our guests. We were really careful at first, worried that people might think we were trying to capitalize on BTS. But our customers told us not to worry and started bringing in their own posters and photos to put up themselves. ARMY fans would hold parties here and leave behind some truly precious photos before heading out.<\/p>\n

Yujin Na<\/strong> It\u2019s become a space that feels like our own little hideaway. When fans can\u2019t make it to a concert, they gather here to watch the footage together and take the edge off the disappointment. We play official concert footage, and everyone watches it together. When BTS-related broadcasts or live streams are on, fans gather here to watch together.<\/p>\n<\/div>\n<\/div>\n

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We hear you also make your own merchandise and give it away for free.<\/strong><\/p>\n<\/div>\n

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Yujung Choi<\/strong> That\u2019s right. Whenever there are great photos \u2014 from photo shoots, profile sessions, whatever \u2014 we turn them into posters and high-quality lenticular photo cards (the kind that shift as you tilt them), one for each member. Every time something special happens, we produce new ones and give them to our guests at no charge. People are always so thrilled, and these are the kinds of things you\u2019d normally have to pay for elsewhere. Guests from all over the world thank us in so many different languages. (laughs)<\/p>\n

Yujin Na<\/strong> Making merchandise has become a regular part of our routine. But our guests love it so much, and seeing their reaction makes us just as happy. That\u2019s what keeps us going. Giving really makes us happy. Please, take as much as you\u2019d like.<\/p>\n<\/div>\n<\/div>\n

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You seemed very at ease handling your international guests earlier. Have you been studying languages?<\/strong><\/p>\n<\/div>\n

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Yujung Choi<\/strong> My husband speaks some English, and our kiosk displays the menu in English, Japanese, and Chinese, so language hasn\u2019t been a major barrier.<\/p>\n

Yujin Na<\/strong> My wife holds her own in English too, and we\u2019ve both memorized enough basic greetings to get by. We\u2019re not fluent by any means; it\u2019s purely survival mode. (laughs) Just enough to take care of our guests.<\/p>\n

Yujung Choi<\/strong> One thing that\u2019s changed a lot over the past few years is how many international visitors now speak Korean, and speak it well enough to have a real conversation. So language really isn\u2019t an issue. And tteokbokki seems to be something everyone loves, no matter where they\u2019re from. We feel the growing power of K-food every single day.<\/p>\n<\/div>\n<\/div>\n

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By now, the BTS members themselves must know Superstar Tteokbokki exists.<\/strong><\/p>\n<\/div>\n

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Yujung Choi<\/strong> About two years ago, Namjoon posted a photo of our restaurant on his Instagram Story. It happened to be my husband\u2019s birthday that day. And on top of that, Namjoon is my husband\u2019s all-time favorite member. He said it felt like the best gift he could have received.<\/p>\n

Yujin Na<\/strong> It hit us. They actually know we\u2019re here. We\u2019d already heard from people at HYBE that they order our tteokbokki regularly and eat it together. HYBE staff are regulars too, and they\u2019ve told us they love that we take such good care of the fans.<\/p>\n<\/div>\n<\/div>\n

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Which country do most of your guests come from?<\/strong><\/p>\n<\/div>\n

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Yujin Na<\/strong> It shifts a little from year to year. One year, it\u2019s Russia; another, it\u2019s China; another, it\u2019s Japan. It often shifts depending on the global climate and travel trends. (laughs)<\/p>\n

Yujung Choi<\/strong> There are definitely peaks where guests from a particular country come in waves, but just as often, it\u2019s people who\u2019ve been here before coming back. Some guests make a point of stopping by every time they visit Korea, usually around BTS\u2019s debut anniversary, and they always bring something with them. A guest from Russia brought us vodka, one from Hawaii brought chocolate, and one from Australia brought a stuffed animal. We can\u2019t let them outdo us, so we stock up on Korean snacks to share and put together new merchandise for them to take home. Some guests write us handwritten letters. Others send DMs saying they\u2019ll definitely come and see us the next time they\u2019re in Korea. It feels like more than just a business relationship. There\u2019s a real connection there.<\/p>\n<\/div>\n<\/div>\n

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Superstar Tteokbokki has clearly won hearts around the world. What\u2019s next for you?<\/strong><\/p>\n<\/div>\n

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Yujung Choi<\/strong> Neither of us came from a food-and-beverage background. When we first opened in 2013, we didn\u2019t know the first thing about running a restaurant or cooking for guests. We started with nothing but sincerity and passion. Two people from completely different fields, we had just one thing in common when we began: \u2018Do it with heart. Never deceive your guests.\u2019 That\u2019s the belief we\u2019ve carried with us every step of the way. Every single day, we try not to get comfortable; we push ourselves to be kinder and more welcoming to every new guest who walks through the door. Our dream is for all 100 million ARMY members to taste our tabletop tteokbokki someday. (laughs)<\/p>\n

Yujin Na<\/strong> Getting to witness, every day, the pure, unconditional love ARMY show in supporting someone is one of the greatest joys in our lives. This space was built from that spirit and those hearts. We hope it continues to be a warm refuge and a joyful home away from home for every fan who walks through our door.<\/p>\n<\/div>\n<\/div>\n

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