The Business of Category Creation, According to Simon Kim
Simon Kim has spent the past decade redefining what Korean cuisine can be on the global stage. As the restaurateur behind COTE, Coqodaq and Gracious Hospitality Management, Kim has transformed Korean dining into a Michelin-starred luxury format that scales across continents without sacrificing identity, discipline or craft. In this Expert Insights Q&A, Kim examines the business of category creation—from maintaining Michelin-level consistency across New York, Miami, Las Vegas and Singapore to knowing when growth is earned rather than forced. Drawing on his experience building multi-concept brands and preparing his most ambitious project yet at 550 Madison Avenue, Kim argues that people, intuition and creative restraint are what ultimately determine whether a hospitality concept endures.
