From K-Pop Dreams to Kimbap Delights: The Inspiring Journey of a Former Idol Trainee

In the bustling heart of Singapore, Tanjong Pagar Plaza is home to a vibrant eatery that serves a unique twist on traditional Korean cuisine. At Jo Ju Bang, patrons are welcomed by bright lights and a simple yet inviting décor, where fresh kimbap is prepared right before their eyes. This intimate takeaway spot is co-owned by former K-pop idol trainee Vivian Jo Hyeongi and her husband Lawrence (also known as XL), a seasoned Mandopop singer. Together, they have swapped the glitz of the music stage for the intricate art of crafting delicious rice and seaweed rolls, bringing a slice of home to both locals and visitors.

The couple's journey into the culinary world began unexpectedly via TikTok, where they showcased their kimbap-making skills to a rapidly growing audience on their account, @sgkr.singakorean. After a few successful pop-up ventures, they decided to secure a more permanent presence in the competitive Singaporean food scene.

In addition to the kimbap, Jo Ju Bang offers a selection of Korean banchan and hearty chicken stews, many of which are inspired by Vivian’s experiences as a devoted mother to their five-year-old twins.

The Road Less Traveled: Breaking Free from K-Pop Expectations

Vivian’s early dreams of becoming a K-pop idol started when she entered rigorous training programs at just 19. However, she quickly discovered the industry's challenging and often toxic expectations. “I was pressured to behave in ways that contradicted my values, including a troubling romance proposition from a producer to advance my career,” she revealed. This experience spurred her to leave the entertainment world and pursue a degree, eventually managing a Korean aesthetic clinic in Singapore.

On the other hand, XL pursued a successful career in Mandopop in Taiwan, even participating in talent shows such as Mediacorp's *Superband*. His experiences included touring with renowned artists and navigating the complexities of the Asian music industry. Ultimately, sensing that the evolving landscape in Taiwan would not favor continued success, he made the challenging decision to return home.

Love and Culinary Inspiration

Vivian and XL’s paths crossed in a social gathering at Marina Bay Sands in 2015, and although Vivian lacked cooking skills initially, she was inspired by her mother's traditional recipes from Gyeonggi-Do, South Korea. Her mother's pocha (street food stall) became a source of cherished culinary memories, fueling her passion for authentic Korean cooking.

Determined to fill a gap in the market, the couple noticed a lack of traditional kimbap options in Singapore. Their leap into business started with a few live sales on TikTok, where they sold out within minutes, leading them to open their first store. Their automated machines streamline the kimbap-making process, allowing Vivian to create a roll in just 45 seconds, ensuring a quick and delicious experience for customers.

Balancing Business and Family Life

As they grow their business, plans are underway for a second Jo Ju Bang outlet. Despite the challenges, both Vivian and XL reflect positively on their journey from music to food entrepreneurship. “We have no regrets. Every experience has taught us valuable lessons that we carry into our current endeavors,” XL shared.

Their traditional kimbap, priced at S$9.90, includes a range of nine fresh ingredients and rice seasoned with sesame oil—exhibiting a delightful balance of flavor and texture. Additionally, their jjimdak (braised chicken), which sells for S$9.90 for four pieces, is highly praised for its rich and savory profile, a testament to Vivian’s evolving cooking abilities.

Jo Ju Bang stands as proof that life's unexpected turns can lead to fulfilling new paths—blending tradition with entrepreneurial spirit. For those craving an authentic taste of Korea, this spot in Singapore is a must-visit.

Location Information

Jo Ju Bang is located at 1 Tanjong Pagar Plz, #01-15, Singapore 082001. Open Monday to Saturday from 11 am to 7 pm.