Singapore Investors Take Over From Ilmiri Korea Headquarters

With Over 150 Outlets in Korea and Often Featured in Hit K – Dramas, Singapore was the Korean Chain’s First Direct International Expansion Out of Korea
ilmiri Korea Headquarters to Handover to New Singaporean Owners to Extend the Chain’s ilmiri Brand Reach to More Parts of Singapore and the Region

ilmiri Korean Fusion Cuisine, a popular chain from Korea with nearly 150 outlets, announces the handover of Singapore operations to a new group of investors come 17 July 2025.

First opened in 2023, the flagship outlet will continue its 2-unit, 85-seater lease at Boat Quay under new Singaporean management.

일미리 (ilmiri), a brand frequently featured in popular Korean dramas like Vincenzo and Thirty-Nine, is known as a successful Korean brand that has reinterpreted the traditional Korean jjimdak dish, originating from Andong City, to suit the tastes of the younger generation, offering a new and diverse menu.

Jjimdak is a Korean comfort food that is sweet, savoury, and spicy at times. ilmiri’s special sauce was perfected over 3 years before launching in Korea in October 2009.

Along the way, ilmiri’s modern touch created a variety of new-version jjimdaks like Cloud Cheese, Soy Sauce, Truffle Jjajang, Rosé, and Mala.

The Cloud Cheese Jjimdak (S$41.90) is its bestseller, featuring tender braised chicken, potatoes, Korean rice cakes, glass noodles, vegetables, and hidden Korean dumplings covered under a cover of cloud-like melted mozzarella cheese, and served with either a soy sauce or spicy base.

The Singapore ilmiri uniquely combines the best-selling items from three ilmiri sub-brands in Korea – Gold Jjimdak, Goi mari, and Duru-chigi Market – to offer a “greatest hits” menu not even found in Korea, such as the:

Mari Combi (S$47.90), a Korean royal classic reimagined with modern flair made up of charcoal-grilled marinated beef or pork rolls are served with three dipping sauces of Yuzu Soy, Chili sauce, and Pepper salt, alongside a hearty Soft Tofu Stew of Soybean Paste Stew of the diner’s preference.

Eonyang Bulgogi (S$28.90), a local specialty of Eonyang from Southern Korea, is a well-balanced marinated beef grilled over charcoal dish served with a mix of vegetables.

Crunchy Potato (S$17.90), ilmiri’s Korean version of the rosti served with cheese and sour cream on top.

The new team will also introduce new dishes to the menu like the Yaki-Udon Jjimdak, where Korean comfort food meets Japanese flair, a bold twist on tradition, perfect for the Singapore audience who are familiar with foods from both cultures.

2 more new dishes will be introduced at the end of July.

Ambitious about Introducing Authentic, Culture-driven Concepts to Singapore’s Dining Scene

ilmiri Singapore’s new director, Michelle Tan, is a seasoned entrepreneur with a successful track record in gold trading and real estate investment. She ventures into the dining industry with her investment into ilmiri Singapore.

Factors that spurred her to take on the ilmiri brand were the brand’s vast appeal in Korea, and the popularity of the association with Korean culture in Southeast Asia.

“Korea is such an enigmatic country – we think we know it from the K-dramas we watch and their K-pop groups, but there is so much history and culture that has shaped the country. In terms of Korean cuisine, it is distinctly unique yet comforting to Asians because of the similarity of ingredients used across Asian cuisines.

Thus, the widespread appeal of Korean food and its demand outside of Korea in the last decade fuelled by their captivating dramas and dance styles,” says Michelle.

“When I first tasted ilmiri’s Jjimdak chicken, I loved it. I thought it was a pity that the brand only had one outlet in Singapore. After some enquiries, I made an offer for the brand, hoping to be able to lend my expertise to expand it and grow its footprint in Singapore and Asia.

Given the sole outlet in Singapore, I foresee that we will have lots of room to develop and grow.”

“In the first two years of our expansion in Singapore, we recognised the potential of the brand and appeal of our Korean menu. However, we do not fully understand the local market to optimise our reach. Under Ms Tan’s stewardship, we believe that ilmiri will be able to flourish so that more Singaporeans will be able to enjoy the flavours of ilmiri menu,” says Mr Cho Kibum, founder and director of ilmiri Korea, and former owner of the ilmiri Singapore outlet at Boat Quay.

Mr Cho travelled extensively between Singapore and Korea to set ilmiri up and create a success of its first overseas outlet.

With proof of concept, Mr Cho hopes that the brand will be able to expand further with a local management team that is more aligned with local regulations, and consumer demands.

ilmiri’s food is designed for social sharing with generous portions to encourage a communal and social experience, while its lively and modern ambience offers a casual yet vibrant dining atmosphere.