Cover Cote will launch in Singapore early next year
Cote will launch in Singapore early next year
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Restaurateur Simon Kim offers insights into opening his famed Korean steakhouse on our island, as well as expansion plans in the near future
It is easy to appreciate Singapore’s dynamic culinary scene, where fine‑dining restaurants rub shoulders with casual dining spots such as cafés, hawker centres and gastrobars. That’s exactly what happened when Simon Kim, the founder of Michelin‑starred Korean steakhouse Cote visited the Lion City two years ago—he was immediately impressed by local culinary offerings and gourmands. “Everyone [seems to] love to eat here and they’re fascinated by different cuisines,” says the 41‑year‑old Korean American restaurateur. It also did not matter whether he dined at a hawker centre or in a restaurant; to Kim, the quality of the food, the ingredients used and the chefs’ attention to detail impressed him the most.
A deep affinity for the city ranks high in his checklist when it comes to choosing where to expand the brand, “I must personally fall in love with the place,” he says. Which is why, despite his initial plans to bring Cote to a different Asian city, he decided to partner with hospitality company Como Group to launch his first overseas outpost at lifestyle destination Como Orchard Singapore in January 2024. Currently, the steakhouse has outlets in New York and Miami—and both have one Michelin star.
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Above Cote founder Simon Kim
Cote founder Simon Kim
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He believes that a Korean steakhouse such as Cote deserves a place in our buzzy local F&B scene. “There are a lot of concepts from overseas that aren’t able to localise, but I feel like our ability to adapt comes from our desire [to do better] and our love [for what we do] … then everything else happens organically,” says Kim. He’s excited to share this unique dining experience, but with a few local touches, with Singapore diners.
Cote is a cross between two things Kim enjoys the most: Korean barbecue joints, which he has enjoyed since he was a young boy growing up in South Korea, and American steakhouses, which are extremely popular in his current home of New York, where he kick‑started his career in hospitality. The former, he adds, is often perceived as “fun” and “exciting”, as diners get to grill their own meats, while the latter gives off that very “regal” and “classic” experience, where steaks paired with creamed spinach, mashed potatoes and fries make for a truly rich and decadent meal. He enthuses: “I wanted to take that classic American steakhouse experience and marry that with the fun and fire of Korean barbecue.”
Going beyond the classic American steakhouse cuts of filet mignon, ribeye, porterhouse and New York strip, Cote’s offerings also include lesser‑known (but no less delicious) cuts such as hanger steak and flat iron, sourced from Japan and the US. And instead of the traditional heavier side dishes, Kim has opted to serve pickled and fermented vegetables in dishes such as kimchi stew, bibimbap and fermented soy stew. “You ultimately eat slightly less meat compared to [at] American steakhouses, but you have so many different cuts that you’re more satiated,” he declares.
Above Butcher's Feast
Above Steak being seasoned before it's grilled
Butcher's Feast
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He joined the industry at 16, and having worked at hotspots such as Shibuya, the now‑defunct fine‑dining Japanese restaurant at MGM Grand Las Vegas, Japanese restaurant Matsugen, and European establishment The Mark Restaurant by lauded chef Jean‑Georges Vongerichten, Kim learnt how to cater to customers from all walks of life. “Everyone is welcome here [at Cote],” he says. And this is evident in the vibe of the restaurant, which changes throughout the evening. Around 5pm, for example, diners at Cote are usually families and the mature crowd—which is why the playlist, curated by Cote’s in‑house director of hospitality, is a bit more subtle. But as the night progresses, and younger clientele start to pour in, and the light gets dimmer and the music, louder.
Also, the wine list at Cote comprises about 1,200 labels, and its wine programme has been nominated three times for the James Beard Award for Outstanding Wine and Other Beverages Program. For Kim, it is not about accolades but more about “ensuring that whether you’re looking for a lighter‑bodied burgundy or something richer like bordeaux, you know that we have something for you”.
Read more: 10 best gourmet wine bars in Singapore
The “vibe dining”, expansive wine list, and menu are elements that Kim wants to bring to Cote Singapore. He worked with Preeti Sriratana of design agency Modellus Novus to create an alluring space similar to its New York and Miami counterparts, meaning diners can expect familiar sights of smokeless tabletop grills, a golden‑domed ceiling, intimate booths and leather detailing that harks back to American steakhouses.
Most of the menu will stay true to the original repertoire as well. Diners will be able to feast on signatures such as the classic Butcher’s Feast, which includes four cuts of beef served with banchan, egg soufflé, a scallion salad, two types of stew with rice, and soft serve ice cream; and Steak Omakase, an omakase‑inspired meal that gives diners 10 cuts of beef along with beef tartare, caviar‑topped scallops, banchan, a scallion salad, lettuce wraps, cold noodles, egg soufflé, and soft serve ice cream. Even those who prefer seafood are welcome—the Legend of the Seven Jades—the curated raw bar laden with treasures from land and sea such as caviar, bluefin tuna, rainbow trout roe, uni, and truffle, will be part of the Singapore outlet’s menu.
Kim points out that the culinary team here is also working on a few Singapore‑inspired creations. “We’re currently working with our chefs to see how we can make them a little bit more Korean, a little bit more Cote,” he continues. While he prefers not to elaborate too much in order to keep some things a surprise, he quips that a reimagined version of the peppery pork rib dish bak kut teh will be one of the exclusive offerings.
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GIVE AND RECEIVE
Running a multimillion‑dollar restaurant business, Kim understands the importance of giving back to the community. As he puts it, “as a single restaurant (with two operating outlets in the US), we can’t make such a big impact, but it’s important that we do our part right”. So in New York, Kim is actively involved with City Harvest, a charitable organisation that fills the stomachs of hungry New Yorkers by rescuing food that would otherwise be wasted. He also works closely with Apex for Youth to give Asian and immigrant youths from low‑income households in the city mentorships to give them a shot at a better future.
Even with his busy schedule juggling his restaurants and philanthropic work, Kim shows no signs of slowing down. In fact, Cote Singapore is just one of the few openings lined up for his restaurant group, Gracious Hospitality Management. He is also gearing up for the launch of a new Korean‑inspired fried chicken brand in the Big Apple by end‑year, as well a second Cote steakhouse at 550 Madison Avenue in Manhattan, which Kim refers to as “arguably the hottest real estate in the entire New York City”. Having said that, it is safe to say that while 2023 is coming to a close, it is only just the beginning for Kim and his rapid expansion plans.
Cote opens at Como Orchard in January 2024.
Dudi Aureus is the senior dining and travel editor at Tatler Singapore, covering the city’s most exciting restaurants, global travel trends, and the personalities shaping the culinary and lifestyle scenes. She also serves as co-jury chair for the Tatler Best awards in Singapore, celebrating the very best in hospitality. When she’s off duty, she can often be found at a favourite hole-in-the-wall Thai spot, savouring a perfectly balanced pad thai.
