Former Samsung Executive Aims to Globalize K-Shabu-Shabu with Wellness Focus
Creatrip Team
a month ago
Song Young-joo, CEO of All Day Fresh—which runs the Shabu All Day (K-shabu-shabu) franchise—says Korean-style shabu-shabu fits global wellness trends and plans U.S. and Thailand expansion next year to ride the K-food wave. Drawing on 30+ years at Samsung and regional networks in Thailand and Singapore, Song highlights local acceptance of boiled or blanched dishes even in hot climates and notes possible future entry into the Philippines under parent company Jollibee Foods (a major Filipino food group). Domestically, Song emphasizes seasonal fruit-focused menus (e.g., “Mango All Day”), stronger branding, and improving repeat visits by offering consistent, family-friendly dining experiences at spacious, hotel-style buffet locations. Rather than rapid store growth, All Day Fresh will prioritize operational solidification—sharing best practices from top-performing outlets, strengthening franchisee support, and leveraging AI tools to analyze store performance. The chain reported sharp revenue and profit growth, and the company plans services for foreign customers like English menus and enhanced Google Maps reviews.
