Kimbap Steals the Show at US Open: $28 Korean Rolls a Hit in New York
Creatrip Team
24 days ago
Kimbap (Korean seaweed rice roll) made its debut at the 2026 US Open fan zone in Queens, New York, selling a popular bulgogi kimbap for $28 (about 39,000 KRW). The roll combines seasoned bulgogi (Korean marinated beef), rice and gim (seaweed) with carrot, danmuji (pickled radish), kale and burdock for texture and flavor. The project was led by Korean-American restaurateur Simon Kim (Korean name Kim Si-jun), who says the idea came from childhood school sports-day lunches, and developed with Michelin-trained chef Eunjo Park to adapt traditional kimbap to local tastes and festival-style eating. The portable, not-too-greasy kimbap fit the outdoor-spectator scene and drew extra attention after food influencer Sam Goldberg posted a tasting video.
