There is a growing demand for authentic culinary experiences that are engaging and not merely transactional. Many restaurants fail to provide both quality food and memorable engagements that bring people together. Soom addresses this gap by creating a unique space in Covent Garden where quality Korean dishes are served in an interactive environment that fosters community and sharing. The restaurant merges culinary excellence with stylistic Korean design, allowing diners to connect deeper with the food and each other. By directly addressing the needs of food enthusiasts seeking authentic and rich experiences, Soom offers a clear solution to the limitations of traditional dining venues.

The UK's restaurant industry is valued at approximately £42.9 billion as of 2023, with the Asian cuisine market segment growing at an annual rate of 8%. Urban centers such as London represent key markets, driving growth through rising consumer demand for diverse culinary experiences. Notably, the popularity of K-Food has significantly increased in the past few years, fueled by global K-Pop phenomena and cultural exchanges. The total addressable market for Korean dining in London can be estimated at £500 million, with key growth drivers including a surge in interest for health-conscious and exotic dining options. The integration of dining experiences with cultural elements, like Soom does, aligns with current market trends emphasizing unique, immersive experiences over conventional dining.

The Soom Korean Culinary Experience plans to leverage partnerships with local farmers and Korean importers to achieve quality sourcing while promoting sustainable practices. By focusing on interactive experiences—such as grilling at the table—the restaurant can engage diners on a sensory level, fostering a community atmosphere that builds loyalty beyond just food quality. Furthermore, opportunities for digital storytelling through social media can enhance brand visibility and educate potential customers about Korean cuisine. Witnessing the rapid growth of Korean cuisine popularity worldwide, Soom can implement seasonal and themed menus that reflect Korean culture and traditions, thereby capturing ongoing interest and encouraging repeat visits. With ongoing market research and consumer feedback, Soom can evolve its offerings to meet changing preferences while staying rooted in its core philosophy of authentic Korean culinary excellence.