What does it take to build a restaurant brand across international markets? In this episode of the Real Founder Podcast, entrepreneur, chef and television personality Judy Joo shares the mindset, resilience and commercial lessons behind building Seoul Bird, one of the UK’s fastest-growing Korean fast casual dining concepts.
From leaving behind a successful career in finance to introducing authentic Korean cuisine to western audiences and navigating personal hurdles along the way, Judy’s journey is packed with practical and relatable advice for founders looking to scale while staying true to vision.
Meet the Guest: Judy Joo, founder of Seoul Bird
Real Founder Podcast host Annie May (pictured right) with guest Judy Joo (pictured left).
Judy Joo is the founder of Seoul Bird, an international fast casual Korean dining concept with locations across the UK and the US. A Columbia University graduate, former Wall Street trader, Michelin-trained chef and television presenter, Judy is credited with bringing Korean cuisine into the mainstream. Her entrepreneurial experience spans restaurants, media and global brand expansion, making her insights invaluable for ambitious founders.
Here’s what we learned from her episode:
1. You can’t cut and paste international expansion
Growing internationally isn’t about replicating a successful formula. Judy explains that every market has different tastes, customer expectations and buying habits. While Seoul Bird has expanded into locations including New York, London and Edinburgh, adapting menus and offerings to local audiences has been essential. Her advice for all types of businesses expanding abroad? Study the market, remain flexible and don’t become emotionally attached to products or services that aren’t working.
2. Authenticity breeds success
When Judy opened her first Korean restaurant, many thought she should have gone for a “pan-Asian” concept instead. But she resisted and remained committed to showcasing authentic Korean food. That decision not only helped educate customers but also positioned her brands as pioneers in a market where Korean cuisine was still relatively unknown. Today, growing global interest in Korean culture has validated that long-term vision.
3. Big changes demand courage
Before becoming a chef, Judy enjoyed a successful career in finance. But burnout forced her to reassess what she wanted from life, leading her to culinary school and ultimately entrepreneurship.
Rather than having every step mapped out, she encourages founders to trust their instincts, start moving and allow opportunities to emerge along the way. Sometimes the biggest career breakthroughs begin with simply taking the first step.
4. A healthier founder makes better decisions
Judy speaks openly about the importance of protecting your health as a founder. From prioritising exercise and recovery to what she calls “planning your joy”, she believes sustainable businesses are built by founders who look after themselves first and schedule wellbeing times like important meetings.
“You have to be very comfortable with risk… and have an unfathomable belief in yourself.” – Judy Joo
Judy Joo’s entrepreneurial journey shows us that successful businesses are built through resilience, adaptability and staying true to your founding vision.
Whether you’re considering international expansion, launching a food business or navigating your own founder journey, this episode offers practical lessons you can apply immediately.
Listen to the full episode of The Real Founder Podcast below to hear Judy Joo’s inspiring story and discover what it really takes to build an international restaurant brand from the ground up.
Dining and Cooking