Brandon Lee, a Korean living in Medellin, opened the ‘Oppa Asado Coreano’ restaurant seven years ago, specializing in Korean BBQ, after quitting his job at Samsung and spending two years backpacking around the world. ‘Oppa’, which means ‘Older Brother’ in Korean, reflects familial warmth, and is incorporated into the restaurant’s name. Lee opened up to Colombia One about his experience in the restaurant trade and how he came to settle in Medellin.
Brandon Lee: from Samsung strategist to world traveler
Brandon Lee was born in Chuncheon, a small town in South Korea, where he studied international business and finance. He started his professional career with Samsung Electronics, a well-known Korean company.
After four years, he decided to quit his job to embark on a journey of exploration around the world. “I was the typical Korean, but I was sick and tired of the typical routine. Even though I had a good job and worked with major tech companies like Google and Apple, I found my habits and lifestyle monotonous”, he admitted.
Once he quit his job, he wanted to fulfill one of the dreams on his bucket list: becoming a world traveler. He started to travel all over the world on a two-and-a-half-year journey. He began in Japan, and then explored Europe, Africa, the United States and South America.
“I was a 100 percent backpacker. At that time, my primary focus was on travel because for me, the most crucial elements in life are time, health, and money. I always envisioned having these three essentials in my life before I die”, he says.
A ‘yes man’ approach led Brandon Lee to open a Korean restaurant in Medellin
While he was traveling, Lee adopted a “yes man” approach, where he agreed to every proposal made by friends or people he encountered.
In Colombia, he made a life-changing encounter through Couchsurfing. “I met this fantastic couple: a Colombian husband and a French wife, both lawyers. However, I did not feel entirely comfortable staying with them because I felt the need to repay their kindness”, he recalled.
So Lee decided to show his gratitude by preparing a simple Korean dish for the couple. Despite its simplicity, the couple really enjoyed the meal. Once they finished, the French woman suggested ‘why don’t you open a restaurant in Medellin?’. As he was a ‘yes man’, Lee agreed, promising to do so once he completed his backpacking journey in Cuba, two months after the proposal.
Lee returned to Colombia, and the couple helped him with the necessary paperwork to establish his restaurant. In October 2017, ‘Oppa Asado Coreano’ opened its doors, marking the beginning of Lee’s culinary venture in Medellin.
The challenge of introducing Korean cuisine in Medellin, Colombia
At first, his experience was challenging because Colombians were unfamiliar with Korean culture, often mistaking him for Chinese, which he found disrespectful. However, he chose to see it as motivation to introduce them to Korean culture and cuisine.
A few years later, in 2020, the pandemic posed a significant challenge for Lee and his restaurant. Dealing with a robbery added to his difficulties, leading him to contemplate closing ‘Oppa Asado Coreano’, and going back to his home country. Nevertheless, a Colombian woman who worked with him, now the manager of the restaurant, motivated Lee. She told him she did not want him to leave Colombia with a bad experience and, in the end, Lee decided not to give up.
Currently, ‘Oppa Asado Coreano’ has built a loyal clientele, and Lee takes great pleasure in sharing his culture with the people of Colombia. Looking ahead, Lee wants his restaurant to become the first Korean franchise in Colombia. His future plans include not only establishing new venues in Antioquia, but also expanding into other big cities such as Cartagena and Bogota.
Investing in Colombia: Lee’s strategy and vision for success
Lee acknowledges that investing in Colombia can present challenges, particularly in terms of slow returns. “If you have the patience and the willingness to adapt, you can succeed, but understanding Colombian culture is crucial”, he advises.
Moreover, he emphasizes that a key strategy for foreigners is to introduce Colombians to new experiences, including diverse foods beyond their traditional cuisine, thereby encouraging them to become clients. “Culture is not something you can fully grasp by merely reading articles or watching YouTube videos,” Lee continues. “I recommend that foreigners first immerse themselves in the country: get to know its people, learn the language, and interact with locals. Only then should they decide whether to invest”.
“I want to make an impression in this country and perhaps, in the future, people will remember me as the Korean guy who ran a restaurant in Medellin”, he admits. Finally, besides his restaurant aspirations, Lee is also a music producer. He is planning to release his first reggaeton album in a few months, believing it will be a fun and fulfilling experience.