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From Teaching in Seoul to Bulgogi in Belval - Yujin Lee's Path to Entrepreneurship
Coming to Luxembourg from South Korea is a big enough change, but even more so if you add on a career change from education to owning and running your own business. And how about throwing in doing a master’s degree in your 30s as well? Now we should have your interest!
Anyone that has spent time on the Belval campus in recent years knows the latter half of the story, whether they are aware of it or not. Yujin LEE (Master’s in Entrepreneurship and Innovation - 2015) opened Bibim, the first authentic Korean restaurant in Luxembourg, right around the corner from the Belval campus, and it has been thriving ever since. We recently caught up with Yujin to find out more about her fascinating story.
Yujin in front of her restaurant, Bibim, in Belval. Photo: Brice Ambrosiak
Why did you decide to study at the University of Luxembourg?
I used to be a teacher at a private school, and I already had a good image of Luxembourg because my professor at the university in Korea where I did my bachelor’s degree often used examples of Luxembourg's education system in class.
With my husband, we checked the University of Luxembourg's programme, and we found it to be much more international and multicultural than what we had anticipated. Many courses were taught in English, for example. That's how we ended up coming to Luxembourg. He also did his master’s at the University of Luxembourg and now he works in Finance.
The thing is that we already had a stable life back in Seoul, me being a teacher and him working in a bank, so everybody said we were crazy because we just left everything and moved to Luxembourg. At that time, we were quite tired of the really complicated and hectic life in Seoul and wanted to experience something new before getting old.
And how was your experience at Uni.lu?
The University has a strong connection with various government agencies and companies. As a result, there were many opportunities to participate in seminars and events. This exposure provided practical insights from the business world, and I could receive some advice that could be applied in a real life.
My course also turned out to be very helpful with some practical learnings. For example, when I set up a company, I had to submit a very detailed business plan with a feasible financial plan. Thanks to what I learnt in the course about how to write it, I was able to apply that knowledge effectively and create a practicable plan.
Why did you decide to open Bibim?
Here in Luxembourg, I could see the potential for an authentic Korean restaurant because of course I knew that there were other Korean restaurants but they are all run by non-Koreans and people around me often said that it is not real Korean food. I thought that there will be no issue with demand here because Luxembourg is a multinational country with many different cultures but no authentic Korean restaurant which is run by a Korean. So, I decided to open Bibim. It being the first Korean restaurant in Luxembourg run by a Korean filled me with pride, and I feel like I’ve contributed a small part to diversity in Luxembourg.
Yujin behind the counter at Bibim. Photo: Brice Ambrosiak
How did you come up with this concept?
Because the business in general and restaurant business in particular was new for me, I was focusing on practical aspects. I imagined that maybe it will be difficult to serve the tables quick while in this area people are busy and want to eat fast or even take away. I thought that this concept of streamlining the ordering and delivery process would be practical and convenient for both me and the customers. I also conducted market research on several restaurants in other countries that operate similarly, using them as a benchmark. Afterward, I decided to proceed with my own venture.
How was Covid for your business?
It was quite difficult because everybody worked from home, but the government financial aid was really helpful here so I could survive thanks to that. And now I think business is even better than it was before Covid as more companies are moving into Belval and the area around here is still developing.
How much of your clientele do you think are students/staff of the Uni?
Both the staff and the students are my favourite and regular customers. Previously, they were the majority of our clientele. However, with many companies now based in Belval, I have noticed more and more customers are coming from various organisations. Still, I believe that over 20% of our patrons are connected to the University.
What is your personal favorite thing on the menu and why?
Haha, difficult question! My culinary preferences are quite mood-dependent. When I am feeling stressed or facing a challenging day, I crave the fiery flavors that probably all Koreans love. So I would take Bibimbap with spicy pork (Jeyouk) and spicy sauce (Gochujang). However, on ordinary days, I also enjoy a comforting bowl of Bibimbap - this time with soy beef (Bulgogi) or tofu. Choosing just one favorite is really hard, I love all my food :)
What would you say to other alumni considering to open their own business?
Starting a business involves a great deal of responsibility and risk-taking. Additionally, it requires a certain level of investment. As everything hinges on my decision and efforts, there’s pressure. Nevertheless, I believe that even starting a small business is meaningful. A process of bringing my conceived ideas to life may be challenging, but with each step forward, I feel a sense of satisfaction. Ultimately, seeing how my efforts meet the needs of the community or the world is quite exhilarating.
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