The slogan for the restaurant is “haengbokhan babsang,” which translates to “a happy food table.” And with hundreds of customers eagerly coming each week, the slogan appears to be true.

Goong, which means palace, is fairly new to New Malden, having opened last October. The restaurant serves up classic Korean dishes like ddeok galbi and bulgogi, along with freshly made sides such as crisp kimchi, potato salad and samosas.

Owners Jae Myong Choi, 48, and his wife, Sun Lan Joo, 48, put every effort into their service, and want customers to feel like they’re home. “We chose the slogan because we really do want to make people happy,” Choi says. “Really, a smile is all we could ask for.”

Choi, also a full-time pastor, says he opened the restaurant because of his wife’s love for cooking: “I really believed in her cooking. I mean, it’s just delicious.”

People come back for the service. Choi is a natural charmer, and seems to know every customer by name. With a friendly smile, he seems to draw people in through his humor and natural charisma.

“This was my first time eating Korean food,” says Kleopatra Klauss, a student at the London School of Economics. “And it was so, so good. I’m excited to be a regular.”
At this palace, which is more like a home, the family keeps getting bigger and bigger.