DOKKAEBIER
(est. 2006)
1735 Polk St, San Francisco, CA 94109
Youngwon Lee, Founder & Chief Dokkaebi
What made you decide to start your company, and how did you get started?
I’ve worked in the beverage/alcohol business since I was 19, initially in Korea. I was always fascinated by the beer industry as it seemed to be more exciting and open-minded, with its casual and easily changing nature. Before I started my own company, I worked at a Korean beer company, The Booth Brewing Co., which was my introduction to the craft beer industry. I managed the US operations out of Eureka, CA. I like making people happy by having them drink and eat delicious food, so I wanted to pursue my vision of combining unique craft beers with Korean-inspired foods that pair well with beer. That led me to open a pop-up store in San Francisco in February this year. We started with three unique beer flavors, along with tasty Korean tapas, and the store was really popular!
What was the biggest challenge starting your business?
The main challenge was first to come up with the overall structure — concept, vision, name and logo. Just the logo took 4-5 months. Also, having the right team is always a challenge, creating the strong team spirit, and hiring the right people for what were temporary positions because it was a pop-up store with a limited period.
Why did you name your company Dokkaebier?
I have a motto that I live by and that I believe has been key — “go after people, don’t go after money.” Running a restaurant is really about learning what people are longing for and meeting their needs, not just their wants. It’s not just about food anymore; it’s about sitting down with the customers and listening to their stories and building relationships. I also look at my success through my employees, many of whom have worked for me for years. My dishwasher, for example, was able to retire back in his native Mexico as a result of having worked at SAMS for 10 years. The third “people” aspect is the relationships I’ve built with local partners — hotels, businesses, city officials, etc. — that has been a big part of having a successful food business.
Tell us about your menu and whether you have any specialty items (e.g., a family recipe or something that’s unique to your restaurant).
I wanted to create a brand identity that drew on my Korean heritage. Dokkaebi refers to legendary Korean mythical creatures, kind of like goblins or spirits. They’re known to be playful, popping up here and there, and to love hanging out with people with good food and drinks. I wanted my company to take after the dokkaebi’s characteristics by constantly evolving and trying new things. I would like to expand our offerings to soju and wne, as well as other types of Korean food in the future.
Tell us about your beer flavors and what makes your beers unique.
I’ve noticed that the beer industry in the US is getting more competitive while the beers tend to taste more and more similar. I wanted to differentiate my beers by introducing Asian-inspired ingredients such as gochugaru (Korean pepper flakes), omija (magnolia berry), bamboo leaves, etc. It’s fun to experiment and change recipes. I really appreciate US consumers for their open-mindedness to try new things. They tend to give an immediate reaction to food and beverages, and it inspires me to constantly try new recipes.
How have you adjusted to the challenges of running your company during these difficult coronavirus times?
Just before the Covid-19 outbreak, we had opened the pop-up store in San Francisco. We switched over to delivery services, but it was hard to offer the fresh tapas as a delivery item. Also, it has been difficult to promote our beer during these times, because traditionally the beer market is a very offline market. It’s important to provide customers a good experience by creating a fun environment, which is why the pop-up was doing well. I’m trying to use this opportunity to give people a good first impression by providing a positive delivery experience. I am also still figuring out how to efficiently run a remote team. I have been doing all our beer deliveries and driving roughly 150-200 miles/day. I hope to be able to add members to my team, including a delivery person! (Fun fact: I just calculated how much I drove. 4800 miles total! After this week, it will be over 5,000 miles!)
What would you say is a key to your success?
I’ve had a lot of ups and downs during my career, but those experiences taught me to take things as they come, figure out what needs to be done, adapt, go with the flow, and not take things personally. Being able to stay calm, keeping a positive attitude, and staying focused on the future, I believe, have helped me get to where I am today.
What is your longer-term vision for DKB?
For the immediate future, I want to focus on expanding the brand in the Bay Area and then to all of California next year. I also want to help spread the influence of Korean culture in the process. Like a dokkaebi, which changes shape, I want our brand to continue to evolve and move forward. I always think about how to improve and how to adapt to new trends. I love what I do; love having a genuine connection with consumers through beer. So, looking farther ahead, I would like to open up a Dokkaebier taproom in every state, introducing Korean ingredients and flavors to people all over the country!