In a surprising story that demonstrates the global reach of culture and gastronomy, Barcelona’s Churrería Manuel San Román, known among Korean tourists since 2021, is taking a bold step by opening a new establishment in South Korea, specifically in Seoul, the country’s capital.
The traditional churrería, founded in 1968 and currently located on Banys Nous street in the Gòtic neighborhood, has gained international fame thanks to the influence of K-Pop culture and virality on platforms such as TikTok.
Churrería Manuel San Román’s path to fame
La Churrería’s meteoric rise on the international scene began when Jisoo, a member of the famous K-Pop group BlackPink, shared a video on his social networks enjoying the delicious churros from this iconic Barcelona establishment.
The connection between the churro and the popular Korean dish ‘tteokbokki’ had already attracted South Korean tourists to the churro shop, but Jisoo’s video catapulted the place’s fame to new heights.
The virality of the content generated endless queues of South Korean tourists looking to try San Roman churros during their visits to Barcelona.
This phenomenon not only highlighted the popularity of the churrería among tourists, but also attracted the attention of South Korean investors who saw this success as an opportunity for expansion.
Heading to Seoul with the new branch office
Faced with growing demand and the creation of a loyal fan base in South Korea, the owners of Churrería Manuel San Román, Xavi Català and Francisco Almendros, have decided to take their business beyond the borders of Barcelona.
The new Seoul branch, scheduled to open between February and March of this year, will be financed through investments from South Korean entrepreneurs who believe in the attractiveness of the project.
The location of the new store will be in Seoul’s Hyundai Mall, a strategic location that will allow the churro shop to attract a wide audience in one of the world’s most dynamic and modern cities.
Adapting to local flavor
The expansion process not only involves taking the churrería’s name to new lands, but also adapting its product offering to local tastes.
Currently, the establishment is in the phase of defining the details of the new location and adjusting the product offering to incorporate local ingredients to replicate the authentic experience of San Roman’s traditional churros with chocolate in the South Korean capital.
While the churro is a sweet very similar to the Korean ‘tteokbokki’, the churrería seeks to ensure that the churros with chocolate offer the same taste and quality that have captivated customers in Barcelona and ensure success in the demanding Seoul market.
