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Among the country's top 50 quick-service chains, Panda Express stands out as the only Asian concept. Junghun Song and Dok Kwon believe there's room for more, and they want Cupbop to be next. The emerging brand is on a mission to become the first Korean-inspired fast-casual chain to go national.

Cupbop is the nation's first fast-casual Korean BBQ-in-a-cup concept, born in the States and it's starting 2026 strong with new locations underway across the country. When fellow Korean immigrant Jung first started serving up Korean barbecue under the Cupbop banner in 2013, Dok knew the concept was naturally scalable. That scalability traces back to its food truck roots, where the operation ran in small spaces with a lean team and stayed simple by necessity.

Early on, Jung and Dok decided to pivot from food trucks and channel all of the company's resources toward brick-and-mortar restaurants. Dok says Cupbop had to dial back on growth to position itself for future success, foregoing aggressive development goals to focus on the fundamentals.

"Our priority is never store count," Kwon says. "What really makes a brand special is the inherent demand you can generate, and that comes down to AUVs, margin profiles, and same-store sales, coupled with our unique culture."

Cupbop has taken a measured approach to growth. It hasn't raised any money and has grown through organic cash flow, building one store at a time. In the early years, Cupbop had a sole franchisee, grandfathered in since 2017. Despite a steady stream of inquiries from outside operators, Cupbop resisted opening the brand up for additional franchising opportunities.

"One thing I learned as an investor is that a lot of great companies fail when they start growing for growth's sake," Kwon says. "We probably could have opened for franchising many years ago, but we said, 'No, we're not going to open it up until we're ready, until we have the numbers and we're confident with how stores are performing.'"

That strategy paid off in 2022, when Cupbop appeared on "Shark Tank." Kwon says it was the numbers, along with a taste of Korean BBQ, that sparked interest from the investors. All five sharks made offers, and the brand ultimately struck a deal with Mark Cuban: a $1 million investment for a 5 percent stake in the business. The show sent a surge of inbound interest from prospective franchisees, but rather than launch a franchise program right away, leadership spent several years strengthening supply chain infrastructure and corporate operations first.

Only after key proprietary ingredients were integrated into national distribution did the company quietly begin franchising in March 2025, relying largely on operators who had already expressed interest rather than running formal recruitment campaigns. Since then, multiple new states have opened, and the brand regularly receives requests through social media from fans asking Cupbop to come to their town.

Two kids eating Cupbop aggressively in front of Cupbop truck (Photo credit: Cupbop)

Cupbop has also expanded beyond traditional storefronts into professional and collegiate sports stadiums and convention centers, most recently Empower Field at Mile High, home of the Denver Broncos. "Our food pairs perfectly for sporting events because it's not the same old pizza or hot dog, and it's easy to eat while watching the game," Kwon says.

The menu has grown, too, with additions like Korean-style corn dogs and Korean wings expanding the platform without complicating the kitchen. The goal, Kwon says, is to increase variety for guests while preserving the operational simplicity of the concept's food truck days.

With 70 locations currently operating across 12 states, Cupbop plans to open roughly 10 more U.S. locations in 2026. The brand also has 250 locations in Indonesia and three in Dubai, with Canada on the way and other international markets on the horizon.

Cupbop is now seeking experienced franchisees with an entrepreneurial spirit, strong people management skills, and a passion for delivering high-quality food and unmatched customer service. The company offers franchisees the tools to succeed through teamwork and strong leadership, with a focus on creating a best-in-class guest experience. Including the franchise fee, the initial investment for a Cupbop franchise ranges from $300K to $650K.

To learn more, visit Cupbop.com. To inquire about franchising opportunities, visit Cupbop.com/franchise.