From Utah to Dubai: Shark Tank featured Cupbop to make Middle East debut ‘give Korean love’, says CEO
- Gulf
- May 13, 2025
Twelve years ago, Junghun Song launched a modest food truck in the center of Utah, known as Copbop, the Korean barbecue in a cup concept is now making its debut in the Middle East, with its first store that will open in Dubai.
In an exclusive interview with Arab businessThe founder of Copbop discusses his slow success, the power of associations led by people and why the Middle East is fundamental for the next chapter of his brand.
Despite the popularity of food trucks in the United States, Song’s trip was never tried to turn it into a franchise or success during the night. “In 12 years, we organically open our stores one by one, we never touch an investor from different countries or differentials. We grew organically,” he said.
Dubai was not always the plan
The newest Copbop launch at the Ibn Battuta shopping center in Dubai was just another expansion. For the song, it was a movement driven by people instead of profits. “If I did with my team of partners in Dubai, I never thought I would see Dubai to open stores here.”
“The reason I opened a store here is because with the best partner of Dubai. That is the only reason,” he added.
But a gesture changed everything. The CEO of the associated company of Dubai, Elias Madbak, flew 24 hours from the EAU to Utah to meet the song in person. While talking, Madbak shared a moment that reached the chord, duration of the height of the pandemic, when most companies said goodbye to the workers, his company chose to keep everything on the payroll.
“This is a business of people. I don’t want to say goodbye to anyone,” Song recalled. “When the CEO shared the story with me, I realized that yes, I want to work with the company.”
Saudi Arabia is as follows, but not through the franchise
Dubai is just the beginning. Song confirmed that the EAU’s partner of the brand has exclusive plans to expand Copbop to Saudi Arabia, but not through the individual franchise. “I am very good in the United States, not in this market [Dubai]. So this is the reason why I need a great couple and I know these guys [RMAL Hospitality] Very good and know the market. “
Song with the practical model of CUPBOP, based on the association, is clear about the quality and consistency of the mint, especially as the brand takes advantage of new regions with unique culinary demands.
Adapt the menu to the market
Copbop is known for its Korean flavors, spicy noodles, sweet and wild sauces and crunchy fried chicken, all served in a paper bowl. But Song knows that to win the Middle East, there must be an adaptation. “We don’t have a seafood menu in the United States, but we are creating one here,” he revealed.
Hey, also noticed Dubai’s obsession with Spice and Crunch. “You love fried chicken,” he laughed. “We have a level of spices from one to 10. I know that many Indian people live here, and love the spices.”
Shark tank changed everything
Before his debut in the Middle East, Cupbop caught the generalized attention in the United States after appearing in the successful Shark Tank program. But for the song, it was just about obtaining funds.
My operations director came to me and said: “If a large company invests $ 20-30 million and opens 100 stores, we are no longer the first engine,” he recalled. “I said, let’s go to Shark Tank. It is a national channel, if you are there and introduce, our people will know that we are the first cupbop engines.”
They requested that same day, ten rounds of interviews passed and finally appeared in the program. “We filmed for an hour and 30 minutes. Those five investors fought for an hour and 30 minutes in front of my face, we were supposed to convince them, but those five sharks fought with each other and tried to convince us,” Song said. “One of them said: Hey, I want to invest $ 5 million and we said No.”
“We don’t take the money,” Song said. “But the episode was broadcast six times in the United States, free advertising. Every time I go to the airport, people want to take photos. That is a great change. They fly from Africa, Germany, Europe, just to see us.”
What’s still for Copbop?
With custom menus, an approach of people first and a viral reputation (attributed to popularity through platforms that include Tiktok and Shark Tank), Cupbop aims to become more than Korean barbecue in a cup.
Instead of looking for a rapid expansion, Copbop is adopting a long -term approach to growth within the rapid casual gastronomic sector. This measured strategy is designed to guarantee the relevance and operational resistance of the sustained brand as the company explores more regional and international opportunities.
