Eva Chow: The LA Cultural Icon Elevating K-Soju and Korean Cuisine

Korean-American entrepreneur Eva Chow has spent over a decade positioning Korean cuisine as a global cultural force in Los Angeles, leveraging high-profile events and strategic partnerships to elevate its visibility in the U.S. market. According to a report by Chosun Ilbo, Chow—often called the “cultural queen of LA”—has used her role as co-chair of the Los Angeles County Museum of Art (LACMA) gala since 2011 to spotlight Korean flavors, transforming them from a niche offering into a mainstream dining trend.

The 2011 partnership with actor Leonardo DiCaprio marked a turning point. Chow, who co-founded the Korean restaurant chain Eva’s Korean BBQ in 2008, began integrating Korean dishes into LACMA’s annual fundraisers, where DiCaprio was a frequent attendee. By 2015, the museum’s gala menu featured kimchi jjigae (kimchi stew) and bossam (pork wraps), dishes that had previously been confined to Korean enclaves. Chow told Chosun Ilbo that the strategy was deliberate: “We wanted to show that Korean food isn’t just for Koreatown—it belongs on the same stage as French, Italian, or Japanese cuisine.”

Her efforts have paid off commercially. Data from the National Restaurant Association shows Korean cuisine’s popularity in the U.S. surged 45% between 2015 and 2023, with Los Angeles leading the growth. Chow’s restaurants, now numbering seven locations, have expanded beyond Koreatown into affluent neighborhoods like Brentwood and West Hollywood. A 2024 Los Angeles Times analysis attributed the rise to Chow’s “gala diplomacy,” where she used LACMA’s platform to pair Korean dishes with celebrity chefs like Gordon Ramsay and David Chang.

How Chow’s LACMA Partnership Reshaped Korean Food in the U.S.

The LACMA gala became a proving ground for Korean cuisine’s crossover appeal. In 2017, Chow introduced a hanjeongsik (multi-course Korean meal) at the event, served alongside art installations by Korean artists. The menu’s success led to collaborations with Korean Air, which began offering hanjeongsik on select international flights in 2019. By 2021, Chow’s restaurants were hosting “Korean Food & Film” nights, pairing dishes with screenings of Korean classics like Parasite.

Her influence extends beyond dining. Chow’s Korean Culture Foundation LA, launched in 2018, has funded programs teaching Korean language and cooking in public schools. The foundation’s 2023 report noted a 60% increase in Korean language enrollment in LA schools since 2015. “Eva’s work isn’t just about food—it’s about making Korean culture visible,” said Dr. Min-Jung Kim, a cultural studies professor at UCLA, who cited Chow’s events as a model for immigrant entrepreneurship.

From Koreatown to Mainstream: The Numbers Behind the Trend

Chow’s strategy aligns with broader industry shifts. A 2022 Technomic Inc. report ranked Korean cuisine as the third-fastest-growing ethnic food category in the U.S., behind only Vietnamese and Ethiopian. In Los Angeles, where 40% of Korean restaurants are owned by first-generation immigrants, Chow’s approach has set a template for others. “She didn’t just sell food—she sold a story,” said James Lee, owner of Kang Ho-dong Baekjeong, another Koreatown staple. “People want to eat what they see in movies, on TV, and at museums.”

Critics argue that Chow’s focus on high-end events has sometimes overshadowed affordable Korean dining. A 2023 LA Weekly piece noted that while LACMA gala tickets start at $1,500, her chain’s average entrée price in Koreatown is $18—double the cost of similar dishes in other ethnic neighborhoods. Chow acknowledges the critique but defends her dual approach: “We’re planting seeds. If the gala makes kimchi trendy, eventually it’ll trickle down to food trucks and grocery stores.”

What’s Next for Chow and Korean Cuisine in LA?

Chow’s next project is a Korean Food Hall set to open in 2027 at the Grand Central Market in downtown LA, where she plans to offer $10–$15 meals alongside her high-end restaurants. She also aims to expand her LACMA collaborations to include K-pop performances and Korean film screenings, further blending food and culture. “The goal is to make Korean cuisine as ubiquitous as tacos or sushi,” she said in a recent interview with Eater LA.

Her efforts reflect a broader trend: the globalization of Korean food, driven by diaspora entrepreneurs like Chow. As the Korean Ministry of Culture, Sports and Tourism noted in its 2024 report, Korean cuisine’s global reach has grown from 10 countries in 2010 to 120 today, with the U.S. as its second-largest market after South Korea. Chow’s role in this shift is undeniable—but whether her model will sustain the trend remains an open question.