missKOREA has been part of New York City’s Koreatown since 2009, rooted in a multigenerational family history and a deep connection to Korean food and hospitality. Inspired by the yearning and nostalgia for Korea, missKOREA BBQ’s core philosophy is to lead with Korean tradition and authenticity, then create an experience that appeals to a broader audience. CEO Ara Cho assumed leadership of missKOREA BBQ in 2025, carrying forward a family legacy that began with her mother-in-law, Sophia Lee, who opened the restaurant in 2009. It remains one of the few 24-hour Korean Barbecue restaurants in NYC.