Today we’d like to introduce you to Kelly Kim.
Thanks for sharing your story with us Kelly. So, let’s start at the beginning and we can move on from there.
As Generation 1.5 immigrant, I came to the US when I was nine years old from South Korea. I grew up juxtaposed between the hickory-smoked Texas barbecue of my family’s restaurants (Thomas BBQ) in Houston, Texas, and traditional Korean food cooked at home. Growing up, my dad instilled in me to NEVER get into the restaurant business, as it’s a tough way to make a living. So I did what a stereotypical Asian kid does, attend college aimlessly (University of Texas at Austin) and graduate with a biology degree, my fastest way out of school at the time not knowing what I was going to do or be.
Abiding by my parents’ wishes for me to have a stable job with benefits and income, I roamed around from one corporate sales job to another. Sales didn’t come naturally to me, but I made up for that with my work ethic. Determined and diligent, I had some major successes. In my spare time, I really developed a love for cooking and all things food and gradually realized that this is what I loved to do. I loved how food brought people together and connected them. I thrived in the creativity and limitless combinations of flavors and ingredients and possibilities.
After much trepidation, in 2015, at age 39, I decided to open a restaurant that served healthy Asian fare called Yellow Fever. Through fast-casual Asian bowls, the food would incorporate fresh, local ingredients and introduce delicious, robust Asian flavors to the masses. After much success, a second location was opened in Venice, CA. Then we were approached by Whole Foods to open inside a brand new Whole Foods grocery store in Long Beach. Then abruptly in June of 2019, we decided to shutter its doors.
Has it been a smooth road?
Being an entrepreneur – especially a female, Asian entrepreneur – is not easy. If it was, everyone would be doing it.
While I loved the experience, memories, and all the human connections we made through the restaurant, it’s been a struggle. After being open for 5 ½ years, I realized that my strength was not in restaurant operations, but the passion of culinary creativity and I found myself completely burnt out. I would have loved to have hired the right talent, but the restaurant business is low margin and we couldn’t afford to hire anyone good. So I ended up trying to “do it all” and found myself stretched very thin. We also did what you are told not to do…using all our savings to help fund the restaurants and realized that we could no longer support the business.
It’s been an emotional, bittersweet journey and I’ve shed many tears as we closed our doors. Sometimes, it may be a great idea, but you have to be humble and realize that the timing wasn’t right or it just wasn’t meant to be.
So, as you know, we’re impressed with Yellow Fever – tell our readers more, for example what you’re most proud of and what sets you apart from others.
We created Yellow Fever not only as a healthy, Asian fare restaurant but a place that’s a reflection of our values and how we would like to be treated as customers.
We would like to think that we made “bowls” popular before they became trendy, where we focused on promoting a healthy “clean-eating” lifestyle, as well as customization for various dietary restrictions and allergies.
Each of our stores had been designed with love, and we’d worked hard to create a culture which respects and cares for all of our coworkers, customers and the local community. From a “barking lot” dog social to CrossFit workouts and yoga lots, we aimed to be different, to make an impact, and help create human connections.
While there has been some controversy over our name, we chose to embrace the term and reinterpret it positively for ourselves. Words are empowered by people, and our actions will always be positive and represented by good food and good deeds. Our mantra is embodied in our “8 Words to Live By”: Be yourself, Be kind, Be happy, Be yellow.
Let’s touch on your thoughts about our city – what do you like the most and least?
Los Angeles is such a melting pot of various cultures, races and backgrounds and I love that! We are also blessed with a bounty of fresh, seasonal produce all year around – there’s no other place like it.
Yellow Fever was born out of a desire to serve delicious, healthy Asian food that respects authenticity but also embraces modern food culture. You’d find customers of all backgrounds, ages, and races at Yellow Fever. It’s also a reflection of who I am…Asian, American, Texan, Californian, Korean, Woman and beyond – and how I like to eat.
Los Angeles is a city most identified with the automobile. It’s often difficult to meet new people, especially when combined with the constantly-on Netflix, social media and the smartphone that’s so prevalent everywhere. But I also hope that it’ll come full circle – and people will start looking beyond their phone with the desire to connect in person, especially over delicious food 🙂
The first question I’ve been getting from everyone has been “what are you going to do now?” followed by “what’s the next restaurant that you’ll open?”. And to be honest, I have no idea what I’m going to be doing and for now, that’s ok. I’m still trying to figure it out and at age 46, I’m ok with that. Life is a journey and I’m looking forward to the next chapter of my life and happy with the impact we’ve had with Yellow Fever.
Contact Info:
- Website: www.yellowfevereats.com www.chefkelly.com
- Email: [email protected]
Image Credit:
Erin Doll, Undine Prohl, Dada Shikako, Stephanie Tran
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