Among the five “Best Overseas Korean Restaurants” announced last December, there is a restaurant that particularly catches the eye with its unique name. It's a Korean restaurant located in Paris, France, named ‘MA-SHI-TA’ run by CEO Gi-beom Joung  and his wife Chef Sook-hyun Kim .

The name, which encompasses the meanings of adjectives and exclamations, exudes confidence that even locals will exclaim “très bon (very delicious).” In fact, since its opening in 2020, MA-SHI-TA has quickly gained fame and established itself as a representative Korean restaurant in Paris recognized by the locals.

What is the charm of MA-SHI-TA that captivated Paris? We met with CEO Joung to listen to the story.

A Special Korean Restaurant by a Traveler Couple

CEO Gi-beom Joung and Chef Sook-hyun Kim are a couple who love to travel. Joung is also a bestselling author who has published various travel books including "Enjoying Europe 100 Times ," "I Love Paris," and "Secret Paris." Chef Kim once worked for a French airline as an in-flight interpreter, traveling all over the world. Their experiences of visiting restaurants in various countries, from Korea to Argentina and Morocco, had a considerable influence on the opening of MA-SHI-TA.

"Our common interests as a couple are travel and food. Traveling the world and tasting various cuisines in each country has been the most joyful thing for us. Insisting on local food during our travels, from regular eateries to fine dining restaurants, and accumulating diverse experiences has greatly contributed to running MA-SHI-TA,” explained Joung.

Joung’s expertise as a travel writer also shines through at MA-SHI-TA. Joung remarked, "Most of the local guests who visit our restaurant have either been to Korea or are planning to visit. Leveraging my experience as a travel writer, I introduce Seoul's hot spots to them and try to build rapport." The special list of travel destinations Joung shares is also his affectionate way of introducing Hansik and various aspects of the Korean culture to his guests.

Joung visits Korea every year to broaden his knowledge of Hansik. He explained, "I visit various places across the country, from Baekyangsa , where Ven. Jeong Kwan , the master of temple cuisine, resides, to the sundaeguk (blood sausage soup) restaurant in Yeongwol market, and renowned local restaurants, to meet with those who are passionate about cooking." He believes that various concepts of Hansik and the philosophy embedded within the dishes are the best and ultimate teachers.

Meticulously Crafted Hansik

MA-SHI-TA pursues “authentic Hansik” that satisfies all customers. Therefore, every step from ingredient selection to serving the completed dish undergoes careful and meticulous attention to detail.

Joung emphasized, "The basic principle of our restaurant is the '3 No's' - no MSG, no frozen ingredients, and no microwave." He continued "For beef tartare, we use beef from one of the best regions, Charolais, and pay attention to the freshness and quality of all meat by serving only fresh meat within 5 days."

Attention to detail in ingredients is also crucial. Vegetables such as perilla leaves, victory onion, and chives are freshly grown in the garden of the guesthouse operated by CEO Joung and Chef Kim. In addition, sesame oil, gochutgaru (chili pepper powder)  , dried kelp, perilla oil, Korean tea, and some traditional liquors are carefully selected from renowned producers in Korea.

▲ (From left to right) Yukheo Bibimbap and Tteokgalbi dish

The signature dishes at MA-SHI-TA are Yukheo (beef tartare) Bibimbap, Tteokgalbi (grilled short rib patties) , and Japchae (stir-fried glass noodles and vegetables ). Joung explained, "Yukhoe Bibimbap is seasoned with minced pickled green plum to enhance the flavor, and the Tteokgalbi, styled after royal court cuisine, uses a sauce made by the chef herself to bring out a deep flavor," adding that these dishes are particularly well-received by locals.

▲ “Bojagi Japchae” dish, giving the impression of unwrapping a gift package

The “Bojagi Japchae” adds an extra element of fun with its special packaging reminiscent of the traditional wrapping cloth called “bojagi.” Moreover, it caters to the tastes of vegetarian guests by including various mushrooms and vegetables in place of meat.

Trendy items like dakgangjeong (deep-fried and braised chicken)  and gajigangjeong (deep-fried eggplant)  are also highly popular. CEO Joung emphasized, "All dishes are prepared with care after the guests place their orders. Many Korean travelers also say that our food feels like warm home-cooked meals made by their mothers."

Starting from Scratch to Being Recognized as a Best Overseas Korean Restaurant

When asked about the most challenging moments while operating a Korean restaurant in France, Joung reminisced about the time when he first started the restaurant.

"Just as we did, novice restaurant operators have to start from scratch. Dealing with tax issues, real estate regulations, and hygiene training demanded by French local authorities can be complex and challenging. I've seen cases where people suffered greater losses due to inaccurate information. It would be great to have guidebooks or professional materials created for those dreaming of opening Korean restaurants in France.” said Joung.

▲ MA-SHI-TA designated “Best Overseas Korean Restaurant”

Through perseverance and continuous challenges, MA-SHI-TA achieved recognition as one of the “Best Overseas Korean Restaurants” designated by the Ministry of Agriculture, Food and Rural Affairs and the Korean Food Promotion Institute last year, marking the fruition of their efforts. The restaurant excelled in 21 diverse evaluation criteria including suitability for Korean culinary culture, use of domestic ingredients, and hygiene standards.

Joung expressed gratitude for the program and said, “Through the benefits provided to Best Overseas Korean Restaurants, we were able to purchase quality ingredients that were previously unaffordable due to rising prices and upgrade our dishes with traditional porcelain tableware.” He continued, "This year, we plan to further enhance the completeness of our dishes."

Being designated as a Best Overseas Korean Restaurant has also become a new starting point for Joung. "The sense of mission to promote authentic Hansik remains unchanged, then and now," he said adding, "I am preparing for a new leap, receiving help from acquaintances who worked at Michelin-starred restaurants in Paris to refine our recipes."

Lastly, Joung emphasized, "We will continue our efforts to ensure that 'MA-SHI-TA' is selected for inclusion in the local gourmet guidebooks. We kindly ask for the continued interest and love of our many friends everywhere."

Address | 9 Rue Poirier de Narçay, 75014 Paris

Hours | Tuesday-Saturday (12:00PM~2:30PM, 7:00PM~10:30PM) / Closed on Sundays and Mondays