{"id":321,"date":"2026-06-01T12:45:09","date_gmt":"2026-06-01T12:45:09","guid":{"rendered":"https:\/\/corporate-movers-usa.com\/?p=321"},"modified":"2026-06-01T12:45:09","modified_gmt":"2026-06-01T12:45:09","slug":"it-took-a-trip-to-philly-and-authentic-hoagie-rolls-for-this-cheesesteak-shop-in-seoul-to-thrive","status":"publish","type":"post","link":"https:\/\/corporate-movers-usa.com\/?p=321","title":{"rendered":"It took a trip to Philly (and authentic hoagie rolls) for this cheesesteak shop in Seoul to thrive"},"content":{"rendered":"<div>\n<div>\n<div><audio><\/audio><\/div>\n<\/div>\n<p>SEOUL, South Korea \u2014 Nestled on a side street alongside high-end boutiques in Seoul\u2019s bustling Sinsa neighborhood lies an unexpected slice of Philadelphia: an authentic cheesesteak shop. <\/p>\n<p>Read more <a href=\"https:\/\/corporate-movers-usa.com\/?p=319\">From Arcadia to La Salle, guard Jamison Lynam is looking to \u2018create a name for himself\u2019<\/a><\/p>\n<div><\/div>\n<p>Signposted by an American flag that waves in the wind, Wiir Philadelphia welcomes Koreans and tourists alike to indulge in Philadelphia\u2019s signature sandwich with a dash of the city\u2019s all-encompassing \u2014 and often misunderstood \u2014 sports culture on the side. A flat-screen TV airing Phillies games sits on the wall in the intimate bar, which is lined with man cave-esque levels of Philly sports memorabilia, from personalized Philadelphia Eagles jerseys to pennants for seemingly every major, minor, and collegiate sports team in the region.<\/p>\n<div><\/div>\n<div>\n<div>\n<div><\/div>\n<\/div>\n<\/div>\n<div><\/div>\n<p>The restaurant is the brainchild of Henry Jeong, a former product manager at Samsung who lived in Philadelphia for 10 years and studied at Penn State University, and his business partner Adam Choi. <\/p>\n<div><\/div>\n<p>During regular trips to Pyeongtaek \u2014 a South Korean city with a U.S. military presence \u2014 Jeong visited a restaurant that sold cheesesteaks. Almost immediately, he said, memories of enjoying sandwiches on seeded rolls overflowing with shaved ribeye at John\u2019s Roast Pork flooded back. Jeong saw a gap in the market in Seoul. What if, he thought, there was a way to bring a taste of home back to the capital? <\/p>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<p>Jeong opened Wiir Philadelphia in 2022. It was not an immediate success, said Jeong, who had to sell his car and stock portfolio to keep the business afloat. When Wiir first opened, Jeong struggled to market his cheesesteaks since their price \u2014 \u20a916,000 ($10.60) \u2014 was higher than what many Koreans were used to spending on sandwiches. The recipe also had its own set of problems. Jeong\u2019s first hoagie rolls were too \u201cpale,\u201d he said, and kept coming out in \u201ca weird shape.\u201d <\/p>\n<div><\/div>\n<p>So Jeong and his head chef, Joon Lee \u2014 who lived in Philly for five years while working at Korean and Mexican restaurants \u2014 returned home.<\/p>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<p>\u201cI went back to Philly and I just thought to myself, \u2018What am I doing in Korea?\u2019 I\u2019m selling garbage food and pretending I\u2019m selling authentic cheesesteaks,\u201d Jeong said. \u201cI had to change. My goal is to make a sandwich that, if you served it in Philly, they\u2019d say, \u2018That\u2019s a nice cheesesteak!\u2019\u201d<\/p>\n<div><\/div>\n<div><\/div>\n<div>\n<h3>\u2018Bread is everything\u2019<\/h3>\n<\/div>\n<div><\/div>\n<p>During his trip back to Philly in 2023, Jeong had met with the owners of Angelo\u2019s and Del Rossi\u2019s \u2014 two of the city\u2019s Michelin-honored cheesesteak shops \u2014 to soak up as much knowledge as he could to bring back to Korea. Jeong said he learned that the best cheesesteak shops in Philly either bake their own rolls or source from classic Italian bakeries.<\/p>\n<div><\/div>\n<p>\u201cBread is everything, said Jeong. Still, he said, mastering the hoagie roll was Wiir\u2019s biggest hurdle to success. <\/p>\n<p>Read more <a href=\"https:\/\/corporate-movers-usa.com\/?p=317\">Chris Rabb extends his support | Morning Newsletter<\/a><\/p>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<p>In Korea, most bread is sugary and served more often as a dessert or snack instead of for sandwiches. At Seoul\u2019s other cheesesteak shops, Jeong said, this lends itself to softer and less traditional rolls.<\/p>\n<div><\/div>\n<div><\/div>\n<p>It took four years of experimentation and research trips to Philadelphia and Japan, where Jeong spent time with the Philly-obsessed owners of the acclaimed Nihombashi Philly sandwich shop, to create a bread Jeong is proud of. Similar to Del Rossi\u2019s, Wiir\u2019s seeded rolls are baked on-site daily and involve a 48-hour cold fermentation process.<\/p>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<p>Now, Wiir\u2019s cheesesteaks look like the real deal: Served on an 8-inch roll with a smattering of seeds, the sandwich arrives in a basket with a side of thin-cut beef tallow fries and is packed with USDA Prime Ribeye, saut\u00e9ed onions, and Whiz. The bread especially stands out. It\u2019s fresh, slightly crusty, and salty with enough heft to not smush under the weight of its filling. <\/p>\n<div><\/div>\n<p>The change has led to effusive praise.<\/p>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<p>\u201cThis isn\u2019t as close as it gets to the real thing. This is the real thing,\u201d said Ian Barnes, a Philadelphia native who moved to Seoul to become an English teacher. After many failed attempts at finding a passable cheesesteak, Barnes said he became a regular at Wiir. The restaurant reminds him of a college frat house. It\u2019s \u201cthe kind of place you bring Korean co-workers when you want to give them a real taste of America,\u201d he said.<\/p>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<p>After Wiir\u2019s initial financial difficulties, Jeong said he was contemplating whether to cut his losses and close up shop. Then in 2025, he was handed a lifeline when Shinsegae \u2014 one of the biggest department store brands in Korea \u2014 offered him a one-year deal inside their ritzy Gangnam location. They opened in August. <\/p>\n<div><\/div>\n<p>Jeong said opening the second location proved that authentic cheesesteaks could be successful in Seoul. Getting his new customers to think of it as its own sandwich, however, has been a different story. <\/p>\n<div><\/div>\n<p>\u201cKorean people will come here and ask for a \u2018cheesesteak hotdog or burger\u2019 because they\u2019re not familiar with the sandwich itself,\u201d said Jeong. \u201cBut, at the end of the day, food explains itself. If they like it, they will come back.\u201d<\/p>\n<p>Read more <a href=\"https:\/\/corporate-movers-usa.com\/?p=315\">What we\u2019re watching for in New Jersey\u2019s primary elections<\/a><\/p>\n<div><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>When Henry Jeong opened Wiir Philadelphia in Seoul in 2022, he said his cheesesteaks were &quot;garbage.&quot; Now Jeong&#8217;s restaurant is thriving, all thanks to traditional hoagie rolls.<\/p>\n","protected":false},"author":1,"featured_media":320,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-321","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>It took a trip to Philly (and authentic hoagie rolls) for this cheesesteak shop in Seoul to thrive - 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