Introducing a 2,063-Year Food Tradition: Heart N Seoul Experience Moves to New Brick & Mortar Location Opening April 2026
The Heart N Seoul Korean BBQ experience is expanding from its successful food truck on Traverse City’s State Street to indoor dining at 221 Garland Street, Suite D, in the Traverse City Warehouse District and its walkable community along with redeveloping and historic properties.
Nextshark.com reports that Korean BBQ was molded through eras of conflict in Korea traced to 37 B.C. with the creation of “Maekjeok” – marinated, roasted pork – which later turned into Bulgogi, a popular Korean dish of thinly sliced, marinated meat that is grilled with a sauce that is both sweet and spicy. Buddhism influenced Korea for centuries (57 B.C.E. – 668 C.E.) when it became the state religion, resulting in a ban of meat-eating and vegetables became etched into Korean cuisine with meat dishes returning after the Mongol Invasion (1231-1259).
“We are proud and humbled to support an experience – a setting to grill and eat meat and vegetables with distinctive flavors – a historically rich part of Korean culture for thousands of years,” says Chad Perreault, owner of Heart N Seoul who founded the restaurant in 2022. Perreault’s Food Truck was located at the Commons, adjacent to Earthen Ales. He used that operation to test market appeal for the Korean BBQ market. He received rave reviews and encouragement for growth. The business will support five full-time team members at the Garland Street location. The expansion was supported in part with capital from Venture North Funding and Development, a tax-exempt nonprofit that offers low-cost loans and no-cost technical assistance to small businesses in northern Michigan.
Some delicious examples of the fare cooked by Perreault at Heart N Seoul — although you’ll be in charge of cooking at table-top grills at their soon-to-open Garland Street location in Traverse City!
“Their expansion was well thought out,” said Steve Brower, Small Business Lender & Coach for Venture North. “They did a good job with their business plan and in projecting sales and profits for their expansion. The new location is an excellent choice growing their business.”
Perreault knows from where he speaks, having lived in Korea for the better part of a decade where he developed a passion for their culture, notably their food. He studied abroad there twice and worked for two years in Jindo, an island and county in the South Jolla Province off the southwestern tip of the Korean peninsula. His love for the culture and lifestyle prompted a profoundly important discovery – matrimony to spouse Li GongYichen.
“I think a well-rounded entrepreneur should identify a breadth of interests where they try everything at least once,” says Perreault. “If you want to learn and experiment with other cultures, food is a great place to start. When we open in April, we’ll be showcasing our skills and experiences in the form of even more varied Korean recipes. I hope the community will get to know us as a friend and share their thoughts and suggestions for our food. Our opening will be great way to foster an appreciation for Korean culture.”
The restaurant includes seating for 40 with ten grills for the “cook it yourself” meals prepared by customers with the watchful assistance of the Heart N Seoul team. It will be open from 4 p.m. to midnight.
The Heart N Seoul experience is unique to northern Michigan. It reflects Perreault’s passion for Korean culture and food as well as Korean hospitality that centers on building friendships.
For instance, a favorite is Bibimbap, known for its vibrant colors, textures, flavors and nutritional value. It consists of mixed rice with an assortment of ingredients like marinated sliced beef, sliced vegetables, gochujang (watch for the spice) and an egg on top. It makes for a great nutritional feast including carbs, protein, fiber, vitamins and minerals. Stirred well with chopsticks or spoon – every bite is an inspirational blend of savory, sweet, spicy and umami flavors.
Some great pictures capturing the evolution of Heart N Seoul over the years, including early days of Perreault’s instruction in Korean cuisine, working the food truck with wife Li GongYichen to recent pics showing the progress of their brick-and-mortar location slated to open on Garland Street in Traverse City in April.
A versatile option – Mandu – is often filled with ground meat, vegetables and seasonings before wrapping in a thin dough and steamed, boiled or friend. It can be an appetizer or main course and is served with soy dipping sauces.
You can socialize and prepare food with others or stroll the area with one of the popular “street foods,” like Bungeo-ppang, a fish-shaped bread filled with sweet red bean paste, a particularly warm and comforting treat during cooler weather. Or you can enjoy a cool experience with Korea’s classic answer to “heat” – a dessert made with finely shaved ice topped with sweetened red bean paste, a chewy rice cake and a drizzle of condensed milk, finished with toasted soybean powder and locally-grown fruits.”
“We can’t wait to launch our new location,” said Perreault. “The national demand for Korean food is strong and will be a great fit with Traverse City’s fame as a rapidly growing “foodie” destination. We will also feature Karaoke and a photobooth experience amid a warm, fun atmosphere, typical to a true Korean experience.”
For those who know him, it comes as no surprise that one of Perreault’s first inspirations for exploring a culture came from chef, author and documentarian Anthony Bourdain.
“Bourdain had an approach to living and learning that we continue to test,” said Perreault. “Not because of his cooking but out of the intensity and joy he brought to discovering and exploring uncharted destinations. We invite everyone to join us in charting their own journey.”
For media inquiries:
Contact: Tim Ervin - Ph: 231-794-0089 - Email: timervinassoc@gmail.com
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