Saro Tovmasyan on “Kim Yum”: how taste built the brand
“When you truly love what you do and put your soul into it, it is felt. Guests appreciate this, and that is precisely why they return,” noted the founder of “Kim Yum,” Saro Tovmasyan, in an interview with HoReCa Magazine Armenia.
— Mr. Tovmasyan, what inspired you to open the Korean street food concept Kim Yum in Yerevan?
— I spent a long time thinking about what my own restaurant in Yerevan should be like. I wanted to create something truly new and creative — something that, at that time, did not yet exist in Armenia.
Saro Tovmasyan: At that time, K-pop culture was rapidly gaining popularity, and it remains in trend today. My family and I visited Korea, and that trip became a true source of inspiration for me. I became more deeply acquainted with Korean culture, cuisine, and atmosphere — and that was when I realized that this was exactly what I wanted to bring to Yerevan.
— How did you make the Kim Yum brand recognizable?
— To be honest, I would not want to attribute the success solely to myself — that would not be entirely fair. Yes, I am an artist, and I have my own audience, which undoubtedly played a role at the start. Many people learned about Kim Yum because of my name. But beyond that, everything was decided by the product. Guests returned not for the name, but for the taste. It was the food — its quality, vibrancy, and authenticity — that made the brand truly recognizable and beloved.
— Mr. Tovmasyan, how do you keep going without giving up, and what advice would you give to young people in this field?
— Svetlana, the main lesson is that quality must come first. Taste, ingredients, service, presentation — everything matters. People return to places where the food is delicious, consistent, and where care is evident. It is important not to lose focus even on the small details — they shape the overall impression.
To those who want to start their own business, I would advise being prepared for serious work and full dedication. It is not an easy path, but if you believe in your idea and work every day on quality and atmosphere, success will inevitably come. The key is not to be afraid to start and to keep learning constantly.Saro Tovmasyan
