Bay Area food enthusiasts are in for a twist on traditional treats as Korean chain Simbongsa launches its first US location right in Pleasanton. This street food vendor turned fast-food success story offers up a unique take on doughnuts and croquettes, staples that have fueled Korea's bustling street scenes for decades, and now they've brought their flavors to the states.
Serving from the Pacific Food Hall at Pacific Pearl, an Asian mini-mall located at 2705 Stoneridge Dr Ste.J – the former Mochinut Pleasanton spot – Simbongsa specializes in quabegi, a yeasted, twisted doughnut and korokke, which is akin to a savory filled doughnut, these offerings are a peace of Park’s childhood she fondly remembers as she recently told SF Eater, “It’s something I grew up eating, my sisters and I used to say we should open a korokke place someday because we loved to eat them so much.” The spot promises authentically recreated flavors with a meticulously handcrafted approach.
Quabegi, subtly sweetened and optionally dusted with sugar, arrives in multiple varieties, including original, churro, black sesame, and injome (soybean powder), tempting palates with more flavors like glazed, cookies and cream, and matcha in the offing. The korokke is stuffed with savory delights ranging from ground pork and corn to spicy pork and vegetables, all wrapped in bread dough rather than potato, pushing the boundaries of the traditional Japanese croquette it's inspired by.
Whether you're craving the enticing stretch of mozzarella or the rich taste of crab, the selection spans seven types of korokke with Jennifer Park, owner of Pleaston's Simbongsa and master franchisee for Northern California, hinting at even more varieties to come according to her statement obtained by SF Eater, “I’m thinking of a bulgogi, a kimchi, and a spicy pork and cheese version soon,” she shares. Authenticity reigns supreme here, with Park herself creating all the fillings from scratch under the tutelage of one of Simbongsa's original owners, rejecting any notion of imported or pre-made mixes.
The reactions have been nothing short of sentimental for those who've experienced these Korean delights back home, as native Koreans reportedly buy them in bulk, reminiscing the taste of their childhood – a success that hints at future expansions, with Park considering new locations throughout the South Bay and Peninsula. The excitement and nostalgia these doughnuts and korokkes evoke is captured in customer feedback showcased on their Instagram page and is summed up by Park's own memories of her youth in Seoul; “When I take a bite of one it still reminds me of when I was a kid,” she says. It's a culinary journey through taste, one twist and bite at a time – truly a taste like no other.
