Though running a restaurant is an exhausting job, working woman Phatsa Ngamjitsuksri has just opened a Korean Restaurant, Chin Choo. Yes, you heard right, she already has a job!

The mother of two, who is also a style consultant, slept only a few hours during the period she was setting the restaurant up. Smiling, she admits that the effort tired her out, but she's very happy.

The versatile lady has a tight schedule in the first few weeks of opening. Waking up early, no matter that she may not have got to bed before 2 or 3am, she first packs the kids off to school. Then, she either makes her way to the restaurant, or goes in to her new job at Valentino, Siam Paragon's Italian boutique, where boss Watchara Phanchet has just given her the general manager's position, charged with setting the branch up and running.

With all her experience in the fashion business - she was marketing manager of Wanmani Group responsible for big-name labels like Giorgio Armani, Tod's, Rodo and Canali - starting up a restaurant is a long way from what Phatsa knows. She says that though she loves cooking, opening Chin Choo happened by accident.

"Three months ago while I was driving through Siam Square, I saw a for-rent sign. I called and found the owner of the building very friendly," says Phatsa. "I had no idea what kind of shop I would open but I put down the money for the rent after I made the phone call."

After that, says Phatsa, she drove around the Siam Square area pinpointing what this perennially trendy shopping area lacked. A Korean restaurant, she decided, would be the thing to open.

"There was a Korean restaurant at Siam Square a decade ago. I used to visit often, but it's been closed for many years."

Korean cuisine has always been a passion for Phatsa, though her experience of Korean people hasn't always been so positive. Her family runs golf courses in Phuket, Khao Yai and Kanchanaburi, all popular with Korean customers.

"Those Koreans I met at the golf courses were impolite - I think pressure from their coaches used to get to them." This was before she decided that to learn about Korean cuisine, she had to go to the source, and travel to South Korea itself.

After two weeks spent visiting restaurants there every day, tasting and learning how to cook, she flew home with a variety of Korean ingredients and chefs' tips, as well as an extra 10 kilograms on her waistline.

"After I took the course in South Korea, I changed my attitude. Korean people are so warm, welcoming and kind. Korean food is delicious. I gained kilos but it really was irresistible."

Chin Choo is located on Siam Square Soi 11. At first sight, it's difficult to imagine that the small, 18-table first floor space decorated with cool black and white wallpaper might be a Korean restaurant. The decor was chosen by Phatsa herself - there's no need, she says, for the restaurant to look Korean, as long as it serves tasty Korean food in friendly surroundings.

With the idea of providing high-quality service in a family atmosphere, Chin Choo is focused on using fresh, authentic ingredients. Phatsa is strong on the need for hygienic practises and gives her staff training every night after closing.

Though she says all the dishes on the menu have been selected to match Thai tastes, Phatsa's special recommendations include sliced raw beef (Bt250), dol sot bibim bub beef or pork (Bt150), kimchi fried rice beef or pork (Bt120), grilled marinated beef (Bt200) and grilled marinated sparerib (Bt180). Chin Choo also serves shabu shabu and barbecue.

"Korean cuisine is outstanding in its attention to detail," says Phatsa. "To prepare a pot of soup, for example, isn't easy. But what I learnt from Korean chefs is that you have to create your own unique recipes. I adapted what I learned to make my own recipes and special dips. I'm very happy when customers enjoy my food."

Chin Choo (which means "jewellery") is open daily from 11am to 10pm.

Tanaporn Tangcharoenmankong

The Nation