10 years of Plant
July 2023 marked the 10-year anniversary of Plant. To celebrate this outstanding achievement, we catch up with Mipa Lee to reflect on life as the owner of Seoul's premier vegan establishment
November 2023
Exterior view of the Plant restaurant in Itaewon, Seoul.
Plant has been a mainstay on Seoul’s vegan scene for quite some time – 10 years in fact. Back at the start there wasn’t so much of a “scene” as a scattering of talked-about little spots tucked away down a back street, a good 15-minute walk from any subway station. Plant itself started as a humble baking studio and café in Itaewon – off the main street and then across a busy side street – in a location only those in the know knew how to find, or those skilled enough to follow a little blue dot on their phone (smartphone maps were barely a thing back then).
Mipa happy at work in the Plant baking studio in Itaewon, Seoul.
Before Plant, owner Mipa Lee could be found blogging her way through life on her Alien’s Day Out website and flogging her vegan cakes at weekend markets throughout Seoul. This led to a steady online following where she would pass on vital vegan recommendations, share restaurant reviews, upload pictures of her fluffy and beloved rabbit, Bunny, and give snippets of her life as a 20-something vegan adapting to new surroundings. She was essentially an influencer before that was even a thing! Now, she’s an established and successful business woman overseeing two busy restaurants and can still be found churning out the baked goods at her baking studio and office not far from the first Plant location in Itaewon.
The Cajun Chick’n Burger! Just one of the many seasonal options available at Plant.
"I do feel a sense of pride knowing that we overcame so many real obstacles, such as the Covid-19 pandemic, and also the Itaewon crowd crush disaster. There were so many restaurants in our area that didn’t make it, but the fact that we’re here means we did something right."
Over the last 10 years, Mipa has not only built her brand and Plant’s reputation as Seoul’s premier vegan food joint, she has also built a community of like-minded friends and given a welcoming and somehow familiar space to those far from their homes. Her restaurants are always a lively mix of international visitors and residents, local Koreans and even a famous face every now and again – all of whom enjoy the open and relaxed atmosphere on offer. The staff are a unique mixture of professional chefs from across the world, international students working to support their studies, and young Koreans making their way in the world. It’s no surprise that the vibe is so international given that Mipa herself grew up everywhere from Korea to Ghana, Scotland and the United States.
Ten years of being a boss! Mipa in the Plant baking studio.
Mipa has also worked incredibly hard on the brand's online presence and her roots in blogging set Plant up well for Instagram success, developing a very loyal following of more than 25,000. The Plant account shares a mouthwatering mix of new dishes, cake-making Reels and behind-the-scenes details on the people making the running of two busy restaurants possible. Mipa also shared a very special Reel sharing her memories from the last decade as Plant celebrated its 10-year anniversary.
Plant holds a unique spot in Seoul’s vegan community and has been a must-go spot for the last 10 years. Long may its success continue!
INTERVIEW WITH PLANT OWNER MIPA LEE
Did you ever imagine Plant would still be going strong after such a long time?
Never. I thought maybe two years, four years tops. But with every passing year, we get more established, more settled, and we figure things out just a bit more. It seems there is no good time to stop even if I want to. [laughs]
How did you celebrate the 10-year anniversary?
We did a few online events, like an anniversary discount on all our whole cake orders, and we did a giveaway through our Instagram. I also made a video highlighting some memories of past and present Plant staff, just to show a little appreciation for how far we’ve come, and to share the moment with all the people who have passed through. Plant couldn’t have made it this far without the countless people who worked so hard. As for me personally, I’m waiting for a moment to give myself a vacation so I can reward myself for doing this for 10 years. I guess I’m the only employee that has been here all 10 years so I want to treat myself a little if I can find the time.
Can you remember what your goals were when you first started your blog, Alien’s Day Out?
It was just a hobby. At first I didn’t even focus on the vegan lifestyle. It was initially just a creative outlet for my doodles and illustrations –back then I was trying to become an illustrator – and then over time it became more about what it was like trying to be vegan in Seoul, sharing recipes, and trying to be a useful resource for others. I just enjoyed the process of photographing, writing, editing, and sharing with others. I didn’t have any specific goals with the blog. I never monetized it with ads, or did sponsored posts or anything like that. However, the followers that I built were really huge in supporting Plant when it opened, and it was through the blog that I grew some confidence to open a storefront.
What’s the most challenging thing about running your own business?
There are so many challenges, specifically with running a restaurant, but perhaps the biggest one is finding the right staff for Plant. It’s easy to find staff, but it’s been a challenge finding people who truly fit into our culture, are bilingual, who can stay and work in Korea long-term, and who want to make a career out of being in the restaurant industry. That said, we have had and also currently have some amazing individuals that have really made an impact on the company.
Besides that, another big challenge is that running a restaurant is so much about just putting out fires. There’s often some problem that needs to be solved, whether it’s a plumbing issue, malfunctioning equipment, skyrocketing ingredient prices, or some staff emergency. I’ve accepted to some extent that this is just part of running a restaurant and there are things that are out of my control. But it can still wear you out when it feels never-ending.
What has been your proudest achievement since launching Plant?
Perhaps it’s just that we’re still here. I do feel a sense of pride knowing that we overcame so many real obstacles, such as the Covid-19 pandemic, and also the Itaewon crowd crush disaster. There were so many restaurants in our area that didn’t make it, but the fact that we’re here means we did something right. Another thing I’m proud of is the staff culture we’ve created. I take pride knowing that our staff enjoy being here. It’s hard work and there are obviously some rough days, but I think I’ve built a lot of trust with my staff and I take pride in that. I hope that I can continue to grow as a leader for Plant, not just for the sake of the company, but for the staff.
Plant Itaewon: 117 Bogwang-ro, Yongsan-gu, Seoul. Open Tuesday–Sunday 10–22 (Kitchen closes at 21:00)
Plant Yeonnam: 87 World Cup Buk-ro 4-gil, Mapo-gu, Seoul. Open Tuesday–Sunday 10–22 (Kitchen closes at 21:00)
Instagram: @plantcafeseoul
Website: plantcafeseoul.com for reservations and whole cake orders
10 years of Plant
July 2023 marked the 10-year anniversary of Plant. To celebrate this outstanding achievement, we catch up with Mipa Lee to reflect on life as the owner of Seoul's premier vegan establishment
November 2023
Exterior view of the Plant restaurant in Itaewon, Seoul.
Plant has been a mainstay on Seoul’s vegan scene for quite some time – 10 years in fact. Back at the start there wasn’t so much of a “scene” as a scattering of talked-about little spots tucked away down a back street, a good 15-minute walk from any subway station. Plant itself started as a humble baking studio and café in Itaewon – off the main street and then across a busy side street – in a location only those in the know knew how to find, or those skilled enough to follow a little blue dot on their phone (smartphone maps were barely a thing back then).
Mipa happy at work in the Plant baking studio in Itaewon, Seoul.
Before Plant, owner Mipa Lee could be found blogging her way through life on her Alien’s Day Out website and flogging her vegan cakes at weekend markets throughout Seoul. This led to a steady online following where she would pass on vital vegan recommendations, share restaurant reviews, upload pictures of her fluffy and beloved rabbit, Bunny, and give snippets of her life as a 20-something vegan adapting to new surroundings. She was essentially an influencer before that was even a thing! Now, she’s an established and successful business woman overseeing two busy restaurants and can still be found churning out the baked goods at her baking studio and office not far from the first Plant location in Itaewon.
The Cajun Chick’n Burger! Just one of the many seasonal options available at Plant.
Over the last 10 years, Mipa has not only built her brand and Plant’s reputation as Seoul’s premier vegan food joint, she has also built a community of like-minded friends and given a welcoming and somehow familiar space to those far from their homes. Her restaurants are always a lively mix of international visitors and residents, local Koreans and even a famous face every now and again – all of whom enjoy the open and relaxed atmosphere on offer. The staff are a unique mixture of professional chefs from across the world, international students working to support their studies, and young Koreans making their way in the world. It’s no surprise that the vibe is so international given that Mipa herself grew up everywhere from Korea to Ghana, Scotland and the United States.
Ten years of being a boss! Mipa in the Plant baking studio.
Mipa has also worked incredibly hard on the brand's online presence and her roots in blogging set Plant up well for Instagram success, developing a very loyal following of more than 25,000. The Plant account shares a mouthwatering mix of new dishes, cake-making Reels and behind-the-scenes details on the people making the running of two busy restaurants possible. Mipa also shared a very special Reel sharing her memories from the last decade as Plant celebrated its 10-year anniversary.
Plant holds a unique spot in Seoul’s vegan community and has been a must-go spot for the last 10 years. Long may its success continue!
INTERVIEW WITH PLANT OWNER MIPA LEE
Did you ever imagine Plant would still be going strong after such a long time?
Never. I thought maybe two years, four years tops. But with every passing year, we get more established, more settled, and we figure things out just a bit more. It seems there is no good time to stop even if I want to. [laughs]
How did you celebrate the 10-year anniversary?
We did a few online events, like an anniversary discount on all our whole cake orders, and we did a giveaway through our Instagram. I also made a video highlighting some memories of past and present Plant staff, just to show a little appreciation for how far we’ve come, and to share the moment with all the people who have passed through. Plant couldn’t have made it this far without the countless people who worked so hard. As for me personally, I’m waiting for a moment to give myself a vacation so I can reward myself for doing this for 10 years. I guess I’m the only employee that has been here all 10 years so I want to treat myself a little if I can find the time.
Can you remember what your goals were when you first started your blog, Alien’s Day Out?
It was just a hobby. At first I didn’t even focus on the vegan lifestyle. It was initially just a creative outlet for my doodles and illustrations –back then I was trying to become an illustrator – and then over time it became more about what it was like trying to be vegan in Seoul, sharing recipes, and trying to be a useful resource for others. I just enjoyed the process of photographing, writing, editing, and sharing with others. I didn’t have any specific goals with the blog. I never monetized it with ads, or did sponsored posts or anything like that. However, the followers that I built were really huge in supporting Plant when it opened, and it was through the blog that I grew some confidence to open a storefront.
What’s the most challenging thing about running your own business?
There are so many challenges, specifically with running a restaurant, but perhaps the biggest one is finding the right staff for Plant. It’s easy to find staff, but it’s been a challenge finding people who truly fit into our culture, are bilingual, who can stay and work in Korea long-term, and who want to make a career out of being in the restaurant industry. That said, we have had and also currently have some amazing individuals that have really made an impact on the company.
Besides that, another big challenge is that running a restaurant is so much about just putting out fires. There’s often some problem that needs to be solved, whether it’s a plumbing issue, malfunctioning equipment, skyrocketing ingredient prices, or some staff emergency. I’ve accepted to some extent that this is just part of running a restaurant and there are things that are out of my control. But it can still wear you out when it feels never-ending.
What has been your proudest achievement since launching Plant?
Perhaps it’s just that we’re still here. I do feel a sense of pride knowing that we overcame so many real obstacles, such as the Covid-19 pandemic, and also the Itaewon crowd crush disaster. There were so many restaurants in our area that didn’t make it, but the fact that we’re here means we did something right. Another thing I’m proud of is the staff culture we’ve created. I take pride knowing that our staff enjoy being here. It’s hard work and there are obviously some rough days, but I think I’ve built a lot of trust with my staff and I take pride in that. I hope that I can continue to grow as a leader for Plant, not just for the sake of the company, but for the staff.
Plant Itaewon: 117 Bogwang-ro, Yongsan-gu, Seoul. Open Tuesday–Sunday 10–22 (Kitchen closes at 21:00)
Plant Yeonnam: 87 World Cup Buk-ro 4-gil, Mapo-gu, Seoul. Open Tuesday–Sunday 10–22 (Kitchen closes at 21:00)
Instagram: @plantcafeseoul
Website: plantcafeseoul.com for reservations and whole cake orders