Launchpad Hospitality Brings TBD Gimbap to Manhattan

The group behind Nami Nori is launching a permanent site for its popular Korean roll concept in New York City.

Updated on Oct. 27, 2026 in Food and Drink

Bold vector editorial illustration showing sliced Korean rice rolls on a wooden tray, representing a new restaurant launch. — Launchpad Hospitality is moving its popular TBD Gimbap concept into a permanent Manhattan location to meet sustained consumer demand. AI Illustration. Upload story photo >

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Launchpad Hospitality announced plans to establish a permanent Manhattan home for its TBD Gimbap brand following a series of successful pop-up events. The decision comes after the restaurant group saw significant growth and high consumer interest in the Korean specialty.

Why it matters

The transition to a permanent location follows intense demand that routinely exceeded the production capacity of temporary retail spaces. Launchpad Hospitality aims to leverage this interest as part of a broader strategic expansion plan.

Launchpad Hospitality saw 40 percent business growth in 2025 and currently serves over 7,500 diners weekly across its Nami Nori locations. The company also has a 4,300-square-foot expansion scheduled for West Palm Beach in early 2027.

The players

Launchpad Hospitality

This restaurant group operates Nami Nori and is currently expanding its presence in the fast-casual dining sector.

Pharrell Williams

The musician and entrepreneur joined the company as a strategic partner and advisor in 2024.

Ryan Suh

He was appointed as the chief operating officer of the hospitality group in May 2026 to help lead long-term planning.

The details

To accommodate the move, the group has secured a commissary kitchen and implemented a five-year strategic plan. This operational shift follows the addition of new leadership and high-profile partnerships intended to scale the company's footprint.

Nami Nori opened its first West Village location in 2019.
Pharrell Williams joined the organization as a partner in 2024.
TBD Gimbap operated as a West Village pop-up from mid-March 2026 through August 2026.
Ryan Suh was hired as the company's chief operating officer in May 2026.
Korean Heritage Night took place at Citi Field on August 15, 2026.

Industry Dynamics

The move aligns with a broader shift in the restaurant industry where high-performing concepts transition from pop-up testing grounds to permanent assets. This trend reflects a strategic approach to capturing sustained demand for niche culinary offerings.

Manhattan diners can expect the consistent availability of the gimbap rolls that were previously limited to temporary events. This shift provides a reliable venue for customers who frequented the brand during its pop-up runs in the West Village and at public festivals.

The takeaway

Successful pop-up concepts often serve as a vital proof-of-concept for restaurateurs looking to minimize risk before securing permanent real estate. Consumers looking to support growing food brands can often track new site announcements through the company's social media and public event calendars.