Simon Kim: From Michelin-Starred Restaurateur to Community Leader

Simon Kim is best known as the CEO and Founder of Gracious Hospitality Management, the powerhouse behind the Michelin-starred COTE Korean Steakhouse, the acclaimed fried chicken concept COQODAQ, and the award-winning cocktail lounge Undercote. His restaurants in New York, Miami, Singapore, and Las Vegas have reshaped the global dining landscape by seamlessly blending the vibrancy of Korean cuisine with the elegance of American hospitality.

But beyond redefining modern dining, Simon has emerged as a passionate advocate for community empowerment, most notably through his long-standing support of Apex for Youth and his role as co-founder of Taste of Asia, a celebration of AAPI culture, cuisine, and connection.

A Grateful Thank You

Apex for Youth extends our deepest gratitude to Simon Kim for his generosity, leadership, and belief in our mission. His commitment to empowering young people and building bridges across communities embodies the very spirit of Apex. Through his support, mentorship, and vision, Simon reminds us that true success is measured not only by what we achieve but by how we uplift others along the way. Thank you, Simon, for being a champion for our youth and an inspiring force for good in our community.

Bridging Cultures, Building Community

Kim’s culinary and personal journey is rooted in authenticity and duality. “It’s about being authentic! That’s the biggest lesson I’ve learned,” he says. “I’m Korean and American. For a long time, I asked myself whether I was Korean or American, but I’ve realized I’m both. Once that clicked, I became unapologetic about that duality, and it gave me purpose.”

That purpose shines through in every aspect of Kim’s work. From the energy of COTE’s dining rooms to his community initiatives, he embodies the best of both worlds – “the Korean values of humility, modesty, and hard work,” paired with “the American spirit of creativity, inclusivity, and ambition.” It’s a combination that not only defines his success but also serves as a model for others navigating multiple cultural identities.

The Heart Behind Taste of Asia

Kim’s commitment to community came into sharp focus during the pandemic. In response to the rise of anti-Asian hate crimes, he co-founded Taste of Asia, a one-of-a-kind culinary celebration that honors the richness of Asian cuisine and its power to bring communities together.

“The initial motivation really came during COVID, when there was a rise in anti-Asian hate crimes,” Kim recalls. “As a parent, I was deeply concerned for our children and I wanted to find a way to shift the spotlight from hate to love, from fear to celebration and inclusivity. That became the driving force.”

For Kim, food is more than sustenance; It’s a universal language of connection. “I’ve always believed that food has this magical power to bring people together…to nourish, to comfort, and to delight. It creates connection. That’s really how Taste of Asia was born, out of that desire to turn something painful into something beautiful and unifying.”

A Deep Commitment to Apex for Youth

Among Simon’s most meaningful contributions has been his ongoing partnership with us at Apex for Youth. Through his dedication, he has helped us empower underserved Asian and immigrant youth by supporting our mentorship programs, educational initiatives, and community engagement efforts.

“I first got connected to Apex for Youth through former board member Cariann Chan and my dear friend Preeti Sriratana,” Kim shares. “As I spent more time with the organization, I realized this was exactly the kind of community I needed and wished I had as a young Asian-American growing up here.”

That personal connection fuels his passion for supporting Apex’s mission. “I have a mentor, and without them, I wouldn’t be where I am today. So I understand firsthand how important it is to have someone who believes in you. Someone who lifts you up, not just when you’re winning, but also when you’re struggling. That’s the kind of community that I want to create. That’s the kind of community that I want to live in.”

Resilience, Representation, and Hope

Kim’s success didn’t come without challenges. As an Asian American entrepreneur, he navigated obstacles that shaped his perspective and deepened his resilience. “Things are always difficult, but they were especially difficult growing up as an Asian American,” he reflects. “Back then, we didn’t have K-pop or all the amazing cultural representation that exists today. I don’t see challenges as a negative; they shape you, they build resilience, and they make you a bigger person.”

That belief in perseverance and mentorship is what makes his support for Apex so meaningful. “To navigate challenges, you need hope and guidance,” he says. “That’s exactly what Apex for Youth provides to our children.”

Inspiring the Next Generation

Looking ahead, Kim is focused on empowering the next wave of Asian American leaders and creatives. “If you had told me that Asian culture would be where it is today, I wouldn’t have believed you,” he says. “We’re standing on the shoulders of our predecessors and ancestors, those who came here, worked hard, and took on tough jobs so that we could be where we are today. We didn’t achieve this to stop, we want to keep growing.”

His advice for young people, especially those in the Apex community, is simple yet profound: “Have confidence. Being confident and being your authentic self is more important than anything else. Finding your authentic voice isn’t always easy, but when you do, your North Star comes from within. Trust yourself, believe in yourself, and have the confidence to keep pursuing what you set out to do.”

A Heart for Hospitality and Humanity

At his core, Simon is driven by a deep belief in the power of community. “When our community thrives, I thrive. When our community struggles, I feel that too,” he says. “Everything I do is tied to that sense of connection.”

Through his culinary achievements, philanthropy, and leadership, Kim continues to elevate not only the hospitality industry but the community around him. His partnership with Apex for Youth and Taste of Asia reflects a simple yet powerful message: When we celebrate who we are and lift one another up, everyone thrives.