[Interview] From K-Food to Cultural Patronage: A Conversation with Jae Cho of Maguro Group

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We met with Jae Cho, CEO of Maguro Group, this past March. Maguro Group currently operates seven brands and 22 locations across the UK, including Bunsik, Moida, Bullgogi and Pochawa Grill. Cho’s relationship with 4482 began with an exhibition in 2018, and he has continued to support the organisation ever since.

Within the art scene, the roles of artists, curators and galleries are undoubtedly important. Yet without the support of institutions and businesses, many projects simply cannot be realised in practical terms. Recognising the significance of that role, we wanted to speak with someone who has quietly continued to support Korean cultural initiatives behind the scenes.

Too Early, Perhaps — But That’s Why It Lasted

Maguro Group CEO Jae Cho does not describe himself as an extraordinary businessman. “I’m really just an ordinary person,” he says modestly, yet as he speaks, the story of how Korean food and K-beauty gradually established themselves within the UK naturally unfolds alongside him.

His beginnings were far removed from the scale of the business today. After studying Hospitality Management at university and spending several years working as a mortgage broker, he unexpectedly stepped into the restaurant industry after coming across a small local restaurant for sale. At the time, the space had fewer than ten tables. Laughing, he admits, “If I’d known then what I know now, I probably wouldn’t have started.” Yet perhaps it was precisely that innocence that made the beginning possible.

Maguro, the first restaurant opened by Jae Cho in 2009

In those early years, Korean food in the UK was nowhere near as familiar as it is today. Running a Korean restaurant on the outskirts of London was far from easy, and there were days when the business would make only £200–300 in sales. K-beauty followed a similar path. He introduced the Korean roadshop retail model to the British market at a time when that format was already beginning to decline elsewhere, leading to numerous challenges and setbacks. Still, he reflects that “starting too early is probably why we managed to survive.” Being ahead of the curve allowed him to experience the market first-hand and understand its shifts long before others did.

Today, Maguro Group continues to expand both the F&B and retail sides of the business, focusing on K-food and K-beauty. In particular, the beauty sector has seen rapid growth in recent years. Cho notes that the company hopes to open around ten new locations this year, with a similar level of expansion potentially continuing next year. Yet he is also quick to point out that London alone should not define people’s understanding of the UK market. Outside the capital, many cities are still only beginning to encounter Korean culture, and he believes that is precisely where future opportunities lie. “Living in London can make you think everyone already knows Korean culture,” he says. “But outside London, many places still feel like new territory.”

From Businessman to Cultural Patron

What stands out, however, is that his interests extend beyond business growth alone. When he first arrived in the UK, he spent several months visiting the National Gallery almost every week. Jae Cho recalls being deeply struck by the experience of standing in front of monumental works of art that were freely accessible to the public. That early encounter with Britain’s cultural landscape eventually developed into a lasting interest in art and culture. It also led him towards collecting artworks himself and regularly engaging with exhibitions and museums.

That interest naturally evolved into cultural patronage. Speaking about the role of business, he explains that success should not simply be measured by profit, but also by the responsibility to give back to society. Alongside scholarship initiatives, he has continued to support local communities through food donations, church events, and outreach projects for homeless shelters.

His connection with 4482 likewise emerged naturally from these interests. What particularly resonated with Cho was 4482’s long-term commitment to introducing Korean art and culture within the UK. More than large-scale events or commercial visibility, he appreciated the sincerity behind 4482’s efforts to build long-term connections between Korean artists and local audiences. Since 2018, he has attended a number of the organisation’s exhibitions, observing with interest not only the exhibitions themselves, but also the atmosphere, conversations, and sense of community they created.

For Cho, cultural sponsorship should never remain at the level of simple marketing or one-off promotion. Instead, he believes that healthier cultural ecosystems are formed when businesses and cultural organisations build long-term relationships based on trust. In the UK especially, where partnerships between companies and arts institutions have developed naturally over decades, he feels Korean cultural projects should also place greater emphasis on sustainability rather than immediate results.

“The Projects That Last Are the Good Ones”

Amid the global rise of K-culture, Cho views the increasing number of Korean cultural and artistic initiatives emerging across the UK in a very positive light. At the same time, he stresses that trust and well-structured planning are becoming more important than ever. While strong ideas and meaningful intentions can certainly attract support and sympathy from both companies and audiences, projects also need clarity in their operations, structure, and long-term vision in order to earn lasting confidence.

For Cho, those working on cultural and artistic projects should feel more confident in presenting and developing their ideas. Across the UK, there are already many individuals and organisations genuinely interested in supporting cultural initiatives and local communities. Ultimately, he says, what matters most is how sincerely those relationships are built and maintained.

“In the end, the projects that last are the good ones.”

As the conversation drew to a close, his words felt less like the polished reflections of a successful entrepreneur and more like the perspective of someone who has quietly persevered over many years. Amid the fast-moving momentum of K-culture, he believes that what ultimately matters most is trust between people, and the ability to continue building something steadily over time.

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Maguro Group Brand Introduction Video