CHULA VISTA – Cris Liang and Joon Lee of JCL Investments and L&A Restaurant Group have been wanting to open a Korean barbecue joint for nearly a decade, and the longtime South Bay residents are finally seeing those plans come to fruition.

The team behind the Common Theory Public House craft beer gastropubs and other successful establishments (Realm of the 52 Remedies and Woomiok) in San Diego County will bring SURA KBBQ to Chula Vista this summer, Liang and Lee’s fifth spot.

SURA KBBQ, an all-you-can-eat restaurant (AYCE) will open at the Mix at Millenia development in Otay Ranch by the end of June, Liang says, just in time for the team’s 10th anniversary.

Located next to Lee and Liang’s second Common Theory at 1960 Optima St., SURA is an all-you-can-eat barbecue restaurant.

SURA, Liang said, is “welcoming all of the clientele – we are family friendly.”

The menu will be different from the more adult beverage-focused Common Theory, a craft beer gastropub featuring Korean and Chinese food as well as Mexican favorites like tacos and nachos and typically American food like flatbread pizza and burgers.

Traditionally Korean cuisine consists largely of rice, vegetables, seafood and meat. It is especially renowned for offering a large variety of side dishes (banchan) to eat along with the main course, and because of its composition, Korean food is widely perceived as healthy.

SURA will offer a general style of Korean barbecue dishes and a self-serve buffet line of fresh meats and side dishes. SURA’s menu is expected to include Korean staples like japchae, sweet-and-sour pork, fried chicken and spicy rice cakes but will include Filipino and Mexican offerings as well.

Liang said that as he thought back to a decade ago, before they started the first Common Theory, he and Lee had actually set their sights on opening a Korean BBQ first.

“But due to some circumstances with the lease and building at the time, we decided to not proceed with that project,” Liang said. “Fast forward 10 years, we have grown a lot as individuals, and we have become much better operators. When The Mix at Millenia reached out to us, we knew it’d be a perfect opportunity to add a quality AYCE Korean BBQ to the ongoing growth of Millenia, Otay Ranch and all of Chula Vista to enjoy.”

Without disclosing financials, Lee said SURA was funded via a commercial loan with no outside investors.

Do-It-Yourself Grilling

SURA’s site covers 4,500 square feet of space, will have gas grills at each of its 30 tables and offer seating for about 150 diners.

At Korean barbecue restaurants, customers typically cook and serve their own food. Each table has a grill in its center where customers cook their own items are cooked and use utensils to divvy up food with their friends and family.

SURA expects to have three pricing tiers, and guests can order from SURA’s servers or pick out items at a fresh meat bar and take them to the table to grill themselves.

There will also be stations for self-serve ice cream, craft beer, a variety of wines and soju, the distilled rice spirit considered integral to Korean social culture.

Besides traditional cuisine that is served at restaurants, South Korean convenience and trend foods have also become a strong force in the growing market, a report by Statista says. A shared common trait is that they profit from the popularity of Korean culture and the Korean wave in pop culture.

Bolstered by this, Statista reports, Korean food has experienced a surge in interest since the early 2010s and worldwide growth like no other cuisine.

In a similar look at Korean barbecue trends, consumption analysis and statistics in 2024, tastewise.io reports that social conversations about Korean barbecue have increased by nearly 25% over the past year.

While tastewise notes that the dominating diet for Korean Barbecue is vegan, SURA’s buffet like will offer cooked dishes such as fried dumplings wontons, sweet and sour pork, japchae, chicken adobo, chili shrimp, fried rice, assorted veggie tempura and more.

Ten Years of Success

Lee and Liang’s first Common Theory location on Convoy Street was founded in 2014 when the two sought to create a vibrant hangout spot, a neighborhood bar that served great food and delicious beer in a friendly atmosphere.

The second Common Theory spot opened in February 2024, about 10 years later, and has been wildly successful in Otay Ranch.

Both CT locations are known for their extensive, diverse and ever-evolving draft beer list.

Liang said that in the first month of the second CT’s opening, its revenue “has surpassed CT1’s in the same month.”

They did not share the company’s most recent financials but told the San Diego Business Journal in 2021 that pre-COVID-19, Liang had grown the revenue of his collective businesses, under parent companies JCL Investments (Common Theory and Realm of the 52 Remedies) and L&A Restaurant Group (Woomiok), to roughly $3 million.

Lee said the establishments have been growing revenue annually, with about 30% growth compared to their first year.

Liang also noted that while SURA KBBQ has a third unnamed partner who also is part of its existing Woomiok, “the Common Theory concepts are solely owned by Joon and I.”

Backgrounds in Food Service

Liang and Lee both grew up in Chula Vista and have been ingrained in both the AAHNPI world and food service since they were children.

Liang grew up in the food service business. His parents, Chinese immigrants that settled in Mexico before relocating to San Diego, owned the restaurant Palacio Royal, in Tijuana for nearly 30 years. Lee, who was born in Korea, operated fast-food chain Rice King and ran a single store for about five years.

Despite continuing on the traditions of their families and finding success at Common Theory and their other establishments, neither consider themselves prominent leaders in the AAHNPI community.

“I just feel honored and blessed to be able to come back to my hometown and serve and provide what I do well for the community I belong to,” Lee said.

Liang added: “We’re just humbled to be part of the discussion and to be able to contribute to the AAHNPI community. We’re honored to be welcomed back home in Chula Vista, and to be able to bring the community cool concepts that we’re very much proud of.”

JCL Investments / L&A Restaurant Group
FOUNDED: 2014
CO-FOUNDERS: Cris Liang and Joon Lee
HEADQUARTERS: Convoy District
BUSINESS: Investment/Restaurant group
WEBSITE: commontheorysd.com; surakbbqsd.com
CONTACT: 619-780-6689 or instagram.com/commontheory; Instagram.com/surakbbqsd