January 12, 2005     Cupertino, California Since 1947
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Photograph courtesy BoAs restaurant
When Jae Chung took over Hamasushi and turned it into a Korean fusion restaurant, he decided to incorporate parts of the old restaurant while adding new touches of his own
Korean fare now served at Hamasushi's old place
By Hugh Biggar
The signs on the parking lot curbs may still read Hamasushi, but otherwise the restaurant is new. After six weeks of renovations, the BoAs restaurant opened in mid-December in the former home of Hamasushi—a landmark Japanese restaurant which closed after 25 years of serving up meals in Cupertino.

"The former owner decided to retire," said BoAs' new owner, Jae Chung. A long-time patron of Hamasushi, Chung took over and decided to incorporate parts of the old restaurant while adding new touches of his own—particularly creating a fusion of different foods and cultures.

The main change is on the menu, which now offers lower prices and primarily Korean food. "Korean food can have a strong, spicy flavor," Chung said. "It is traditionally served with rice and kimchi (cabbage) and includes beef, chicken or pork." Korean barbecue and seafood are also prevalent items on the BoAs menu.

In part, Chung made the change because of his Korean heritage. He also found the cost of running a high-end sushi restaurant like Hamasushi prohibitive because of the price of fresh tuna. Business had also fallen off at Hamasushi after 9/11, he said.

The large number of Koreans in the area also helped him make the switch to Korean food, he said. According to U.S. Census Bureau, over 2,000 Koreans live in Cupertino and are part of a larger community in neighboring Sunnyvale and Santa Clara—particularly along El Camino Real. The Korean American Chamber of Commerce of Silicon Valley also recently moved to Cupertino.

"I think they will do well," said the Korean American Chamber's president, Alex Hull. "There aren't enough Korean restaurants in Cupertino," he said. "I see a lot of Chinese and Indians eating Korean food, because it's a little bit spicier and a different flavor."

"There is definitely a good audience for it," said Gilbert Wong, a Cupertino planning commissioner. "There are not that many Korean restaurants in Cupertino, maybe one of two [others]," he said, while adding he enjoys Korean food and in the past had to go to Santa Clara to find it.

Chung hopes to tap into that appeal. "There are of lot of international people in Cupertino with sophisticated tastes," he said. "BoAs is for people who enjoy different experiences in a comfortable atmosphere." He also chose the name BoAs from the Bible because of its connotations of a place that provides comfort.

He said the theme of comfort and fusion is designed to create an atmosphere of inclusiveness.

In addition to Korean food, BoAs also offers fare from other Southeast Asian cultures, has weeknight karaoke and plays jazz as background music. Saturday nights the restaurant also holds live jazz performances, a holdover from the Hamasushi days.

"It's a unique concept for the Silicon Valley, and possibly California," Chung said of his Korean fusion theme. "Cupertino's a real melting pot. I want to create an atmosphere that is not only a fusion of food, but a real cultural fusion too."

BoAs is located at 20030 Stevens Creek Boulevard. For more information call 408.466.4262.

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