When Soban Korean Eatery opened in Hales Corners, Wisconsin in 2025, it was the culmination of personal reinvention and community vision. Husband and wife duo, Solki Lee and Hyelim Song, had no background in the food and beverage industry before they opened this fast-casual restaurant. However, their former careers — an engineer and accountant, respectively — brought sharp instincts and thoughtful design to the dining experience they wanted to share.
During the Soban build-out, Lee and Song wanted every detail to reflect the care and passion that go into their cooking — the same care and passion that Lee put into the meals he made for international students in the Korean church. That included the menu displays, which needed to be modern, eye-catching and easy to manage. They found their solution in Samsung’s dynamic, crystal-color commercial displays and VXT content management system.
The Challenge: Launching a first-time restaurant concept and introducing Korean cuisine to a new community
Even for seasoned restaurateurs, launching a new concept is a major undertaking. For first-time owners, it can seem seriously daunting. Lee and Song weren’t just opening their first location; they were introducing a new cuisine to a suburban community that is already home to established favorites. While developing the menu, they had to think about how to present Korean cuisine in a way that feels both approachable and adventurous. Clarity and consistency are key to this, and digital displays help deliver that.
“It was really important for us to have a reliable display that would work all day, every day,” Lee said. “We have four displays, and they’re on constantly. We knew we couldn’t cut corners.”
The displays had to do more than just look good. They had to fit well into a limited space and help guests order quickly and confidently. With a lot of on their shoulders already, Lee and Song also needed to manage updates easily and seamlessly, without relying on outside design or IT support. The couple explored several off-the-shelf options, but the systems lacked the visual quality, reliability and flexibility they needed — that is, until they saw Samsung digital signage and content management solutions.
The Solution: Clarity, creativity and easy content control with Samsung displays and VXT
Soban outfitted the space above its serving counter with four, Samsung QMC Series 43″ Commercial Displays, ensuring clear visibility in high-traffic areas with dynamic crystal color and a Quantum Processor Lite 4K. Powered by Samsung VXT, the displays take visuals to the next level with easy content management, preloaded templates and a robust image library.
“It was all very plug-and-play,” Lee said. “The displays have Wi-Fi, and the software is already included. We simply connected and started building our content.”
As daily operations got underway, the Soban team transitioned to custom layouts to take full advantage of VXT’s versatility. For example, the platform allows them to quickly update menu items and add useful information, such as allergen warnings. That real-time control also enables pricing adjustments, seasonal updates and special promotions.
The Soban team can easily update content without needing to reprint, reframe or wait on a third party. It’s one less worry, and a practical way to stay in lockstep with customer feedback and sales trends. VXT’s intuitive interface allows staff to quickly adjust screens or test promotional content before rolling it out. With no need for specialized training, the team can experiment, adapt and improve, without losing focus on quality food and service.
Another bonus is that the signage keeps working even when the team doesn’t.
“Even when we’re closed, people walking by can see the display through the window and learn about our menu,” Song said. “It adds our culture and character to the community.”
This could be 24/7, or a set of selected hours, thanks to automatic on-off timers that can also help save on energy costs.
Looking ahead, they’re exploring the idea of adding a display for short videos to guide new or curious customers through traditional Korean dishes.
“We want to show people what to expect,” Lee said, “so they can explore and enjoy food that might be new to them.”
The Results: Seamless updates, standout visuals and a foundation for future growth
Since opening, Samsung digital signage has become central to how Soban Korean Eatery welcomes guests. When people walk in, they might look at the display for 30 seconds, then they’re usually ready to order.
Lee and Song have tapped into their own skill sets — Lee’s eye for design, and Song’s business acumen — to bring the brand to life visually. Samsung VXT ties it all together, allowing for fast, self-managed updates that would be far more cumbersome with traditional signage. And with Samsung VXT being browser-based, they can access it from any device, anywhere, giving them full control whether they’re on-site or preparing for a busy weekend from home with their kids.
“If we were doing this on paper, every change would take weeks,” Lee said. “When you have Samsung VXT, it’s instant.”
With planning already underway for a potential second location in nearby Milwaukee, Lee and Song intend to follow the same Samsung setup for their digital signage. The record of success with Samsung displays and VXT gives them the confidence to fully embrace and grow a business dream come true.
“It’s amazing to see the entire community eating kimchi,” they said. “Soban went from a dream, to a vision, to a plan and now, reality.”
About Soban Korean Eatery
Soban Korean Eatery is the first fast-casual Korean restaurant in the Milwaukee area. While numerous imitation Korean restaurants have emerged, Soban offers authentic Korean cuisine prepared exclusively by Koreans. We aim to provide traditional Korean dishes in a fast-casual style, ensuring they are quick, convenient, and affordable.
Our head chef, raised in Korea, brings a deep passion for Korean cuisine along with a heartfelt appreciation for the United States—especially Wisconsin and the city of Milwaukee. Through authentic Korean dishes, we aim to serve and support the Hales Corners community with warmth and dedication.
The Technology
QMC Series 43" Commercial Display
The QMC’s unparalleled ultra-slim 28.5 mm depth makes it the thinnest option in Samsung’s UHD series. QMC optimizes space with its sleek design that blends seamlessly into your business environment.
Samsung VXT
Samsung VXT CMS is a powerful cloud-native content and device management platform. It provides the tools and templates to deploy captivating visuals and tailored promotions, streamline display operations, and tap into new revenue streams.
