Step into a restaurant that combines a retro Seoul dining space modelled after a 1980s Korean herbal medicine shop with a Korean samgyetang experience built around chicken, ginseng, jujube, and carefully selected botanicals at Sam Sam Sam, located at Novena Square.
Sam Sam Sam: Samgyetang Restaurant at Novena Square
SAM SAM SAM is a play on words and draws on two meanings of the word sam.
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Sam, which stands for the number three, is a symbol of balance in East Asian culture. It is also a reference to insam, the Korean word for ginseng, a highlight of its signature herbal chicken soup. Together, the words Sam Sam Sam reflect the brand’s philosophy of nourishment, balance, and shared dining.
Inside SAM SAM SAM, it feels as if you have been transported out from the bustle of the Novena Square mall and into a rustic Korean herbal shophouse.
The restaurant’s interior decor features rows of labelled wooden medicine drawers along with ceramic vessels sit on open shelves. The dark timber surfaces create an atmosphere that invites you to settle down and enjoy a meal.
Samgyetang at SAM SAM SAM
SAM SAM SAM’s samgyetang is developed in consultation with a panel of licensed Traditional Korean Medicine Doctors with expertise in Korean Internal Medicine, cardiovascular and neurologic medicine, neuropsychiatry, herbal medicine, and clinical research.
It makes use of with herbs and botanicals carefully selected according to the intended wellness focus of each bowl and sourced from Korea.
There are a variety of bowls on the menu, each served with rice and side dishes. These come with a description of what they have been tailored for.
The Vitality Tonic ($29) is the original Korean formula for fundamental energy and said to be good for first-timers, daily recovery and general nourishment.
Other choices include the Circulation Elixir ($29), Thermal Detox ($30), Nourishing Perilla ($30) and Immunity Black ($32).
The bowls here come with half a chicken, stuffed with rice.
Besides samgyetang, SAM SAM SAM’s menu also has Samgye Kalguksu, hand-pulled noodles in slow-cooked ginseng chicken broth, available in three variations.
There is also chicken, dried pollack and abalone porridge.
We tried the Nourishing Perilla samgyetang, which is said to be good for lung health and deep nourishment. We enjoyed the rich, creamy, nutty flavours of the samgyetang, thanks to the finely ground perilla seeds.
The Immunity Black samgyetang is tailored towards energy replenishment and immunity. We enjoyed the deep flavours built around slow-aged black garlic.
We also tried the Vitality Kalguksu. This hand-pulled noodles came in bowl of slow-cooked ginseng chicken broth. The broth had a deep onion flavour.
Sides and Beverages
Sam Sam Sam also have a range of beverages and interesting side dishes available.
We tried the Mung Bean Pancake, which we found a bit dry.
Another interesting side was the Water Parsley Pancake which had a nice bite to them.
The stand out was the Fried Fresh Ginseng. We had never had a whole ginseng before and this one was fried golden to preserve its natural character while adding a crisp exterior. To counter-act the bitterness of the ginseng, it is first dipped in honey and the soy powder.
This resulted in a divided opinion between us at the table – you either love the unique bitter-sweet combination or just find it bitter.
SAM SAM SAM
SAM SAM SAM at Novena Square reimagines how Korean wellness dining can be experienced by combining traditional herbal principles, thoughtful hospitality, and nourishing food.
The restaurant also has Together Sets for two available at at $88.
Where: #02-46 Novena Square, Singapore 307683
Opening Hours: Monday to Sunday, 11 am to 10 pm
Website: Sam Sam Sam
If you enjoyed this story, you may also enjoy reading about MODU, a premium samgyetang specialty restaurant.
